Hey marketers, have you heard of the AIDA model?

Let's take a look at what it is, how it works, and how it can help you generate more leads and sales—all with real-world examples!

THREAD 🧵👇

1/ AIDA in a Nutshell

AIDA stands for Attention, Interest, Desire, and Action.

The concept was developed by American businessman Elias St. Elmo Lewis in 1898, so it's been tested and proven quite extensively over the years.

2/ ATTENTION

The first step is all about capturing the audience's attention.

Here's a real example of a Facebook ad that captures attention with a hard-to-miss banner.

This unique approach sparks curiosity among an audience of homeowners about what is being offered.

3/ INTEREST

Once you've captured attention, you want to generate interest.

The same Facebook ad uses the section above the image to build interest, by mentioning that "homeowners are raving about this filter..."

It's an intriguing proposition that makes you want to learn more.

4/ DESIRE

After generating interest, you want to stimulate desire.

The ad example gets into the details of their offering by mentioning the specifics of what they can do for you.

This helps homeowners envision a future with their solution.

5/ ACTION

The final step is to spur into action.

The example ad does this with a clear, uncomplicated CTA to check your zip code for eligibility—for free.

It's a low-barrier way to get prospects into the pipeline and move them one step closer to a sale.

6/ It's Not Perfect

Remember, while the AIDA model is a powerful tool, it's not without limitations.

It doesn't account for non-linear buyer journeys, impulse purchases, or the need for a holistic business strategy.

But it's a solid starting point.

7/ Your Experience with AIDA

Have you implemented AIDA in your marketing campaigns?

If so, what results have you seen?

That's all for now!

Please consider ✨ retweeting ✨ this thread to share with your audience on Twitter.

And if you have any questions or thoughts on the AIDA model, let me know in the comments.

The AIDA Model: Boosting Leads and Sales

Struggling to craft irresistible marketing offers?

Here's my foolproof way to supercharge conversion rates.

Enter the HAMMER Offer Framework—

THREAD 🧵👇

1/ What the Heck is the HAMMER Offer Framework?

HAMMER stands for:

✅ Highlight the differences
✅ Address specific outcomes
✅ Minimize the risks
✅ Make it easy-to-understand
✅ Encourage immediate action
✅ Require minimal effort to obtain

2/ Highlight the Differences

Begin by emphasizing what sets your offer apart from the rest.

Are you providing a groundbreaking feature, a new twist on something, or a unique deal or experience?

@native_cos has done this brilliantly in the example below.

3/ Address Specific Outcomes

Prospects need to know how they'll benefit.

Describe tangible, measurable outcomes.

Here is a classic example from @apple.

4/ Minimize the Risks

Erase their worries.

Offer guarantees, testimonials, free trials, or money-back promises when possible.

Risk-free is the keyword here.

@nectarsleep gives a 365-night trial + a "Forever Warranty" on their mattresses!

5/ Make it Easy-to-Understand

If your offer sounds complicated, you're losing your audience.

Simplify your language, especially with your call-to-action.

@basecamp keeps their CTA simple, with a big green "free trial" button that also answers some important questions.

6/ Encourage Immediate Action

Use limited-time offers, countdowns, or flash sales to compel prospects to act now.

@AppSumo does an amazing job with their Sumo Day and other flash sales throughout the year.

7/ Require Minimal Effort to Obtain

The more hoops someone has to jump through, the more likely they'll abandon.

Streamline the process.

Instead of asking for a bunch of info up front, break it up into small steps, using something like @heyflow—my new favorite form builder.

8/ The HAMMER Offer Framework Works

To recap—It's all about highlighting differences, addressing outcomes, minimizing risks, making it easy, encouraging action, and requiring minimal effort.

Apply this to your next marketing offer and watch conversions skyrocket.

🚀 🚀 🚀

That's all!

Do you have an offer that applies these principles or want feedback on one that you're trying to improve?

Share it below, and let's discuss.

Also, if you found this thread valuable, don't forget to retweet and help your fellow marketers up their game!

The HAMMER Offer Framework

One of the best marketing books I've ever read is "This Is Marketing" by Seth Godin.

Hidden inside this gem is a mini-degree in marketing, branding, and customer psychology.

Here are 10 quotes from the book that may change your approach in all 3 areas—

THREAD 🧵 👇

1/ 🌍 Don't Aim for Average

"The relentless pursuit of mass will make you boring, because mass means average, it means the center of the curve, it requires you to offend no one and satisfy everyone."

