The Growth Newsletter #086

rhyming in copywriting, tiered pricing, and Amazon PPC ads.  ‌ ‌ ‌ [Demand Curve] The Growth Newsletter #086 [Read in browser]( Welcome to the 1655 new marketers and founders who joined last week!  This week we're covering rhyming in copywriting, tiered pricing, and Amazon PPC ads.  If you don’t find this valuable, you can permanently unsubscribe at the bottom of this email. If you like it, tell your friends to [subscribe here](.   Together with [Clearbit](.  Ever wonder what companies are checking out your site? You can use Clearbit's weekly visitor report to find out. Clearbit will send you a report of the high-intent companies that visit your site so you can prospect them immediately. DC readers get free, enriched reports and unlimited CSV downloads—[claim yours here](.   Want to sponsor Demand Curve? [Here's what you need to know]( (booked out 8+ weeks).  Free tickets to Growth Summit  We’re two weeks out from Growth Summit 2022—the most advanced virtual event for marketers. Have your ticket yet?  You’ll get live sessions from literally the best marketers in the world.  Learn… - SEO from Brian Dean - Design from Jack Butcher - Sales from Alex and Leila Hormozi - Audience growth from Shaan Puri - Content from Amanda Natividad - And DTC from Nik Sharma Get in for free by inviting three of your colleagues. Simply add your colleagues' emails when you register and we'll handle the rest. If you don’t want to invite others, you can just pay $500.  [Claim your free ticket](.  1. Use rhyming copy to trigger action Insight from [Ann Handley](.  People naturally prefer rhymes.  In multiple studies, we rate rhymes as likable, memorable, and trustworthy. Researchers hypothesize that because rhymes are easier to process, we’re more likely to remember and believe them.  That’s why rhyming has historically been so successful in advertising. Think Bounty’s “quicker picker upper” or Liberty Mutual’s mascot, the LiMu emu.  But rhyming’s not just for creating catchy slogans. You can use rhyming to trigger action in your ads, subject lines, CTAs, headlines, and landing page copy.  Some examples: - Zapier makes you happier (from Zapier's homepage and social media) - Integrate, Automate, Innovate (also from Zapier) - Be kind to your mind (from Headspace's homepage) - No skimpin' on the chicken! (from HelloFresh's homepage) - CrapWrap (the name of Firebox's gift-wrapping service) If you see an opportunity to get creative and rhyming fits your brand voice, consider testing it out.  2. How to make your higher-tier package more attractive Insight from [Marketing Examples](.  Do you use tiered pricing?  Here are 3 steps you can take to make your higher-tier package more appealing: - Create a clear hierarchy between tiers. You can use design choices to suggest a tier for customers. - Make your higher-tier incentive more valuable—if possible, consider using a larger discount for your higher-tier offer. - Use descriptive tier names to set expectations and communicate the value on offer. “The complete package” feels more enticing and comprehensive than “the essentials.”  Pair this with “[four pricing psychology tactics to increase conversion](” from newsletter #070.  3. What to budget for Amazon PPC ads Insight from [Ad Badger](.  If you’re running PPC ads on Amazon, it’s not always clear how much you should be spending on them.  Here are some numbers that can serve as benchmarks: - A useful framework from Ad Badger: Your Amazon ad budget should be about 10% of your total Amazon revenue. So if you’re doing $100,000 a month in Amazon sales, you would budget around $10,000/month for ads. - The [average daily spend]( for Amazon sellers is $268.21. That’s high for new advertisers. - Aim to spend enough to get at least 100 clicks a month on each of your keywords. A common issue with Amazon ad campaigns is having too many keywords for what’s budgeted. The result is that most keywords—sometimes around 90%—don’t get enough clicks, which means insufficient data for the bidding process. To optimize bids, use the Inch Up Method: Keep initial bids low while you’re gathering information about how keywords perform, then gradually increase bids as you learn which keywords get clicks and conversions. So you might bid 10¢ on Day 1, 20¢ on Day 2, etc.  You can also use the target bid formula:  Target bid = (average order value x conversion rate) / (1/target ACOS).  If your average order value is $12, your conversion rate is 10%, and your target ACOS is 30% (about the average for sponsored product ads on Amazon), your target bid would be (12 x .1) / (1 / .3): 36¢.  