Creative Bulletin n.297

In the photo, my most creative moment of the week: watching (or rather, observing) my brother skillfully cut holes into my doors to install two cat flaps.
Cat flaps that Sole still hasn’t learned how to use. Damn it 😅

In last week’s newsletter, I mentioned that one of our new strategies has finally started to work. It’s a formula called low ticket: offering a digital product at a very accessible price so that new customers can get to know you, and then building a relationship over time by introducing other products.

We’re using this approach because Facebook’s advertising costs are crushing us, and this system helps us reduce the impact.
If you run an online business and are facing the same issues, I’d seriously recommend giving it a try.

The unexpected effect. This strategy only works if, after someone makes their first purchase, they receive a follow-up email sequence with other offers.
But instead of writing it in the usual “salesy” way, I stopped and asked myself: “What would I actually recommend to someone reading The Creative Ambush?”

And that changed everything. I ended up writing 15 emails in one go, and they turned out to be a real creative journey.

In the end, I called myself an idiot: I’ve been complaining for months that we have too many products and needed a clear way to explain how and when to use them.
Funny how the solution came out of a marketing experiment.

🌈 Creative takeaway: keep it simple.

At the end of the day, we need customers who understand what we do, and on the other side, there are people who need creative guidance.

When you look at it like that, the path for both sides to grow becomes pretty obvious.

Focus on the most basic question: “What are you trying to grow? What kind of fruit do you want, and what do you need for it to grow?”
Then, work on that.

With ❤️,
Matteo

*** Sefirot’s Creative Bulletin ***

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