*What’s up? I’m George. I used to work with Dave at Drift and now help to manage his content at DGMG. I’ve been known to sling copy from time to time, so Dave asked me to throw a blog in here and there.
Told you I’d be back with another one of these.
To recap for those who don’t know or didn’t read Volume I of this blog, Dave recently made public his personal Swipe File. Why? Because you can’t grow without learning from other marketers. A swipe file should be present on every marketer’s desktop and filled to the brim with screenshots of tweets, emails, ebooks, blogs, headlines, etc. that stand out to you.
Having a file of real life examples to pour through means you can understand marketing principles in context. Instead of reading about a concept and being assured of its efficacy, you can see that concept in action and know why it works.
So here again, I want to pull out a few more examples from the DGMG Swipe File and break down the major marketing lessons that they each offer. Here we go.
Disrupt the Pattern
Pattern disruption is anything that causes you to pause in the perpetual scroll through your social feeds because something in one of the posts is out of the ordinary.
Assuming you spend at least some time on social media, I’m guessing you know how hard it is to stop that scroll. Think about it. When you’re on Instagram, do you really take time to pause and consider each photo of charcuterie, beach sunsets, and boomerangs of mimosa glasses clinking? No, it’s the same four pictures over and over again.
That’s why it’s so impressive when a brand does actually manage to stop the flow and capture your undivided attention, even if only for a moment. Look at the ill-fated Fyre Festival. As disastrous as the event itself was, their marketing was brilliant. Remember the orange tiles on Instagram?
Hundreds of social influencers posted a burnt orange tile to their accounts at the exact same time. When that many notable accounts are flooding your feed with something so different from their usual content, you’re going to stop and see what it’s all about.
But that’s not an example on the Swipe File, mainly because we don’t want to be that closely associated with that “Festival.” Here’s an example that IS from the Swipe File, however. Check out this social post from Superside:
They’re a design company. So not only does this post catch your attention with a floating space dog, they also manage to tout their capabilities as a design service in doing so. I honestly don’t even know how they did that, but it’s sure to stop you in your tracks. 10/10 for creativity and execution.
Make Cold Emails Compelling
By and large, cold emails suck. They’re clearly automated, way too long, and read like a used car sales pitch.
But there are a few companies who manage to make cold emails seem personal, engaging, and casual. One such email came to Dave from Botfuse:
Here’s the link to the post on the Swipe File. Now let’s break this down. Look at the first line. No formal intro. Just “Hey Dave, big fan of what you’re doing.” Very casual, friendly introduction that makes you feel like this guy knows you personally. Then he mentions that Dave has Hotjar installed, so he must be a fellow conversion rate enthusiast. Here he’s establishing common ground and showing some level of personalized research.
The second paragraph is brilliant. We had 31% more leads in 9 days. Look at how specific those numbers are. This must be a real anecdote because who would make up 31%. Also, note the subtle, “it’s a chatbot.” Rather than launch into a long-winded, tech heavy explanation of the product, he just simply states what the product is at a high-level in a way that any marketer would understand.
Finally, a clear but not overly pushy CTA. A free week long trial. No commitment, you don’t have to talk to anyone. It’s perfect. And the length of the paragraphs makes it super easy to read and not overly daunting upon opening. Brilliantly done all the way through. Cold emails don’t have to suck.
Cut Churn with an Appealing Pricing Page
Too many deals get lost because of pricing concerns. People don’t want to overcommit and get stuck with a big bill for a service they aren’t seeing value out of. Or they don’t understand the cancellation policy and are left in limbo for months waiting for their contract to be terminated.
Shopify’s pricing page, seen below, is a perfect example of pricing done right.
For context, this is an in-app upgrade page. So you already use Shopify and presumably like it.
Let’s break it down. First off, it gives you choices. You don’t have to commit to an annual deal AND you can cancel whenever you like. Now buying Shopify doesn’t seem like such a big deal. If you try it out for a month and don’t like it, great. You can cancel and you’re only $79 down. No harm, no foul.
But also, offering multiple pricing tiers makes it all the more likely that a buyer will pick an option somewhere in the middle. Especially when you see the discounts you get by picking one of the longer term plans. Why go monthly, when I can upgrade to a yearly or two-year plan and save hundreds? Especially if you like the product and see the benefit, you’re going to want to get the longer term discount. Really simple, well executed pricing page.
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Finish this week strong.