Holy cow. The 200th newsletter?
The Growth Newsletter #200 |
Taking advantage of a familiar interface |
Wow. 200 newsletters. It's a huge honor to have reached your inbox upwards of 200 times. Thanks to each and every one of you for your support over the years :) And today, we dive into the power of the familiar interface. – Neal |
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Taking advantage of a familiar interface Insight from us. Let's play a game. I'll share 3 ads, and you tell me why I think they're clever. Okay, here they are (click for high-res): |
Figure it out? That's right. They each reuse an absurdly common interface: Texts, Calendar, and right-click tooltip. These ads are clever and effective for a few reasons: - Familiarity Bias: We gravitate to familiar things.
- Peculiarity: They're completely unignorable. They stand out, demand closer inspection, and are shareworthy:
- You don't expect to see a message thread on a sign. You'd walk up to it.
- You don't expect to see a calendar at a bus stop. You'd stop to read it.
- You don't expect to see a tooltip on a photo of a woman's face. You'd assume it was a mistake, pause to take a closer look, or take a picture of their mistake, and then you'd notice it's intentional.
- Memorable: Most people don't need the product when they see an advertisement. It's critical that your ads are so memorable that they think of you when they do need it.
- They're funny: Each leaves you with a smile.
Why does that all matter? Consumer neuroscience research has found that highly successful ads score well on three key dimensions: - Attention (familiarity + peculiarity),
- Conversion to long-term memory (peculiarity + humor),
- Emotional engagement (humor)
These ads hit the mark for all 3. Here are a few more examples of ads that leverage this tactic These ads all mimic apps that every Apple user knows: |
And these two mimic Instagram DMs and stories: |
Here's McDonald's using their classic format of replicating their BigMac with color symbols, but doing it in a calendar interface that tells a story: |
There are infinite ways you can do this. The key is to find interfaces or environments that your ideal customer is intimately familiar with then to use them in a completely unexpected context: - For accountants: Quickbooks, Xero, or Excel.
- For salespeople: Salesforce, HubSpot, Gmail, Spam, or Zoom.
- For gamers: Twitch, Discord, Steam, or Fortnite.
- For lawyers: a golf course.
Or you can leverage the classics that everyone knows: texts, calendars, calls, Windows, email, excel, and PowerPoint. |
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PS: I couldn't resist an opportunity for a Rick Roll. |
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What did you think of today's newsletter? |
😍 Loved it: Forward to a friend, or reply—a simple 😍 will do! It really helps. 🤷♀️ Meh: You can unsubscribe here, or manage your subscription here. 🤔 I'm new here: You can join the party here.
🤩 Give me more: Check out all previous growth tactics in our Growth Vault.
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Thanks, everyone! Here's to the next 200. |
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