Loading summary
Transcript48 lines
- [00:00]
Phil Agnew
I gave a marketing expert one hour to create an unforgettable ad. I showed his ad to 30 Brits and measured exactly how memorable it was. Does his marketing advice work or is it a waste of time? All of that coming up in today's episode of Nudge.
- [00:20]
Louis Grenier
If you're in marketing, sales or leadership and you're serious about staying ahead, mark your calendar for for inbound 2025 happening September 3rd to 5th at the Moscone center in San Francisco. Inbound is genuinely, I think, one of the best major marketing sales leaderships events. I went last year and I thought it was absolutely fantastic. But this year looks even better. The speaker lineup is genuinely world class. They've got Amy Poehler, Dario Amode, Sean Evans from the hot ones YouTube channel. I'm a big fan of that. Plus Marques Brownlee, Glennon Doyle, Dominique Crenn, and Benson, the CMO of cbs. An incredible lineup and over three days you'll get evidence backed strategies for marketing leadership and growth. It's delivered by people who shape the future of business and practitioners. I know Nancy Harhurt, former guest on Nudge, will be there as well, and if her talk is anything to go by, this conference will have no fluff, it'll have no filler, it'll just have insights that you can actually use to improve your work. And it's in San Francisco. You got the tech scene as the backdrop. It's the ideal place to explore how AI and behavioral science are reshaping the industry. So if you want to be part.
- [01:36]
Phil Agnew
Of it, if you want to head.
- [01:37]
Louis Grenier
Along, go to inbound.com register to secure your spot.
- [01:43]
Phil Agnew
Today on Nudge. I've invited a genuine marketing expert back on the show. It is Louis Grenier. Now Louis, many of you all know him from previous podcast episode appearances, but if you need a reminder, we Louis is a no nonsense marketing expert who ran one of my favourite podcasts, Everyone Hates Marketers and he also runs the brilliant newsletter stfo. For those of you who know Louis, who have heard him before, you won't be surprised to hear that this episode contains some explicit language right from the start. And this allows me to tell you that Louis has also written a fantastic book. It is titled Stand the Fuck Out. Many of you reached out to say you loved Louis last appearance on Nudge. That was back on April 14th. That episode was very different. Different from a typical episode of Nudge. Usually I neatly edit the show into a very coherent narrative. I record my own script. But instead in this show Louis and I just recorded a fairly unedited conversation and put that up. So for today's episode, we've done a bit of a mixture of the both a bit of unedited conversation and a bit more of the sort of coherent narrative stuff. And at the end of the show, I do put Louis on the spot. I do ask him to create an ad in an hour, and I test his expert advice and see if it really works. But to start with, I asked him if it really is necessary for marketing teams and companies to differentiate or die.
- [03:05]
Unknown
Okay, let's shift gears. Let's talk about differentiation. The famous marketing saying about differentiation is to differentiate or die. Do you believe that?
- [03:16]
No. And that's not just because of me. It's, again, that's a wrong thing to say. Let's kind of try to break it down. Why? First of all, the term differentiate and differentiation, I think we need to be very pedantic and anal about the terms that we use. Differentiation is not the same as distinctiveness. For example, the two of them are needed. The bigger the brand, the less differentiation they'll have. In fact, the bigger the brand, the more they have no differentiation left. And the only lever they can pull is distinctiveness and reach. I'm making that distinction because it's incredibly important, and that's how I've understood the concept of standing out in way better light. So differentiation is the ability to say we are the only one in that category that offers those things that solve those struggles that alternatives can't solve very well or not at all for that particular group of people. And you're essentially giving people a compelling reason to. To pick you compared to direct competitors or indirect competitors. There is a distinction to be made between differentiation for the sake of it, where you say you're different, but it doesn't matter because you're not solving struggles that matter to people and actually meaningful differentiation, which is the true form of differentiation, where you offer something that is solving struggles that others are not doing. And so that's a generous act, and that's the true sense of differentiation. So to go back to what you're saying, no, you don't have, it's not differentiate or die, because we have Coca Cola, McDonald's. Those are evidence that they are not differentiated, and yet they are the biggest in their. In their category, yet they don't offer anything of true value that others are not offering.
