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New SKAdNetwork documentation published, plus how to write copy for high vs low emotional states. June 14, 2022 [Read in browser]( [logo] [sponsor]( Good Tuesday morning. You know, it’s been a while since we last spoke about iOS 15 and Apple Mail Privacy Protection. Here’s the gist: When that feature is enabled, we see that you open 100% of your emails. But we know that’s not true, and that by itself doesn’t matter. What does matter? That we don’t send you this newsletter if you stopped reading it. So, if you use Apple Mail, could you please [click this link to confirm you’re still reading our newsletter?]( If you don’t click, you will likely be caught in our regular list cleaning automations and will stop receiving this in the next week. APPLE Apple announces “easier to use” version of their attribution API [article-image] User measurement on Apple may soon become smoother. The company published [documentation about their upcoming 4.0 version of SKAdNetwork]( – their privacy-focused attribution solution – and first signs are positive. Why this is important: After Apple’s App Tracking Transparency Policy (ATT) rolled out, SKAdNetwork became the main way to track data and optimize ads. But while the versions prior were limited and – according to experts – “painful to use”, the new update seem to address most of the issues: - Web-to-app attribution: Advertisers can finally track users who got to the AppStore by clicking on a mobile web display ad. Not sure if the feature will support only Safari or it will be available on other browsers. - Three conversion windows: Also, advertisers can now get three postbacks per advertised app over a period of 35 days. This can help get a better overview of the funnel, but there won’t be a way to connect them to an individual. - Hierarchical conversion values: You’ll now get some data back even if your apps don’t get enough conversions to meet the privacy threshold. - Source identifiers: Apple will allow you to add more tracking parameters such as ad placement and campaign ID. It will also increase the number of campaign IDs if your ads meet higher privacy thresholds - e.g. high anonymity will get you 1,000 IDs. Why we care: With ATT opt-in rates still below 50%, a sophisticated attribution method is mandatory to measure ad performance. The upcoming SKAdNetwork seems to be a step in the right direction… FACEBOOK How you can use personalized ads for your local business [article-image] We don’t often get tips on how to advertise on Instagram and Facebook… from Facebook. But their [recently published success story]( gives us a hint of how you can use personalized ads to boost traffic, engagement, and finally sales for your small local business…particularly before big sales and holidays. Hyper-targeting for a hyper niche brand: An owner of a small vegan cake store used insights from her previous Facebook campaigns to map out a perfect avatar - Locals interested in veganism and cakes. She uses the avatar to create an awareness campaign with only a $10 daily budget every week before an event she wants to promote. According to Indira, the owner, this method helped her acquire a staggering number of customers during Mother’s Day and other holidays. Why we care: There are holidays all year round. These holidays are often an opportunity for a strong campaign. If you’re a local store you can use this method to promote offers on a small budget and still acquire new customers that can later become your brand’s loyalists. Seems like a low risk high reward strategy… And some lessons apply for more than just local businesses. SPONSORED BY SEMRUSH Give your business the chance to grow [article-image]( Running a small business with big competitors? If you're not claiming your space online, someone else is! Are customers finding you when they search for your brand online? Or do they find your competitors? It’s time to leverage the tools you need to get found and get sales. Small businesses just like yours trust [Semrush's all-in-one marketing tool]( to grow their online presence. [Semrush helps you:]( - Make your business visible online so when customers search, they find you! - Discover profit-driving keywords to boost online and in-store traffic. - Generate content marketing ideas that matter to your customers. - Find out how your competitors attract customers online so you can beat them. - Access social media tools to get local people talking about you! Want to grow your business—and make a difference in your community? Semrush can help you grow by boosting your online presence. [Try Semrush today for free!]( COPYWRITING Marketing to high vs low emotional state audiences [article-image] There are tons of copywriting formats, templates, tactics, and tips out there. However, principles beat tactics and templates. And this is what [this post shared by Alen Sultanic in the Nothing Held Back]( group is about. You see, every market is driven by a different emotion. In the men’s dating market, it’s hope. When selling trading courses, it’s certainty. For weight loss, the motion is often shame. You can split the emotions of different markets into two groups: - Low emotional state. - High emotional state. If you go to a marketing conference, the attendees are likely high emotional buyers. They feel good, they are positive, and they are energetic. They are doing well with their life and they’re looking to do better. On the other hand, people in a low emotional state are… not where they want to be, either professionally, personally, mentally, physically… You can find these buyers in the health, and fitness industries. The huge difference between the two is: - High-emotional buyers are solution-focused: They are interested in the “how”. They know they have a problem and they just want to understand how to fix it. - Low emotional state buyers are problem-focused: They’re interested in the “why”. “Why am I poor?”, “Why am I lonely?”, or “Why can’t I lose weight?”