Hey 👋 The Crew here.
Are you watching the Euros? Or Copa America?
Or are you still on stand-by, waiting for the Olympics in Paris?
Jeez. So many sporting events, eh?
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The Crew at Stacked Marketer who writes this newsletter is a fully remote team.
Trust us, we know firsthand the challenges of building one.
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Inattentional Blindness
In 1999, Daniel Simmons and Christopher Charbis showed a video to a bunch of people.
In the video, two groups of people—one dressed in white shirts and the other in black—passed a basketball around. Daniel and Christopher asked viewers to count how many times the white players passed the ball between them.
But after the video ended, they didn’t ask the viewers for the final number.
Instead, Daniel and Christopher asked if they noticed a person wearing a gorilla costume appearing at one point.
Turns out, 50% of the viewers didn’t.
This is called Inattentional Blindness. And it refers to when our brain is so “zoned in” on one particular thing or task, it ignores other things that are obviously strange or stand out.
Many reports back this up. It happens all the time.
You don’t notice it during movies, and you don’t notice or remember the opposing sports team’s kit manufacturer or sponsor—even though you see it many times during a game.
And as you probably guessed, Inattentional Blindness can greatly affect how your ads perform.
So let’s see what you can do about it…
Three ways you can leverage Inattentional Blindness
1) Don’t overcomplicate your copy
In life, sometimes less is more. In copywriting, it’s always like that.
If your copy is too long, complex, or off target, the most important aspects of your message might be overlooked. Or worse, completely neglected.
So simplify your copy. Focus on one clear message per ad—one that both captures attention and tells how they can solve their problem.
This can prevent customers from overlooking important details due to divided attention. And it can also boost the effectiveness of your ad.
Here’s an example of an ad that tries to be too smart for its own good:
2) Add a single CTA to your landing page
You don’t want your landing page to resemble a Where’s Waldo puzzle page.
Check out this odd and super-confusing landing page from Chase:
This type of landing page makes your brain completely shut off to all but one of the many CTAs.
In other words, your brain becomes blind.
Except maybe to the one button that captures your attention first—the “learn more” button, for example.
What you want to do is to reduce this blindness by featuring one, attention-grabbing focal point on your page.
3) Exit the blind spots
Sometimes, you won’t be able to make users focus on one focal point.
Just imagine your ads in an ad-crowded social media feed, or in a contextual environment such as newsletter ads.
It’s up to you to not let the users just scroll over your ads or other important elements.
To give you examples of how to do this:
- Website designers often rely on perceptual tracking to understand which areas of their page attract the eyeballs—and place the important stuff there.
- Contextual ads can look native to the content, but often have killer copy or captivating creatives.
- Social media advertisers often use colors complementary to the platform’s UX to stand out.
… And there are dozens more “eye-opening” examples. And yes, that pun was intentional.
MUST-KNOW B2B BENCHMARKS: So it’s been weeks and you still haven’t closed that B2B deal. No worries—the average journey typically takes six months. Dreamdata’s report shares insights like this and more based on 414 B2B companies they analyzed. Download the free report now.*
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MARKETING PSYCHOLOGY: Admitting your mistake is halfway to forgiveness. In marketing, it’s halfway to conversion. Ariyh found that encouraging people to review or endorse your product while admitting a past mistake when buying a similar one can be more persuasive. Hm.
SOCIAL MEDIA: It appears that boomers’ Facebook replies will be visible on Threads. Kidding, but Meta is looking to expand its “fediverse” and streamline communication across platforms, so you won’t need to jump back and forth between them. Good thing?
AI MARKETING: A new challenger emerged in the AI arena, apparently—and its name is Claude 3.5 Sonnet. Anthropic’s new AI model topped a number of key metrics for large language model performance—making it one of the most promising AI chatbots yet. Wow.
*This is a sponsored post.
ICYMI, last time we looked at the IKEA effect.
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