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Good one Spela, Thanks for sharing.
"Most people aren’t good at math. Instead of calculating how much money the offer saves them, they usually go with the feeling." - it is scary how accurate this is! We - as in people - often do not count, just take a look and decide on the fly does the offer LOOK good or not. Funny enough I know I am guilty of that as well.
Agreed, marketers should be very careful with discounts. Thanks for your input!
Discounts are a dangerous game to play. Once you go down that path it can be hard to come back. Shoppers grow expectations and you can damage your brand significantly if that's not something you've offered in the past. Just my 2 cents. Seen it happen first hand.
Thanks, Kinga! Appreciate the comment :)
$1,324 is better.
$1324 is a price that makes customers much more likely to buy.
This is really interesting - I was always taught to put comas/dots to make it look clear to the client! :D
Great article :)
Absolutely! I think it's often overlooked in favor of a more formal tone, especially for business audiences. Also, love the phrase "high-performing marketing sauce"!
Emotion: the missing ingredient - I wouldn't put it into words better! Storytelling can be a very important ingredient of high-performing marketing sauce, it's a pity that a lot of marketers underestimate it.
Agree 100%. I think the important thing is to make it relatable. And that people relate to other people, rather than "companies". I also think adding in anecdotes where possible adds some of that tone and personality more than sticking to a script or formula for creating content.
Agreed that storytelling and content marketing are often one-in-the-same. We've done research on how emotional content (and in particular content that elicits positive emotions) have a much higher chance of being read and shared.
But it's also interesting to think about content that's highly useful and provides answers to common questions in an industry. There doesn't always need to be a "story," necessarily, but some kind of personality at the very least. If the tone can showcase that a human being is writing to a bunch of other human beings in an effort to help them, content can thrive.
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