DTC 316 - VKTRY Gear, Chat GPT and transcrips, and Northbeamâs Media Buyer Index [DTC]( Banter Monday, April 3, 2023 Always. Be. Testing. Okay, but seriously, how do you cut your cucumber, left or right? [Click here to vote](âmay the best chopping method win. ðª In this newsletter, youâll find: ð ð¦ Utilizing awe, anger, and anxiety for your brand ð¦ How to maximize growth during an economic downturn ð¦ The importance of telling your brand story ð¦ A farewell to leftover inventory ð¦ Transcripts in Chat GPT for Meta ads Read till the end to access exclusive DTC swag. ð ð If a pal forwarded this to you, [subscribe](, so you never miss out. Boardroom Happy Monday! Weâre picking back right where we left off from Saturdayâs newsletter (DTC 315). If you havenât caught up yet, go back, have a read, and return here. If youâre up to date, letâs jump right back into hearing how Drew Arciuolo, Director of Marketing at [VKTRY Gear](, implemented the three emotions that cause people to share the most, according to a study by Berger and his team. ð 1ï¸â£ Awe âWhat makes people's jaws drop about your product? People want to feel proud of other people. Itâs inspiring. It injects hope into humanity. We thrive in awe. Show your audience why they should be proud of your innovation. Show them your: - Design
- Creativity
- Mission Back in December â22, we had a video go viral, garnering nearly 30M views in three months. [Check it out here](! The first emotion you see in the video? Awe. The information and context Iâm giving about the product before the flip makes the video engaging. But, what pushed this to be a MASSIVE success? The amazement across all of those kidsâ faces. It was truly the perfect display of awe. 2ï¸â£ Anger When people are angry, theyâre often inclined to share with others. When a friend or family member shares that anger, it strengthens the fact that their views are aligned. Depict a problem in your content, or sometimes, be the problem. Letâs go back to the shoe flip I mentioned. Not only does it evoke awe and surprise, but itâs also a very frustrating marketing tactic for many. Half of the comment section in a video where I flip a shoe says, âWhat does this even prove??â and âThis is so stupid!!â and yet, those videos are the most shared. At this point, Iâm convinced that anger is an okay emotion to evoke as long as itâs not: - offensive
- condoning illegal or hateful activity,
- and coming from someone who has tried your product. 3ï¸â£ Anxiety When something gives us anxiety, we tend to fixate and act on it. Public health officials state that eating vegetables and not smoking are better for your health, but thatâs not good enough to make people act. This is where emotion comes in. They create messaging that evokes negative emotions about the repercussions of bad health habits to move the needle. We used this information to fill another hole in our marketing: Identify the problem we were solving. We always talked about how our insoles were great and the research that backed the science. It was fine, but pretty ineffective. As soon as I realized we werenât letting athletes know that their current foam insoles were wasting the energy they put into the ground, we saw an almost immediate spike in engagement and the number of shares. People realized there was a problem RIGHT NOW that our insoles can solve. Maybe not a drastic anxiety driver, but a good example of leveraging emotion in marketing to move the needle. Sponsor How are some DTC brands still thriving in this economy? ð¤ The big question, right?? Prepare to find out at next weekâs virtual event, [Commerce Roundtable Season 12: Recession & Commerce 2023]( (and get your ticket for FREE!) AdRoll joins brand leaders and industry experts from Sendlane, Rentention.com, ATTN, and more! Join them at a two-day event (tomorrow and Wednesday) as they share stories of how to maximize growth during an economic downturn and plan to come out of the other side stronger than ever. ðª Be sure to catch Wonder Curl founder, Scarlett Rocourt, and AdRollâs VP of Partnerships, Lizzie Chapman for their fireside chat as Scarlett shares how she started her specialty hair care line and is creating success even through these challenging times. ð [Regularly $250 to register, use the code VIPA to get your ticket for FREE](! P.S. As a bonus, this event has some awesome prizes including an Apple Watch, DJI Drone, Pi Pizza Oven, Nespresso, plus multiple $500 cash giveaways! Boardroom ð Stories Information is carried through narratives and stories, not ads. What's your story, the problem that was solved, and do people want to share it? I think weâre seeing this tactic more than ever right now. Everywhere I look, I see âfounderâs storyâ content on Instagram and TikTok. Itâs relatable, and it humanizes your brand. Your company wasnât started by a boardroom of private equity execs, it was started by a person. Someone who took a chance and bet on themselves. Your story, whether you believe it or not, is heroic, inspirational, and admirable to consumers. Itâs something people feel much more inclined to share. The video was a 3âpart story in itself. We believe the caption in particular also moved the needle for this piece of content. It read: âMy dad actually invented the insoles, not me! The insoles return the energy you put into the ground, hence why they flip in the air so high when bent. Theyâre scientifically proven to help athletes jump higher, run faster, and generate force quicker! Check the âHow It Worksâ tab to see the science and research behind the product!â That first line feels very impactful to me. You see me in the video, but Iâm letting them know my father is the one who invented these. The video explains the impact the product can make for athletes, but the caption makes the brand more accessible. This is a family business. People want to share your story, so never undersell it. You're amazing, your product is amazing, and your story should be too, as a result. Those were the four biggest takeaways for me that we were able to put into action. However, Berger discusses two additional "ingredients" that can contribute to virality: 1ï¸â£ Public How can you make your product's benefits more visual? People want to SEE, not read or believe. I think this is why UGC and unboxing content are so powerful right now. Showing people using the product and reaping the rewards that come with it is the #1 thing people want to see from a brand. Whenever we physically show people jumping higher after putting our insoles in, the viewership and engagement shoot through the roof. If itâs an ad, the cost-per-thousand impression gets cut in half, and the click-through rates double. Make your results visible! 