This post is sponsored by Content at Scale
This Week’s Brainy Best At-A-Glance
Read time 2.2 minutes
🧠 Snack: Make it hard for your buyers to forget about you
🤓 Breakdown: Purposeful mistakes that improve marketing ROI
🤩 Resource: 10x your SEO content output with the world’s best AI writer
💡 Spotlight: Turning strangers into buyers
Brainy Snack 🧠
Use open loops to make your content more memorable.
They spark the Zeigarnik Effect – our mind’s natural need to remember unfinished tasks more than completed ones.
Create open loops by introducing a concept, product, or story but leaving it unresolved so your buyers keep thinking about your solution.
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Brainy Breakdown 🤓
How did Starbucks get their customers to take a photo of their drink and share it with friends, family, and their online followers?
They spelled their name wrong.
The mistake sparked action.
This got Ankit Patel, co-founder and Chief Brand Officer at Obvi, thinking.
Would people comment on a paid ad and point out a spelling mistake (and, without realizing it, lower the CPC and CPM)?
Seeing others make mistakes prompts us to take action (like sharing our Starbucks cup or commenting on an ad).
And that action can turn into free marketing and lower ad costs. 🎉
Brainy Tool 🛠️
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Brainy Spotlight 💡
John Harrison, copywriter and Why We Buy reader, sold haircut and manicure packages when he was 25.
But here’s the thing.
He had to sell these packages to complete strangers while they were running their errands.
And he only made commissions.
John wrote a LinkedIn post with his 9 lessons. Here’s my favorite:
“Lesson 3: Selling doesn’t always sell
No clipboards. No branded t-shirts. My hook was a curious question.
Me: “Excuse me, do you know the Tanfastic salon?”
Them: “Oh yeah, it’s just round the corner”
Me: “Oh sorry! Yeah, I’ve just come from there…”
Once he got a foot in the door with a question, John could make his pitch.
This simple technique got more people to stop and John was clearly a great salesman because some of those people were willing to fork over £65 to a complete stranger in the middle of running errands…
Imagine what it can do in the digital world. 😍
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