. What does this mean in practice? - Copy: When you write copy for low emotional audiences, lead with the why. Focus on the problem. If you market to high-emotional audiences, lead with the “how”. - Funnel length: People in a low-emotional state will be more likely to go through long video sales letters. But with high-emotional buyers, get to the point faster. - High emotional state customers tend to buy from branded companies and will do more due diligence on you. - Low emotional state customers do not buy high ticket offers. Since they focus on the “why”, they’re stuck on the same problem. They usually buy many low-ticket offers, rather than focusing on one solution. This can potentially change the way you do marketing. And there are more differences that [you can check in Alen’s post.]( SPONSORED BY PAVED Unleash the power of newsletter sponsorships at scale [article-image]( Newsletter ads are known for bringing some of the highest quality traffic to your website. But when you start managing them, it quickly gets difficult to manage and scale your campaigns. [Paved Smart Campaigns]( solves this problem: It matches you with newsletters that fit your audience, then manages the whole campaign process for you. All you have to do is hit send and watch the traffic come. [Get high-quality traffic at scale.]( THE CREW'S INSIGHTS How much time do we really spend on our newsletter? [article-image] There’s a tactic that the best content creators all use: They spend way more time thinking about, revising, and re-writing their stuff than you’d imagine. In-depth conversations are the key to producing great content, and, if you don’t mind, we’ll use this newsletter as an example. Consider this: Our newsletter hits your inbox five days per week. But we spend wayyy more than five hours creating one issue alone. Here are a few real-world examples of what goes on behind the scenes: - We sometimes spend an hour or two in Slack debating whether a piece of news should get a full writeup or just one sentence. On any given day, there are many pieces of news that could make the top spots—and sometimes it takes serious thought to determine which ones do. - We may scrap a piece of news at the last second in favor of something else. No matter how close the newsletter is to being finished, there’s always the chance that we completely rewrite a piece of the newsletter… Even if the newsletter is done with edits. - We spend weeks working on new guidelines for content. Right now, we’ve got a running Google Doc (and Basecamp thread) with ongoing discussions about how we choose to feature content. This process helps us boil down major conversations into a few simple rules. Why are we telling you this? If there’s a lesson in all this madness, it’s that the madness itself is the key. It’s hard to create a great product without spending time refining things. In the end, we believe it’s completely worth it. ROUNDING UP THE STACK [CONVERSION RATE OPTIMIZATION:]( “A website without good copy is like Chuck Norris without a beard. Powerless. Unnatural. A tragedy.” This is so true. And this is also one of the 150 examples you’ll find in our Landing Page Deep Dive, along with analysis, breakdowns, and templates. [Join Insights and make your website's copy powerful.](* [E-COMMERCE:]( If you’re in the direct-to-consumer (DTC) space and don’t have subscription plans…what are you waiting for? Because reports claim 75% of DTC will offer subscriptions by the end of the year. [TIKTOK:]( How to earn your first billion quickly as an e-commerce brand? It looks like all you have to do is become viral on TikTok. Yep, “just going viral on TikTok”. But seriously though, this is a sign of how powerful TikTok’s platform can be. [APPLE:]( Remember that we mentioned Apple announced push notifications for Safari? They’ve officially published the part where they talked about it. [YOUTUBE:]( Seems like Google will try to fight off EU claims that it restricts rivals and advertisers access to user data by… allowing those same entities to now advertise on the platform. Smooth move. [ADVERTISING:]( Tired of talks about inflation and recessions? Well, looks like marketers can cheer up with global advertising expected to grow by 8.4% this year. Kind of keeping up with reported inflation rates… Yay! *This is a sponsored post. BRAIN TEASER They have no flesh, nor feathers, nor scales, nor bone. Yet they have fingers and thumbs of their own. What are they? You can find the [answer here](. [poolside-logo] POOLSIDE CHAT Green light! [article-image] Everyone’s favorite game where people put their life on the line to overcome obstacles and get rich will soon be back! [Squid Game]( season two teaser just dropped! Netflix’s super popular South Korean survival thriller gives us a peek into the dystopian world with a familiar song… However, the return is penciled for late 2023 at the earliest. On the bright side, there’s still time to get all those ads performing before you dive into the binge. SHARING IS CARING Our newsletter is better with a beverage. And we’d love to send you a special mug for your coffee, or tea, or… whatever you’re starting the day with. All you have to do is share our newsletter with other smart marketers, media buyers, and CMOs. When they subscribe, you can win a free mug (30 referrals). Plus, you can unlock other prizes along the way, like: - The Crew’s Top 10 Insights (2 referrals) - Access to the growing library of The Crew’s Insights (4 referrals) Sip. Mmm, not bad. Share the referral link below to get started. [article-image]( [CLICK TO SHARE]( Or copy your referral link: [ [SUBSCRIBE]( | [INSIGHTS]( | [ADVERTISE]( You are receiving this email because you want to know what is going on in digital marketing. If you aren't thrilled about our emails, reply and let us know why. Or you can unsubscribe from all daily updates by clicking [here.]( Our postal address: Spectrum IT Solutions GmbH, Canettistrasse 1/Top 0107, 1100 Wien, Austria