Did you know the greatest marketers of all time don’t follow trends?
If you’re into dieting, they won’t tell you to “eat a balanced diet.”
If you’re into investing, they won’t tell you to “learn from Warren Buffet.”
If you’re into tech, they won’t tell you to “learn AI.”
They’ll tell you to do the direct opposite.
One simple reason (it’s about why we ignore the majority of marketing).
If you want to find out, DO NOT read today’s Deep Dive.
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DEEP DIVE –
What brought you here?
We’ll come back to this. But first, why your current marketing is being ignored…
It’s due to a psychological function called ‘selective attention.’
Throughout our day, we focus on specific stimuli while ignoring others. It’s automatic, and it prevents us from being overwhelmed by information.
A misunderstanding of this function has created a big misbelief in the entire world…
You may have seen the stat showing our attention spans have decreased from 12 seconds to 8 seconds.
It was passed around major publications, including Time Magazine, New York Post and The National Post. But they didn’t do proper research…
A BBC journalist searched for the original source of the stat and found… the study doesn’t exist.
Here’s your ‘X post’ for today 👇
Attention isn’t getting shorter. Competition for attention is getting bigger.
The best way to have masses of people select your ad, email, post or article for their attention is to directly challenge a common belief.
Ever notice the ‘deer in the headlights’ look you get from someone when you say something they disagree with?
Here are a few examples of belief challenging (you’ll know at least one):
One person’s fact is another’s fiction.
Which makes you question the very definition of ‘truth’ (more on this in just a second)…
Most marketers go with trends in their marketing. They write hooks based on what they think people want to see.
But the greats do the opposite…
Great hooks don’t come from your mind, they come from your audience.
Instead of trying to think of something clever, look at what your audience is talking about.
Make a list of the most common problems and questions you have in your niche.
If you’re stuck, try these:
Pick a topic and ask yourself the following (or their opposites)…
Think about your own experiences and their results. They’re ‘truths,’ right?
Whether your truths go for or against commonly-held beliefs, they can work in your messaging.
The ‘direct challenge’ is a powerful way to get mass eyes on your marketing. But use it wisely.
Make sure you have the experiences and/or facts to back it up. Otherwise you’re just doing ‘sensationalism’ marketing. And nobody likes that, right?
Try some “direct challenge” hooks for your next offer or promotion, and see how your audience reacts.
That’s all for today. We hope you found this useful!
Oh, and about why you’ve stayed to read our Deep Dive right until the very end… even though we told you not to…
It’s because we told you not to 🙃
Humans are (you choose):
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5,000 years ago, Indian Vedics knew about the hidden effects planets have on our subconscious. Only now are scientists catching up. And the math adds up — we’re not in control as much as we think we are. Billionaires like JP Morgan knew this. If you can tap into this science, you can unlock incredible energy and remove blockages from your life.
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Thank you for reading today’s Growth Memo! We hope you enjoyed it.
See you in a few days!
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