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Why you actually don’t want only 5-star reviews

This post is sponsored by Fairing

This is the first issue of Brainy Best—a weekly digest of snackable brainy tips to make you a smarter marketer.

I think you’re gonna love this new format and I’m excited to hear your feedback!

(Don’t worry. You’ll still get our regular deep dive issue on Tuesdays.)

This Week’s Brainy Best At-A-Glance

Read time 4 minutes

🧠 Bite: Why you actually don’t want all 5-star reviews

🤓 Breakdown: How Taco Bell uses humor to sell more

📖 Read: Get dozens of the best post-purchase survey questions

💡 Spotlight: How to make your messaging recession-proof

Brainy BITE 🧠

Having a perfect 5-star rating is what every business should aim for right, right? 

Wrong.

Research shows that products with a 4 to 4.5-star rating have higher sales than the same product with a 4.5+ star rating. 

Tweet this brainy tip >

SnackMagic - Temptation Bundling - Customer Camp - Why We Buy

Traditional surveys tell a team what to do in the next 6 months.

Ours tell your marketing stack what to do in the next 6 seconds.

Fairing operationalizes survey data, tying post-purchase questions to each shopper’s traffic & transaction data so every response impacts attribution, personalization and CRO at 10x speed.

New brands often see ROI before their 14-day trial ends, but this month we’re offering a 30-day extended trial to Why We Buy readers.

Brainy Breakdown 🤓

Imagine you just went through a breakup and you wanna eat your feelings. 

What do you reach for? Junk food. Taco Bell understands the “job” people hire them to do.

The Taco Bell tweet below is clever for two reasons: 

1) it’s funny

2) it strategically positions Crunchwraps as the ideal “comfort food” for lovelorn singles

Smart, right?

Brainy principles used: The Priming Effect

SnackMagic - Temptation Bundling - Customer Camp - Why We Buy

Brainy Resource 📖

Sponsored by Fairing

Post-purchase surveys are crazy powerful for understanding what works with buyers but many marketers don’t know how to make the most of them.

Don’t just ask the classic, “How did you hear about us?” question. You can use post-purchase surveys to nail your brand positioning, better segment your buyers, improve conversion rates and lots more.

Get some inspiration from Fairing’s Question Bank. Find dozens of post-purchase survey questions that will help you get to know your buyers better.

SnackMagic - Temptation Bundling - Customer Camp - Why We Buy

Brainy Spotlight 💡

As I always say, Conte{x}t Is King.

What worked well two years ago might not resonate as well today. Your buyers are always going through new experiences and shifting their priorities. This requires changing the messaging around your products (even if they stay the same).

In March 2022, Patrick Campbell saw more conversions with the wording “Make you money” versus “Save you money.” One year later, “Save you money” is leading to a 28.6% increase in conversions, and “Make you money” only brings in a 6.7% conversion increase.

SnackMagic - Temptation Bundling - Customer Camp - Why We Buy

Want a chance to get featured in front of 38,000+ 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 March)

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.

You're in!