TLDR MARKETING 2024-02-29

WENDY'S 'DYNAMIC' FIASCO

Wendy's stirred controversy with its announcement of surge pricing experiments. It is facing backlash for plans to implement dynamic pricing, which is making customers uneasy about potential price fluctuations during their fast-food visits. Regardless of how successful the move will be, the announcement should be taken as a lesson on the need to be careful when introducing and marketing such drastic changes to preserve customer trust and brand reputation.

DIGITAL OUTLETS SUE OPENAI FOR UNAUTHORIZED USE OF JOURNALISM

3 news outlets, including The Intercept, Raw Story, and AlterNEt, are joining the fight against the unauthorized use of journalism in AI. The outlets filed a copyright-infringement lawsuit against OpenAI, claiming that thousands of their stories were used by the company to train chatbots without permission, payment, or credit.

HOW JOHNSON BOXES BOOSTED CONVERSIONS BY 20%

A Johnson Box is a highlighted section of text at the top of a direct mail letter, email, or web page designed to grab attention and emphasize key points. Custody X Change, a co‑parenting SaaS product, found through customer research that its comprehensive website content felt overwhelming to some users. The team tested adding simplified Johnson Boxes in the form of navigational jump links. This made it easier for users to locate important information and resulted in a 20% increase in conversions.

THE SILVER LINING: A SIMPLE 3 STEP TECHNIQUE FOR CREATING ADS

The Silver Lining formula for ads involves listing product disadvantages, finding an advantage for each disadvantage, and then using each pair to create a series of ads. This format makes ads both interesting and honest. You can use ChatGPT to come up with additional headline variations to consider.

$20K/MONTH B2B SAAS PAID ADS STRATEGY

A step-by-step breakdown of how a B2B SaaS company increased revenue by 660% MoM via paid search and social. For paid search, the company shifted from using a consolidated campaign structure and broad match to using exact match and a tCPA bidding strategy. For paid social, it used product explainer videos to build retargeting audiences with a video funnel. It then created nurture retargeting campaigns that used testimonials and product demo videos to educate features and results. The company used a mix of creatives to avoid ad fatigue.

21 TIPS TO INCREASE CONVERSION RATE ON SHOPIFY

This guide contains 21 ways to increase conversions in your Shopify store. Examples include adding trust signals and countdown timers, upselling items to checkout pages, gamifying campaigns via spin-the-wheel or egg hunt, and running page-specific promos to increase relevance.

CMO TOOL RECOMMENDATIONS

A curated list of tool recommendations from one marketer to another. Goldcast and Riverside.fm are good for podcasting. Mutiny and Tofu are useful for creating personalized omni-channel content. Clay is a crowd favorite for outbound and prospecting. The post's comment section also contains a wealth of other tool recommendations.

THE EVOLUTION OF USER ONBOARDING AT DATABOX

This article shares insights on Databox's activation journey, detailing four key experiments that boosted activation from 30% to over 40%. Experiments included redesigning the onboarding flow to allow users to explore the product before connecting data, implementing a reverse trial strategy, and offering personalized suggestions. Ultimately, what made the experiments successful was Databox's focus on adding value to different customers' journeys.

HOW TO WRITE COPY FOR EACH STAGE OF THE CUSTOMER LIFECYCLE

This article walks through how to write copy for the five pre-purchase stages of the customer lifecycle. When a user is unaware, they don’t even know they have a problem yet, so the goal of your copy should be to educate them about the problem. Once they are aware of the problem and some solutions, focus on educating on solution categories and differentiate your solution. Finally, when your audience is fully aware of your product and its competitors, drive home the decision to purchase with unique selling points and a sense of urgency.

KEILY BLAIR, ONLYFANS: “WE ARE AN INCREDIBLE UK TECH SUCCESS STORY”

OnlyFans, led by CEO Keily Blair, has seen significant financial growth. The platform has over 3.1M creators and 238.8M fans. It is increasing trust and safety measures, focusing on age verification and content moderation, due to regulatory pressures. OnlyFans, which originated from the UK, has a diverse creator base. The company prioritizes a supportive environment for all creators. It is exploring new revenue streams like microtransactions over traditional subscriptions.

FIVE QUESTIONS TO ASK WHEN INTERVIEWING FOR A PRODUCT MARKETING ROLE

Ask your interviewer about their key customer problems, target market, PMM metrics, and product team partnership.

GOOGLE PAYING SOME NEWS PUBLISHERS TO PUBLISH AI-GENERATED ARTICLES

Google is reportedly paying independent publishers to publish AI-generated articles on their websites using AI models that have not yet been released, offering monthly payouts that amount to more than $10,000 per year in total.

MARKETING CHATGPT PROMPTS

This post contains templated ChatGPT prompts for content repurposing, writing landing page headlines, generating email campaign ideas, optimizing Google Ads, and more.

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