- The Unicorns Playbook
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- Wix's Failure Story, Decoy Effect 🧠 And More
Hey there, unicorns! 👋
🚀 Wix's Growth Story: Triumph & Fail!
Join us as we explore Wix's growth journey! We'll talk about their biggest blunders and brilliant victories, giving you the inside view on how to get back on your feet after failed marketing attempts.
💥 Wartime Ads: The 1940s!
We're also taking a trip back to the 1940s to explore the ads that kept America's spirit alive during WWII. Discover the secrets of selling unity and patriotism, and apply these timeless tactics to your own campaigns.
🪄 Decoy Effect: Influence Unlocked!
Ready to control your customers' choices? We've got the psychological magic to make your pricing irresistible! Master the Decoy Effect and watch your conversions skyrocket.
Scroll and let the marketing magic unfold! 👇
Growth Playbook
Wix's Wild Ride: From Epic Fails to Billion-Dollar Victories! 🦄
Let's be real; Wix had their fair share of face-palm moments on their journey to website-building domination. (WordPress diss track, anyone? 🥴)
But they dusted themselves off and unlocked some SERIOUS growth secrets!
Here's the TL;DR:
1. Keep It Stupid Simple
Wix turned website creation into a cakewalk with their intuitive, drag-and-drop wizardry. Even a tech-noob grandma could create a slick site!
2. World-Class Problem-Solving
Before Wix, building a website was harder than solving a Rubik's Cube blindfolded. But their solution? Chef's kiss!
3. Content + SEO Mastery
Wix's content engine and SEO game were so strong, they crushed 1.9 MILLION keywords and raked in millions of visitors monthly!
4. Product-Led Growth Genius
With a free plan and buttery onboarding, Wix let users experience the magic firsthand. The growth? Chef's kiss x2!
5. Referral Program Nirvana
Wix offers incentives that juicy, that 40% of Wix's signups came from word-of-mouth!
Want all the explosive, uncut details on how Wix leveled up from tiny startup to ruling the website world?
Ad Playbook
History of Advertising: The 1940s 🎖️
The 1940s 🎖️ were a decade of triumph and tragedy, as the world plunged into the chaos of World War II.
But even as the bombs fell and the boys marched off to battle, advertising soldiered on – with a patriotic new sense of purpose.
🇺🇸 We Can Do It! Poster
Perhaps no ad captures the spirit of the '40s quite like J. Howard Miller's iconic "We Can Do It!" poster.
With her steely gaze and rolled-up sleeves, Rosie the Riveter became a symbol of American grit and determination.
This simple yet powerful image did more than just boost morale on the home front.
It challenged traditional gender roles and paved the way for a new era of women in the workforce.
(Btw, if you check our previous newsletter, Nike used something similar for their famous “You can do it! ” almost 40 years later.)
🚬 Chesterfield Cigarettes "Mildness and Better Taste"
Even in wartime, Chesterfield found a way to make smoking look glamorous and carefree.
This ad features a beaming woman enjoying a cigarette, with copy promising "mildness and better taste".
The slogan "You like it... It likes You!" suggests a perfect harmony between smoker and smoke.
In a time of rationing and sacrifice, Chesterfield offered a small luxury that anyone could enjoy.
(Of course, we now know the true cost of that "mildness"...)
🥤 7 Up "Fresh Up with Seven-Up!"
7 Up's colorful ad is a masterclass in escapist marketing.
The playful illustration shows a family enjoying a game night, their faces lit up with laughter and joy.
The tagline "Fresh Up with Seven-Up!" positions the soda as a refreshing break from the stresses of wartime life.
At a time when sugar was strictly rationed, 7 Up offered a sweet taste of normalcy.
Selling Unity in Uncertain Times
The ads of the 1940s reflect a nation pulled together by common cause and shared sacrifice.
From Rosie the Riveter's rallying cry to 7 Up's visions of domestic bliss, these ads tapped into the hopes and dreams of a generation.
And while some of these messages may not have aged well (looking at you, Chesterfield), there's no denying the power of advertising to shape culture and inspire change – even in the darkest of times.
Stay tuned for our next chapter, where we'll explore how advertising adapted to the prosperity and paranoia of the 1950s!
Marketing Psychology Playbook
The Decoy Effect 🧠
What is it?
Picture this: you're browsing a SaaS pricing page, trying to decide which plan to choose, when suddenly, you find yourself irresistibly drawn to one option. 🤔
Congrats, my friend – you've just fallen victim to the mind-bending Decoy Effect! 🎉
Savvy SaaS marketers use this psychological trick to make their desired plan seem like the obvious choice, like a Jedi mind trick for your wallet! 💸
Why it works
The Decoy Effect exploits our brain's tendency to make relative comparisons when faced with multiple options.
By strategically introducing a less attractive "decoy" plan, marketers can make their target option appear far more appealing in comparison.
The result?
This cognitive bias taps into our innate desire to get the best deal, subconsciously steering us toward the choice marketers want us to make.
Examples of how to use it
Curious to see the Decoy Effect in action? Check out these SaaS wizards:
Evernote
– Evernote's pricing: The "Premium" plan at $7.99/month looks like a no-brainer compared to the "Business" decoy at $14.99/user/month.
Todoist
– Todoist's pricing: The "Pro" plan at $4/month looks like a steal compared to the "Business" decoy at $6/user/month.
Want to exploit the power of the Decoy Effect in your SaaS?
Identify your target plan – the one you want users to choose!
Create a decoy plan that's similar but slightly less appealing in features or pricing.
Showcase your plans side by side, encouraging users to compare and select your desired option.
Highlight the unique benefits and perks of your target plan, making it the clear winner.
Want to learn more about how to incorporate the Decoy Effect in your marketing?
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