Have you ever witnessed a crime that changed your life forever? Imagine finding yourself trapped in a deadly game of cat and mouse, pursued by ruthless criminals. What would you do to survive? The South African action thriller Hunting Emma directed by Byron Davis is about such an incident.
Leandie du Randt as Emma
A Teacher, A Drug Lord , A Crime & A Past
Emma le Roux, a pacifist kindergarten teacher, starts a trip to visit her father in the Karoo region. However, her journey takes a dark turn when she becomes an inadvertent witness to a horrifying crime. Suddenly, Emma finds herself in grave danger, caught between the criminals and her own will to survive.
A drug syndicate, led by the menacing Bosman (Neels van Jaarsveld), is attempting to transport a cache of drugs along the road. The group, consisting of his henchmen Baz and Jay, as well as AJ and Boela, two rich boys seeking notoriety, and Bosman’s nervous cousin Piet, crosses paths with Emma.
As the criminals close in on her, Emma’s peaceful nature gives way to a fierce determination. She taps into the skills her ex-Special Forces Commando father instilled in her during years of training. Emma transforms from a pacifist into a force to be reckoned with, willing to do whatever it takes to survive.
Get ready for a deadly game of cat and mouse.
Leandie du Randt: Woman On Fire
Despite a small budget and lesser-known actors, Hunting Emma strikes gold with its performances. Leandie du Randt, in the lead role of Emma, delivers an intensely believable performance.
There is nothing new about the plot: A History of Violence, No Country for Old Men, Nobody, Man on Fire, Taken, Equaliser, Maria (2019), and Man from Nowhere—all these films use the same template. Even the recent Indian films Vikram and Kaithi follow the same structure.
They feature a compelling character with a unique set of skills who is often brought out of retirement or their peaceful existence to confront some form of injustice.
They follow a familiar formula: a protagonist with a past, a catalyst for action (often an injustice suffered by the protagonist or their loved ones), and a subsequent series of escalating confrontations culminating in a cathartic resolution.
The repetitive use of this formula doesn’t lessen its appeal. That’s the beauty of this template. Why?
Psychology Behind This Template
Here, the heroes are not one-dimensional; they carry emotional baggage, past regrets, and personal demons, just like real people do. Watching them confront and overcome their past as they struggle against the external threat can be very satisfying for audiences.
Catharsis: In modern psychology, this has been associated with the idea of emotional release and the benefit of expressing emotions. The intense situations and violent encounters in these films can provide a form of vicarious catharsis for audiences, offering a sense of relief or even exhilaration.
From the perspective of a scriptwriter, these patterns serve both practical and artistic purposes. On the practical side, they provide a structure that guides the progression of the narrative, helps maintain tension and pace, and keeps audiences engaged.
On the artistic side, these patterns allow writers to explore different facets of a character’s personality, their moral and ethical boundaries, and how they evolve over the course of the narrative.
Script writer Deon Meyer did an excellent job considering this aspect.
Why Hunting Emma is a Must Watch!
So, Hunting Emma got a tick for all the above reasons, and I highly recommend it for you.
Hunting Emma is a unique blend of intense action, suspense, and character development.
The film takes us on a thrilling ride through the South African wilderness, showcasing both the beauty of the landscape and the depths of human determination. Great work from cinematographer William Collinson.
If you’re tired of the same old Hollywood blockbusters and you’re open to trying something new, then this South African Thriller might be the breath of fresh air you need.
So, are you ready to try a thriller from the other side of the world? Are you going to give Hunting Emma a watch? Let me know in the comments!
How to Improve my Email Deliverability? it’s a very common question from many growth marketers. Let’s find answers.
In 2022, nearly 56.5% of all emails were spam, according to DataProt. The amount of spam in email traffic varies from country to country.
India has one of the highest spam rates in the world. According to a report by DataProt, India had a spam rate of 85% in 2022. This means that for every 100 emails sent in India, 85 were spam. In the United States, the spam rate is 84%.
So, there are high chances that your cold email may end up in a spam folder. The good news is that you can easily prevent this if you know why this happens.
In this blog, we will explore why emails end up in spam, outline steps to ensure your emails land in the inbox, and guide you on how to react when your emails unfortunately land in spam.
Why Do Emails End Up in Spam?
Let’s break down the top five reasons:
The email appears as spam: This could be due to the visuals or technical elements, like including too many links or irrelevant attachments in the text.
