Sell to the lazy mind!
🧠 Using X vs. Y to Win Attention and Drive Conversions
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In this newsletter, you’ll find:
🧠 Using X vs. Y to Win Attention and Drive Conversions
📊 Ad Trends 2025: Deceleration and Shifting Dynamics
🧠 Ad of the Day
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Together with Wellput
Wall Street loads up on surprising $2.1tn asset class
Bank of America. UBS. JP Morgan. They’re all building (or have already built) massive investments in one $2.1tn asset class—and it’s not what you think. It’s not private equity or real estate, but fine art. Why?
In partnership with Masterworks, data from Citi shows it’s a potent diversifier with low correlation, and certain segments have even outpaced traditional investments. Take blue-chip contemporary art, which has outpaced the S&P 500 by 64% (1995-2023).
Masterworks knows the power of art investing, with their platform giving 900k+ users the opportunity to invest in this asset class as part of their overall portfolio strategy. In fact, from their 23 exits so far, Masterworks investors have realized representative annualized net returns like +17.6%, +17.8%, and +21.5%* (among assets held for longer than one year).
With so many users, Masterworks offerings can sell out quickly.
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*See important Reg A disclosures at [masterworks.com/cd](http://masterworks.com/cd).
🧠 Using X vs. Y to Win Attention and Drive Conversions
Insights from Neal O’Grady
Humans love comparisons. Our lazy brains crave simplicity, and the X vs. Y format makes it easy to process information, often leading to faster decisions. But the magic of this framework lies in how marketers control the narrative—positioning their product as the clear winner by shaping the context of the comparison.
Here’s how smart brands can implement it in your campaigns.
1. Make the Alternative Unappealing
• Identify the worst version of your competitor’s product.
• Create a side-by-side visual comparison emphasizing your strengths.
• Highlight design, durability, or efficiency to make the alternative look unappealing.
2. Show, Don’t Tell
• Use bold visuals to illustrate your product’s unique feature (e.g., durability, ease of use).
• Avoid long explanations—let the imagery deliver the message instantly.
• Focus on results: what happens when you don’t use your product?
3. Sell the Transformation
• Use a “Before vs. After” or “Without vs. With” format.
• Highlight the emotional or functional transformation your product delivers.
• Focus on how life improves with your product, not just its features.
4. Leverage Relatable Emotions
• Tap into common emotional triggers like happiness, security, or fear of missing out (FOMO).
• Contrast an unfulfilled state (life without your product) with an ideal state (life with your product).
• Use visuals or storytelling to evoke empathy and drive action.
💡 Pro Tip: Pre-test your emotional ads with Neurons AI to ensure your creatives hit the mark. Global brands like Google and Coca-Cola use it to achieve 2x conversions and optimize for maximum impact before launch. Book a session today & start improving your ads!
5. Frame Choices Within a Bigger Context
• Position your product as solving a larger societal or ethical problem.
• Use bold contrasts (e.g., “pollution vs. clean air”) to elevate the stakes of the decision.
• Ensure the comparison highlights the broader impact of choosing your product.
The X vs. Y framework isn’t just a comparison—it’s a storytelling tool. By crafting comparisons that simplify choices, tap into emotions, and highlight transformations, you guide your audience toward seeing your product as the obvious solution. Master this approach, and you’ll not only capture attention—you’ll win customers for life.
📊 Ad Trends 2025: Deceleration and Shifting Dynamics
Insights from Media Post
Generative AI adoption has surged, with 80% of advertisers leveraging it for media planning (36%) and activation (42%). Safeguards remain critical, as half of users demand human oversight and brand-safety protocols to mitigate risks.
Ad Spend Shifts and Growth by Channel: Overall ad spend is forecasted to grow 7.3% in 2025, slower than 2024’s 11.8%. Retail media is expected to grow by 15.6%, connected TV by 13.8%, and social media by 11.9%. However, paid search spend is set to drop from 13.1% to 8.5% in 2025.
Linear TV's Reach and Challenges: Broadcast TV reaches 91% of streaming viewers, but linear ad spend will see a 12.7% decline in 2025 due to a lack of major events. Ad-free streaming dominates platforms like Netflix (61%) and Disney+ (53%), and 74% of YouTube viewers actively avoid ads.
Fragmented Ecosystem Challenges: Advertisers face a fragmented ecosystem, with concerns about deduplication, incrementality, and cross-platform measurement, especially in video streaming. The rise of walled gardens is prompting a shift to more refined marketing-mix models.
Generative AI is redefining media planning, while streaming continues to disrupt traditional TV dominance highlighting the changing dynamics of audience engagement and ad spending, signaling a pivotal moment for the advertising industry.
🧠 Ad of the Day
What Works:
The tagline “Stream on while you train more” perfectly bridges two essential aspects of modern fitness—entertainment and exercise. It positions the Peloton Bike as not just a workout tool but a source of engagement and enjoyment.
The ad highlights a smart time-saving benefit by combining fitness with personal entertainment. It lets users enjoy the dopamine boost of exercise while streaming their favorite content, merging physical well-being with mental relaxation seamlessly. A perfect way to achieve “me time” while staying productive!
The phrases “Find your push. Find your power.” are inspirational and relatable, aligning with the emotional drive many users seek from fitness products.
What Could be Better
While “Stream on” is catchy, it doesn’t specify what content is available. Adding a brief mention of “what’s available” would make the feature clearer and more enticing.
Broader Insights
Modern consumers value multi-functional products—positioning Peloton as both a fitness and entertainment solution widens its appeal.
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