What really makes people click?
What defines that “AHA” moment, when they are ready to buy the product.
In spite of all the top-down views in marketing, where we keep analyzing numbers and consumer behavior, and trying different testing angles, we oftentimes forget that a buying decision boils down to 2 simple factors:
- Emotional decision
- Logical decision
The relevance of these two varies by product type (category, price, etc.) and customer persona, but there’s a very exact formula for every case!
For example, let’s say you’re selling toothpaste.
People won’t buy your toothpaste if they don’t know about tooth decay. This is a logical reason to buy.
Next, assume that the toothpaste you sell has a fresh mint smell and a greenish tube color associated with freshness. Because people desire to feel clean and fresh, this creates their emotional desire to buy the product.
Now, how do you make people click on both Logical and Emotional levels to buy your product?
Let me know in the comments!
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Marketing Life Hacks
Creative ABO Testing
(1 audience, 1 control ad)
1. Strategy Purpose
The sole purpose of this strategy is to test, test, test creatives…and then test some more. Although you can allow the winners to stay active, it’s better to move them into separate campaigns and try to scale them from there.
How to expand internationally
International Expansion 101 🇯🇵🇨🇳🇫🇷🇩🇪🇬🇧🇳🇴🇩🇰🇷🇺🇮🇹
Time to target other developed countries with much cheaper ad costs!
If you’ve seen my latest video on how we scaled a personalized jewelry brand to $3.8mln through aggressive international expansion, you’ll know that running ads outside the US might be a low-hanging fruit for scaling your business beyond 7 figures.