CarNextDoor
Sydney, Australia
Challenge Convention:
Use Pattern Interrupts to Triple Your Marketing Impact
Today I’m going to show you pattern interrupt ads I use to triple marketing response.
If you've studied your marketing from the legends... You know marketing is 'salesmanship multiplied'.
This is true... But to really excel... Sometimes... You need lose all that respect for the craft.
And go to the street performer - the natural seller and crowd generating legend!
Realise that the classically trained violinist performing on the street will make a few bucks...
While the hippy hype-man juggler cannot even let the tax man know how much he is making... because everyone (including the accountant he went to see)... thinks he's a drug dealer!
Then you quickly realise... your ‘good enough’ ads get ignored the exact same way as a generic. And it’s a waste of time to even publish them.
As Jon Morrow puts it…
That’s why ‘good enough’ isn’t actually ‘good enough’.
So why not aim for the grab 'em by the eyeballs ad?
With almost the same effort, you can triple or even quadruple your response rate.
Was able 3X CTR on My Dress Affair's Google Ads
Good enough doesn’t get you the glory!
Good enough doesn’t get shared online.
Good enough doesn’t get a compliment from the Airtasker founder
Good enough doesn’t get you acquired by Uber.
With that said... most of the time… your 'killer' marketing idea won't hit it out of the park. It's nothing to worry about because...
You aren’t spending $4 million dollars to shoot a video for YouTube… Or launching a national television campaign for millions of $$$.
Leave that 'event' type marketing to the hyper obsessed YouTube legends. Or the million dollar advertising old hats with a ridiculous budget.
Marketing is iterative.
Especially for social… Test the waters.
Post. Delete. Repeat.
Joanna Wiebe (copyhackers.com) optimising Google Ads for a Mountaineering School
You’ll know when you find your gold. Then you highlight it 😉 (get creative promoting your winner too!)
Because spending millions on your winner is a whole lot different than spending millions to find it.
Discount Tire “Thank You” Commercial from 1975 still runs today
‘Classic’ Pattern Interrupt Marketing
Missing Page 2 "Never met a woman like your wife" Letter
"WHeRE'S Page TWO?!"
Are you calling the person that sent you that letter? 😂
Order Thank You Email (CD Baby Email)
Dollar Bill Letter (Gary Halbert)
Ransom Note (BBDO campaign for NYU Child Study Center)
Ransom Envelope 'Name'
WARNING: Do not make it look too real -- police may or may not be called...
Wax Seal Envelope 'wedding invitation', 'top secret'
For Your Eyes Only
For NAME eyes only
NAME don't read this until you are alone...
This is addressed to NAME by mistake...
For NAME. Do NOT let your staff read.
URGENT: Must ignore first my first telegram.
VHS/CD/Cassette Tape 'Second Mailing' Testimonials
"Forgot to put this in your initial mailing package"
This was sent FIRST. These are recorded testimonials for your product or service to hype up your potential buyer.
The problem with sending it with your sales letter was that people wouldn't listen or watch it! And therefore... never put in their order because they would want to listen or watch your testimonials first.
The solution: Send it first and tell them that you "forgot to include it in your first mailer" (but this is the first mailer!).
Then they actually watch it AND are excited for your sales letter and order straight away.
Magazine/Newspaper Tear Out Ad "NAME check this out - J"
Get a magazine printed full of your advertorial... Cut the edges with a bandsaw (as you do) and throw on post-it notes!
Parkhound Handwritten Flyer
Old School Google Ads
Packaging (Dutchboy Twist-n-Pour Paint)
Gatekeeper Cold Call Bypass
"Well... She's pregnant and I want to know what he is gonna do about it!"
Is the secretary ever going to bring that up with the boss? Or is she going to pass that call on and pretend it never happened?
Pressure Washing Bandit Sign
VSL (Video Sales Letter)
Still using the video sales letter or webinar? Crush your previous results with a Podcast VSL (Podvertorial/Podinar). Check it out in the next section.
Modern Pattern Interrupt Marketing
Too Many Nuts (Fake Podcast Interview Ad) / Hype Podcast Ad
This is the type of edited catchy viral clip you can use to advertise a real podcast. A podcast that sells like crazy to your hungry crowd. You can be educational... shocking... inspirational... Mimic what will resonate with your hungry crowd.
The above clip could easily be adapted to sell suits or a personal stylist service. Imagine the video redone with better images of your 'Own the Office' style suits. Target a 20-30's professional male audience in the city and you are set.
Podcast VSL (Alen Sultanic's)
Baby Meme Ad
Comic Book Ad
Alen Sultanic & Frédéric Di Patria's Comic Book Ad
Photoshopped Twitter Ad (Yes, Twitter or X.com now)
Instagram ads are getting out of hand pic.twitter.com/c6JEVLgDyV
— Pitbull Updates (@PitbullIsKing) October 29, 2018
You can be very creative with these. Be careful though of course 😉 But you can actually expand this by using another platform or adding X.com 'community notes'. Make this the Inception of ads. With an ad in an ad of an ad. Instagram sponsored image... X commentary... X community notes... And promote on Facebook with commentary etc. BAM! Adception viral ad!
Warm (Cold) Email - Do you know NAME?
You have a network... and everybody knows somebody. Take advantage of relationships and get your opening. A favour to a friend is a lot harder to ignore than a straight up cold email.
You: Hey - Do you know NAME?
Friend: Yeah. I know them through X.
You: Cool. Can you give me an intro?
Karen Meme Ad / Woke Toddler Meme
Challenge / Found This... (Tabs Sex Chocolate)
Total Cost of Ownership (Tesla)
Total cost of ownership of a Tesla is less than a Toyota
— Whole Mars Catalog (@WholeMarsBlog) August 14, 2023
Not many people realize this pic.twitter.com/H7kDkMAZ2Z
Husband Day Care Centre (Barbers/Bars)
HA! Saw this sign while walking down the street: pic.twitter.com/fxZMgXtEmU
— Neville Medhora (@nevmed) August 4, 2023
37signals CEO Online Letter
Text Message Ad / Fake Text Message Poster
Best gig poster ever?
— Chris Hawkins (@chris_hawkins) May 5, 2017
The Friars Pub in Bridgenorth #Shropshire
With thanks to @johntyodonty @BBC6Music pic.twitter.com/9eWiyFk9GN
Viral Two Sided Marketplace (FeetFinder)
Walking QR Code... Wanna?
Content Mavericks $100,000 Case Study
Use paid ads to promote your case study and scale.
Ads > Case Study > Sale
Being Brilliant Videos (Share Your Craft)
You aren't necessarily targeting the people that love your video.
So you may need to use some unwavering determination to show your ideal clients. Marketing is still mathematics.
GET YOUR OWN CAMPAIGN
Become a successful case study.
Make it known to the world or keep it your secret.
Get in touch to create your own successful marketing campaign.
"The process to arrive at this marketing execution is pretty awesome - very surprising consumer psychology!"
- Tim Fung, CEO of Airtasker
I’m Jamie😏