— Seth Godin

2/ 🧠 Understanding Emotion in Marketing

"Marketing is our quest to make change on behalf of those we serve, and we do it by understanding the irrational forces that drive each of us."

— Seth Godin

3/ 🛟 The Power of Relevant Solutions

"A lifeguard doesn’t have to spend much time pitching to the drowning person. When you show up with a life buoy, if the drowning person understands what’s at stake, you don’t have to run ads to get them to hold on to it."

— Seth Godin

4/ 🚀 Marketing is a Journey

"Marketers make change. We change people from one emotional state to another. We take people on a journey; we help them become the person they’ve dreamed of becoming, a little bit at a time."

— Seth Godin

5/ 🧠 Selling Emotions, Not Products

"We sell feelings, status, and connection, not tasks or stuff."

— Seth Godin

6/ 🎯 Start With the Customer

"Effective marketers don’t begin with a solution, with the thing that makes them more clever than everyone else. Instead, we begin with a group we seek to serve, a problem they seek to solve, and a change they seek to make."

— Seth Godin

7/ 📖 Authentic Storytelling

"Marketing is the generous act of helping others become who they seek to become. It involves creating honest stories—stories that resonate and spread."

— Seth Godin

8/ 🧩 Aligning with Internal Narratives

"You can’t get someone to do something that they don’t want to do, and most of the time, what people want to do is take action (or not take action) that reinforces their internal narratives."

— Seth Godin

9/ 🍦 Elevate Expectations

"Selling ice cream on the beach in the summer is easy. Raising people’s expectations, engaging in their hopes and dreams, helping them see further—that’s the difficult work we signed up for."

— Seth Godin

10/ ✨ Making Change Happen

"Marketing is the act of making change happen. Making is insufficient. You haven’t made an impact until you’ve changed someone."

— Seth Godin

That's all!

What's your favorite quote or lesson from the book?

This Is Marketing: 10 Game-Changing Quotes

Feeling overwhelmed by the vast range of features in @ActiveCampaign?

You're not alone!

In this thread, we will deep dive into 10 specific features of ActiveCampaign that you need to check out—

THREAD 🧵👇

1/ CRM and Sales Automation

With ActiveCampaign, you don't need a separate CRM system.

It provides a powerful CRM with sales automation, allowing you to manage your entire customer relationship lifecycle in one place.

2/ Email Marketing

ActiveCampaign offers robust email marketing tools.

Create beautifully designed emails that engage and convert in their brand new email builder.

Their automation features are a game-changer, enabling you to send the right message at the right time.

3/ Site Tracking

Site Tracking is a powerful feature that ties a user's behavior on your website back to a contact profile.

This lets you send more personalized, behavior-based messages.

4/ Event Tracking

Like Site Tracking, Event Tracking enables ActiveCampaign to understand and react to user behavior.

However, it focuses on actions taken within your app or service, such as sign-ups, purchases, and other in-app events.

5/ Machine Learning Capabilities

ActiveCampaign's machine learning features help optimize your campaigns.

They provide predictive sending and predictive content, using past data to ensure your messages hit the inbox at just the right moment.

6/ Split Testing

ActiveCampaign doesn't just offer email split testing...

You can also test automation sequences to discover what works best for your audience and business.

7/ Landing Pages

ActiveCampaign offers a landing page tool that seamlessly integrates with the platform.

You can design personalized landing pages for every person—maximizing lead generation, audience expansion, and fostering increased customer loyalty.

8/ SMS Marketing

With ActiveCampaign, you can integrate SMS into your marketing mix.

Send text messages to your audience as part of your omnichannel strategy.

9/ Custom Audience Integrations

ActiveCampaign integrates seamlessly with Facebook Custom Audiences.

This means you can easily reach your contacts on Meta with targeted ads.

10/ Attribution

Understanding where your leads are coming from is key to optimizing your marketing.

ActiveCampaign's attribution feature helps you track the customer journey and pinpoint which marketing touchpoints are driving sales.

That's all for now.

Have an ActiveCampaign question? Ask away!

And if you got any value out of this thread, please consider giving it a like.⚡️

10 Must-Try Features of ActiveCampaign

Wondering how to take your growth marketing game to the next level without breaking the bank?

Google offers a wealth of free marketing tools.

Here's a list of 10 Google marketing tools you NEED to know about—

THREAD 🧵👇

1/ Google Tag Manager

GTM helps manage & deploy marketing tags (snippets of code or tracking pixels) on your website without having to modify the code.

