🧠 1 Marketing Framework:

Anchoring

Anchoring is a psychological principle that refers to the human tendency to rely heavily on the first piece of information we receive (the anchor) when making decisions.

Let's break this down with a simple example:

Imagine you're shopping for a new laptop. The first store you visit has a sign that says, "Top Model Laptop: Originally $2000, Now Only $1500!"

The original price of $2000 serves as the anchor.

When you see the reduced price of $1500, you perceive it as a significant saving, mainly because your judgment is anchored by the initial $2000 figure.

If, however, the first price you saw was $1200 at a different store without any reference to the original price, you might perceive $1500 as expensive because your anchor was set at $1200.

This principle is widely used in marketing and sales to influence consumer perception and decision-making. By setting high initial prices or suggesting a high recommended retail price (RRP), sellers can make the actual selling price seem more attractive.

🧑‍🏫2 Lessons From The Best Marketers:

Lesson #1: The Importance of Scientific Advertising by Claude Hopkins

Claude Hopkins emphasized forming advertising decisions based on data and research rather than intuition.

This approach ensures that your marketing campaigns are not guesswork and have concrete evidence about what truly resonates with the target audience.

By applying this principle, you can optimize your strategies to achieve better results, minimize wastage of resources, and increase the ROI.

Lesson #2: The Power of Content Marketing by Joe Pulizzi

Joe Pulizzi, also referred to as the godfather of content marketing, teaches a crucial lesson on the power of building an audience through valuable and relevant content.

The core idea here is that instead of directly selling to your customers, you attract and retain them by creating content that educates, entertains, and informs, thereby establishing a loyal community around your brand.

This approach shifts the focus from transactional marketing to building long-term relationships with your audience.

📱3 Ads That Will Blow Your Mind:

Ad #1: Save Paper - Save the Planet by WWF

The WWF "Save Paper - Save the Planet" campaign stands out as a powerful example of how simplicity and creativity can be used to convey a critical message.

This campaign effectively uses a visual metaphor, showing a stack of paper transitioning into a forest, to illustrate the impact of paper use on deforestation.

Lesson: This campaign demonstrates the power of visual storytelling in conveying important messages, showing that complex ideas can be effectively communicated without relying on detailed data or lengthy explanations.

Ad #2: It Melts in Your Mouth, Not in Your Hands by M&M’s

The M&M's slogan "It Melts in Your Mouth, Not in Your Hands" brilliantly exemplifies the power of a clear, concise slogan that communicates a product's unique selling proposition (USP) directly and memorably.

By highlighting the candy's ability to resist melting in one's hands, it addresses a common inconvenience associated with chocolate.

Lesson: This slogan demonstrates that a well-crafted message, focused on solving a specific problem or addressing a particular consumer need, can significantly enhance a brand's appeal and market success.

Ad #3: China to Australia by FedEx

The FedEx "China to Australia" ad cleverly uses two people, one from China and the other from Australia to show how fast and reliable their shipping service is from China to Australia.

This smart use of images makes it easy for people to understand and remember FedEx for quick international deliveries.

Lesson: The main takeaway here is how creative visuals can make a brand stand out by showing its benefits in an easy-to-grasp way.