1-star reviews.

sponsor

GOOGLE

Have a mix of positive and negative reviews

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Customers find a mix of positive and negative reviews more trustworthy.

This is not our claim. This is a sentence that Google just added to their Business Profile on getting more reviews.

This is something many of us already knew, but it’s nice to see a company like Google acknowledge it as well.

Think about it: Would you be more likely to trust a product’s reviews if it had:

  • Nothing but 5-star reviews
  • A mix of positive and negative reviews?

That’s what we thought.

What this means for you: If you offer an incentive for people to leave a review, simply ask for their honest feedback instead of a positive review. It’s a win-win-win. Customers won’t feel pressured, potential customers will trust your reviews more, and you’ll feel better knowing that customers told you what they really thought.


BUSINESS

Pricing models that work

Discounts are the first thing that comes to mind when we think about Black Friday.

Growth Tactics just published a cool Twitter thread on 12 discount strategies that can be used not only on Black Friday, but pretty much any time. Here are 3 of our favorites:

  • Buy more, save more. This encourages customers to “save” when they make long-term or bulk purchases. Example: Save % when you buy 3 or more.
  • Bundle complementary products. You can bundle products by use-case. Example: If you sell oral hygiene products, you could bundle a toothbrush and a toothpaste.
  • Trojan horse. Although this technique may sound fancy, it’s been around for a long time. You’re giving a product away that will generate revenue in the future. Example: Spotify offers a free Google Home Mini if you join their premium membership. The Home Mini includes a speaker and voice commands, making Spotify even easier to use and increasing the likelihood that you will renew your Spotify membership.

SPONSORED BY TRIPLE WHALE

Regain insights on what ads are driving your conversions

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The topic of 2021 in the advertising world was how tracking and attribution was messed up for all media buyers. If that sounds like you, Triple Whale is a must.

Triple Whale helps you track, test, and make sense of all your data. They’re the solution everyone’s talking about on Twitter… Because they stand out with their quality, simplicity and mobile app.

  • Spend confidently with better attribution using Triple Pixel.
  • Clear, quick, and transparent view into all your marketing data in one simple dashboard.
  • Track profit and make LTV predictions, automated reports, model cause and effect, and more, both on web and on your phone!
  • Integrate with the most popular tools, and ad platforms.

It works for both e-commerce brands, and agencies working with multiple clients. Hundreds of brands, among which Crossnet, Doe, Kizik, and Obvi use Triple Whale to simplify data, get better attribution, and confidently make advertising decisions.

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MARKETING

Marketing paradoxes that will trigger your mind

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To close this super-extra busy week in a lighthearted way, here’s a list of marketing paradoxes shared by Brian Borque that will make you smarter and make you smile at the same time.

Are you ready?

– The paradox of tribes: The more polarizing you are, the stronger the link between you and your tribe. And the more haters you’ll have as well.

In other words, to be loved you must be hated. And the binding force of a tribe is typically what they stand against.

– The paradox of focus: Amazon started by only selling books. The iPod relaunched Apple.

You must start small and then go big.

– The paradox of scale: To find a scalable product, you must do things that don’t scale. Talk to every customer, and handle every complaint.

You won’t have something scalable until you find a product that a few people love.

– The paradox of price: People associate a high price with high value. Hence, when you increase your price, people’s desire for the product increases.

– The paradox of loyalty: Apple makes you wait outside their stores all night to get their last product drop. Sometimes you have to wait weeks to get a table in a Michelin star restaurant.

The harder you make for them to buy, the stronger is the desire toward your brand.

– The paradox of popularity: What if everybody could buy a Patek Philippe?

Some brands, when they become too popular, lose their appeal. You can be exclusive or popular. Not both.

– The paradox of authenticity: The moment you start to claim to be authentic, you’re not. Authenticity is a feeling, not something you say you are.

– The paradox of selling: People want to feel that buying is their decision. And if they feel like you’re trying to sell to them, the higher the resistance to buy.

– The paradox of choice: Too much choice paralyzes customers.

– The paradox of competition: Most profitable companies are in the most competitive markets. The higher the competition, the higher the market opportunity.


SPONSORED BY INSIGHTS

We’re spilling the beans…

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Ten deep dives. One BFCM offer: 50% off your first month.

That means under $5 per deep dive of brands like Snow, Goli, LadyBoss, Morning Brew, and more that you can see in our free preview here.

Use code BFCM at checkout to get your first month for just $49.50. Get 10 deep dives (including our newest scheduled on 1st December) by signing up today.

Try Insights with code BFCM. Offer ends on 30th November.


THE CREW’S INSIGHTS

Find out what theme a Shopify store uses in 4 steps

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This is a very small tip and maybe some of you know it, but it’s so often asked that we thought we’d share.

The Shopify theme a store uses can be found in the HTML code of the website so to find it you have to:

  • Go to the store you want to look at.
  • Right-click and select “Inspect” in Chrome.
  • Press CTRL+F (or the equivalent command on a Mac).
  • Type shopify.theme in the search bar and you’re done.

You can also figure out if a store uses a theme from the marketplace or if they have something customized.

Small tip but “What theme does this store use?” seems to be a common question in groups.

If you like what you read, feel free to check us out on Twitter.


ROUNDING UP THE STACK

CONTENT: Wake up, it’s almost over! With FATJOE’s Black Friday sale, you get superb on-demand content and link-building that is scalable. Perfect for agencies (white label services) or internal marketing teams. Get 26% off until Monday here.*

PPC: We’re getting our money back. Google has issued credits for the recent Shipping Ads bug.

ADVERTISING: Bye-bye cosmetics ads. Companies in the UK will no longer be able to target minors with ads for cosmetic procedures.

SEO: Here are the winners and losers from Google’s November 2021 Core Update.

SPOTIFY: Everyone is trying to copy TikToks’ infinite-scroll feed. Spotify is the latest addition to this list.

*This is a sponsored post.


BRAIN TEASER

You have three stoves:

A gas stove, a wood stove, and a coal stove.

But only one match.

Which should you light first?

You can find the solution here.


POOLSIDE CHAT

Cool tech, (funny) business, lifestyle and all the other things marketers like to chat about while sipping cocktails by the pool.

China bans celebrities from showing off

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The Chinese government has a message for celebrities. “If you’re rich, keep it to yourself.”

Celebrities can no longer “show off wealth” or “extravagant pleasure,” according to China’s Cyberspace Administration.

No rumors allowed: Celebrities are also prohibited from spreading rumors or publishing false or private information, according to the notice.

We just wonder how endorsement deals will go. Perhaps something along the lines of, “I don’t own this fancy Rolex, but I’d like to?”

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