Ad Badger has created a [bid calculator you can use]( to find your target bid.  4. Improve your B2B Marketing skills with Asana and Carta alum Sponsored by [Maven](.  Do you work in early or growth stage B2B marketing?  Emily Kramer, former Head of Marketing at Asana and Carta, is hosting a 4-week [B2B Marketing training program]( on Maven.  There are not many people better suited for hosting this program than Emily. She’s led marketing teams from Seed to Series E with $0 to $100M ARR over 15 years in startups. And she’s coached dozens of marketers 1:1 and built the curriculum from the back of those experiences.  You’ll leave her 4-week program with a better understanding of setting strategy and hiring across marketing, a guide on how to position your startup, and frameworks to plan, prioritize, and execute initiatives. [See the program here](.   News and links News you can use: - Amazon is rolling out [email marketing]( to US brands and sellers in early 2023, which will let you to target repeat, high-spend, and recent customers. - LinkedIn Sales Navigator added a new [account dashboard]( that lets you monitor individual accounts and their level of interest (based on machine learning). - Meta announced a number of platform updates, including a new [Advantage custom audience](, which will deliver ads beyond your custom audience to improve performance. - Google is integrating ad extensions and assets with campaign setup to further [streamline]( your ad management workflow. What we’re reading*: [Vidico’s state of video marketing report](.  Vidico is the production company that helps you acquire more customers through video. They make the production process ridiculously easy, and you get effective videos to communicate your product’s value props. That’s why companies like Airtable, Square and Digital Ocean choose Vidico. Vidico is giving away a report of top insights from 200+ of the best minds in marketing. Learn how much companies spend per month on video, what channels deliver the best results, and which metrics you should track—it's a rare peek into what's working in video in 2022. [Get the full report & insights here](.  How to get more from your marketing tools*: n8n's workflow automation tool.  n8n lets you connect all your tools, so you can manage leads with ease. As a Demand Curve reader, you get a 20% discount on all n8n cloud plans, which saves you up to $250 in annual subscription fees. Use the coupon code demandcurve to [claim 20% off your n8n cloud plan]( forever.  Live event in LA, NYC, and London: mParticle for the Empowered 2022 Tour.  Join mParticle for an exclusive fireside chat, AI 101 for Marketers. They're hosting at 3 locations: - West Hollywood Edition in LA this Thursday, 9/22 - Soho House in NYC on Thursday, 9/29 - The NoMad in London on 10/5 Learn how industry leaders are using first-party data and AI to grow. Be sure to stick around for a panel discussion with industry leaders from companies like Lyft, Route, MotorTrend and Bounteous. And spend time with your peers at a networking happy hour. [Learn more and register here](.  *sponsored Top new marketing jobs  If you're looking for a top growth role, check out the opportunities below from our [job board](. [B2B SaaS Marketing Manager StatusCast, Inc. Provider of ITSM applications for IT incident management and corporate status pages.]( [Digital Marketing Manager Custodian We match seekers to the right therapist or coach for them.](   Something fun From [@artmemescentral](   What did you think of this week's newsletter?  [Loved it]( | [Great]( | [Good]( | [Meh]( | [Bad](  If you enjoyed this, please consider sharing with a friend. If a friend sent you this, get the next newsletter by signing up [here](.  Who's [Demand Curve](? We’re who marketers and founders rely on to solve real marketing problems. We skip trends and fluffy stories and only share high-quality, vetted, and actionable growth content from the top 1% of marketers.  How we can help you grow: - Read our free [playbooks](, [blog articles](, and [teardowns](—we break down the strategies and tactics that fast-growing startups use to grow. - Enroll in the [Growth Program](, our professional course that will help you get traction and scale revenue. - Hire our agency, [Bell Curve](, and we'll grow your startup for you. - Engage with our audience by [sponsoring]( Demand Curve. See you next week.  — Nick, Grace, Joyce, Dennis, and the DC team. [Nick] Nick Costelloe [Grace] Grace Parazzoli [Joyce] Joyce Chou [Dennis] Dennis Buckley   © 2022 Demand Curve, Inc. All rights reserved. 4460 Redwood Hwy, Suite 16-535, San Rafael, California, United States [Unsubscribe](=) from all emails, including the newsletter, or [manage]( subscription preferences.