Growth Newsletter #096

Who’s better at delivering a brand’s news: a human or a robot?

Well...it depends on whether that news is good or bad.

A study in the Journal of Marketing found that when the news a company is sharing is worse than expected, people respond better if it's delivered by an AI agent.

But when the news is better than expected, they’ll respond more positively to a person.

Bad news: Think delays, service outages, recalls, product defects, or price increases.

AI agents are preferred because they aren’t believed to have bad intentions. They’re machines who follow the rules of their programming.

Good news: Think upgrades, faster deliveries, or exclusive offers.

When humans share the good news, they might be perceived as having good intentions.

To be clear, we're not saying to delegate damage control to a bot. Imagine if Biden got a robot to deliver all the bad news and only showed up for the good news. YIKES.

But these findings can influence how you prioritize AI vs. agent customer service. Or even whether an email comes from "the brand" or a specific person on the team.

One takeaway: If you have great news to share, encourage your team to share it. It feels good to be the bearer of positive news—and to get that news from a person.

The best campaigns message users where they’re most active. And where the message is most relevant. Whether that’s email, SMS, in-app messages, or push notifications.

For example, well-timed and relevant push notifications are hard to ignore. Use them to re-engage customers and reduce churn.

In-app messages sent to active users can help onboard them, get them to use a new feature, or push them to upgrade to a higher tier to unlock something they’re trying to use.

Engage has one of the best marketing automation tools to deliver personalized campaigns and automate your customer engagement messages.

With Engage, you can:

• Segment customers based on their attributes and actions
• Send email and SMS campaigns to customer segments
• Automate onboarding, engagement, and reactivation messages

Some of Engage’s customers have experienced over 60% conversion since being onboarded. Sign up today and get 50% off your first 3 months.

This is not your typical "growth tactic." Instead, it's about creating an environment where you're more likely to make better decisions that lead to growth.

Lately, there’s been a theme in what the smart people we listen to are saying.

Smart Person #1: At our Growth Summit, Shane Parrish talked about the Stormtrooper Problem. That’s when everyone thinks about a problem in the same way. This means there's less diversity of thought, which leads to worse group decision-making.

Smart Person #2: Also at our Growth Summit, Tim Urban discussed Idea Labs. They’re the opposite of echo chambers.

In an Idea Lab, no idea is sacred. It’s a “miniature marketplace of ideas where multiple, varied viewpoints coexist.”

Idea Labs come to better conclusions than echo chambers because of diverse thought and the civil discourse of ideas.

Smart Person #3: Adam Grant explores the concept of the challenge network in his book Think Again. A challenge network is a group of people who question your decisions, look for flaws in your logic, and help you overcome your own blind spots.

Steve Jobs’ challenge network of engineers, marketers, and designers helped convince him that creating a mobile phone wasn’t, as he claimed, the “dumbest idea I’ve ever heard.”

Smart Person #4: Jonathan L. Fischer wrote a good Slate article about why Elon Musk bought Twitter. Basically, everyone he was texting with told him to. Clearly, he didn't ask people who were willing to challenge him. And now millions are—in public.

In short, create a community of people who are willing to respectfully challenge you. Or else the courts might force you to buy something for $44 billion.

Listen to other people’s differing opinions. Let your assumptions be challenged. Diverse views lead to better decisions.

And better decisions lead to a better product and a better company.

Last week, I announced the release of our re-imagined audience-building course, Un-Ignorable, with buyer psychology expert Katelyn Bourgoin.

Yesterday, we did a Cyber Monday early bird sale. It sold out in the first hour.

We didn't use a landing page. Instead, we used a Google Doc that pitched the course and used a Stripe payment link for checkout.

We primarily did this for two reasons. To create urgency, and it's simple:

Visitors could see that 90 other people were looking at that page when there were only 30 remaining spots.

And we manually updated the # of remaining seats with each sale. They could see the number ticking down. The urgency was real.

If you weren’t able to grab an early bird seat, don’t worry! More seats will be available during our official launch on Jan. 2nd, 2023.

Un-ignorable is a 21-day group challenge for marketers and founders. You’ll learn how to grow your audience by creating thumb-stoppingly good content. 

The challenge starts on Jan. 10th, 2023.

There will be limited seats for the first cohort. Join the waitlist to be the first to get the invite.

To close major customers and drive growth, a startup must be able to demonstrate that its product is secure.

Proving data/information security requires specific compliance standards (such as SOC 2 and ISO 27001), but achieving them can be time-consuming, tedious, and expensive.

Unless you use Vanta.

Vanta automates up to 90% of the work for SOC 2, ISO 27001, HIPAA, and more. Vanta can get you ready for security audits in weeks instead of months. Come see how 4,000+ companies use Vanta at their next live product demo on Dec 7th.

Save your spot