1. ‘Social norms’ are now just table stakes
Every SaaS website shows a strip of client logos.
This tone of voice agency‘s website does the same. 😜
Used to mean something.
Just a point of parity.
A hygiene factor:
“You know Alphabet, John Lewis, and all these brands you respect?
They worked with us.
You can, too.”
But we know big companies now love trying out funky niche companies.
It’s not a proof of success.
(Though, 10x-ing a big corp’s content is.)
Included your social proof?
2. “Here’s some advice you never asked for. And it’s free.”
People who push you to use behavioural tricks in copy say:
Give them something for free, then they feel they owe you something.
Except, they won’t.
You’re bombarded by free advice.
Most of what’s given away is rubbish.
Instead of encouraging reciprocity, it encourages churn behaviour.
Here’s a test:
Does it hurt you, even just a little bit, if you give it away?
If not, it’s not worth anything to anyone else, either.