Magic Messaging Converts Better

Hey there 🧠

Ready for another day of staying ahead of the competition in the Growth race?

Oh and before we go ahead! If your friend sent this to you, be sure to subscribe here! So you don’t miss out on any editions.

👏 Timeless Advertising Principles Meet Modern AI Tools In This Can’t-Miss Virtual Event

Over 11,000 marketers joined last year. This year, it’s your turn.

Join Motion’s 3rd annual Make Ads That Convert, happening May 27–June 4.

This isn’t just another virtual event, it’s a live, online masterclass series led by some of DTC’s top advertising minds, including AI experts Alex Cooper, Jimmy Slagle, and Jacob Posel.

🧑‍💻 Discover AI tools that accelerate classic market research, and even better, create your own ads during hands-on workshops, including access to new AI tools you haven't discovered yet.

Learn how to apply timeless advertising principles to modern tools. Each session builds on the last, allowing you to workshop new ads in real-time. 

Last year, over 11,000 people registered for Make Ads That Convert. This year, everyone (including your competitors) will be there.  

Missed a few sessions? No big deal.

Register anyway to catch the rest live and get recordings of all past sessions, plus secret bonuses waiting for you.

Don't miss out.

Get your free ticket now!

✨ Market AI Products Like Magic

That moment when ChatGPT answered your question faster than your brain could think? That sense of “how did it do that” wonder? Turns out that first-time awe is key to how people engage with AI.

Here’s How to Lean Into AI’s Magic

1️⃣ Focus on Low-Tech Audiences: New research shows that people with limited AI knowledge are more likely to use it. They see it not as code, but as something magical. Position your product to appeal to people who don’t fully understand how AI works and highlight its powerful outcomes.

2️⃣ Showcase the Wow Factor: Add “AI” to your product names, features, and value propositions. Think “AIwriter” or “Powered by AI.” The goal is to create emotional excitement, not explain the backend. Use phrases like “Unlock the magic of AI” or “Watch your work transform instantly.”

3️⃣ Let the Awe Lead: Avoid diving into technical jargon with non-technical users. Focus on the feeling your product delivers. Speed, simplicity, creativity, or control. Use metaphors that spark imagination and curiosity.

4️⃣ Tailor Messaging for Experts: If your audience includes developers or data scientists, tone down the magical language. These users already understand AI’s mechanics. Instead, highlight technical advantages like accuracy, control, efficiency, or integration flexibility.

Final Thoughts

People who don’t know how AI works often find it more impressive. That makes them more open to using it. Highlighting AI in your messaging can boost adoption and engagement, especially with newer users. If you're building for the masses, sell the magic first. Then let the results speak for themselves.

🧠 Make Messages Stick with Metaphorical Framing

Trying to explain something abstract? Use a metaphor that paints a clear, familiar picture. This technique, called Metaphorical Framing, helps people quickly grasp complex ideas by relating them to everyday experiences.

Here’s How to Use Metaphors That Resonate

1️⃣ Turn Abstract Into Touchable: Take something intangible like privacy or trust and make it feel real. NordVPN doesn’t talk about ISP tracking or encryption protocols. Instead, they use “prying eyes” as a metaphor. That’s emotionally charged. It taps into a basic need for safety and instantly creates urgency.

2️⃣ Use Negative Metaphors to Elevate Value: Research shows luxury products connect better with negative framing. Think about Ray-Ban’s line “Never Hide.” It suggests the fear of being invisible and sells the product as the solution. For aspirational brands, subtle negativity can sharpen the desire to stand out and express identity.

3️⃣ Match Visual Metaphors with Smart Copy: Pair your metaphor-rich visuals with supportive text. Studies show that when the visual message is layered or slightly complex, people prefer a bit of explanation to make sense of it. But if the visual is clear, keep the text minimal or skip it altogether.

Final Thoughts

Whether you’re explaining AI, promoting a luxury brand, or selling a simple household product, metaphors can make your message easier to understand and harder to forget. Use them to stir emotion, simplify ideas, and anchor your product in a story people immediately recognize. It’s like turning ideas into images that your audience can feel.

As we prepare more "Growthful" content, we'd love to hear your thoughts on today's edition! Feel free to share this with someone who would appreciate it. 🥰