We forget that one ad that made us go ‘wow’.
We don’t recall the one copy that made the difference between ‘oh shit’ and ‘hell yeah’.
And if you’re someone like me you will be searching an endless list of screenshots.
While you’re searching for a non-existent caption, why don’t you subscribe? And hit the damn button?
Not anymore. I found a hack. It will let you stalk
your competitors (or anyone’s) ads the corresponding landing page(s).
1- Go to the brand’s FB page (I chose GoDaddy).
2- Navigate to ‘
Page Transparency’ (on the left pane)
3- Click on ‘
4- Click on ‘
Go to Ad Gallery’
5- And BOOM, you now have the list of of all ads (with variations) the page runs.
6- View the corresponding landing page by
clicking on the CTA. Decipher the the offers, messaging, creatives, and copies your competitors are deploying.
Here’s the whole process-
Pro tip- You can filter ads by regions, impressions to see their best performing ads.
You don’t need ‘creative’ skills to write ads that sell. You just need a good swipe file.
Rework is filled with nuggets that are actionable. It’s an added advantage that the chapters are not long-drawn.
My favourite bits-
Focus on what won’t change. Your business should be built on things that people will care 10 years from now. Ex- Japenese automakers and reliability. Amazon and ‘free shipping’. Decomodotize your product by pouring yourself all over it. Every aspect of your business should reflect your personality. Ex- Customer service for Zappos. Own the bad news. Don’t give out “apologies” for the sake of it. Mean it. People will be less forgiving. Building an audience is critical. Write, shoot, teach and show things that are valuable. PR is SPAM! You’re not going to make it to Page-1 until you’re big. Try niche bloggers, who are hungry for ‘fresh meat’. Emulate the drug dealers. Give a part of your product as a taster and people will comeback asking for more. The ‘sample’ should be kick-ass. Everyone in your team needs to be connected with a customer. Remove any friction that comes along the way.
And, everything is marketing. Every time you answer a phone, every word you write and email you send. Make sure you create a ‘WOW’ at every chance.
“Make every feature launch as big as possible”, said no one ever.
If you’re in B2B SaaS, feature launches are an essential part of any product marketers lifecycle.
Yet many PMMs see the launch as an event to ‘inform’ customers and ‘train’ the internal folks.
Why can’t we start think of every feature as a ‘BIG-BANG’ launch (read product) of its own? Why should only customer’s know of it.
Here’s a feature launch framework, I have seen do wonders.
I’ve seen a very similar put out by Drift way back in 2018.
Every marquee feature is an opportunity for you to reinforce authority with your prospects and customers. Don’t waste it with just another ‘email blast’
“Sarah”, awakened Mike from his laptop, calling his colleague.
“What’s up?” asked Sarah, leaning back and taking off her red coloured headphones.
“Look, our competitors are writing blogs, and running campaigns that are similar to ours. We need to do something different” said Mike.
“And that’s not it” he continued.
“I feel we’re running out of demand generation tactics” said Mike.
“Look”, started Sarah.
“Your job is not to just churn out good content. It’s your job to come up with tools/ways that will bring repeatability and sustainability to lead generation” said Sarah
“Can you give me a few examples” asked Mike, unable to comprehend her words.
“Sure. Look at these”
“Building a lightweight, valuable, FREE product/website aligned to your business is a great way to generate demand. You’re adding value to your end users, and they will
first check with YOU if they need complimentary product” concluded Sarah.
As the world is coming back to its feet, I wanted to recall a heartwarming initiative. In the middle of a pandemic.
How would you respond to a pandemic when you have nothing much to say? Especially if you have 100 million followers across your social handles?
In a social media masterclass, Coke did this-
Amplifying messages of NGOs, health workers and organisations working on COVID-19. Those that’s have minimum (or no) social presence.
They followed this on their FB, Instagram and have a press-release detailing out how, why, etc.
A social media masterclass. When your brand is a ‘want’ and not a ‘need’, why not put your 100mn+ following to amplify the necessary messages?
Imagine having two friends Harry & Mary. Both successful salespeople.