Bad list hygiene: This happens when your list contains contacts who didn’t subscribe willingly or have opted out but are still included.
Bad sender reputation: This is influenced by your domain and IP reputation.
Individual spam filters set by the subscriber: Your email may be caught by spam filters set by your subscribers.
A mistake on the email service side: This happens when an email service mistakenly marks your email as spam.
1. Your Email Appears Like Spam
Spam filters will likely flag your email if it closely resembles a typical spam email. The content, including too many links, using shortened links, or attaching irrelevant files, can cause this.
Scammers commonly use these tactics, which spam filters recognize. In our next post, we’ll discuss more about what typical spam emails look like and how to avoid resembling them.
2. Bad List Hygiene
Good list hygiene means having a list with subscribers who are genuinely interested and have consented to receive your emails. On the flip side, bad list hygiene involves keeping subscribers who have clicked the “unsubscribe” link or adding contacts who didn’t willingly subscribe. This practice often leads to your emails being marked as spam, thus damaging your sender reputation.
Your sender reputation depends on your sender domain and your IP reputation.
For example, if you consistently send relevant and engaging emails to your subscribers, your sender reputation will likely be positive. On the other hand, if you engage in spammy practices such as sending unsolicited emails or frequently being reported as spam, your reputation will suffer.
Ultimately, the recipient of your email has control over whether your emails land in their inbox or spam folder. They can set their own filters which determine which emails should be considered spam. Unfortunately, even if you’ve done everything right, you may still end up in spam because of these personal filters.
5. Email Service Errors
Sometimes, an error on the email service side can result in marking your emails as spam. This is particularly common when your recipient uses their own email server. Even big email services like Gmail and Yahoo occasionally label legitimate emails as spam.
Now that we have examined the most prevalent reasons why emails land in spam, you are one step closer to mastering email deliverability.
5 Must Need Checklists to Pass Spam Filters
Design Your Emails Correctly
To avoid triggering spam filters, follow good email design principles. Keep text and images separate, use standardized fonts, and avoid excessive use of capital letters, exclamation marks, or phrases typically associated with spam.
Use Honest and Clear Subject Lines
Ensure that your subject lines accurately reflect the content of your email. Misleading subject lines can trigger spam filters and frustrate recipients.
Obtain Consent Before Emailing
Only send emails to contacts who have explicitly consented to receive them. This can be done through a checkbox on a registration form or a pop-up on your website.
Implement a Double Opt-In Process (Email confirmation)
Implement a two-step verification process where users must confirm their subscription to your mailing list. This ensures that your list only contains valid and interested contacts.
Include an Opt-Out Link (Unsubscribe button)
Include an easily accessible opt-out link, which is a legal requirement. This can prevent recipients from marking your emails as spam.
5 More Checklists to Pass Spam Filters
1. Maintain Your Email List
Regularly remove inactive contacts from your list. Poor list hygiene can harm your deliverability and IP reputation.
There are a number of ways to maintain your email list. You can use a tool like Mailchimp or Constant Contact to automatically remove inactive contacts from your list.
You can use Listclean or emaillistvalidation to improve the accuracy of your email list by identifying and removing invalid or inactive email addresses.
2. Use a Private Domain for Sending Emails
Enhance your credibility and reduce the likelihood of your emails being flagged as spam by sending emails from your own domain rather than public domains (like @gmail.com).
It looks more professional. When you use your own domain, it looks like you are a legitimate business or organization. This can help to improve your credibility with potential customers or clients.
It is less likely to be flagged as spam. Spam filters are more likely to flag emails from public domains as spam. This is because public domains are often used by spammers.
It gives you more control. When you use your own domain, you have more control over your email marketing campaigns. You can choose the type of content you send, the frequency of your emails, and the target audience for your campaigns.
3. Set Up DKIM and SPF
These measures verify that an email claiming to originate from a specific domain is indeed authorized by the domain owner, thereby preventing spoofing.
DKIM, which stands for DomainKeys Identified Mail, involves adding a digital signature to an email message. The signature is generated using a private key held by the domain owner. Upon receiving the email, the recipient’s mail server can utilize the public key (published in the domain’s DNS records) to verify the signature and confirm the email’s authenticity.
