This post is sponsored by Northbeam
This Week’s Brainy Best At-A-Glance
Read time 2.3 minutes
🧠 Snack: Why mistakes are a good thing
🤓 Breakdown: How to get big name celebs to endorse your products (for free!)
🤩 Opportunity: Leave feedback, get paid
💡 Spotlight: Figuring out what your buyers want but can’t tell you
Brainy Snack 🧠
What happened after Elon cracked the “indestructible window” of the cyber truck?
Tesla pulled in 250,000 reservations.
How the hell does that work?
Well, people don’t want perfection. They want relatable.
It’s called the Pratfall Effect.
Flaws humanize brands and products.
It makes us like them more.
Brainy principle used: Pratfall Effect
Northbeam’s first-party data pixel gives you the most accurate ad attribution money can buy.
👇 Here’s what you can do with Northbeam:
🔬 Track CAC and ROAS by custom attributes like funnel stage, specific influencers, or hook tactic (even across different channels)
💰 Attribute revenue to every marketing touchpoint more accurately than any other platform (our customers say so)
👩🔬 Scale your ad experiments faster without having to rely on platform results (or learning phases)
Brainy Breakdown 🤓
Paying celebrities to endorse products is one of the oldest in the marketing playbook.
But it’s expensive.
Kim Kardashian makes $1 million for a single Instagram post. That’s the power of the Halo Effect.
SURREAL capitalized on the Halo Effect without shelling out big bucks.
They added famous names to their campaigns with asterisks telling buyers these famous names are just your average joe and jane.
Joe and Jane just happen to have the same names as Serena Williams, Michael Jordan, and Dwayne Johnson.
Pretty crafty, SURREAL.
Brainy Opportunity 🤩
Brainy Read 📕
I often get emails from Why We Buy readers who love the newsletter and want to go deeper.
What’s the first book I typically recommend? What Your Customer Wants and Can’t Tell You by Melina Palmer.
Melina explains the neuroscience driving consumer behavior and explains how to use that knowledge to improve pricing, increase sales, and create better “brain-friendly” brand messaging.
If you’re new to the fascinating world of behavior science, it’s a must-read.
Want a chance to get featured in front of 41,300+ marketers and founders for free? Tweet me with a brainy campaign you’ve implemented and what results it led to. You just might see yourself in the next issue of Brainy Best.
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.
If you have an idea for a future issue, send ’em my way.
Until next time, happy selling.
Wanna really get inside your buyer’s head?
There are a few ways I can help:
- Get explosive clarity about what works with buyers by learning how to conduct 1:1 Clarity Calls
- Learn how to mine online reviews from real buyers to generate ideas and copy that converts
- Book a 1:1 strategy call with Katelyn and get the answers you need to get unstuck and move forward with confidence
- Apply to sponsor an upcoming issue of Why We Buy (next opening in April)