Forget FOMO! ROMO is how you get into buyers’ mind
Privet! We’ll kick off today with a new copywriting trick that Mitch Miller shared, and it’s something we’ve never heard before. It sounds super powerful, so we thought we’d share it with our beloved community!
It is based on the concept of counterfactual thinking.
“Counterfactual thinking is our natural urge to imagine alternate versions of events that have already happened to us.”
Basically, it’s our tendency to mull over what could have happened in our lives, such as:
“I’d be so much more advanced with my career if I just finished college earlier” or “If I saved more money instead of wasting it I could own a house by now” or even “If I skipped breakfast this morning I wouldn’t have been late to the office”.
Basically, we feel regret for events that could have gone differently. Each one of us has these thoughts, but the trick is how to use these thoughts to sell more. Diabolical, right?
But how do you hack into counterfactual thinking? Simply paint a picture of the alternative reality your prospects could have enjoyed if they had only bought your product (and the subsequent results) sooner…
“If you bought this pool one year ago, you’d be the most popular family in the neighbourhood by now.”
“If you bought this training program 1 month ago, you would as ripped as Tyler Durden in Fight Club”
“If you had subscribed to WHAT THE AFF earlier, you wouldn’t have wasted your time reading all those magazines out there. You could have spent that time with your family!” That’s a cynical one!
You got it, right? But what does ROMO stand for? Regret Of Missing Out.
This is what you’re doing with your audience. Hope this technique makes you more cheese!
Two new audiences for Search marketers
Over the next few weeks, Google is rolling out two new ways to reach out to your target audience using Search Ads.
+ Affinity Audiences: You can now use Search Ads to raise awareness and drive consideration among those who have already shown a strong interest in your niches/products/services.
What does it mean?
“For example: Let’s say you sell camping gear. To reach avid campers, you can pair an Affinity Audience like “Outdoor Enthusiast” with generic camping keywords.
By adding this additional audience layer, you can reach people who are not only searching for camping products, but are also passionate about the great outdoors.”
As a beta test advertiser, Volkswagen used Affinity Audiences to drive a 250% increase in CR as compared to non-audience traffic.
+ Seasonal Event Segments for In-Market Audiences: Just in time for the holiday season!
Helping you to make the most of the hottest time of the year, Google is adding new seasonal event segments for In-market Audiences on Search and YouTube.
What does it mean?
“For example, Toyota used the Black Friday and Christmas segments to focus on shoppers actively looking for their next car. By using these segments, it saw a 67% increase in conversion rate and a 34% reduction in cost per conversion.”
Keep tabs on your Ad accounts to check if this has been rolled out for you.
Yahav Hartman’s $30M intersection of art & numbers through FB ad buying
In his Affiliate World Europe 2019 speech, Yahav talked about the 3 main strategies he has used to scale multiple global fashion brands. Now, you can ask him questions about it on the Affiliate World Conferences page.
If you don’t want to watch the whole talk, we’ll provide you a summary of what he talked about, what you can learn, then you can head over and ask him a question directly, OK? Cool!
+ The ARR Method – Use 4 different campaigns to help microsegment your audience. Break the campaigns down into:
- Acquisition prospecting: Dedicated to acquiring new customers who are unfamiliar with your brand.
- Acquisition remarketing: Dedicated to reaching 2nd touch customers who have come into contact with your ad or page, but never visited your website.
- Retargeting: Retargeting to 3rd touch customers who have visited your website but haven’t yet converted.
- Retention: Retargeting your customers to retain their loyalty.
+ Expanded ARR Method – Essentially, this is splitting retargeting into 2 parts:
- Retarget acquisition traffic coming from Facebook campaigns.
- Retarget traffic coming from all other traffic sources.
+ eRFM Module – Leveraging AI and audience lookalike targeting to allow you to grab more audience and create more custom ads.
Start by isolating specific micro-segments and create a lookalike audience based on the segment to unearth a more niche audience. Then, tailor your ads and personas so they only see hyper-tailored ads and products.
In his speech at Affiliate World here, Yahav also explains what factors to use when creating micro-segments, what sort of ads and what angles to use at each stage!
Do you have more questions? Check out the comment section of this post on AWC’s FB Page. Yahav is hanging out there right now, waiting for your questions!
- E-COMMERCE: Q4 is coming! Here is a list of important upcoming events and how to prep a game plan for each event.
- FACEBOOK: Facebook is introducing a new tool called Stories Templates, which automatically transforms your static images into an ad for Stories on Facebook, Instagram and Messenger.
- LINKEDIN: LinkedIn introduces 3 new features: An “Employee Notification” tool, “Kudos & Team Moments” and “Completion Meter”. Check out how you can use them to your advantage.
- AMAZON: The e-commerce giant has achieved a search advertising market share of 13% in the US and is expected to grow as Google’s shrinks over the next two years.
- FACEBOOK: FB is getting sued over the LLAs. No, not really for the lookalike audience feature but lookalike copyright infringement.
A bus driver was heading down a street in Colorado. He went right past a stop sign without stopping, he turned left where there was a “no left turn” sign, and he went the wrong way on a one-way street. Then he went on the left side of the road past a cop car. Still – he didn’t break any traffic laws. Why not?
You’ll find the answer at the end of this email.
Cool tech, (funny) business, lifestyle and all the other things affiliates like to chat about while sipping cocktails by the pool.
Back to the future
Do you like our new car? We just bought it from a Martian car dealership…
Yes, it’s a joke. And it’s probably not even that funny, right?
Fact is that the Chinese army is building these aircrafts as experimental attack helicopters, and they could be up in the air next year!
We don’t know if they will be more effective due to the weapons on the aircraft, or just for the shock factor it has: “It’s a UFO! Everybody run!”
Even the toughest soldier would be scared if they saw this barrelling towards them with guns blazing!
Seems like an innovative military strategy: Make them run away without ever having to fight them.
It was Opposite Day!