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Steal the “Got Milk?” playbook in 2 easy steps

This post is sponsored by Storyblok

This Week’s Brainy Best At-A-Glance

Read time 2.2 minutes

🧠 Snack: Using color to trigger emotions

🤓 Breakdown: Steal the “Got Milk?” playbook in 2 easy steps

🤩 Resource: How Adidas, Oatly, and Netflix manage their content

💡 Spotlight: Get clear on your buying journey using this 1 analogy

Brainy Snack 🧠

Colors come with baggage.

Colors make us, unconsciously, think about things like optimism, authority, and desire.

Want your landing page to convey friendliness? Go with yellow.

Need to reassure people you’re the right brand? Choose green.

Save this “Emotional Triggers of Colors” wheel 👇

Brainy principle used: Color

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Brainy Breakdown 🤓

In 1993, the GS&P ad agency landed the role of increasing milk sales.

Yep, this is the agency that created the infamous “Got Milk?” ads that you remember watching as a kid.

Customer research showed that buyers noticed they didn’t have milk when they were eating certain foods.

GS&P leaned into 
this trigger event and increased milk sales by 7%.

SnackMagic - Temptation Bundling - Customer Camp - Why We Buy

Here’s how you can steal their playbook:

#1: Use customer research to find the trigger events that motivate your buyers to use your product

Example: The trigger event for milk is eating a peanut butter and jelly sandwich or a chocolate chip cookie. These foods make you crave a cold glass of milk to wash it down.

#2: Put that trigger event into an image

The Science: Our minds process images within 100 milliseconds. It takes us a few seconds to read a short sentence. Use images to provoke the emotions behind your trigger event faster.

(Daniel Murray wrote a great thread with more details on GS&P’s milk campaign. Read it here.)

Brainy Resource 🤩

Sponsored by Storyblok

What does the content management system of companies like Tesla, Adidas, Oatly, Netflix, Mindvalley, and T-Mobile look like?

We were curious too.

So, we asked them.

We polled 1,639 respondents from 7 countries to figure out how organizations worldwide use their content management systems.

Turns out they all have a few things in common.

And you can copy-and-paste what these teams are doing into how you use your own content management system (no matter how big or small your company is).

Click here to get free access to Storyblok’s State of Content Management Systems 2023 Report and get your inside look into how these huge companies are organizing and deploying their content.

Brainy Spotlight 💡

Analogies are like bridges.

Why? A well-placed analogy can help people understand complex concepts by connecting them to simpler ideas they already understand.

(Kinda like I just did)

Here’s an analogy that’ll help you better understand the buying journey:

What if you looked at marketing as a courtroom and your buyers as the jury?

Marketing Max, marketer and reader of Why We Buy, shows how this perspective can make it hyper-clear what your messaging should be at each stage of the buying journey.

SnackMagic - Temptation Bundling - Customer Camp - Why We Buy

He uses the courtroom analogy to break it down for paid ads. But with a little creativity, you can apply this thinking to all of your marketing assets.

Want a chance to get featured in front of 47,600+ 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. 

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 June)

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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