Marketing and customers' mindsets
Marketing often fails when we treat customers like they're all in the same headspace. Here's what I discovered launching an AI book in one of Amazon's most saturated categories - and hitting #1 bestseller status.
⏩ Amazon Ads converted 10x better than Google Search Ads - ≤1% of Google traffic clicked "buy" vs. 7 to 12% of Amazon-native traffic. Not because of the platform, but because of customer intent. Amazon users are already in buying mode. Google searchers? They're mostly in learning mode.
⏩ You need a strong hook that immediately resonates with your audience - "Confused by ChatGPT and the AI hype?" outperformed "Generative AI for Business Users" by a factor of 5. If you don't catch interest inside the first seconds, you've lost them.
⏩ The biggest surprise? Newsletter partnerships in combination with price drops outperformed my organic LinkedIn content by 10x with regards to click-through-rate. Although LinkedIn's audience seemed like a perfect match for an AI business book. Why did the partnerships work? Because discount subscribers have already committed to making a purchase decision - they just need the right trigger.
These insights are not just about books. Whether you're selling software, goods or consulting: instead of only asking "Where should I market?" start asking "In which mindset will my customers need my solution most?" Match your channel to their mental state, not only their demographics.
When do your own customers need your product most, and how do they feel in this situation?