The No Jargon Email: The No AI Update
Love this. A reminder that most of the post you see like this (that have not been written firmly with tongue in cheek) are just totally rubbish. They give us FOMO and make us doubt ourselves....remember you do you.
Martin's Musings: We don't need to race to the bottom
No two consumer journeys are exactly alike. A lot of factors come into play between the first trigger to purchase, right through to the purchase itself, and we know the path people take is rarely direct.
In fact i covered this in a recent blog post in the Relearn insights section -?Non linear customer journeys and buyer funnels
Google first published research on the intermediate stage between the trigger and the purchase back in 202 called 'The Messy Middle. The research gave real world insights to a much used marketing phrase "the right message, in the right place, at the right time" - showing how marketers need be present through out there humans path to making a buyter decision.
This research is especially relevant now as business owners and consumers navigate the ongoing uncertainty caused by the pandemic's effects, especially the economic impact. Rising interest rates, inflation, and the growing cost of living are all affecting consumers and business owners. More than half of us are only purchasing essential items, and almost half of us are feeling less confident about making significant purchases. As a result, people are not only evaluating the price tag but also what value means to them more broadly.
This recent up to the Messy middle research?has focused on how focusing on elements of behavioural science instead of price can really help.
So what is behavioural science i hear you ask, behavioural science applies scientific methods to look at how we process information to make decisions, and how we interact with others.
The report looks at 5 key areas that retailers in particular can consider instead of price:
Let look at these in more detail and work out what you can implement your business:
It always feel comfortable (in other words easy) to focus on price at the expense of other areas that will impact your humans buyer journey but focusing on these behavioural science areas will provide additional ways to drive value over price.
Curated reading
Get stuff done: Storytelling
Lets all admit it, we are all a little skittish about AI - should i be using it, is is right....so on and on.
I believe that it will be more and more vital to focus on the making your business, content and marketing more human. So lets look at?four tips to bake in storytelling into your content.
领英推荐
Begin with action
Nobody owes you their attention. How you start decides how you succeed.
You need to grab it fast. Avoid long winded introductions and start in the middle of the action. Throw your audience in the deep end.
Drop details
People don’t care about stories they can’t see. Use:
Vagueness is a killer. Specificity is the secret.
Leave a lesson
Stories exist to share experiences. Without a point, you’re wasting an opportunity. More importantly, you waste your audience’s time. Start with the story, leave with the lesson.
Use an enemy
Every great story has a villain. The aim is to unite your audience with you. People care much more when you can trigger ‘us vs them’. Create conflict and personify the cause. No enemy, no excitement.
inspire by this?post?on twitter
Digital marketing tools: Open Peeps
Adding imagery to your business's content brings it to life and makes things easier for your humans to understand. Sourcing and creating this imagery can be time-consuming.?Open Peeps?is an open-source library that works like building blocks made of vector arms, legs, and emotions. You can mix these elements to create different Peeps to use within any elements of your content.
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