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How to turn strangers into buyers

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 🛠️

Sponsored by my friends at Content at Scale

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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. 😍

Want a chance to get featured in front of 51,400+ marketers and founders for free?

Tweet me with a brainy campaign you’ve implemented and what results it led to. You just might see your story in the next issue of Brainy Best.

Pssssttt…

 

Wanna really get inside your buyer’s head?

There are a few ways I can help:

  1. Get explosive clarity about what works with buyers by learning how to conduct 1:1 Clarity Calls
  2. Learn how to mine online reviews from real buyers to generate ideas and copy that converts 
  3. Book a 1:1 strategy call with Katelyn and get the answers you need to get unstuck and move forward with confidence
  4. Apply to sponsor an upcoming issue of Why We Buy (next opening in August)

Thank you to our featured sponsor

Written By Katelyn

Katelyn Bourgoin is the CEO of Customer Camp, a 4X founder, and a cheese lover. She lives by a simple mantra: whoever gets closer to the customer wins.

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Wanna get the buyer insights you need from key stakeholders (and look like a boss)? Our new Stakeholder Mining Kick-off Session training is coming soon. Join the waitlist to get first dibs.

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