Barnum Statements
Abhi
March 02, 2023
Hey there 👋 - Abhi here!
Happy Thursday to the 23,075 marketers here today :)
I spent the last week at the Grow LA conference, recovering from all the fatigue that followed and writing out this banger of an email.
Today we're going to cover:
- Barnum Statements
- An example from The Beard Club
- And how you can apply the same
Estimated Reading Time = 3 minutes
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Now, onto today's piece 🤝
Barnum Statements
My 21st birthday is 3 weeks away. Still, I sit here with a patchy excuse of a beard. So naturally, I made my way to The Beard Club's website in search of the one gift any 21-year-old dude could hope for. And guess what I found?
Potentially the right solution, yes. But I also found an undeniable offer. A psychological tactic that works like a charm. Can you see it?
When the pop-up is presented, you have 2 clear options:
- Enter your email and continue
- Admit that you "Don't Like Free Stuff."
And let's be honest, who doesn't like free stuff?
That copy is the perfect example of a Barnum statement:
- a generic statement that could apply to anyone
- but the readers believe it's being applied specifically to them
It sounds like a simple change, but the results can be powerful. Take a look at this example from the host of the Nudge Podcast:
The key stats:
- Changed nothing but the headline copy and text
- And it increased CTRs by 15%+
So how do we apply this same principle to your business?
3 Insights For You
1/ Replace the Opt-Out
The Beard Club did a great job. But I think this pop-up from CXL absolutely crushed it.
First, they completely removed the exit button, so now the viewers can only opt out by hitting the button with the Barnum statement.
An easy way to increase impressions and decrease exits.
2/ Add an Element of Personalization
Keep the emphasis on the reader.
Make it seem like it's specifically their burden with words like "I" or "Your."
3/ Aggravate The Problem
Connect the Exit CTA copy to the bigger problem - whatever it may be.
In this case, it includes "spending $$$ on traffic that doesn't convert."
Emphasizing the issue, making it one worth solving.
Now, hitting "YES" seems like a no-brainer.
That's all for this Thursday! 1 marketing breakdown & 3 tactics to get you started
If you missed it last week, we analyzed Your Above The Scroll Formula
A Review From A Fellow Marketing Psychologist...
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I look forward to reading your feedback :)
See you next Thursday,
Abhishek "Beard In Progress" Shah