Find One Obsession that sells

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In this newsletter, you’ll find:

❤️ Single Trigger Obsession Mapping

💼LinkedIn Rolls Out New Ad and Page Tools to Boost Leads and Visibility

🏆 Ad of the Day

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❤️ Single Trigger Obsession Mapping

One irrational motivator. One persona. One creative engine.

Marketers love personas: “Busy mom,” “Productivity geek,” “Style-first shopper.” But most personas are flat, stitched together from generic demos, assumed pains, and polite insights. They miss what actually drives action.

Great creatives aren’t built on generic personas. They’re built on obsession.

What Is a Single-Trigger Obsession?

It’s the irrational, visceral motivator that overrides logic and drives someone to click, buy, or commit. Not what they say they want. What they can’t stop thinking about.

• The mom who’s secretly obsessed with being more patient than her own mother.
• The gym-goer who fears becoming the “skinny guy” again.
• The DTC shopper who buys expensive skincare just to feel in control of aging.

It’s never just “save time” or “look better.” It’s emotional status preservation.

Step 1: Identify the Hidden Trigger

Use qualitative intel:

• Reddit threads: What they rant about.
• Amazon reviews: What gets repeated with emotion.
• TikTok/YouTube comments: Look for obsessive micro-desires.

Ask: “What is this person trying to prove, prevent, or protect?” That’s your trigger.

Step 2: Build a Single Obsession Persona

Strip out fluff. One line only:

“Wants to feel smarter than their peers because school made them feel slow.”

Now, you don’t write copy for “young professionals.”

You write for insecure intellectual climbers who hate fluff but fear sounding dumb.

Step 3: Shape the Entire Creative Around That Obsession

Headline, offer, hook, CTA, everything reflects the obsession.

Old copy:

“Level up your productivity.”

Obsession-mapped copy:

“Finally. A planner smart enough to match your brain, and fast enough to keep up with it.”

It’s not “aspirational.” It’s intimate. Precision-targeted. Unignorable.

Why This Works

Obsession outperforms pain points.

Why? Because it’s anchored in self-identity, not just problem-solution logic. It’s sticky. Personal. It triggers clicks from the gut, not the head.

Try This Today: Pick one persona. Find the irrational driver. Write 3 hooks that speak only to that obsession. The rest of the funnel will build itself.

P.S. If you want a prompt-based worksheet designed to extract irrational motivators and build precise creativity around them, reply to us with “ScaleUP” and we’ll send it to you!

💼LinkedIn Rolls Out New Ad and Page Tools to Boost Leads and Visibility

LinkedIn has launched two major updates aimed at improving lead generation and brand visibility. The new Qualified Leads Optimization lets advertisers refine targeting based on their own lead criteria, while Premium Company Pages gain features to attract more engagement. 

The Breakdown:

• Smarter Lead Targeting with LinkedIn Ads - Advertisers can now define “qualified leads” through their CRM and send that data via the Conversions API. LinkedIn then optimizes ads toward audiences most like those high-value leads. Early results show a 39% drop in cost per qualified lead.

• Better ROI with Custom Lead Definitions - The system requires sharing at least 5 qualified leads every 2 weeks, within a 30-day window. A two-week learning phase is needed for best performance.

• Upgrades to Premium Company Pages - LinkedIn now lets you invite followers of similar Pages, show dynamic cover images, and highlight awards. These Pages see up to 10x more CTA clicks and 80% subscriber growth quarter-over-quarter. 

• Is It Worth the Cost? - At $99/month, the Premium Page upgrade may not suit every business. The value depends on how much a brand relies on LinkedIn for lead gen. But with continued feature rollouts, its usefulness is likely to grow.

These updates signal LinkedIn’s deeper push into high-performance B2B marketing. Custom lead optimization and enhanced company branding tools can drive better ROI if used strategically. 

🎥 Ad of the Day

What Works:

The headline “Let your earscapes say what you can’t” uses emotional resonance. It taps into Gen Z and millennial psychology, where self-expression = identity. Piercings are framed as a storytelling medium, not just a style. 

The close-up of a stylized, multi-pierced ear with mix-and-match charms (pizza slice, MetroCard, coffee cup) turns the ad into a visual playground. Each charm is a mini-moment of culture or personality.

The “NEW” callout sticker triggers novelty bias, while placing “STUDS” at the bottom acts as a subtle ownership signature, giving the brand space without screaming for attention.

Broader Insights:

This ad works because it sells attitude, not accessories. It leverages cultural cues, playful discovery, and emotional resonance, positioning Studs as a lifestyle badge for creative, statement-making individuals.

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