65% of the time that you are promoting, people are filing your content into the “promotions” tab in their brain.
Why?
Because you are trying to make them understand you, instead of making them feel understood.
The person making the buying decision is interested in one thing, and one thing only, what’s in it for me?
This can come in the form of - How much money will it make me? - How much time will it save me? - How much enjoyment will I get from this? - How will my status increase? - Is this specifically for me? - And various others.
After running an agency for the past decade, and running millions of dollars in ad spend for different types of creative material I can guarantee you the above works.
Unfortunately for the Internet, but fortunately, for you most ads do not answer these questions.
I have been seeing ads for ChatGPT prompts multiple times a day for the last few months.
Anyone else? 🙋🏽♂️
Here are some examples of how to run terrible promotions (and why)
Lack of specificity. What is the outcome that I’m going to receive if I buy these? What does “ more productivity” even mean?
Creates overwhelm. AI is supposed to make my life easier, the idea of receiving 1,000 or 70,000 prompts feels like I have a lot of homework to do. This does not instill a feeling of my life improving quickly. This is the advertiser wanting to show off how much stuff they did.
Does not address the buyer. Who is this thing even for? When people read content they quickly scan to determine if this is relevant to them. If they don’t see themselves in the material club, they quickly move on. We are faced with thousands of pieces of content every day I t’s very easy to skip over things that don’t feel relatable.
Spend some time analyzing your last few promotional posts. When you were making an offer, who does the messaging serve: Your ego? Or what your customer needs to understand?
Mike
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