Today I received a message from Kayzo’s Facebook account. I want to highlight how well the message’s persuasion is crafted.
For those of you who do not know of Kayzo, he is a music producer and DJ who has had a successful few years in dance music. I doubt he will slow down anytime soon. His music is great, but any artist who succeeds also has great marketing. I’ll dig into a piece of that here.
First, it’s unusual to receive a Facebook message from a well known artist. Even if you know it’s bullshit sent by a bot, everyone harbors a small hope that the artist sent the message themselves. So when the notification pops up on your phone, that’s exciting.
Kayzo’s direct-mail advertising is immediately different from other artists’. The usual format is:
“Hey! My new track is now available. Check it out here and let me know what you think! [link]”
That’s standard, and boring. I even avoid clicking those messages when it’s from an artist I like. Now look what Kayzo’s message said:
“Hey Roland. i dropped something new. do you wanna check it out?” and then a “YES!” button below the message.
This is great persuasion. The question at the end gets your curiosity. The track’s name isn’t even mentioned. You have one way to find out, which is committing a big, bold “YES!” By giving you only one choice, and a positive one, you get a peek into a reality where you are super, super excited about this track. Would you love to read more of this blog? YES!
Then when you click “YES!”, it actually pastes it in chat. At which point you are prompted with this message:
“Whistle Wars finally is out and on Spotify! Check it out and add to your playlists!” [Spotify link]
Now I didn’t click the link. I just waited because I was busy watching a Periscope. But that didn’t matter, apparently, because Kayzo sent me another message right after asking me what I think of it.
The genius is that I was only given two options.
“Like it?” or “Love it?”
In either case, they use commitment and consistency to funnel me into liking the track. If I like the experience enough to click a button, I’m set. Note that the word “Like” can point to anything from Kayzo to his music. The result is the same.
I did eventually click “Like it?” and received an automatic “Thanks for your feedback” response. But because it was interactive, Kayzo has me locked in to liking his music a little bit more.
There was some room for improvement by the way. “I like it!” or “I love it!” would have been more affirmative than the question formats I was presented with. But that’s ok. It still works.