2ï¸â£ Practical value Give your audience practical information through your productâacknowledge their everyday problems and provide a practical solution. We see this a lot today with trends on TikTok. "5 Reasons Why.." or "Life Hack" templates are some good examples. Not only that, but people need to know a purchase is a responsible decision (i.e. will help you with x, will save you $ in the long term, you can always return or exchange, etc.). As simple as this sounds, itâs easy to forget that people want to innately feel responsible. Let them know their money is being put to good use. ⨠Conclusion Thatâs it! Seriously, [@j1berger]( changed the trajectory of our business for the better with all of the information in âContagious.â It's never been more important to have your audience and customers talking about your brand. Iâve put up a slide to my team last quarter that read âPaid media will get us to our revenue goal, word-of-mouth will get us everything beyond that.â Sure enough, we ended up beating our projections by close to 100%. There is no ceiling when it comes to WOM. Align your brand with your audience, give them content theyâll feel inclined to share, make the purchase a practical decision, and youâll be on your way. From there, just like most things in life, itâs trial and error until you find results. As Iâve mentioned, these ideas led to scale, unlike anything weâve ever seen. I hope you found this helpful, and please do not hesitate to reach out to me with any questions! My Twitter is [@DrewArciuolo](, and my LinkedIn is [found here](. You can also learn more about VKTRY by visiting [VKTRYGear.com](." Sponsor On-demand production = cash in your pocket. Daydreaming of producing only what you sell and never losing another penny on leftover inventory? ð¤©ð¤©ð¤© [On-demand production with Printful]( can make this dream a reality! â No more product sourcing or storing. Printful holds all your stock. Just choose from 320+ premium-quality products and voilà âyouâre ready to sell. ð Access to global markets. Sell products internationally through Printfulâs 17 fulfillment centers across the globe. ðµ More cash to invest. Donât freeze your cash in inventory. Use it to grow your brand! And the best part about Printful? Youâll never get SKUâd by inaccurate product forecasting again. *fist pump* ð [Outsource production to Printful Enterprise!]( Chat GPT Are you sitting on a mountain of video content but unsure of how to convert it into killer marketing material? If yes, congrats - Youâre sitting on a goldmine! ð¥ Weâre sure by this point youâve played around with Chat GPT, but have you done this? ð§ Transcibe your video content and plug it into Chat GPT. Ask it to spit out the most impactful quotes/script [for your intended use]. Prompt suggestions: - âI want to create a high converting video ad for [my company]. The ad needs to be designed for Meta, under [30 seconds] in length, and optimized to impress [target customer]. Use the transcript provided to write me a script, with [five] variations for a hook (opening 3-5 seconds).â
- âUse the transcript provided to pull out the most impressive/meaningful/impactful quotes that would motivate [target customer] to [desired action].â
- âHere is a transcript from [person], talking about [topic], use it to write me a script for a YouTube video, that outlines the top reasons why people should buy [product].â Here is a sample of a response from ChatGPT⦠This ChatGPT prompt should NOT replace your creative process; it should supercharge it. This strategy has dramatically decreased the time it takes the [Pilothouse team]( to develop new ad angles, isolate killer soundbytes and quotes, and supercharge the video creation process. ð Weathering a tough week for performance marketing Thanks to our friends at [Northbeam](, weâre bringing you whatâs happening and current in the world of media buying. ðºï¸ If youâre a buyer, step right up and get your insights. If youâre not, forward this email to your media buying friends or coworkers! ð§ [Northbeamâs]( insights Budget shares remain relatively stable this week, but Meta continues to pull budget (+2.63%) from the other channels. CPMs spiked on TikTok (+13.07%) and Pinterest (+13.74%) while ROAS dropped off on Meta (-4.36%). CACs increased on Meta (+3.69%) and MS Ads (+6.74%). Overall, a tougher week for performance marketing. Quick Hits ðª [Microsoft]( tests ads in Bing Chat. This could influence the credibility of AI-generated responses and marketing strategies as they cater to search agents rather than search engines. ð¥ [YouTube]( adds Shorts data to its âTotal Reachâ metric for content. With Shorts generating over 50 billion views daily, Shorts account for an 80% growth in creatorsâ unique views. ð½ [Reddit]( shared its 2022 Transparency Report. Highlights include increased manual takedowns of malicious content and more unique subreddits created than ever before, allowing marketers to safely and reliably target niche audiences. ð [Lemon8]( reaches the top 10 downloads in the US. ByteDance is pushing the adoption of the TikTok rival as government deliberation continues regarding privacy concerns. ð¥ [Twitter]( announces 3-tiered API pricing. Higher tiers face criticism for their cost while lower tiers fail to provide enough value for budget-conscious third-party developers. SHARE DTC NEWSLETTER Want to level up the marketing skills of your teammates and employees? Just grab your referral link below and youâll earn points toward cool gear for every new subscriber you bring to the DTC fam. Hereâs your unique referral link: [( [Share via facebook]( [Share via twitter]( [Share via whatsapp]( [Share via email](mailto:?subject=Check%20this%20out&body=%F0%9F%94%A5%20Signed%20up%20to%20this%20newsletter%20a%20couple%20of%20weeks%20ago%20and%20it's%20amazing%20for%20DTC%20marketers%20like%20you!+https%3A%2F%2Fsparklp.co%2F47c676d0%2F%3Futm_source%3Demail)
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