Hey there,

Having a tough week? Well, at least you’re not WeWork who might be filing for bankruptcy this week after shares have fallen ~96% this year.

🧠 Stat Of The Day 🧠

49% of Gen Z and 44% of Millennials have intentionally purchased a dupe (short for “duplicate”) of a premium product. (Source: Morning Consult)

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⚡️Today’s Headlines⚡️

🔗 Grab your new .ing URL extension with Google’s new unique options

🤖 LinkedIn’s new AI wants to help coach you in getting a job

💬 Got a typo? Instagram now lets users edit DMs within 15 mins

📢 Boost your Facebook Lives with new subscriber notification option

⭕️ RIP Twitter Circles… the close friends feature is officially gone

🛠️ Things Worth Checking Out 🛠️

🎧 SONIC MEMES - New data from branding agency amp claims that Gen Zers can name a brand based on sound alone. Between popular tracks and jingles (think Windows startup noise), 81% recognized viral sounds compared to 41% of non-meme sounds.

🎵 TSWIFT EFFECT - Record companies are trying to avoid the “Taylor’s Version” effect by making artists wait 10-30 yrs to re-record releases after departing the partnership. Sounds like Bad Blood.

🧵 THREADS BATTLE - Meta’s been given 30 days to cease using the name Threads by British software firm Threads Software Limited, which claims its owned the trademark since 2012. What’s in a name, anyways?

✨ Today’s Insight ✨

Data: Stop using so much technical language

📰 TL;DR - Marketing newsletter Ariyh analyzed scientific studies on consumer behavior surrounding technical language. Across 4 studies, researchers found that:

• People were 15.7% less interested in buying a quilt when the ad used technical language (“made from soybean fibers with multi-layered 3D crimp”) vs described benefits (“soft and warm, breathable, fluffy”)

• People had 11.9% lower intentions to buy a laundry detergent when the ad used technical language (“high concentration, biological enzymes, neutral PH”) vs one focused on the product’s benefits (“residue-free, prevents discoloration, mild on skin”)

💡 Insight - Speak in real words and talk to consumers like humans. Struggling? Pretend you’re explaining your product to someone you pass by on the street. How can you get your point across without a ton of time or physical resources before they lose interest?

People want to buy the idea of something, not necessarily your product. If you sell skincare, people probably don’t care about buying a bunch of acids and oils. They care about looking better, feeling a certain way, and aligning themselves with the lifestyle you’re presenting.

Something that’s important to you and your product team isn’t always important to the consumer. That’s a hard pill to swallow sometimes. But unless you’re crafting a product that doesn’t need to make money, you’ll sometimes have to make concessions to make your customers happy.

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New episode of the @MarketingMax show “How I Built & Sold My 7 Figure Ad Agency” now streaming on Spotify & Apple & YouTube

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