This Issue's TLDR...
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I've been on-the-record in a lot of different places saying that Amazon sellers need to evolve from Performance Advertisers to Full Funnel Direct Response Marketers. Those terms don't mean anything to you? Well, here's a TLDR from my friend ChatGPT: A Performance Advertiser is like a sniper: laser-focused on quick, high-precision sales (ROAS, CPA, conversions). A Full-Funnel Direct Response Marketer is more like a chess master—playing the long game, nurturing customers from curiosity to conversion with branding, content, and strategic ad sequencing. One chases the sale. The other builds a customer pipeline. Anyway, as I've said before, I'm here to support you in your evolution. And, today, I want to talk about one of the core toolsets of Direct Response Marketers: Behavioral Psychology. In my experience, Direct Response Marketers "weaponize" psychology in a lot of ways. Sometimes, innocuous; sometimes, more nefarious. But, there's no denying. The psychological tactics work. So, to put you on equal footing with your marketing counterparts, I'm sharing 3 of the most powerful direct response marketing principles. Enjoy! 3 Direct Response Marketing Principles to Cut Your Customer Acquisition Costs in HalfPrinciple 1: IntensificationThis one's all about turning up the heat on your audience. The goal is to tap into your audience's desires, fears, and pains—dialing them up so high that saying "yes" becomes their only option. Here are 12 ways to intensify your product offer:
Principle 2: Market SophisticationHere's the deal: not every audience is the same. Some have never seen your type of product before, while others have been spammed with similar offers for years. The trick? Know where your market stands and adjust your strategy. Here's the breakdown of market sophistication levels:
The key? Match your pitch to the sophistication of your market. Don't overcomplicate things for a newbie audience or bore a jaded one with basic stuff. Principle 3: CamouflagingGone are the days when you could sneak ads past people. Consumers are, uh, "woke" now; they see ads coming from a mile away. But here's the twist: you don't need to trick them. You just need to blend in. Your ads should feel like native content on whatever platform you're using. Here’s how to match them:
Blend in. Hook them. Sell without selling. That's it. Three principles. Infinite potential to cut your acquisition costs and level up your marketing. Now go make it happen. BEST from my InboxSpeaking of Selling From The Beach, my good friend Max Sigurdson-Scott went all "Founder Mode" on LinkedIn over the past year, putting on an impressive display of consistency as he posted one Amazon hack per day, for 365 days. Wow. I tip my hat to you, Max. Anyway, Max just released a single document with all 365 hacks and shared it with his SFTB subscribers. For free. Is he crazy? Quite possibly. If you want in on the action, you can get the full SFTB Master List of 365 Amazon Hacks HERE. No time to read the entire thing? Here are Max's top 10 favorite hacks (in no particular order):
BEST from XPart of leveling up your Direct Response Marketing game is obsessing over the hook. In my experience, Meta and TikTok ad agencies are some of the best at this. They test so many hooks, so rapidly, that they instantly build pattern recognition around what works. Just like Fraser.
BEST from YouTubeThis is a must-listen for anyone serious about eCommerce. My friend Bill D'Alessandro provides a no-nonsense perspective on what it takes to succeed in the CPG and eCommerce industries, and also shares some great insights on financial discipline, offshoring, and the risks of debt. My 3 favorite "Bill-isms" from the episode:
For some of you, Amazon and eCommerce might just be "way stations" on your career journey. Honestly, I probably fall into that camp. I could see myself hanging up my bright orange Amazon cleats in the next 5-7 years. But wherever I land, you know that I'm going to BUY & BUILD versus start from scratch.
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I'm a former Amazon marketplace leader and current 8-figure seller. I write about advanced strategies and tactics for Amazon brands, that you won't read about anywhere else. Not for beginners.
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