- [05:02]
Yeah, good bit of advice, because I think it's easy to fall into the trap of just assuming that we just have to be different in order to gain ourselves and stand out. But it is more nuanced than that. One of the. Well, one of the things you talk about in your book is what Seth Godin taught you about differentiation. In one of your sort of first interviews on your podcast, you interviewed him and you asked him a question and he told you, you're asking that exactly the wrong way. I love this story. Could you share with the listeners, that.
- [05:32]
Was eight years ago, man. You were still in your diapers, you're sitting in nappies while I was podcasting, so you owe me so much. So I had seg it on. And instead of saying, hi, Seth, how are you? And. And. And I want to talk a bit about you. Tell me about your books, blah, blah. I went in straight away and I asked the question, like, if you had $1,000, you couldn't use your name and you had like 30 days to make to generate X amount, what would you do, right? Like a real kind of life scenario that threw him off because he wasn't expecting that yet he answered it. But then when I interviewed him a second time, he told me explicitly, do not do that again. I fucking love that fact. So do not do those scenario again, right? Because he clearly was just like, thrown out by it. And he had to answer in the moment. He realized it was a good stuff, but he didn't want to do it again. So anyway, throughout the interview, I was just talking about Internet provider as an example, saying like, they are all the same. So how would you start a company that is the same as them but not make it like the others? Essentially, to rephrase it, in his own words, he said, you can't begin by asking, how do we make it just like the others and make it remarkable. You have to ask, how do we make it different from the others so that it is remarkable? Which is textbook definition of meaningful differentiation, right? You make it different for the right reason, and it becomes remarkable for that.
- [07:07]
And now I feel like you've manifested this not just in the book, but just in your whole life. And you sort of push everyone you know to come up with something more meaningfully different. And an example of this is the foreword for your book. I love this story. Most people get someone they admire to write them a foreword and then they just absolutely praise them to the high heavens. Oh, thank you so much for writing this. You asked someone you admired to write your foreword and basically told them it was a piece of piss when they wrote it back to you, right? Could you share that story?
- [07:42]
So I asked Joe Pulizzi to Write the foreword for me. He's the author of a few books. He's the one kind of who. Who became the face of content marketing as a new discipline. So I asked him to write a forward, and he sent me one that was just like some sort of a soup of thoughts around differentiation. It just didn't make much sense to me. And I was like, oh, shit, this is like, I'm sure you can back it up with psychology here, but it's less. We were. We were into this, like, friend relationship and every gram of my being was fighting against sending what I would send to anyone if it wasn't for Joe, right? So his status made me almost stop. Challenge him. But yeah, it was a soup of just completely was just didn't fit whatsoever with the book. And the way I was talking about stuff like, just. In fact, I think it contradicted a few things I was saying in the book. So it was just like, it was just nonsense. And I was like, oh. So I didn't reply to his first forward. And then eight days after he asked, did this work for you? And I basically replied straight away, okay, he's asking again. He cares about this. I was trying to, like, maybe ask someone else. I didn't know what to do. And I was like, you know what? Let me just answer the way I would answer anyone. Let's forget about his status and his business suit and his status compared to mine. So I said, this forward would be perfect for most marketing books, but does it stand the fuck out? Right? I know it might sound cheeky coming from someone who has an accomplished 1% of what you have, but one, I didn't feel your personality come through. Two, you need to slap more, maybe with the story. How can you come. How. How did you come across my stuff or something else entirely? And three, I never read forwards, and I suspect most of my reader wants either, unless we make it so good they have to read it. And he answered there, like a few hours with like this very raw response to it, essentially saying, you know, fuck you for challenging me, but actually you're kind of right. And it made. It made him think about all the times they were. He was asked for something and people say it was good, when in fact it wasn't. Now the forward reads really harshly on me, right? Like, he's almost insulting me now. It's all theater, right? He loves me, she love him. Maybe she'll talk, you know, it's all theater. But yeah, I'm glad you actually connected that to this. It's. It's I just can't help it. I just cannot help it. Like, I just can't.
- [10:15]
What I think the learning there is and what I take away is that playing it safe is a recipe for bland marketing. For forgettable books, for, yeah, just, just a worthless relationship and an unhappy marriage. There's always. I think it's a real fact of life that if you play things safe and go to bland option and follow your competitors and don't do something sort of spicy, as you would put it, you will end up with results that aren't impressive. And your foreword is fantastic. It's one of my favorite parts of the book, and it almost tells me isn't enough about your approach to differentiation without even needing to read the book in the first place. It's that good. You do then go on to give some wonderful examples in the book of companies and brands who embody this idea that playing it safe is not worth it, that you've got this wonderful idea of the. I think it's pronounced the Danbury Trashes and their approach to brand and marketing and how different it is from their competitors. Could you share that one with the listeners?
