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All previous issues are posted inside our Marketers Utopia.​

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Marketing Breakdown
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Everything in marketing needs to be done with a purpose, so adding psychology to our process seems like a logical choice that will pay off.
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87% of people will not read beyond a headline, whether it's on your product page or blog, if it does not interest them.

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Here's how you can use the 5-second test to determine whether you have a good headline, and we're going to use science to back this up.

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Our first impressions are primarily emotional; for instance, when you see a face for the first time, there are generally 5 emotions we choose from in a split second.
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1. Attractiveness

2. Likeability

3. Competence

4. Trustworthiness

5. Aggressiveness
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There's more behind the psychology of first impressions, but a study has shown that it turns out our first impression of a website is similar to our first impression of a person.
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You only have 50 ms on your website to make that first impression.

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Your headline also plays a significant role in your first impressions. As most people leave a website within 10-20 seconds, there is 1 main rule to remember: you need to clearly communicate your value proposition within 10 seconds to keep a user's attention.
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The 5-second headliner test is not the perfect solution, but it can help determine if your headline copy 'passes' the test.

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Your first impression should communicate:

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1. Where the visitor is

2. What they can do there

3. Why they should do it
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Here is how you can set up your own 5-second test that can be used with your internal team:

• Select copy for testing
• This can be a landing page, emails, ads, etc.
• Define testing goals
• Ask: is my value prop clear and memorable?
• Select the right 5-second test format

Choose one of the methods:

1. What is the most memorable

2. What is most remembered about a visual target

3. What is the perceived appeal or usefulness?

4. What are the mixed combinations from above? (most difficult)
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• Write the test

Focus on your welcome screen & the questions you want to ask your team up to a maximum of 5 questions, for example:
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Test Question 1: Show the screen for 5 seconds and ask what message do you remember

Test Question 2: What the general appeal of the image was

Test Question 3: Who is the Site for?

Test Question 4: What can you do on the site?
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• Run the test
• Process the results
• Determine next steps

Ideally, you would want those who don't interact with your website/product to be able to take part in the test. This can be friends, family, or social followers.
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The ideal number of people is 5. Studies show it takes only 5 people to identify 80% of problems with your copy or site.

Marketing News

More, more, more.
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As outlined in their newest announcement, that’s all Google Ads gives us.
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Some updates for insights are now available to help your ads perform better.

A lot of what Google strives for now is AI-driven decisions and have created Insights to help businesses with:
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• Tailored recommendations- Gives you trends relevant for your business
• Analyze performance- drill down for detailed info and identify new opportunities
• Act on recommendations- Insights are integrated with recommendations

Now, here’s what Insights actually offers:
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Demand forecasts: This gives you a heads up about what Google predicts will be searched for in the near future that’s relevant for you.

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Consumer interest insights: This is a useful feature as it displays how your target market is finding your business, specifically, which search terms they are using. It analyzes the search terms in which your ads have appeared in the past 28 days, grouping them into themes and subthemes and providing you with key performance metrics for each.
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Audience insights: This insight helps you understand your audience and their characteristics (do you really know who you’re talking to?). It also dives a little deeper about their unique traits so you can tailor your messaging and creatives to resonate with them more.
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Auction insights: You vs. everybody, except now there are numbers attached. Auction insights already exist to show you where you stand against competitors, and if you’re using this already, you should.
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Change history insights: Did your conversions skyrocket on Monday? Now you can go back to the changed history and see what you did to make that happen. Going back to analyze your numbers, spending, conversion, etc., you should also be attaching every result to action. Change history can go further back and is already available.
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Though some of these insights are already available, the whole package should be rolled out before the year ends.
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Marketing Strategy

A Welcome Flow That Converts My Secret Method to Extra Revenue With 0 Extra Adspend

Apply this to your eCom brand, Info product, or SaaS

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The welcome series will be triggered when someone enters their email using a signup form on your site (a pop up). The pop up will provide them with a unique offer of some sort to incentivize them to exchange their email for this. Once they sign up, they are yours

The goal for your sign up form is something I've preached about for some time now on my Twitter account and over here in Utopia but I feel many of you are still confused. The goal is to cover all the 5 STAGES of AWARENESS across 5-7 emails

Stage 1: Completely unaware

Email 1

The problem: The prospect doesn't trust you, the prospect barely knows you. They don't care about the problem you solve yet so stopped selling them your benefits.

The solution: Introduce yourself (My name is X from brand y), welcome them to the brand, let them know what they should expect, remind them about the discount code (the reason they signed up for the email with the pop up on the site) - perhaps give them something for free too.

Email 2

The same problem from above. In this email now, we want to start building trust, introduce the problem, show them that we hated the problem, we tried endlessly to solve the problem and we did it.

This shows our brand story with understanding the pain points (make them relate to it). The brand story is extremely important. Show them that we care for them. At the bottom of the email, have 2-3 reviews of people talking about the BRAND - not the product, about the brand.

Stage 2: Problem Aware

Email 3

The problem: They still do not know or like you. The prospect understands they have a problem but doesn't know about any of the solutions

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The solution: In this email, you want to circle back to the pain points again from above, continue on with the problems and now solve those problems with A product or multiple of your products. Also, remind them of the discount from the first email.

Stage 3: Solution-Aware

Email 4

Problem: The prospect finally knows you a little but they don't know if they can trust you Solution: Case study - meet Anna. This is a very important one.

The case study will be of your ideal buyer persona, you want to add a picture of their face with the product so we have a human touch element - where you want to highlight the problems she had (which are the same problems the prospect has) and then the solution with your product.

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After this, you want to talk about how her life is now with the product and how she feels!

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Stage 4: Product-Aware

Email 5

Problem: The prospect now knows you, they understand they have the problem, they know of your solution BUT they still don't trust you

Solution: In the final stage of trust, we want to have reviews of people talking about the brand, about the product, how much their lives have changed - this is going to be a well-designed email!
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Stage 5: The Most Aware

Email 6: Problem: The prospect just needs a clear and easy way to buy

Solution: Provide them with an exclusive ONE TIME OFFER - a never done discount code exclusively for them e.x 15% off --> let them know its only for the next 48 hours -- then add social proof

Email 7:

A reminder email for the unique offer, provide social proof, and let them know this is the final opportunity for them to buy with the discount code
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Much love,

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Wiz

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