Your customer’s last experience with your brand leaves a lasting impression.
If you make tasks like unsubscribing, returning, refunding, problem resolution (etc & so on) easy, you leave the door open for the future.
Treating them as afterthoughts = throwing a Molotov cocktail onto the bridge
What’s the core of your brand story that applies across audiences?
What does everyone know you for?
Why do you do what you do?
You can race to the bottom. Or you can race to the top.
One takes hard work.
One has a short runway.
If anyone can make the artifacts of a brand in a trivial amount of time, what distinguishes the ones that last from the ones that fade as quickly as they’re made?
A tweak on a question asked by Manton Reece.
What do you mean when you say “search”?
- News / current events
- Information
- Entertainment
- Local
- Shopping
These are all different intents.
Google used to be the destination for all search types. Now different platforms are carving off different intents.
Search is ( and has been) splintering.
This EMARKETER podcast has me thinking…
Was the best way to ban TikTok actually to make a US contingent pay boatloads of money to onshore it, inviting perceptions of censorship and eroding the advertiser base?
Speaking of advertiser bases, time to zig while everyone zags to Meta.
I think the headline this newsletter sent with is better than the archive title
“Context Please!”
Everyone benefits from more context.
Lots of nuggets in this issue, but here’s a quick pull:
Know your persona, know what product you’re selling them, and know what has already worked at the hook level.
If it’s a coffee mug at the
top of funnel, you’re doing something eye-grabbing.
Mid-to-bottom-of-funnel should lean on USPs, functionality, and social proof.
At the bottom of the funnel you’re showing the lid screwing on leak-proof.
Trust + Communication
It works for internal teams.
It works for clients.
It works for customers.
**Leave black boxes to the algorithms. **
UMich’s Survey of Consumers tells a slightly different story, February was basically the same as January.
Wallets are still feeling squeezed:
About 46% of consumers spontaneously mentioned high prices eroding their personal finances; readings have exceeded 40% for seven months in a row.
The K-shaped economy continues to capitalize:
wealthier and higher-income consumers feel better insulated from any possible risks to the economy.