Again, no fluff. No story. No long setup.
LESSON 3
Attention fatigue is real.
When there are red shirts everywhere, you ignore them.
It’s the same for your campaigns…
~ If every paragraph looks like a big block of text…
~ If you promote the same product—nonstop—for weeks…
~ If you use the same CTA…
~ If you hammer the same positioning…
~ If you follow the same format/style for a dozen emails…
Prospects start to ignore you.
This is when you want to mix things up.
Interrupt the pattern.
That’s why –
When helping my client design their campaigns, I like to plan in a 4-day cycle.
I will promote one product—with 4 different hooks—for 4 days.
Desire. Mechanism. Identity. Proof. Objection. Entertain. Etc
THEN
I’ll jump to another product for a quick eye break…
Before returning to promote again.
I want to keep things fresh…
Plus, explore different archetypes and segments in the market.
(that’s also why I mix & match storytelling, case studies, lessons learned, and plain ol’ rants in my newsletter)
Talk soon,
– WYH
PS – Here’s a recap of the first 2 lessons: