Show people what to do; Shocker; Killed by Google

Published 7 months ago • 1 min read

👋 Hey there, Mike here.

I hope your weekend was great. We went on the Santa train and then a Santa breakfast.

Enjoy 1 short story, 2 incredible examples, 1 great video.

Before we begin... I want to draw your attention to:

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1 short story that makes you think.

Show people what to do. On the 90-minute Santa train ride, the overall experience was brilliant. The weather outside was freezing, and the train's heating was pumping out the heat.

Our carriage, in particular, was boiling. It was only near the end of the journey we noticed a metal tap on the wall of the steam carriage above our heads that turned the heating from ON to OFF.

No one mentioned it; no one gave us instructions. If we had known, we'd have turned it down sooner.

Think: Do you assume people know what they're doing when using your product or navigating your website? They probably don't. Make sure you signpost the main stuff.

2 examples of incredible content.

1/ Shocker

The slow reveal tactic, and then the shocker, followed by the brand bottom right.

2/ Use the language of your audience

When creating ad copy, try framing it in the words of your target audience.

1 great video I know you’ll enjoy.

This was a great video all about recent Google changes and what the business did about it.

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