Did you forget to create a Cinco de Mayo marketing campaign?

Don’t stress.

​Studies found buyers are MORE likely to buy into promotions for never-before-heard-of holidays.

(Like National Cookie Day)

These “Special Day Promotions” have led to 2x more clicks than regular discounts.

​🤓 Brainy Breakdown

According to Psychology Today, 10% of our thoughts revolve around comparisons.

That’s right—it’s not just YOU comparing yourself to all the successful entrepreneurs online.

In 1954, the Social Comparison Theory was discovered and showed that people are constantly comparing themselves to those around them.

How we feel we rank compared to our peers drives action.

It drives more action than saving money, saving the planet, or feeling like we’re making a positive impact.

The Social Comparison Theory is the psychology behind why Alex Lasky’s messaging that “Your Neighbors are Better” outperformed the rest.

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​(You can read the whole thread here)​

🛠️ Brainy Resource

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What does the content management system of companies like Tesla, Adidas, Oatly, Netflix, Mindvalley, and T-Mobile look like?

We were curious too.

So, we asked them.

We polled 1,639 respondents from 7 countries to figure out how organizations worldwide use their content management systems.

Turns out they all have a few things in common.

And you can copy-and-paste what these teams are doing into how you use your own content management system (no matter how big or small your company is).

​Click here to get free access to Storyblok’s State of Content Management Systems 2023 Report and get your inside look into how these huge companies are organizing and deploying their content.

Building an audience requires credibility.

You need to prove why people should follow you.

But that doesn’t mean you’ve gotta be professional and buttoned-up 24/7.

Part of building credibility with your audience is showing your humanness.

What’s one thing all humans have in common?

Making silly mistakes.

​Amanda Natividad, Why We Buy reader and VP of Marketing at SparkToro, built a 128,000 Twitter audience by sharing moments of humility (like this one below).

Sharing relatable moments sparks the Pratfall Effect and makes buyers feel more connected to a brand or person.

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.