Alternative approaches to online hype

Hype & virality as a strategy is overrated. We generated ~500+ high-intent leads in a couple weeks with a simple principle: make it effortless for people to experience the value before asking them to believe in it. We call it Full-Funnel Personalisation. Someone sees creative about a specific pain (e.g., the loneliness of a breakup) → two clicks later they’re in a purpose built SMS chat with our AI mind coach designed to help with that exact problem. This approach is only possible now as AI has removed two historic bottlenecks: 1. Creative velocity - we can spin up hyper-specific assets in minutes. 2. Personalised product onboarding - we can create new bespoke conversational flows for pain points and personas in hours, not days. The result? 50% lower CPL than our “hype” videos and 300% lower than a generic waitlist funnel. Hype earns attention. Understanding and solving problems earns trust. Which one do you think turns into paid adoption faster? Don’t get us wrong we still play into hype (example video below), but we over index on product value, even at top of funnel. An article of mine "Distribution beyond hype" in the comments.

What if attack ads aren't as effective as we think? 😱 Contrary to popular belief, bombarding consumers with negative messaging may not always yield the desired results. A study by The Wharton School marketing and economics professor Pinar Yildirim, alongside Gorkem Bostanci and Kinshuk Jerath from Columbia Business School, points that negative advertising can have detrimental effects on product variety, innovation, and consumer welfare. 🤔 Reflection moment: 1️⃣ When was the last time you were swayed by an attack ad? 2️⃣ How do you think consumers perceive brands that resort to negative advertising tactics? 3️⃣ Can you recall a memorable ad campaign that focused on positive messaging rather than attacking competitors? 💡 Tips for effective advertising: 1️⃣ Focus on Positive Differentiation: - Instead of tearing down competitors, highlight your brand's unique strengths and value propositions. 2️⃣ Build Trust Through Transparency: - Foster trust with your audience by maintaining transparency and authenticity in your messaging. 3️⃣ Prioritize Long-Term Brand Building: - Invest in strategies that contribute to long-term brand loyalty and positive associations, rather than short-term gains through attack ads. 4️⃣ Engage in Constructive Competition: - Acknowledge competitors respectfully and focus on outperforming them through innovation and customer-centric initiatives. 5️⃣ Harness the Power of Storytelling: - Craft compelling narratives that resonate with your audience's emotions and values, steering clear of negative rhetoric. Let's challenge the status quo and explore alternative approaches to advertising that prioritize positivity and value creation! What are your thoughts on this? #marketingstrategy #advertisingstrategies #thoughtleadership #thethoughtleaderway

This Apple ad explains why 99% of cold emails fail. (It's a lesson every salesperson needs) A mistake in cold emailing is sounding too "hype-y". Messages like: - "We can skyrocket your revenue overnight!" - "Double your conversions in just 7 days!" Do these claims sound believable to you? Probably not. They remind me of those infomercials promising six-pack abs in five minutes a day. Hype is all about exaggeration. But in today's world, it sets off alarm bells. Prospects are skeptical. They've heard it all before. So what's the alternative? Be authentic. Instead of "10X your monthly revenue" (hype), Try "Let's discuss your revenue goals." Like the classic Apple ad from 1979. It didn't shout "Buy now!" It invited you to explore "How to buy." See the difference? One pushes. The other guides. When you dial down the hype, people lower their guard. They become open to your message. So ask yourself: Are your cold emails shouting "Buy now"? Or are they starting a conversation? Remember: Less hype, more authenticity. P.S. How do you react to hype in sales messages?