Is having a better product actually... better?

(part 2) ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ Hey {NAME} -- Is having a "better" product than your competitor's hurting you? If you’re marketing to an audience who typically experiences low-self esteem, it might be according to [this study.]( Have you ever second-guessed walking into a shop because you felt like you didn’t belong there? Afraid you might be turned away like Julia Roberts in Pretty Woman? Your customer might feel the same way if your marketing focuses solely on proving you’re better than others (at least when it comes to customers with lower self-esteem). It seems counterintuitive. You’d assume that everyone would want to go with the best product. But controlling for frugality, researchers are showing that if lower self-esteem customers can’t visualize themselves as someone who uses "the best" products… they won't. So we need a way of signaling that they do, in fact, belong in the group of people who buy your product. We’ll start with… Social proof This is as simple as choosing the right case studies and testimonials. Include stories in your copy that your audience is able to identify and connect with, so they can see themselves also making the decision to buy. In short: if you suspect you're dealing with lower self-esteem customers make sure your testimonials are from relatable individuals. It can also involve a very easy shift in language –- Instead of saying "other customers also bought"... Say: "customers similar to you bought."That's the simplest shift that also won't turn off any high self-esteem individuals. I have a few more insights from this study that I'll share tomorrow. ----- There's nothing for sale in this email series btw. One of my freelance copywriters - Emma - found this study and I thought it was interesting enough to share. I've been harping on smart phone addiction and how it lowers self-esteem for these past few weeks. Smart phone usage is only increasing... meaning self-esteem issues are only going to get worse. As a marketer, especially if you sell transformational products, it's something to keep an eye on. You could actually be alienating a large segment of your customer base. A lil more tomorrow! - Derek ---  Sent to: {EMAIL} [Unsubscribe]( CopyHour.com, 340 S LEMON AVE, 5007, WALNUT, CA 91789