One of the smiles below is genuine and the other is fake.

Can you spot the fake one?

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Do you think you know which one is fake? Scroll to the end of this email to see if your guess is correct.

Here’s how to spot a fake smile:

1. When people smile their eyes also become animated — their eyes get a little squinty and you’ll see crows feet around the corner of their eye. No crows feet is a dead giveaway that a smile is fake.
2. Real smiles often don’t expose the bottom row of teeth. If the bottom teeth are showing, it’s an indication that they’re forcing the smile.

​Studies show that people with high levels of empathy are particularly good at spotting fake smiles.

(If you really hate stock photos then you might be one of those people).

If the people in your ads and promotional materials are using fake smiles, certain people will notice.

Now that you know how to spot a fake smile, you can avoid using them in your content.

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🤓 Brainy Breakdown

Use specific timeframes to help buyers feel like their ideal outcome is right around the corner.

Vague words like “before” and “after” could mean one day, 5 months, or 20 years.

But specific timeframes of “this morning” and “late afternoon” tell the buyer exactly when to expect their outcome.

It shortens the time-to-result making buyers feel more compelled to make the purchase.

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🤩 Brainy Opportunity​

Are you a smart marketing exec? Would you love to make a little extra moola without the hassle of starting a full-blown side hustle? You’re in luck.

​Wynter, a B2B message testing platform, is currently looking for marketing executives to join their research panel.

Participate in messaging research and get paid for your feedback and comments; $45-$100 depending on the survey length for literally minutes of effort (takes 2-7-mins on average).

If a picture is worth 1000 words… then what is a meme worth?

​Aazar Ali Shad, a paid growth consultant and Why We Buy reader, wanted to find out.

After reading our newsletter on Memes, Aazar was inspired to try using a meme in one of his client’s ads.

Doyobi is an online platform for learning English. Learning a new language can be downright painful and Aazar knew this was the perfect opportunity to test a meme.

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The result?

This ad got a whopping 2%+ click-through rate, which is more than double the average CTR in the education industry.
​Did you enjoy this week’s newsletter?

😍 Loved it | 😄 Liked it | 😐 Meh | 🤬 Hated it​

If you learned something useful, would you share the newsletter with a friend?

You can even earn cool prizes 👀 for referring new readers to Why We Buy.

And if you have an idea for a future issue, send ’em my way.

​Until next time, happy selling.