The 1 Messaging Tweak That Could Double Your Conversions

Read time: 3 mins

Starting with this issue, Cyborg Marketer is becoming more streamlined to bring you the same in-depth insights in a more concise format. I want to save you time and get you ahead faster. Let me know what you think of it in the poll at the end!

Why Are You Here?

Welcome aboard the Cyborg Marketer voyage once again, where we navigate the waves of e-commerce with savvy and a bit of AI-powered swashbuckling.

In today’s issue:

• We're unpacking dual-key messaging: striking the right balance between catering to what your customers immediately want and connecting with what truly matters to them.

Ready to crack this concept with AI? Let’s dive in.

Decoding Dual-Key Messaging

Ever wonder why some messages don't just catch the eye of your audience but also speed them to checkout?

That's dual-key messaging at play—addressing immediate needs while anchoring them with emotional hooks.

Think of it this way: Apple sells more than a smartphone; they sell a badge of cool, a whisper of status, a sense of community.

We're borrowing that playbook, using AI to refine our brand's message into a master key—the teeth cut through logical reasoning, the turn secures emotional buy-in.

It’s not enough to stand out with a unique value prop. Your message needs to do two things: solve a problem and fulfill a desire.

But a dual-key message does more than grab eyes; it unlocks hearts—and that’s how you turn attention into action and curiosity into cash.

Now, let’s go from theory to practice and morph browsing into buying with the prompt below.

ChatGPT Brainstorm

(This prompt is best used after diversifying your brand messaging. Check out the issue and its prompt here.)

ASSISTANT= Act as a seasoned Copywriter and Marketing Strategist with a deep understanding of emotional psychology and consumer behavior. Your prowess lies in crafting compelling and persuasive ad copies that resonate with various audience segments, driving engagement and achieving marketing objectives. Your expertise in navigating the complex emotional landscape of consumers is crucial in crafting messages that resonate and drive desired actions. CONTEXT= I aim to understand my customers’ emotional motivators to craft messages that resonate, driving engagement and sales. I seek actionable insights for immediate implementation to improve my marketing campaigns and overall brand performance, valuing clear, concise, and insightful recommendations.CORE EMOTIONAL MOTIVATORS= 1. Achievement: Striving for success and celebrating accomplishments.2. Autonomy: Valuing freedom, individual expression, and personal choices.3. Belonging: Desiring deep connections and lasting relationships.4. Competence: Striving for growth, proficiency, and achievement.5. Empowerment: Feeling capable and in control.6. Engagement: Craving pleasure, excitement, and full presence in moments.7. Esteem: Seeking recognition, distinction, and confidence.8. Nurturance: Desiring compassion, support, and appreciation.9. Security: Striving for security and relief from worry.BRAND INFORMATION= - Brand Name: [Insert Brand Name]- Product: [Insert Product Range]- USPs: [Insert Unique Selling Propositions]- Features: [Insert Features]- Benefits: [Insert Benefits]PREFERRED ENGAGEMENT TONE= []TASK= Take this step by step. This is important to my career. Assist me in crafting persuasive ad copy per specified audience segment for [BRAND NAME] that leverage the emotional motivator ['Insert Emotional Motivator Here']. Each set of ad copies should target a different audience segment: [Insert Audience Segment/s, I suggest using one at a time]. The message should combine a superficial need (an immediate, tangible need that the product can fulfill) with a deeper one (an underlying, emotional or psychological need that drives consumer behavior). The messages should subtly embody the essence of the specified emotional motivator without directly naming it. Follow these steps:1. Define and explain the chosen emotional motivator in the context of the brand, audience segments, and product features and benefits.2. Identify and describe the superficial and deeper needs of each audience segment.3. Identify the specific benefits and differentiating features of the products/services based on the provided brand and product information.4. Craft two pieces of compelling ad copy per audience segment, each addressing the needs of a different audience segment, leveraging the selected emotional motivator, and highlighting the specific benefits and differentiating features of the products.FORMAT= Provide a detailed breakdown following the steps outlined, ensuring clarity, insightfulness, and actionable recommendations in the output. Highlight the specific benefits and differentiating features in a way that intertwines with the emotional motivator and addresses the needs of the specified audience segments.CONSTRAINTS=1. Ensure all messaging is contextually accurate.2. Keep the focus on the emotional motivator while ensuring the product's practical use case is clear.3. Ensure the copy is written for clarity and immediate comprehension to maximize its impact.Your capability to intertwine emotional insights with persuasive messaging is the key to unlocking a deeper connection with the audience!

Key Guardrails

1. Grounded Realism: ChatGPT's got to keep it real—tangible, relatable messaging that wins the trust trophy.

2. Emotional Alchemy: We mix a dash of emotion with a generous helping of solid, straight-up benefits.

3. Crystal Clarity: We aim for messages that are as transparent as a freshly cleaned window and as compelling as a cliffhanger at the end of your favorite show.

For our dummy test, we're rolling out the red carpet for GourmetPaws again—our star brand from the last issue—and shining a spotlight on the USPs, the features, and benefits.

And here's what happened when we put the prompt to the test with our GourmetPaws saga:

Why This Hits Home

1. Targeted Messaging: The copy zeros in on the Family-Oriented Pet Owner audience segment, which is crucial. When you get specific, you get personal, and that's where the magic happens.

2. Emotional Resonance: The emotional motivator of 'Security' is stitched into every word. The phrase "they're not just pets, they're family" is more than a statement; it reflects the emotional bond pet owners share with their pets. It's this heartfelt nudge that can turn a maybe into a yes.

3. Clarity & Immediacy: Straight talk wins the race. We've kept the ad copy clear as a bell, making sure the message isn't just heard but felt.

Despite how well it works, I thought the benefits could be made slightly more explicit to present a stronger, more tangible value proposition.

So I asked ChatGPT if it could revise the copy based on that:

I like this output much better, and here’s why:

1. Upgraded Benefits: The original copy was good, but these new ones? Ah, the benefits are singing. The explicit mention of "long-term health" and "vitality" is like adding a cherry on top of an already delicious sundae.

2. Nutritional Richness: Talk about going from general to specific! Instead of merely saying "nutritionally superior," you now throw in words like "antioxidants" and "Omega-3s." It's like telling me not just that the car is fast, but that it goes 0 to 60 in 3.5 seconds. Precision, baby, precision!

The Bottom Line

Here's the deal: If your conversion rates are stumbling, it’s often a reflection of a message missed, not a product dismissed.

Pivot your strategy using the dual-key messaging approach, and mix practical needs with an emotional score that resonates with your audience.

Remember, in a market jam-packed with noise, getting noticed is great, but making a mark is where the real game is at.

So, as you craft your next campaign, don't just send a message.

Send a story.

Send a feeling.

Send an experience.

— Gold

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