- [11:19]
Yeah. Before I do that, just to double down on what you said about taking risk or blending in, I know it sounds like empty advice and it's very difficult to like materialize that for people in their head. What does it look like for them? But that's why I keep repeating like, so one way to do that is to do things that light you up, right. That make you laugh and whatever, even if the norm doesn't do that. Which connects to the second point is that you do need to try to, like, listen to your gut feeling. And again, there's scientific studies behind it. We have neurons in our digestive system. There's a reason why, like our System to System 1, thinking 95% of the time, which is like autopilot type thing, we have thoughts that we don't know. Right. There's so many things happening in the background. So you need to try to lean on those cues that the system one leaves you. One of them being like butterfly in your stomach or feeling excited or getting goosebumps. I tend to get goosebumps when I hear good ideas. I don't know. I just learned to lean on it. So it's very difficult to explicitly say how to do that. But it's like, try it. Try to follow that a bit more and then you'll see how it feels. And then you do more of it. So to go back to your Question about the Danbury Trashes. So I saw that example in a Netflix documentary called Untold Crimes and Penalties. And so there was an episode on a minor league hockey team called the Danbury Trashers. Danbury is a small town in Connecticut. It's a team that got bought out by Mafioso who owned trash companies in that part of the world in the US and he gave the reign to a 17 year old guy who's his son to run the team. And do you know the meme about, you know, the IQ level and like the normal distribution? Like you're in the middle, you overthink stuff and then when you're fucking so brilliant you just, just do marketing. And the other side, you're stupid. Just do marketing. So it's exactly this. He, this guy had no training in marketing, no training in branding or anything. And yet I would argue this probably one of the best example of a challenger brand that I've ever seen. Because he went all in what he believed and he wasn't polluted by norms and what he's supposed to do and whatever because it was just 17. So I think there's two things that stand out. First, what they said and what they did was almost the same meaning, like they didn't talk the talk, they also walked the walk. So they believed that they were like the bad boys of the league. They believed that they were there to fight the, the, the commissioner of the league who was like this person who was very. Keeping the sport noble and making sure that protected the interests of the league and keeping the, the hockey clean. And they just, they just point the finger at this person as the kind of the manifestation of establishment. And they just did everything they could to go against that. And one of the ways was to switch hot water in the locker room of their competitor of the opposing team that would come to them. They would literally hire players that were fighters more than hockey players. One of them could barely stand on the skates, I don't remember his name was like this huge tall black dude who would knock the fuck out of people playing against him. It's just so funny to watch. It's crazy how far they would go. And that's what I like about it. Now there's a lot of stuff I don't like about it obviously, like the mafia and whatever. Like that's. But there's marketing lessons there to learn is that they went all in, in one direction, right? This kind of. They were not just talking the talk. They were actually went above and beyond pushing the limits of okay, if we want to be bad guys, what does that mean? Well, we need to behave like a true, true, true bad people. And they were. So there's other examples in documentary, but those are the two that I remember.
- [15:25]
It feels also like this. I mean, it's serendipitous maybe this example because like you say, they didn't plan it and they've got all these results. But there are other examples of more traditional marketing companies that have planned these things and seen real success with it, of purposely not going with the trend and not following the competition and coming up with a unique angle. You give this example in your book of the Dark Horse SEO agency and some of the ways they brand themselves. Could you share that?
