Have you ever watched how people scroll through their social media?
If not, you should.
You’ll discover a lot of interesting insights.
To give you an example:
Every night, I’ll watch Tracy sprawl on the mattress, barely keeping her eyes open, and swipe through her IG or FB account.
When she’s on FB, she’s scrolling, stop, read, keep scrolling… pause… nah, keep scrolling, stop, read… tap to read more… nah, keep scrolling…
Yet, it’s a different story for Instagram.
When she’s on IG, she’s scrolling, scrolling, scrolling, scrolling, scrolling, scrolling… stop for a split second, scrolling, scrolling, scrolling, scrolling, scrolling…
Why the difference?
Because it’s so much easier to mindlessly swipe past dozens of pretty images with a blind eye… while it takes a lot more “effort” to read words.
Most people have been trained — by decades of SM, TV, poster, and flyer ads — to ignore anything that looks like a flashy advertisement.
Same for emails.
When your email looks and feels like an ad…
Pretty images. Fancy designs. Flashy banners.
*Ignore*
They might like your brand.
Enjoy your product.
But their brand chooses to ignore you because you look “just like everyone else.”
And it’ll get worse in the coming month…
When people wake up with 179 unread BF deals in their inbox.
So, what should you do instead?
(Hint: It starts with a S… and ends with a Y.)
To be continued…
– WYH