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The best marketing ideas come from marketers who live it.
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The Marketing Millennials is a look inside what’s working right now for other marketers. No theory. No fluff. Just real insights and ideas you can actually use—from marketers who’ve been there, done that, and are sharing the playbook.
Every newsletter is written by Daniel Murray, a marketer obsessed with what goes into great marketing. Expect fresh takes, hot topics, and the kind of stuff you’ll want to steal for your next campaign.
Because marketing shouldn’t feel like guesswork. And you shouldn’t have to dig for the good stuff.
Hey {{first_name|bro}},
Remember the last time you bought some clothes?
Maybe you went on Adidas or Tommy Hilfiger’s website, bought some shirts and thought nothing of it.
And that’s what most people do.
But I’m not most people, and neither are you.
Tommy, Adidas, nike—all the huge brands use one trick to almost FORCE you into buying their product.
And you can use the same trick in all of your emails.
What’s the trick?
Well, it’s something called sunk cost fallacy.
The whole idea is basically “Well I already started, so I guess I gotta keep going.”
So how do brands use this to manipulate everyone?
Well, let’s think about the process you’ve got to get through to get some shoes from a huge brand like nike.
First you gotta open up your lap top and look up “nice shoes.”
Then you click on Nike…. Then you click on add to cart… then you gotta sign in to do that… then you gotta put in all your info… then you go back to the item… then you gotta go to add cart again… then you gotta go to check out… then you gotta proceed… then you gotta fill in ur credit card etc.
See how many steps that is to get some shoes?
Yeah maybe I missed some steps but all those steps aren’t a mistake or bad user interface from Nike.
It’s actually strategic.
I mean think about it, imagine you’re halfway through all those steps. Are you gonna stop now?
Of course not. After all the steps you just took there’s no way you’re going to stop
And that’s the sunk cost fallacy in action.
Use it in your emails, outreach or whatever, you’re welcome.
Peace.
—John
S: 154
T: Use the sunk cost fallacy