- [15:52]
Yeah. So the Dark Horse is a SEO PPC agency based in Manchester and I interviewed them on my podcast when I was still alive and I just fell in love with them straight away. And again, it's this manifestation of they, they say that they are like, not like their competitors. They say that they don't chase the world, they say that it's not a bad result, but they manifest it as well. They do it and they do it by applying this kind of detective board aesthetic to everything. Detective board, you know, like if you watch the latest Batman. You know exactly what I mean. Like this very dark, like black, red, like very, very dark, somber atmosphere with those, you know, those, those post it note that connects to each other. Like on a board it feels like you're trying to solve a crime. So they've went all in with that aesthetic and everything on their website, like the copy, the, the images, everything is just completely left field compared to any other agencies. So they went all in on that. You can, you can tell if you reverse engineer it that they didn't go 20%, 50% intense, they went 100%. Like they, I don't think they could go further, to be honest. And you can tell that, you can see that they've clearly thought about it this way. So everything about it I would recommend you to just Google like Dark Horse Manchester to make sure you find them and you'll see what I mean. The copy, everything. Now what is interesting, and I think this is where I get challenged back a bit when I share those examples, is that they went all in into that direction. But they still apply conventions of the category they're in so that people understand who they are and what they are. So they still call themselves an SEO PPC agency. You will still see a lot of pages that explain their product and the services. You will still see like Google accreditation at the bottom of the footer and whatever. So they're able to blend one direction of like super intense going far into like detective world type energy, but then also using the common category conventions of an SEO PPC agency where they still rank for a lot of the services, they still compete head to head against other agencies. They don't go, they don't stand the fuck out in every dimension because else you would lose people because they don't know what you are. Then it just goes too far. So I like that example for that because it shows you how you can go super intense in one attribute and then yet still ground yourself in the category you're in.
- [18:27]
In a world of PPC agencies that are all navy blue websites with bullet points on why you should pick us and reasons why we're faster. Being able to say we help companies parade the bodies of their competitors while swimming in money is a wonderful way to stand up while still bringing it back. And I think, yeah, some of the advice I think about there is think about what you're compared to what your competitor set is and find ways to tell the same story in a more interesting way. I guess Demo Diva, which is another example of your book, is someone who does that almost in the opposite direction of applies a lighter colorful way of this approach to a competitor set which is quite different. Right.
- [19:08]
So that exercise, I call it exploring the negative space. So it's essentially listing down what is typically done in your category and just try to challenge one of those things. So demodiva is actually a demolition company based in New Orleans that was started after Johan Katrina and the founder, the one direction she went in that is completely different, the negative space was that instead of having all of her machinery yellow like any other, like yellow and black, which is a traditional way of those machines, they are all pink and they're the T shirts of the people wearing like the crew would have pink T shirts and their websites would be around pink and stuff. Now anything else is pretty much category convention for demolition company. It's still demo in the word in the term. They still call themselves demolition company. They still offer service like any other demolition companies but that just going all in into that direction. And I would argue she could go further but at least what she's doing is already super, super advanced I would say is yeah the color pink and that's it. And this is to go back to your initial question about the differentiation versus distinctiveness. This is the difference.
- [20:29]
So Louis, we don't have long left and I'VE got one more activity for you. You famously put Seth Godin on the spot, told him to do marketing in the moment and he was fantastic at it and it sort of grew your career. But he also said, I never want to do that again because he didn't enjoy it. Well, he did it to you. I would like to do it. He did it. You did it to him. I would like to do it to you. I would like to put you on the spot and apply these things I would love for you. And I will test this after this so we can get the results. We can get the results and see if it works and we will share them. I would like you to think about recall and think how can you make a bit of advertising or marketing that people will recall and remember and maybe we could apply it to, to a coffee brand. So lots of my ads that I would see on Facebook, Instagram, Reddit, whatever, people selling coffee to be delivered to my door and maybe trying to talk about how wonderfully smelling and tasty and caffeine inducing that coffee is. You've told us a lot today that if you break with the conventional norms, if you disrupt patterns, you might be able to create an ad that would stand out in someone's mind. Can we come up with one on the spot? Can you come up with a slogan, a bit of imagery, something that would make for a compelling ad that if I showed it to 50 people after this show, they would say that is more memorable than all of the other ads that are online.
- [22:04]
Phil Agnew
You'll hear exactly what Louis came up with and the results right after this advert. The Hustle Daily show is brought to you by the HubSpot Podcast Network, the.
- [22:16]
Louis Grenier
Audio destination for business professionals. The Hustle Daily show is a fantastic show. I had the pleasure of watching the Hustle Daily show live at the last inbound conference in Boston and I loved it. The wonderful hosts share these really informative takes on business and tech news, but it's in a fairly laid back style. It's really easy to listen to. It's quite conversational. I think it's fantastic. They've recently done a fantastic episode on why tequila brands are failing and how you can turn greenhouse gases into butter. Both of those are excellent. I really recommend you go and give that show a listen. So go and listen to the Hustle Daily show wherever you get your podcasts.