SPF, or Sender Policy Framework, enables the specification of authorized mail servers for sending email on behalf of a particular domain. This information is published in the domain’s DNS records. When a recipient’s mail server receives an email, it checks the DNS records to determine if the sending mail server is authorized. Unauthorized servers may lead to email rejection or spam labeling.
4. Protect Your IP Reputation
Your IP reputation reflects the trustworthiness of your IP address as perceived by email servers and internet service providers (ISPs). It considers factors such as spam complaints, email bounce rates, and the quality of your email list.
Maintaining a good IP reputation is crucial for optimal email deliverability, ensuring that your emails reach recipients’ inboxes instead of being flagged as spam.
By following the previous “5 Must Need Checklists”, you can safeguard your IP reputation and achieve high engagement rates.
5. ESP Matching
Implement ESP matching, a technique used to identify the Email Service Provider (ESP) used by your recipients and send emails from the same ESP.
For instance, if you send an email from xyz@gmail.com to abc@gmail.com, utilizing the same ESP can reduce the chances of your email ending up in the spam folder. Unfortunately very few platforms available in the market offer ESP matching capabilities (Considering affordability).
How to Deal with IP Address and Domain Blacklisting
If your IP address or domain appears on a blacklist, it can significantly impact your email deliverability as email servers may be less inclined to accept emails from you. It is crucial to regularly check for blacklisting and take prompt action if you find yourself listed.
There are two types of blacklists:
Blacklists based on the sender’s domain.
Blacklists based on the sender’s IP address.
If either the domain or IP address is blacklisted, your mailings might encounter spam filters or, in the worst-case scenario, won’t be delivered at all.
Several factors can lead to your IP address or domain appearing on a blacklist.
For example, your server may have been compromised and exploited for spam sending. Alternatively, you might be dispatching excessive emails, or a significant number of recipients could be marking your email as spam.
If you discover that your IP address or domain is listed on a blacklist, it is essential to take steps to have it removed.
Identifying Your Blacklist: Using Tools to Determine Your Email Status
Firstly, you need to identify the specific blacklist that includes your information. Use tools, such as MxToolbox, DNSBL.info, DNS Checker, Sitechecker, Site24x7, and BlacklistMaster, can help you determine whether a blacklist has your IP address or domain.
To use these tools, input your IP address or domain name into the search field and select “Blacklist Check”.
Requesting Removal: Contacting the Blacklist Operator
Having identified the blacklist that has your data, you must then reach out to the blacklist operator and request the removal of your IP address or domain. Remember, each blacklist has its unique removal process for IP addresses and domains. Thus, you must follow the instructions provided by the specific blacklist operator.
Next, get in touch with the support team of the site hosting the blacklist with your data. Give a detailed account of the circumstances that led to the problem and explain the actions you’ve taken to rectify it. As soon as they verify that you’ve solved the problem, they will remove you from the list.
Keep in mind that removing your IP address or domain from a blacklist might take some time. During this period, you can still improve your email deliverability by adhering to email marketing best practices.
Some more tips:
Sending email from a dedicated IP address
Sending email to a warm list of subscribers
Using a reputable email service provider
Do not buy or rent recipient lists
Don’t link to disreputable websites
Drop shortened links
Reduce email size: Some email services, such as Gmail, truncate emails that are over 102KB in size.
Let’s Summarise Our Email Deliverability Tips
Even in 2023 Email Marketing is the cheapest & popular marketing method.
By following all these best practices, you can improve your email deliverability and avoid being blacklisted in the future.
Now, If you believe there’s a mistake, for example, your reputation is low even though you’ve adhered to all the best practices, you can contact the email service directly through their sender contact form and ask for advice.
Contacting Email Provider Support
Provide your information, specify the issue, and wait for a response from the support team. It’s crucial to be polite, clear, and concise when explaining your problem.
Keep in mind that the support team may not respond immediately, so continue aiming for the inbox by following best practices, experimenting with sending tactics, and monitoring deliverability.
What is domain reputation and how does it impact deliverability?
An email domain is the part of an email address that comes after the @ symbol. For example, when you send personal emails via Gmail, your domain is gmail.com. If you’re a business, your company likely has a designated domain that often matches the website address.
When talking about email marketing, an interesting analogy often crops up; consider your sender reputation like a credit score. A low credit score might lead to difficulties in securing loans or mortgages. And if you do secure one, you might end up with high interest rates due to the associated ‘risk’.
