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Messenger Effect

🤔 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 market—younger men—resulting in sales skyrocketing by 107%.

Why are we telling you this? Because ‘who’ delivers a message can matter as much (or more) as ‘what’ they say.

Special offers from our sponsors Sidebar and Black Crow AI ❤️

Imagine this…

You’re scrolling through your social media feed, and there’s another ad for a fitness app.

You barely glance at it—you 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 intrigued…

Before you know it, you’re downloading the app to see what the fuss is about.

What’s changed in your mind?

In today’s edition of Why We Buy 🧠 we’ll explore the Messenger Effect—why we’re more likely to pay attention to a message when someone we trust delivers it.

Let’s get into it.

The Psychology of the Messenger Effect 🧠

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.

Studies 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 isn’t landing with prospects and you’re confident it’s solid, don’t change the message—change the messenger.

How To Apply This 🤑

Alright, so how can we apply this right now to sell more?

Brand campaign

Be Like Mike

One of the most iconic uses of the messenger effect was Gatorade’s collaboration with Michael Jordan.

They knew that *who* 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.

Collaborations with *big* celebrities can have a colossal impact on a brand. 

E-commerce

Use *micro-influencers* to spread the word

HelloFresh seems to sponsor every dang Instagram influencer out there, right?

And there’s 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 it–with a market cap of $2.24 billion, they’re doing something right.

Billboard

Make your customer the messenger

Celebrity influencers are all great and all but they ain’t cheap.

And… people identify with people *like* them. They want a ‘relatable’ messenger–someone they can see themselves in.

Dove does *exactly* that with their Real-Beauty campaign.

The upshot? Dove’s 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.

The Short of It 💥

In today’s world, your message matters. You know that.

But the specific words you use aren’t the only thing that matters.

Who relays your message matters just as much—*if not more*—than the message itself.

Until next time, happy selling.

🐦 Your Brainy Tweetable

Underrated marketing advice:

*Who* delivers a message can matter as much (or sometimes more) than *what* they say.

Scientists call it the Messenger Effect.

Here’s a *super* famous example:

Tweet this now >

Pssssttt…

 

Wanna really get inside your buyer’s head?

When you’re ready, there are a few ways we can help:

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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