Happy Thursday.
We asked ChatGPT “how to write a good intro” and it said “just be yourself.”
So here we are, unhinged as usual and not feeling like AI helped us that much.
Reading time: 4 minutes, 44 seconds
Most ABM programs are burning budget on the wrong targets
Targeting the right accounts doesn’t mean you’re reaching the right people.
Influ2 partnered with Forrester to survey 163 enterprise marketing leaders, and the results explain why your ABM program feels like it’s underperforming:
- 58% of marketers have, at best, only moderate ability to drive engagement from key accounts
- 42% lack the resources to identify the right buyers
- 37% can’t engage the right buyer at the right time
The core problem? Most ABM programs target accounts instead of people. Your data and budget go to waste without knowing who’s actually engaging.
Contact-level ABM starts with people. You gather intent from key people within target accounts and engage them directly. The report reveals how marketers are adapting their ABM strategies and where they’re placing their bets in 2026.
False Uniqueness Effect
Ever notice how you think your Netflix-binging habit is totally normal, but your ability to parallel park is basically a superpower?
It’s okay. You can admit. We all think we’re unique snowflakes, even when we’re far from it.
That’s just the False Uniqueness Effect in action. A cognitive bias that makes us believe our positive traits and accomplishments are rarer than they actually are.
We assume everyone shares our bad habits, but our good qualities? Those must be one-in-a-million.
Science backs this. A study from 1987 found that people consistently underestimate how many others share their desirable attributes.
The truth: We cling to our perceived uniqueness like a security blanket for our ego.
Think about the gym regular who believes most people “just don’t have the discipline.”
Or the early-morning riser convinced the world is full of lazy sleepers. We all do this because feeling special feels good.
And smart marketers know exactly how to tap into that need.
Three ways to leverage the False Uniqueness
1) Make customers feel like they’re the chosen ones
“Made for you” beats “best in class” every time.
Skincare brand Curology nails this by creating personalized formulas for each customer. Their entire model screams “this was made just for YOU.”
The messaging reinforces that your skin concerns are unique and deserve a custom solution.
Even though millions use the service, every customer feels like they’re getting something nobody else has.
This personalization validates their belief that their needs are special.
Your move: Add a personalization layer to your product or onboarding.
Even simple touches like using their name, location, or quiz answers in recommendations can trigger that “made for me” feeling.
2) Create exclusive tiers that reward “special” behavior.
Identify your most engaged customers and create a program that celebrates them.
Badges, titles, or exclusive access cost little but validate their sense of being exceptional. And will turn them into brand ambassadors.
Notion’s Ambassador Program turns power users into elite insiders.
By recognizing people who’ve mastered the platform, Notion feeds directly into their sense of being uniquely skilled.
Ambassadors get early access, special badges, and community recognition.
The program works because these users already believe their Notion expertise is rare.
Notion simply confirms what they suspected all along: they’re not like other users.
3) Use data to mirror back their “rare” achievements
Fetch your user data for shareable “achievement” moments.
Show customers metrics that make them feel above average, whether it’s “You’re in the top 15% of readers” or “You saved more than most users this month.”
Fitness app Strava’s year-end wrapped feature shows users how they stack up.
But here’s the clever part: it highlights their unique accomplishments, not their average stats.
“You climbed the equivalent of Mount Everest this year!”
The app finds whatever makes each user stand out and celebrates it loudly.
This triggers the False Uniqueness Effect by confirming users are exceptional athletes.
Even casual joggers walk away feeling like elite performers. And feels nice, doesn’t it?
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CHATGPT: OpenAI is telling interested advertisers they need to commit at least $200k upfront just to be considered for ChatGPT’s ad beta trial, which will launch soon. The ads will appear below responses with clear sponsored labels and won’t influence organic answers. Allegedly.
YOUTUBE: Shorts rack up 200B daily views, mostly from non-subscribers, making them the ultimate discovery tool. Even better? About 38% of viewers tap through to your channel, turning quick, scrollable hits into loyal subscribers and active community members. Keep that in mind.
SEO: Publishers are bracing for a 43% traffic drop over three years as Google turns into an answer machine. It’s all AI summaries instead of sending clicks. Traffic’s already fallen 33% globally and 38% in the US, pushing media toward original reporting over easily copied content.
INSTAGRAM: A fascinating ten-year analysis reveals major platform shifts: vertical orientation now dominates at 84%, carousel posts jumped to 86% of content, text overlays exploded from under 10% to 84% in just one year, and more. If you’re a content marketer, this is worth a read.
GOOGLE: Alphabet reported its strongest quarter ever, crossing $400B in annual revenue for the first time. Search revenue jumped 17%, YouTube hit $60B annually, and AI momentum is everywhere, with Gemini App recording huge growth in users. The sign of things to come?
*This is a sponsored post.
ICYMI, last time we looked at the Peltzman Effect.
The “Totally Unique” Crew
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