- [22:56]
Phil Agnew
Hello and welcome back. You are listening to Nudge with me, Phil Agnew. Before the break, I challenged marketing expert Louis Grenier to create an advertisement that people Wouldn't forget. I gave him a few hours to come up with the ad and I said that the ad needed to be for a coffee brand and I said that it needed to stand out so that viewers would be able to recall it. Recall was the main thing we were after, not purchases or anything like that. It just needed to be a static ad, not video. So the sort of thing you might see if you're just scrolling through Instagram or Facebook. I then planned to test his work. I planned to show the his ad to 30 people and then I would get them to do some unrelated tasks. And after some time had passed, I would ask all of those 30 people what they remembered of Louis ad. So let's see what Louis came up with.
- [23:45]
Unknown
Okay, thanks, Phil. I'm going to cheat a bit. I'm going to cheat because one, I'm not going to take an hour or two to think about it. Instead I'm going to take way less. I'll explain why in a second and two, because I'm going to use an example I've used in my book. So the reason why I don't want to take one or two hours is because I don't want to show the final product, meaning the answer to this challenge as a, as an ad that is like looks and reads perfect. That feels like, you know, I'm a genius and I just come up with stuff on the fly or very easily. Instead I want to just show you my thought process. I think it's a bit easier to think about it this way. So I'm just going to be very open here about my thought process. So when you share this challenge, the first thing I ask myself and gave me permission to is to play with the product itself. So you talk about a coffee brand, but one of the first thing about marketing is that it's product is part of it. So thinking about what is it that we are offering and for whom is kind of one of the basics that I think a lot of markets forget because they tend to associated with communications. So in the book I mentioned this civet poop coffee, which is this kind of coffee that is partially digested by the common palm civet, which is a teeny weeny nocturnal mammal native to Southeast Asia. So they would pick those animals, would pick the best beans, the most juiciest for them, digested it partially and then poop it out. The rationale behind it is that those beans that they get pooped out, add flavor and add this kind of extra whatever to the taste and then they turn into Coffee and it's super expensive and it's a, it's a delicacy in some sort. So that's my first thought. It's like, okay, you're asking me about a coffee brand, you didn't say it needs to be this very specific product. So I'm gonna play with that to add to my advantage. So I want to advertise Civet Poop Coffee. The second thing is people don't buy this coffee for rational reasons. Even though producers and what I've seen online about it is they tend to talk about the flavor, they tend to talk about how deep it is compared to normal coffee, etc. Etc. I do feel that I think they are missing out a big portion of why people buy. I argue that it's probably for irrational reasons, right, to use as a party trick to impress guests to give to a coffee lover to satisfy people curiosity, right, by trying the world's most expensive coffee to relieve memories from the past, Stuff like that. And so for this reason I would double down on probably one of the, the one that gives me the most energy, the one that I feel is the funniest to deal with, which is the, the satisfy people's curiosity. I do like the, the contrast, the contrast being between this animal that looks super cute and a cup of coffee. I do like the surprise that comes with it. I do like the feeling that hey, this is something completely unexpected, completely left field and I like to play with those elements. So I will probably go deep into that. What type of ads could we run to really double down on this curiosity bias? So instead of saying oh this coffee is the tastiest like most brand do, I'm just going to read out loud actually a couple of. So the actual name of the coffee is Copy Luwak, also known as Civet Coffee. So if I look at typical ads, they would say stuff like Kopi Luwak is the most expensive and very best premium tasting coffee in our shop. Top quality Kopi Luwak coffee beans are roasted and elegantly packaged. Ideal as a luxurious gift. Smooth. A beautiful dark and rich cup. Not bitter with a complex forest aroma. Hints of chocolate caramel acid reduced by lactic acid bacteria fermentation in loa cats.
- [28:05]
Phil Agnew
Phil here just cutting in the ad Louis read out just then is the one we will use as our control. We will compare this ad, which is the very standard ad for Copy Luac to his ad. All right, back to Louis.
