đ¤Â Did you know…
In 2010, Old Spice went through a brand revamp.
Enter the *now-famous* advertising campaign featuring Isaiah Mustafa, also known as “The Man Your Man Could Smell Like.”
It catapulted Old Spice into a new era and allowed them to appeal to a new marketâyounger menâresulting in sales skyrocketing by 107%.
Why are we telling you this? Because âwhoâ delivers a message can matter as much (or more) as âwhatâ they say.
Sponsored by PAINKILLER
Find the ouchy pains that drive salesâin under 3 minutes
âPeople buy painkillers. If you donât understand the painful problems your target buyers will pay to solve, youâre screwed.
I (Katelyn here đ) built an AI-powered bot to help you better understand buyers by uncovering the deeper, "ouchier" pains theyâre struggling with. It's $0.
You’re scrolling through your social media feed, and there’s another ad for a fitness app.
You barely glance at itâyou keep scrolling.
A few hours later, your favorite fitness influencer posts about that same app (claiming it’s the reason for her rock-hard abs).
Suddenly, you’re intriguedâŚ
Before you know it, youâre downloading the app to see what the fuss is about.
Whatâs changed in your mind?
In todayâs edition of Why We Buy đ§ weâll explore the Messenger Effectâwhy we’re more likely to pay attention to a message when someone we trust delivers it.
Letâs get into it.
đ§ The Psychology of the Messenger EffectÂ
Your brain rarely has *all* the information to make a decision. Instead, we use shortcuts to make an effective decision lightning fast.
In the 1950s, psychologists Carl I. Hovland and Walter Weiss investigated how much the author of a piece influenced the reader. When readers were told the piece was by a credible author, they were 3 times more likely to change their opinion on it.
âStudies show people are also more likely to pay attention to a health intervention if it was delivered by a healthcare professional versus a teacher.
What does that mean for marketers?
If your message isnât landing with prospects and youâre confident itâs solid, donât change the messageâchange the messenger.
đ¤ How To Apply ThisÂ
Alright, so how can we apply this right now to sell more?
Brand campaignâ
Be Like Mike
One of the most iconic uses of the messenger effect was Gatoradeâs collaboration with Michael Jordan.
They knew that *who*Â mattered just as much as *what*. So they made a big bet that Michael Jordan would be a powerful messenger for their brand.
And it paid off⌠big time.
According to reports, revenue went from $681 million to over $1 billion.
Co-created by Katelyn Bourgoin & Phill Agnew
Stop banging your head against your keyboard trying to write copy that converts.
Wallet-Opening Words will help you sell more using science.
Discover 26.5 science-backed copywriting techniques that will help you make small tweaks that drive BIG sales.
Better yet? Get an AI-powered copywriting assistant to help you go from idea to first draft, FAST. đ¤
Get a complete system to go from idea to first draft... fast
E-commerceâ
Use *micro-influencers* to spread the word
âHelloFresh seems to sponsor every dang Instagram influencer out there, right?
And thereâs a reason for that.
Micro-influencers have small but mighty audiences. And Forbes says that micro-influencers are highly trusted and notes that 82% of people surveyed are likely to follow a recommendation from a micro-influencer.
HelloFresh has taken this strategy and run with itâwith a market cap of $2.24 billion, theyâre doing something right.
Billboardâ
Make your customer the messenger
Celebrity influencers are all great and all but they ain’t cheap.
AndâŚÂ people identify with people *like* them. They want a ârelatableâ messengerâsomeone they can see themselves in.
Dove does *exactly* that with their Real-Beauty campaign.
The upshot? Doveâs revenue increased by 10% (without shelling out millions for celebrity endorsements).
It just goes to show that when you have the right messenger, your message goes much *much* further.
đĽ The Short of ItÂ
In todayâs world, your message matters. You know that.
But the specific words you use arenât the only thing that matters.
Who relays your message matters just as muchâ*if not more*âthan the message itself.
Until next time, happy selling.
Sponsored by PAINKILLER
Find the ouchy pains that drive salesâin under 3 minutes
âPeople buy painkillers. If you donât understand the painful problems your target buyers will pay to solve, youâre screwed.
I (Katelyn here đ) built an AI-powered bot to help you better understand buyers by uncovering the deeper, "ouchier" pains theyâre struggling with. It's $0.
