instagram

New IG phrase: just in time for WBW

Magally Cepeda and Hailey Baldwin are investigating cold message recruiting on Instagram. The #1 question they’ve been asking:

How do we get LESS people ignoring us and MORE people into conversations?

Summer 2021 saw all-time conversation rate lows. Obviously ‘twas more than verbiage.

But their efforts have led to something interesting. 👏

Direct message previews

If your notifications are on, your iPhone will preview direct messages.

It looks like this:

[AOL voice] You’ve got mail!

Not another Matrix reference. She used number sets to count characters.

On Magally’s phone (above), the first 57 characters are visible.

Want your DM to get read? Those 57 better be good.

Better previews = better read-thru rates

In an uphill recruiting environment, every detail counts. DM previews aren’t created equal.

How can we inspire (benign) interruption?

Aka, stop what you’re doing. And pay attention to ME ME ME for a moment.

Such is the silver bullet of every smart marketer.

M&H have tested a variety of different openers:

• Traditional: “Hey NAME…” “I know this is random…” “Hope you’re having a good week so far…” — the usual

• Audio messages: awesome tool. But ignored as the initial reach out due to lame, uninspiring previews

• Compliments: “I just started following you” — great for pre-message relationship building. More coming in Jumpstart. 👍

But a little creativity yielded (what-appears-to-be) a win.

Curiosity gets the message read

The human brain needs closure. It’s like a drug. And so:

Interruption marketing at its finest.

“Quick question. I want to get your thoughts on something that might interest you.” Followed by the rest of your message.

(The climactic question, of course: ‘know anyone looking for winter break work?’)

Not hard to understand why the teaser preview works.

Think about mailers. Thousands-upon-thousands of dollars have gone into testing just envelope presentation. The goal is to get the letter opened and read.

Same idea here.

Consider implementing ASAP

I recommend for all cold messages. Haven’t tried this with SMRAs yet. But if their convo % is poor (you’re counting this, right?) — maybe add.

Even if it only nets a 10% lift. Doesn’t sound thrilling. But scale it.

Ten extra people engaging per thousand messages. Zero extra work.

Thus proving WAYWO readers work smarter, not harder.

[pops cork on sparkly apple-juice]

Does your program feel stale?

If you want the rest of our messaging funnel (including our follow-up audios), email Magally: mmarchena@cutco.com. Or text me — 509-202-3387.

Audios are human. And invisible to ai scans.

We’re dealing with small numbers. So not 1000% ready to publish authoritatively (“this is THE way!”) — hopefully by Jumpstart season.

But if your program is garnering less attention than a moth at a fireworks festival? Inject change.

Social messaging still works.

Do-it-yourself. Hire Schneider to do-it-for-you. But let’s git er done.