- [28:18]
Unknown
So you can see they really dabble out on the rational side of stuff. It's really about the taste. But I do like the fact that talk about like luxurious gift and premium and all of that. So I would probably go down the curiosity route because the challenge is about recall. But they remember this. You're not asking me to make them buy it necessarily right now. And so my hypothesis is, what is it that they are more likely to remember and recall? Is it like a cup of coffee, a basic ad, or is it like a civet, Civet cat staring at you, saying something along the lines of, can you believe I've pooped coffee out? That's a terrible thing. But again, I wanted to share this work in progress because that's what I would think about. But I know the angle. I know roughly where it's going to go. What is the exact copy for this ad? What is the exact thing? I think the hero there is the. Is the civet as the animal. I. I feel like the recall will be much higher if it's like an animal, some sort of a mascot, something looking at us with a cheeky message. Also showing the coffee. So I don't want to go too left field where like they don't even know it's for coffee. So it needs to be shown. But yes, instead of showing a cup of coffee like 99 of ads on on coffee and talk about the luxurious stuff, I would go really to the opposite direction and lead with curiosity and a bit of fun with the sieve staring at you, maybe having a poop and something like can you believe this animal helps create this coffee? Or something along those lines.
- [30:06]
Phil Agnew
And that is exactly what Louis came up with. You can now see Louis ad if you want to in the show notes. If you want to go click in the show notes and have a look there. There is an image of it. But I will also explain the ad for you. As many people are just listening. They don't have a chance to even look at the ad. Or perhaps they don't want to. So the top of the ad features a header. You won't believe where this coffee comes from. In the middle you can see the civet, which looks a bit like a raccoon or a kind of wild cat. It is staring directly at the camera. Next to the civet is a cup of coffee and two words. No shit. For the control, we created a slight variant on that typical copy Luak ad that Louis read out earlier. It said, discover the world's rarest brew copy Luac, not your average cup of joe. Then beneath that there was a picture of the coffee packaging and a cup of coffee. And finally, we added some detail about where the coffee came from below, as I mentioned, if you want, you can view both ads by clicking the links in the show notes. To run my test, I used the fantastic marketing research tool VoxPopMe. VoxPop Me helps brands and agencies learn from customers using video surveys. Brands and agencies ask questions and over 5 million people have responded to their questions with videos explaining their thoughts. You'll get very, very good example of what these thoughts are like in a bit. Voxbot Me is an incredibly fast way to ask these questions. I asked these and got results within basically a week. And you can use them if you want to get really informative, qualitative results. So using Voxbot Me, I showed this ad to 30 British people after I asked them a set of five unrelated questions. This took around 10 minutes. That just gave a bit of time between seeing the ads and then when I wanted them to recall it. Because then at the end I asked them exactly what they remembered about both ads. I asked them to give as much detail detail as possible. Now, they had only briefly looked at these ads at the start, so I wasn't expecting a super high recall. And for the control ad, the one that Louis didn't create, that was certainly the case. Only two people remembered what the coffee was actually called in the control ad. And remember that was the main title in that ad.
- [32:12]
Unknown
While the second ad had more details like the name is Copilowak.
- [32:18]
I think it was something like copy something.
- [32:21]
Phil Agnew
That was Jimmy and Thomas. The other 28 couldn't remember the name, which is interesting because that was easily the biggest bit of copy on the ad. But what about the slogan discover the world's rarest brew? Well, only two of the participants remembered that as well.
- [32:35]
Unknown
And then the second advert was just advertising how incredibly rare.
- [32:41]
The second one was a rare coffee. I think it was about a rare coffee, something I've never heard of before or seen before. So it wouldn't really grab me attention like the first ad did. Definitely like the first ad better.
- [32:56]
Phil Agnew
That was dawn and Sharon. They remembered that it was a rare coffee, but the other 28 participants did not. And finally, what about the subheader? The subheader said not your average cup of joe. Did anyone remember that?
- [33:08]
Unknown
And it's not your average cup of joe.
- [33:10]
Phil Agnew
That was Megan, 31, from London. She was the only participant to remember the line not your average cup of joe. So not great recall. Only two people remembered the header, two remembered the slogan, and only one remembered the subtitle. But what about Louis version. How many people remembered his ad? Well, I first wanted to know how many people remembered the actual image on the ad, the civet looking at the camera. That was a core component of Louis AD. How many of our 30 participants remembered that there was a picture of a raccoon as well.
- [33:40]
Unknown
There was a picture of the animal.
- [33:41]
It looked a bit like a raccoon.
- [33:42]
Picture of a coffee cup with coffee beans and what I believe is a raccoon and with a little animal and coffee cup. The ad I saw at the beginning of this was a raccoon over some coffee beans and said, no shit.