In a similar vein, a low sender reputation could mean a substantial chunk of your emails land straight in the spam folder, regardless of their content. Email service providers use this method to determine how recipients interact with your emails. Do they move them out of spam or let them stay there? A particularly bad reputation might even hinder your emails from reaching the inbox entirely.
Just like it takes time and good financial practices to improve a poor credit score, it requires consistent, quality email marketing practices to improve a low sender reputation.
However, maintaining a good sender reputation is tricky because each email service provider has its algorithms to assess and calculate your sender reputation. That’s why it’s crucial to take care of your sender reputation, to avoid putting yourself at a disadvantage.
Securing New Domains for Cold Email Outreach
The first rule of thumb in cold email outreach is to use dedicated domains, separate from your main business domain. For instance, if your primary domain is myblog.com, avoid using it for cold outreach. This tactic safeguards your business domain and email reputation from the risk of being marked as spam.
Your outreach domains should be similar to your main one to maintain the brand association.
Main domain: www.akhilpillai.com Outreach domain: hello.akhilpillai.com or updates.akhilpillai.com
Remember, keep the domain names consistent, recognizable, and avoid using dashes; they’re commonly associated with phishing attempts, leading to potential deliverability issues.
Domain Warm-up Process
Once you secure your outreach domains, you’ll need to warm them up. Domain warming essentially means gradually increasing your email activity over a certain period to build a reputation with email service providers. It’s a precaution against appearing like spam, which often involves a sudden spike in email activity.
Consider this, a new domain, especially if it’s under a month old, raises suspicion among email service providers. To bypass this suspicion, allow your new domain to sit idle for a short while or warm it up very slowly over 30 days. Recommendations from many ESPs even suggest waiting at least 12 weeks before going full speed into outreach.
Some Tools for Email Warm Up
As a dedicated growth marketer juggling multiple channels, it may feel like there simply aren’t enough hours in the day. This is precisely where email warming tools come into play. These services automate the time-consuming task of warming up emails, ensuring you establish and maintain credibility with email service providers.
While you focus on your broader strategy and the day-to-day tasks of running your campaigns, these tools work quietly in the background, building your sender reputation, and maximizing the effectiveness of your email outreach.
When choosing an email warming tool, consider these key features:
Appropriate pace: Fast warm-up is desirable, but too fast might raise suspicions.
Extensive network: A bigger network assists in building a good sender reputation.
Advanced automation: Automated warming simplifies the process, saving you time.
Detailed reporting: Tools should provide in-depth insight into your reputation and the warm-up progression.
Value for money: Choose a high-quality tool that’s affordable and offers a free trial. Avoid overspending.
This is my favourite because they provide a a true free plan. In their free plan, we can send 3000 emails and provide support. I believe no other platform does this.For my personal blog, I am using Quickmail.
They claim that they provide a Smart warming algorithm, Multiple ESP warm up (Google, Outlook, etc.), Live blacklists and DNS check ups
$25 /email account/ month (Little expensive)
Staying Active: The Human Touch
During the warm-up period, your focus should be on proving your ‘humanity’ to the email service provider. You need to establish that your email address isn’t being used for mass spamming, but for regular, human-like activities.
These activities include sending emails to friends, signing up for social media accounts, subscribing to newsletters, and so on. The idea is to keep the email traffic flowing in both directions – incoming and outgoing. These actions show your provider that your emails are desirable, leading to interactions and replies, which is entirely opposite to spam emails.
Cycling the Crops: Knowing When to Pivot
Just like a farmer rotates crops to maintain the soil’s productivity, email marketers need to ‘cycle the crops’ – the domains. One domain might work great for a month, two, or even three, but eventually, deliverability might start dropping due to various reasons.
How can you tell? Keep a keen eye on your open rates. A significant drop in open rates is usually an indication that it’s time to switch up the email domain you’re sending from. When this happens, it’s advisable to let the original domain ‘rest’ for about three to four weeks. During this resting period, the domain reputation often resets, allowing you to get back on track.
Conclusion
Contrary to what you might think, domain reputation damage isn’t permanent. If you find yourself in a difficult spot, remember that patience and appropriate rest can heal most wounds. With the right practices and careful nurturing, your email outreach can thrive, delivering your emails right where they need to be – in the inboxes of your potential clients.
Stay tuned for more insights from us, and happy emailing!