Harry has a panache about everything he does. He loves talking about his passion among others. He’s guarded about sharing his vulnerabilities. Rarely shares his secrets/experiences with his friends.
Mary is very similar to Harry. Except she’s quite open to sharing and teaching things from her experience.
Who would you share a better connection with? Mary. Right? Because
She’s open. She’s willing to teach you, and learns in the process.
Now translate that to brands. And you have a timeless tactic.
Brands that teach, stand out and connect better.
Teaching helps you bond with prospects like no other. You will look selfless. Prospects might not buy your product, but they’ll be your super fans!
Don’t out-broadcast your competition. Out-teach them.
Brands suck in advertising around occasions.
Giveaways during festive seasons, colourful creatives popping-up on ‘special days’ (emoji day, anyone?), and the countless “we’re in this together” videos coupled with an equally aimless email.
99% don’t make the cut. They’re all same.
It’s tricky to stand out unless you choose to look the other way.
Here’s an example from India’s numero uno food delivery app, Swiggy. They released this newsletter to mark the end of lockdown in India.
The email had two things
A subject line that’s intriguing.
Subject line from Swiggy
A single message- processing 30 million orders with 0 COVID transmission from their staff.
Shows they care. Sells their prowess. Screams reliability.
How did they achieve this? Through what I call the
technique while designing campaigns. “So what?”
You can order from Swiggy without the fear of COVID transmission from their staff or restaurant partners
The next time you anchor a campaign around an event, answer “So what?” from the customer’s POV.
I started highlighting my favourite parts of
Rework. One highlight after the other, 70% of the book was glowing in yellow 😀
One chapter stood out for me- pick a fight. It’s been employed countless times with variations (will write about those).
I came across an unknown example (for me) from the the 2000s. The times when
Dunkin Doughnut positioned itself against Starbucks.
They ran prime-time television ads mocking Starbucks for using ‘Fritalian’ terms.
They followed it up with Dunkin beating Starbucks in a blind taste test. In fact, they went on to create
While you stare at this non-existent, why don’t you subscribe!
Ok, don’t. At least read the next post!
What’s special about this timeless strategy?
Having an enemy (competitor or an entire industry) gives you a strong story to tell. People always get stoked by conflict. They take sides.
This tactic will fall flat if
your side is not relatable/doesn’t trigger an adverse reaction.
your competitor/problem is not big.
you choose to persist with this positioning.
Be the Goliath. Who’s your David?
It was a fuzzy afternoon. I was reading an article on productivity, and tweeted about it (oh! the irony). Then a casual browse in my Facebook feed, I purchased something.
The ad that made me buy
A sprayable disinfectant- The one that would kill “99.99%” bacterias on surfaces.
I purchased out of the fear of contracting an unknown infection.
Fear causes stress. And stress induces a reaction. Often a purchase.
I observed others ads that used fear to sell, and noticed a pattern.
A widely-acknowledged fear (
surface infection because of COVID)
A very specific solution to the threat (
perceives that it’s the solution ( I knew Savlon as a disinfectant)
The prospect believes that he or she can solve it themselves (
It was a video ad)
So, next time you give a stick see if you satisfy these 4 aspects 🙂
I ditched Google Docs for Notion.
I wasn’t alone. There were others like me who shifted in impulse.
And then I realised. Their kick-ass product with the seamless sign-up flow is propelling conversions.
Whats’s special about their sign-up?
Here’s Notion’s signup form. Post submission, you’re asked to confirm your email.
Compare that to other products trying to acquire free users. Multiple fields to fill unless you choose SSO.
The sign-up element can fit anywhere in the page without intruding the flow.
And boy, do they use it well? They have plugged the CTA for
5 times in this page.
Make it 6. You scroll, top nav changes.
You’re just one step away from using Notion. Always.
Does Notion not collect any info? It does. When THE critical action is performed i.e. signup
You’re then asked agree to T&Cs, answer a barrage of questions. That’s growth 101
Signup → Minimum effort
If you’re thinking sign-up forms, give yourself a $1000 for every field you remove.