This means less dependence on IT and faster marketing decisions.

2/ Google Analytics

@googleanalytics is THE go-to tool for tracking website activity.

Understand who your audience is, how they're finding you, what they're interested in, and much more.

Use it to make data-driven changes to your campaigns.

3/ Google Site Kit

Site Kit is a WordPress plugin that gives you easy access to valuable data from Google tools like Analytics, Search Console, and PageSpeed Insights.

All the data is organized in one place—your WordPress dashboard!

4/ Google Search Console

Get to know how Google sees your site.

Google Search Console provides reports on search traffic, index coverage, and mobile usability.

It's essential for SEO and finding & fixing website issues.

5/ Google Looker Studio

Looker Studio is part of the @googlecloud data suite.

It allows you to visualize your data in an intuitive and interactive way, helping you draw meaningful insights for business decisions.

6/ Google PageSpeed Insights

Loading speed matters. PageSpeed Insights analyzes your site's load time and provides recommendations for improvement.

Remember, faster pages = better user experience = higher rankings.

7/ Google Trends

Want to keep up with market trends and customer interest?

@GoogleTrends is your friend.

It reveals search trend data, helping you see what's popular.

Note: If you want to supercharge your Trends results, check out the Chrome extension from @meetglimpse.

8/ Google Keyword Planner

This tool is a godsend for SEO and SEM.

Google Keyword Planner helps you discover keywords related to your business and see how they may perform.

Perfect for optimizing your website and @GoogleAds campaigns.

9/ Google Optimize

Meet your A/B testing tool.

Google Optimize allows you to test different versions of your website and find what works best.

Note: Unfortunately, Google Optimize will no longer be available after September 30, 2023—so use it while you can!

10/ Google Business Profile

Local SEO anyone?

@GoogleMyBiz allows you to manage how your business appears on Google Search and Maps.

Update your business info, post updates, and interact with customers - all in one place.

That's it!

Remember, these tools are free, so there's no excuse not to use them to boost your marketing efforts.

Please hit that retweet button—on the first tweet—and share this thread with others. 💡

Leveling Up Your Growth Marketing Game with Google's Free Tools

Heard the rumors that cold email is dead? Think again.

With the right approach, cold emailing can be a powerful tool in your marketing arsenal.

Here are some tips to supercharge your cold email results—

THREAD 🧵👇

1/ Start with Clean Data

Compile a squeaky-clean list of your ideal prospects.

Understand who they are, what their needs are, and how your product or service meets these needs.

Personalize your emails based on these insights.

2/ Craft a Compelling Subject Line

Your subject line is your first impression.

Make it count.

It should be catchy, intriguing, and relevant to the recipient.

A/B test different subject lines to see what works best.

Tools like @lemlist make this easy.

3/ Personalize Your Emails

Generic emails end up in the trash.

It's not enough to mention the recipient's name and reference something specific about their company.

More personalization = better results.

This shows you've done your homework.

4/ Keep It Short and Sweet

Don’t overwhelm with long, bulky paragraphs.

Keep your emails brief, easy to read, and to the point.

Your recipient will thank you for it.

5/ Highlight the Value

What's in it for them?

Clearly state the benefits of your product or service and how it can solve a problem they have.

Be specific and quantifiable, if possible.

6/ Call to Action (CTA)

Every email should include a clear, compelling CTA.

Often, the best CTA for me has been to end the email with a simple question in order to get a reply and start the conversation.

7/ Follow Up, But Don’t Spam

Persistence pays off, but there's a fine line between follow-ups and spamming.

Space out your follow-up emails and make each one provide new or additional value.

8/ Time Your Emails

The timing of your email can impact its success.

Test sending your emails at different times of the day and week to see what yields the best open and response rates.

9/ Test and Improve

Constantly analyze your open, click-through, and response rates.

See what works, what doesn't, and adapt accordingly.

Cold emailing is an iterative process.

10/ Respect Opt-Outs

Ensure you respect opt-outs promptly.

Not only is this a legal requirement in many places, but it also helps maintain your reputation.

Remember, cold email is not just about making a sale—it's about starting a conversation and building a relationship.

11/ BONUS: Follow These Cold Email Pros

Want to keep learning?

Here are some folks to follow—
@alxberman
@blackhatwizardd
@TomBeemSays
@cbwritescopy
@digiarpit

Happy emailing, and remember, every no is one step closer to a yes!

