🧠 1 Marketing Framework:

The Spotlight Effect

The Spotlight Effect is a psychological phenomenon where individuals overestimate how much others notice their appearance, actions, or mistakes.

This is because we are each the center of our universe, so we naturally assume we are as important to others as we are to ourselves.

Bds like Zara create ads that show different individuals looking confident and admired in their clothing. This subtly suggests that wearing Zara can boost confidence and reduce fears of judgment.

Neutrogena, a skincare brand, leverages the Spotlight Effect by marketing its acne treatment products with before and after images.

These ads emphasize how Neutrogena helps users feel less self-conscious and more positive about how they are perceived by others, addressing internal fears about skin issues.

🧑‍🏫2 Lessons From The Best Marketers:

Lesson #1: Marketing is not selling, it's the experience by Seth Godin

Seth Godin believes real marketing is the experience your product or service brings to the customers.

He talks about the four circles of marketing:

1. Likes, clicks and hype

2. Price and story

3. Support and usability

4. Product or service

Check out the video here:

Lesson #2: 1000 True Fans by Tim Ferris

Tim Ferris believes if you’re a solopreneur or a small company, your focus should be on creating 1000 true fans.

Instead of chasing millions of views or likes, create 1000 true fans who love your content.

Tim recommends reading this article to help you build a loyal following.

📱3 Ads That Will Blow Your Mind:

Ad #1: Test Drive a Macintosh by Apple

In 1984, Apple launched the revolutionary Macintosh computer, accompanied by a creative commercial titled "1984."

The ad shows a hand wearing a driving glove, plugged into a computer mouse, melding the ideas of driving a car and operating a computer.

This metaphor suggests that using a Macintosh is as intuitive and exhilarating as driving, appealing to consumers' desires for excitement in technology.

This commercial positions the Macintosh as an experience rather than just a machine.

Ad #2: 1966 Bettle by Volkswagen

The 1966 Volkswagen Beetle ad featuring Wit Chamberlain, a famous basketball player of that time, is a brilliant example of minimalist advertising that effectively highlights the compact yet surprisingly spacious nature of the VW Beetle.

The ad humorously admits that while someone as tall as 7’1” like Chamberlain can't fit into the front seat, the car is still an impressive feat of engineering with more headroom and legroom than expected and excellent fuel efficiency.

It's a playful way to address a potential drawback while emphasizing the car's benefits. (This is a psychology framework called “The Pratfall Effect”. I’ll discuss this in the next edition)

Ad #3: Don’t Drink & Drive by Ecovia

This powerful ad from Ecovia uses a creative visual to convey the dangers of drinking and driving.

The image shows a man with cars painted on his fist and mouth, colliding as he punches himself in the face, symbolizing the self-inflicted harm of drinking and driving.

The splatter effect emphasizes the violence and potential consequences.

The tagline "Stop the Violence - Don't Drink and Drive" strengthens the message that drunk driving is a violent act against oneself and others.