Let’s not waste time by giving an intro. If you don’t know what it is and are looking for something from scratch, do a Google search on “What are Google Ads?” and come back.
This is the part -1 of the series.
Attention!!
Proceed with caution when someone (it can be a YouTube video or Instagram Ad) guarantees specific results with Google Ads. If they’re promising to double your traffic, be sceptical. If they’re promising this overnight, it’s time to block that person.
akhilpillai.com
Understanding Google Ads Varieties
Google offers different types of Ads, each designed for various marketing goals. Understanding these can help you make informed decisions about your advertising strategy.
Search ads: These ads appear at the top of Google search results pages when someone searches for a keyword that is relevant to your business. Search ads are a great way to reach people who are actively looking for what you have to offer.
Display ads: These ads appear on websites that are part of the Google Display Network. Display ads can be images, videos, or text ads. They can be used to reach a wider audience than search ads, but they may not be as targeted.
Video ads: These ads appear on YouTube and other video-sharing websites. Video ads can be a great way to reach people who are interested in watching videos about your products or services.
Shopping ads: These ads appear when someone searches for a product that you sell. Shopping ads show the price of your product, as well as your product image and rating. They are a great way to reach people who are ready to buy.
The Influence of Google Ads: Data Insights
Despite the belief that paid results are not clicked on, data suggests otherwise. In fact, 67% of searches with high commercial intent lead users to click on a paid ad. When users are in the research phase, they tend to choose organic search results. However, when they’re ready to make a purchase, they opt for ads.
A study by HubSpot found that paid search ads can generate a return on investment (ROI) of up to 200%. This means that for every $1 you spend on paid search ads, you can expect to generate $2 in revenue.
The Trio Behind Google Ads
Google Ads operates with three key players:
Googler (users): This is the person who is searching for something on Google. When they type in a keyword, Google will show them a list of results, including both organic results and paid ads.
Advertiser (businesses): This is the business that is paying for their ad to appear in the search results. They can choose to bid on specific keywords, and they will only be charged when someone clicks on their ad.
Google Machine (the system): This is the system that powers Google Ads. It takes into account a number of factors, including the keyword bids, the quality of the ad, and the relevance of the ad to the search query, to determine which ads will appear and where they will appear.
What is Google Ads bidding?
Imagine you have a lemonade stand. You want to sell as much lemonade as possible, so you decide to set up a lemonade stand near a busy street. You know that people who are driving by are more likely to stop and buy lemonade, so you decide to bid on the right to have your lemonade stand in that spot. The higher you bid, the more likely you are to get the spot.
Google Ads works in a similar way. When you create a Google Ads campaign, you’re bidding on the right to have your ad show up when someone searches for a keyword that you’re interested in. The higher you bid, the more likely your ad is to show up.
There are a few different ways to bid in Google Ads. You can set a maximum bid, which is the highest amount you’re willing to pay for each click. You can also set a daily budget, which is the maximum amount you’re willing to spend on your campaign each day.
Google Ads will use your bids and budget to determine when and where your ads show up. If you’re bidding high enough, your ad may (stress here, MAY or May Not) show up at the top of the search results page. Or, if you’re bidding on a specific keyword, your ad may show up when someone searches for that keyword.
How does Google Ads Bidding Works
Google Ad Ranks
Google Ad Rank is a number that determines where your ad shows up on Google Search. It is calculated using your bid amount, the quality of your ad, and the competitiveness of the auction. The higher your Ad Rank, the higher up your ad will show.
Imagine you and your friends are playing a game of musical chairs. The first person to sit down in a chair wins. The chairs are like ad positions, and the person with the highest Ad Rank is the first person to sit down in a chair.
Your bid amount is like how fast you run to the chairs. The higher your bid amount, the faster you run.
The quality of your ad is like how well you can sit in a chair. The better your ad, the better you can sit in a chair.
The competitiveness of the auction is like how many other people are playing the game. The more people playing, the harder it is to win.
Big Question: How you determine Quality of your Ad?
Quality Score
Google won’t tell you your Ad rank, but Google tell you the Quality Score. Quality score is a measure of how relevant and well-written your ads and landing pages are.
It is calculated based on three factors:
Click-through rate (CTR): This is the percentage of people who see your ad and click on it.
Ad relevance: This is a measure of how closely your ad matches the search terms that people are using.
Landing page experience: This is a measure of how good the experience is for people who click on your ad and land on your website.