Please hit that retweet button—on the first tweet—and share this thread with others. 💌

Supercharge Your Cold Email Results

Ever felt like you're guessing what your website visitors want?

Time to extinguish the guesswork once and for all.

Here is everything you need to know about heatmaps—

THREAD 🧵👇

1/ Heatmapping 101

Heatmaps are data visualization tools, showing where users click, scroll, and hover on your webpage.

Areas with more interaction glow red, while less frequented areas cool down to blue.

It's a visual feast of user behavior!

2/ Heatmap Varieties

Multiple types exist—

✅ Click heatmaps show where users have clicked.
✅ Scroll heatmaps reveal how far users scroll.
✅ Move heatmaps track cursor movement.

Each type offers a unique lens into user interaction.

3/ The Heatmap Advantage

Using heatmaps uncovers valuable truths about your site.

They can highlight where users interact most and least, reveal if crucial elements are being ignored, and expose usability issues that might otherwise slip through the cracks.

4/ Interpreting Heatmaps

Heatmaps are color-coded:

🔴 🟠 The warmer the color, the more interaction.
🔵 🟢 Cooler colors indicate less interaction.
⚪️ White or very light areas? They're not seeing much action at all.

Note: This may vary depending on platform.

5/ Putting Heatmap Data to Work

Heatmap data can guide your site design.

Buttons or links unnoticed? Move them to 'hotter' areas.

Users not scrolling to important content? It might be time for a layout change.

6/ Boosting Conversions with Heatmaps

Heatmaps can supercharge your conversions.

They can reveal the most effective CTAs and their best placement, identify overlooked sections, and ensure key elements are not hidden below the fold.

7/ A/B Testing and Heatmaps

Pairing heatmaps with A/B testing is a winning combo.

Heatmaps can form hypotheses for A/B tests by revealing problem areas.

Post-test, heatmaps help understand if user behavior has changed.

8/ Heatmap Limitations

Remember, heatmaps are just one tool.

They can't explain why users behave as they do, only what they're doing.

Supplement them with other data, like surveys or user testing, to get a fuller picture.

9/ Choosing Your Heatmap Tool

Here are some heatmapping tools to consider—

@msftClarity
@hotjar
@CrazyEgg
@getSmartlook
@ZohoPageSense
@mouseflow
@luckyorange
@plerdy_com

Choose one that aligns with your needs and budget.

10/ Leveraging Heatmaps for Growth

In a nutshell, heatmaps offer an intuitive way to understand user behavior. Leveraging their insights can improve #UX, make data-backed decisions, and drive growth.

That's all!

Now that you're fired up to improve your website's user experience and conversions, please hit that retweet button—on the first tweet—and share this thread with others. 🔥

Getting Started with Heatmaps

Have you ever wondered why Google gives away Google Analytics for FREE?

Here are 10 reasons to consider—

THREAD 👇 🧵

1/ The Google Business Model

Google's core revenue source is advertising.

It connects businesses with potential customers, creating a win-win scenario. Google Analytics plays a pivotal role in this model.

2/ The Power of Data

By offering GA for free, Google amasses a wealth of data about website traffic patterns, user behavior, and demographic details.

This data fuels targeted, personalized advertising.

3/ A Virtuous Cycle

As business owners widely adopt GA, it creates an expanding data repository for Google.

With more data acquired, websites' ads can achieve greater success, prompting increased investment in future ad spend.

4/ The Google Ecosystem

Google Analytics also fosters an ecosystem where businesses become reliant on Google's infrastructure, making them more likely to utilize other Google services, including the paid ones.

5/ The Freemium Model

Google employs a "freemium" model with GA. Users enjoy basic services for free and can opt to pay for advanced features.

Many enterprise businesses eventually upgrade to Google Analytics 360, offering more robust capabilities.

6/ The Indirect Value

Offering GA for free enhances Google's brand value and reputation.

They're seen as a supportive entity for businesses by providing valuable tools at no cost.

7/ Democratizing Data

Google Analytics has democratized access to top-tier analytics, pushing the entire digital industry towards more data-driven practices.

This shift ultimately benefits Google's ad-centric business model.

8/ You are the Product

The fact that GA is free underscores the saying, "If you're not paying for the product, you are the product."

In this case, though, both Google and the users of GA reap substantial benefits.

9/ Strategic Move

So, remember, Google can afford to offer GA for free because it's a strategic component of their broader business model.

They gain invaluable data that significantly contributes to ad targeting and revenue generation.

10/ End Game

In the end, Google Analytics being free isn't a philanthropic move.

