Googling often leads to biased conclusions

Read time: 4 minutes 12 seconds

What’s up, marketoooors? Here’s to an awesome week ahead of you 🥂 

This is the 10th edition of this weekly newsletter – I would not have made it here without you. Thank you all for the support! 🔥 

Let’s dive right in.

TL;DR of this Tuesday’s edition

1. Marketing: Consistency > cool campaigns

2. Productivity: Think before you Google

3. Analysis: Hootsuite pop-up banner

4. 3 helpful links of the week

Consistency trumps one-off marketing campaigns

We tend to forget more than 50% of new information within an hour of learning it. And up to 90% in 1 month.

The same applies to your customers (yes, they’re humans too, not just numbers on a report 🤣 )

So how can we, as marketers, combat this?

By being consistent.

Most of the people who see our ads or content consume it once, then forget about it and move on with their day.

To refresh your audience's memory and increase their recall rate, you need to consistently remind them of the benefits of your brand’s products and services.

Repetition, repetition, repetition, recall & sale. rinse & repeat.

Consistency is of higher value than coming up with one killer marketing campaign. And more achievable. But if you can consistently come up with amazing marketing campaigns, by all means, go for it!

But we all know that consistently making bangers is hard and unpredictable. Persistency is the cure as can be seen in the above chart.

Bonus: Since we forget so much of what we learn and consume, build a habit of saving the things you learn. And no-no-no, bookmarking threads on Twitter isn’t the solution. If you haven’t yet, I recommend getting yourself a second brain. Google it.

And speaking of googling… Here’s something to keep in mind before you take the common and lazy route to find answers via google. 👇️👇️ 

Think before you Google

This one’s a goodie. 💡 

When was the last time you googled to find answers to your topic of interest?

Or searching for a work-related issue to resolve?

Guilty. I do it a lot, too.

But the tendency to google unresolved issues can be dangerous. Paras Chopra argues that it replaces your ability to think for yourself with information written by other biased people.

What can you do instead? 

Start with a pen and paper – analyze the problem and reach your own conclusions. After that, google to get more information.

This approach trains your problem-solving skills and critical thinking. The google-first system supports lazy thinking.

Why rely on second-hand info when you have a brain of yours? Take a look at Paras Chopra’s insightful post on the topic 👇️ 

Analysis: Hootsuite pop-up banner

This is how Hootsuite leverages psychological triggers in simple popup notifications. This is also a personalized banner and landing page aimed at social media marketers.

• Urgency: “Offer expires in 03m 00s” triggers scarcity and Fear of Missing Out (FOMO) principles. It also has a live countdown, making it more enticing and pressing.

• Sell benefits, not features: “grow on social media end beat your competitors” instead of product features.

• Bandwagon Effect: Make the reader feel included in a group or FOMO of being excluded – “We could have SWORN you were someone who wanted to…”

Are there any other psychological principles that this ad triggers? Can you spot them? I’ll leave a hint for one: red.

3 picks of the week

• The customer is never wrong. Or, perhaps, the customer is always right… in matters of taste.

• What is the purpose of Event Data? Learn how event data helps build personalized experiences across different customer lifecycle stages.

• Craft compelling and persuasive messages to sell products, services, or ideas with Paraphraser AI. (It’s free!)

What the fuck I’m up to?

We’re relocating back to Estonia in March ahead of summer. Luckily, my wife is handling everything related to that and it’s more or less a “click-and-go” type of experience for me. (Thank you, Keity, I know you’re also reading this 😁)

I will miss padel the most, as there aren’t too many courts or players to play with in Estonia. But I’ll find a way.

And the sun and warm weather are going to be missed, obviously. Can’t wait to come back here before winter. 🥳 

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