This technique helps you convert more

Here's a half-true Slack update I sent my boss, years ago:

Monday, 9:37AM: Hey Allen, I wanted to give you a quick update on the advertising campaign we launched with New Straits Times Press (NSTP) last Friday.

Unfortunately, the ads that used our ad serving technology didn’t render correctly on their site. I estimate roughly 800,000 impressions displayed as blank ads, which of course, resulted in zero clicks.

Because of the configuration error on my end, the ads placed an unexpected load on NSTP's servers and caused their site to crash.

I didn't catch the issue immediately. I only found out on Sat evening when our NSTP contact escalated the matter to his boss, and eventually to the CEO. I was instructed to stop all ads immediately. NSTP is condering legal action for RM250,000 in lost revenue. I'm currently trying to secure a meeting with the CEO to work to a resolution.

--

Now that you've read this far, here's the truth.

None of that happened.

The campaign is runing. Their site is OK. And we don't have a lawsuit or angry CEO.

What did happen: I made a small technical mistake when launching the campaign, and we wasted RM2,000 in ad spend before cathching it.

I wanted to give you the full picture first so you’d have the right frame of reference.

Taking a lesson from Influence, that's how Perceptual Contrast works. (Marketers call this "anchoring")

We evaluate things, products, and prices relative to what we first see.

If we frame a RM250,000 disaster first, a RM2,000 mistake suddenly feels small.

If you cold introduce a RM1,000 product, it will feel expensive. But if you anchor a RM20,000 product or value alternative first, RM1,000 feels affordable.

It's why luxury stores put their most expensive items on display in front. You get anchored by the price, and then other items in the store suddenly feel affordable.

How will you incorporate price anchoring today?

Next week: Build a lead-gen system that generates leads on autopilot

Join me off-site at INFINITY8 Sunway Square next week, and build a lead-gen system that works even when you're sleeping.

From 10th - 13th February (Tues to Friday), I'll run a 1-hour session to guide you to build a lead generation system, going through:

• How to create a lead magnet that attracts leads like bees to honey
• The 2 crucial steps to turn warm leads into customers
• Making (and running) attention-grabbing ads
• Building a landing page that actually converts (not just look pretty)

Then you'll have the space for the rest of the day for deep work and to simply get stuff done.

Go see more details here and join us (25 spots)

Tell you more tomorrow.

Reuben Chng