It's a carefully strategized decision that supports Google's business model and growth, while providing users with a powerful tool to understand their web traffic.

Hope this thread helped shed light on the rationale behind Google Analytics—and #GA4—being free.

If you found it informative, consider supporting more content like this with a retweet and a like. ✨

Why Google Google Analytics is FREE

I spent 40+ hours studying email marketing tools so you don’t have to.

Here are 8 things to consider when trying to find the best email platform for your specific needs—

Thread 🧵

1/ Ease of Use

The number one thing you need from an email marketing tool is user-friendliness.

Secondarily, you need the tool to have robust functionality.

Combine both for an efficient and powerful marketing solution.

2/ Segmentation

On the other hand, you want to avoid sending irrelevant offers to your audience.

The classic example is selling winter gear to customers located in tropical regions.

Use segmentation to tailor your content according to the audience group.

3/ Automated Campaigns

Email marketing is time-consuming, so having automated campaigns is very important.

Start by setting up trigger-based emails, and then continue to refine your automation flow until you get the desired conversion rates.

4/ Analytics

There are a couple of ways to approach this, but in general, you want in-depth and easy-to-understand analytics so that you don’t fly blind.

Most marketers have a "guess and check" approach.

5/ Personalization

Personalization works by leveraging customer data to create highly targeted emails.

Make sure that the tool supports dynamic content.

Otherwise, you might struggle to build a relationship with your subscribers.

6/ Deliverability

This is a huge one.

Good deliverability ensures your emails actually reach your subscribers' inboxes.

This can boost your campaign's success overnight.

Don’t sleep on it.

7/ Integrations

Integrations determine how well your email marketing tool plays with other software.

A tool that integrates well with your existing tech stack can streamline your workflow.

So... if you can, choose a tool that supports a wide range of integrations.

8/ Customer Support

Lastly, realize that no tool is perfect and you might encounter issues.

If the tool lacks good customer support, chances are you’ll be stuck when something goes wrong.

Test the quality of support before you buy.

Hey folks, if you've found value in this thread, why not share it with others who could benefit too?

Give it a like if it helped you. Your support helps spread the word to more marketers who want to level up. Let's grow together!

8 Things to Consider When Choosing an Email Marketing Tool

Marketers love coming up with new ideas for things to test.

But how do you prioritize which tests to run next?

That’s where this prioritization framework comes in.

[🧵 thread]

1/ What is the ICE Scoring Model?

This framework from Sean Ellis helps you prioritize experiment ideas by multiplying 3 numerical values assigned to each project:

- Impact
- Confidence
- Ease

2/ How does it work?

Each area is given a score from 1 – 10, with all 3 numbers being multiplied for your final ICE score.

Then, simply test the highest-scoring idea first, followed by the second-highest-scoring, etc.

3/ Here’s an example

Let’s say you came up with 2 test ideas, but you only have enough site traffic to test 1 of them this month.

Test idea 1: Add a video to the hero section of the landing page

Test idea 2: Change the form on the landing page from single-step to multi-step

4/ Impact

When looking at this metric you will be answering a simple question: “How much does this contribute to the goal if it works?”

It is important to remember that you want to think about the best-case scenario when scoring impact.

- Video idea: 5
- Form idea: 7

5/ Confidence

For this metric, the question will be: “How confident am I that this strategy will work?”

Whereas impact takes into consideration the best-case scenario, this metric represents how confident you are that this strategy will work.

- Video idea: 6
- Form idea: 8

6/ Ease

Now that the impact and confidence have been evaluated, the difficulty of implementing the strategy needs to be addressed.

To evaluate this metric you need to answer the question “How hard will this strategy be to implement?”

- Video idea: 3
- Form idea: 6

7/ Multiply it all together

If we multiple the ICE scores for each idea, we’ll get this:

90 for the video idea
and 336 for the form idea

It looks like the multi-step form idea is our winner!

Let’s test that next.

8/ The downsides of ICE

Just like every framework, there are some downsides to this methodology.

The biggest one is that different people could come up with wildly different scores for the same ideas.

To avoid this, consider making it a team effort and average scores together.

9/ Still better than no framework

In summary, if you are looking for an easy method that allows you to quickly decide what strategy to prioritize without having to rely on the HiPPO (highest paid person’s opinion) method, ICE can be a great prioritization framework to use.

If this thread was helpful, feel free to give me a follow for more marketing frameworks and tips.

If you have any questions, ask away.

Thanks for reading.