- [33:58]
Phil Agnew
17 out of the 30 participants remembered the image of the civet looking at the camera. Some called it a cat, some called it raccoon, but they all remembered the image. It stood out in people's minds just as Louis predicted. But remembering an image is a fairly straightforward thing to do. It's, it's, it's not exactly hard. It's much harder to remember text, to remember words. So let's see how many participants remembered Louis no slogan.
- [34:23]
Unknown
And I remember something saying no. No. One of them, I thought was quite a bold advert as it had a swear word and it said no or something like that. Something about no that had the caption under the cap no.
- [34:37]
Phil Agnew
It said something like, like best coffee in the world or best coffee you'll ever have in big word, big letters no.
- [34:45]
Unknown
And then the bomb said no.
- [34:47]
It's both about coffee, but one with no written on it and one like a luxurious brand instead.
- [34:53]
Phil Agnew
10 out of 30 remembered the no shit slogan. That's pretty good. Remember, only two people remembered any of the copy on the previous ad. Finally, let's see how remembered the curiosity statement at the top. The statement which said, you won't believe where this coffee comes from.
- [35:09]
Unknown
First ad had like a tagline of you won't believe where this coffee comes from. No shit.
- [35:16]
I absolutely loved the first advert. It's my type of humor. Without a doubt, I loved it. It looked like a raccoon at first and it says, you'll never guess where this coffee comes from. And then the no shit.
- [35:27]
And the words, you'll never guess where the coffee comes from, no shit, or you won't believe where this came from.
- [35:33]
Phil Agnew
Four out of the 30 participants remembered that slogan. Louis ad wasn't just a bit more memorable, it was considerably more memorable. 17 out of 30 remembered the image of the civet, 10 remembered the slogan, 4 remembered the question, but only 5 people in total remembered anything significant about the control ad. And I think this neatly proves Louis point. Breaking from conventional norms will help you stand out. Sparking curiosity gets people engaged and showing something surprising will stick in the mind. I'm not really surprised. Louis AD1 he is an expert after all, he knows what he's talking about. But I was a bit surprised by how much it won. These Brits were only shown the ads for a few seconds, yet the majority could remember something about Louis ad while the exact same people forgot almost everything about the control ad. It shows, I think that it does pay to Stan the fuck out. All right folks, that is all from Louis and I today. As you know, Louis has written a fantastic book. I advise you to buy the book and if you do, Louis has a special offer for you.
- [36:37]
Unknown
Phil, thank you so much. Pleasure always to talk to you. So I've put together an offer because I'm a marketer for your listeners, so something very specific just to them. Here's what they can do. So if they buy the book anywhere, so it could be on Amazon, could be on Barnes and Nobles, could be anywhere, forward the receipt to Nudge at stfo. So nudgestfo IO and in return I'll send you a lot of extra stuff including the book in epub version so you can have it to read on any of your device on PDF as well the one page canvas of the Standard for God methodology that you can feel for video tutorials on advanced use cases and a bunch of other little stuff. And a video of me singing a cappella. Obviously the full Wikipedia page of the copy Luwak the civet put coffee in a very off key tune because I cannot sing and this is exclusive to Nudge listeners. I'm not going to send that to anyone else. So again step one Buy the book, stand the fuck out. Just google it wherever you buy your books. Step 2 forward the receipt to nudgefo IO. Step 3 enjoy me singing through this Wikipedia page and obviously all the other goodies related to the book.
- [38:29]
Phil Agnew
So to take advantage of that offer, buy Stan the fuck out and send Louis an email@nudgestfo IO. That's Nudge IO. Send him an email saying I've just bought your book came from Phil's podcast and you will get a lot of goodies including his acapella singing which I personally can vouch for as being utterly awful and absolutely necessary for you to watch. Alongside that you will get a load of other freebies that I think you'll really get lot of value from as well. Stuff that will help you create ads that are really unforgettable too. So thank you, Louis. But before I go, I wanted to say also a big thank you to Voxbot Me for running the video survey for me. With Voxbot Me, you can quickly run qualitative research using video surveys and live interview solutions. You can invite participants from their enormous panel and use them for video surveys, and you'll see the results within just a few hours. It's a fantastic tool, not just because it's fast and informative, but also because its analysis tools are excellent as well. So if you want to try out Voxbot Me, go to the link in the show notes and click that. Okay. Thank you so much for listening, folks. I'll be back next Monday with another episode of Nudge Cheers.