🚀 This Week's Hacks: Lean into the fear of loss

#1. Choose the right (Meta) audience 🎯

You'd think it'd be a simple choice between Advantage+ and original audiences. But both options have strengths in different scenarios, which is why Jon Loomer recently took a deep dive into each.

1. Use Advantage+ when cost efficiency is a priority and you need MORE results. Think: Volume, purchases, conversions. You may risk quality but you’ll achieve quantity.

2. Use Original when control and specificity are key. For example, top of funnel optimization and remarketing with a unique message require you to be exact and isolate certain groups.

Source: Jon Loomer 

#2: Get better testimonials by NOT asking for them 💬

Instead of asking for a positive review, engage in a natural conversation with your customers about their experiences. It’ll feel less intrusive and often leads to more genuine, enthusiastic testimonials.

Start with a casual check-in: "Hey [Name], how are you enjoying [Product] so far?"

Listen actively and follow up with: "Interesting...tell me more."

Once positive feedback is shared, pause and pivot: "That's fantastic to hear. Would you mind if I shared your thoughts on our website as a testimonial?"

Source: Lincoln Murphy

#3. Harness the power of loss aversion 🚀

No one likes to lose. One study found that people were more likely to choose the option that avoided a loss rather than the option that provided a gain.

Tap into your customer’s fear of losing out to increase conversions.

For example, swap "Get $20 off" with "Don’t miss out on saving $20."

Source: Lars Lofgren and Corry Cummings

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Required Reading:

7 Essential Steps to Supercharge Your B2B SaaS Marketing

Today’s B2B SaaS climate is more competitive than ever before. So, how can you make your SaaS product stand out in the crowd? A dynamic marketing strategy is the key to cutting through the noise and getting in front of your ideal customer. Follow these 7 steps to take your marketing to the next level.