3 tips in 3 mins: this'll put you to sleep; arbitrage, baby; when is this going to end??
Hey, Yasin here!
Just moved house which has been a tiring but exciting process. Lots of ‘get your stupid desk out of the sitting room. It’s supposed to be a sanctuary.’ and ‘darling, I’d really appreciate if you consulted me before deciding to take the top draws. You know I’m much taller than you and so really have to stoop to get to the lower ones.’ On both sides! Also, why is furniture so bloody expensive??
1. A copywriting tip
Remind people of something they already know to be true and attach your product to it.
A £16 duvet is hardly going to revolutionize your sleep. But it certainly feels like it will after you see this ad. Why is it?
Well, our brains have trouble not conflating things. It goes something like this:
Oh, I see it’s a play on anti-aging face creams. Haha, nice!
Yeah, to be fair just sleeping more will probably do more for your skin than some dodgy face cream
I don’t want wrinkles so I probably should try and get more sleep
This Ikea duvet = more sleep
I’ll just buy the duvet
If we were logical creatures, we’d laugh at the playfulness, take the point about sleep keeping you fresh-faced, and then do deep research into the ideal duvet weight and thickness and whether duck feathers are better than synthetic ones etc.
But we’re not. So we constantly make these leaps.
2. A growth tip
Growth is all about arbitrage.
Either you go where attention is cheap and relevant. Or you create content that’s so differentiated, that it cuts through the noise.
That’s it.
The idea isn’t to be everywhere. It’s to be where it counts and go all in.
Problem is, businesses are told they have to be everywhere. And so they start posting on Instagram, TikTok, Twitter and on their blog every day. Get crappy engagement. But they never stop.
Focus is key here. Crack the code on one channel. Just one.
3. A product tip
Imagine you’re tasked with running a race for some sort of reward. But you’re not told how far you have to run. And it doesn’t seem to matter how far you run, there doesn’t seem to be an end in sight. Pretty horrible, right? A mild form of torture. You’d very quickly say ‘nah, I’m alright mate, run you’re own bloody race and stuff the reward where the sun don’t shine.’
Well, your onboarding or checkout aren’t far off this sorry situation if they don’t have a progress bar.
We want to know where the finish line is. And when we don’t we are much more likely to give up = massive unnecessary drop-off.
Moral of the story: when you require people to complete multiple steps, use progress bar for increased conversion.
You get 1000s of emails and you chose to read mine all the way to the end. For that, I’m bloody grateful. If you found this useful, please share with a friend 🙏
See ya next week!