Quizzes Can Be Irresistible

The human brain is wired to notice questions. The ? symbol has a magnetic appeal.

Sunflowercamo.net manufactures a hunting camo designed for sunflower fields. Apparently, dove hunters need it. In order to advertise the effectiveness of their invention they ask this simple question …


… and when you give up (which you will) they reveal the answer. Scroll down to see:



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Miracle Method specializes in restoring tubs, ceramic tile, and countertops. When you visit their homepage you’ll see this nifty before/after widget (screenshot):


My video to describe how widget works:

They could have just shown a video but adding a sliding bar that the user controls is what makes it effective. Remember: conversion rates go up when users feel they are driving the experience.

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Using Email for Word-of-mouth Marketing

Word-of-mouth marketing is so powerful. But it’s hard to get right.

Here is an idea I thought up:

DANAT is a gourmet chocolate manufacturer (not a real company). Their fans absolutely love them but only 0.005% of chocolate lovers in the US even know of DANAT. DANAT could spend on spray and pray marketing but they want to use their marketing dollars wisely. DANAT wants to reach friends of DANAT fans.

So they send their super fans an email with an interactive map. The teaser copy reads, “Can you think of 1 close friend who would love DANAT? Where does this friend live?”:


The reader feels compelled to interact with the map (all humans feel compelled to interact with interactive maps). Picking a state takes them to a landing page. For the sake of argument assume they click Michigan. This is what they’ll see on the landing page:


When they visit this page a cookie is set. That way if the visitor returns to email and clicks on some other state the site recognizes the cookie and prevents the user from making an alternate selection.

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Teaser Capture

Here is a lead capture form on bizfi.com–


Let me tell you why it’s amazing.  Notice the blank YOUR BUSINESS QUALIFIES FOR: and NUMBER OF AVAILABLE LENDERS: section.  They’ve been left blank intentionally.  Potential borrowers will want to start filling the form just to see how much they qualify for.  It’s an itch that must be scratched.

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This Is How an Email Address Is Captured …

I was on owletcare.com.  Then I moved my mouse to exit the site and saw this popup–


This is a very clever strategy because while owletcare.com knows I’m not going to buy right now (I’m exiting in under 30 seconds) they want to at least get some demographic info about me.  And what’s even more clever is that they’ve shown a multiple choice question that’s very easy to answer, so most people will select an option (it’s pretty much impossible to not make a selection if you have a baby).  And once you’ve made the selection (I selected the 0-6 months option) they show a new screen–


What’s really clever about the second screen is that it is related to the option I selected (0-6 months).  The copy reads, “Owlet is designed to fit most children up to 18 months old and give your Peace of Mind“.  The “Owlet is designed to fit most children up to 18 months … ” line matches my selection.  Also, the Peace of Mind messaging is smart because it’s the emotional need Owlet is looking to solve.  Obviously every parent wants peace of mind, who would say “no” to that??  And below that is the big ask: enter your email here.  Oh, and by the way, the appearance of a smiling baby isn’t an accident.

This is how great marketing is done.

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No Peeking

In a world inundated with marketing messages Dale and Thomas Popcorn is asking customers to return at a later date:

Dale and Thomas Popcorn
Dale and Thomas Popcorn

Will shoppers used to instant gratification have the patience to check back on the 28th?

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