Relevance Matters: Organic vs. Paid Search
Whether it’s organic search results or paid ads, relevance is highly valued by Google. If your paid ad is more relevant to the search, it will rank higher, resulting in a top spot and lower cost per click. Google employs this strategy to build user trust.
Relevancy is the first key to Quality Ads.
In conclusion, Google Ads bidding works by determining the position of your ad on Google Search based on factors such as your bid amount, the quality of your ad, and the competitiveness of the auction. Your Ad Rank, which is calculated using these factors, determines where your ad will appear.
Can Google Ads be Profitable
To answer this question, you need to answer few other questions.
Before you decide to invest in Google Ads, ask yourself:
Can you afford the initial costs?
You’ll want to allocate at least $1,000 – $1,500 per month as a minimum starting point, although I recommend a minimum budget of $2,000. If you can comfortably meet this expense, go ahead!
Identifying Your Business Objectives
Before initiating a Google Ads campaign, it’s essential to pinpoint your business goals. Ask yourself the following questions:
Do I know my close rates?
Do I understand how many leads I need to make a sale?
Do I know how many leads I need each month to turn a profit?
By determining your specific objectives, you can better assess the potential success of a long-term Google Ads campaign.
Assessing Your Website’s Quality and Responsiveness
Your website needs to be fast, mobile-responsive, informative, and user-friendly. Ask yourself if you’re ready to handle a surge in traffic.
Can you respond to customer calls promptly?
Is your sales team trained and ready to handle inquiries?
Is your inventory sufficiently stocked for an increase in orders?
Defining Your Audience
Understanding the size and location of your audience is also crucial. If you operate in a rural area with a small local population, Google Ads might not be the best choice for your business due to the limited audience size.
If you have proper answers for all these question, well, Google Ads will work for you. However, to make your Google Ads campaign profitable, it’s crucial to be prepared for competition unless you have a monopoly in the market.
Success in Google Ads requires a proactive approach to outperform competitors and stand out in the crowded digital landscape.
Gearing Up for Competition: Core Metrics of Google Ads
Before launching our campaigns, let’s explore the core concepts of Google Ads. (Ensure your ad spend is competitive enough to get the necessary clicks; otherwise, Google Ads may not yield the expected benefits.)
Understanding Conversions
In the context of Google Ads, conversions refer to the actions you want your website visitors to take.
Fill out a form
Make a purchase
Download a document
Sign up for a newsletter
A Call
Google depends heavily on conversions to determine what’s working, and everything revolves around this metric.
If you don’t define what a conversion is for your business, Google can’t optimise your campaign for conversions, leading to ineffective ad spending.
Therefore, you need to track every potential conversion action on your site, irrespective of its significance. These actions serve as predictive indicators of intent.
Remember, the goal is conversions. The focus should be on generating revenue, directly tied to conversion actions.
The Role of Keywords
Keywords are vital in Google Ads. They’re like labels that users use to search for answers and solutions. As advertisers, we use keywords to organise, categorise, and design our ads. We include keywords in our landing pages and use them to signal to Google when we want our ads to show up in the SERPs.
Bear in mind, the words you use to describe your product or service may not be the same as the words your potential clients use.
The Google Ads sales funnel is a model that helps businesses understand how potential customers move through the buying process. It is divided into three stages:
Top of the funnel – Discovery: This is the stage where potential customers are searching for information about your industry, or they may be comparing different products or services.
Here, the goal is to introduce your brand and generate interest. In Google Ads, this can be achieved through targeted display ads or video ads that reach a wide audience. The purpose is to attract users and make them aware of your offering, planting the seed for future consideration.
Middle of the funnel – Intent: This is the stage where potential customers are starting to consider your business as a possible solution.
At this stage, the goal is to nurture these prospects and provide them with valuable content that addresses their needs and concerns. In Google Ads, this can be done through targeted search ads that appear when users search for relevant keywords related to your offering. The aim is to capture their attention, provide useful information, and establish your brand as a reliable solution.
Bottom of the funnel – Action: This is the stage where potential customers are ready to buy. They may be filling out a contact form, making a purchase, or scheduling a consultation.
The goal is to provide them with a compelling offer or incentive to convert. In Google Ads, this can be achieved through highly targeted search ads, remarketing campaigns, or shopping ads that display specific products or promotions. The aim is to prompt users to click, make a purchase, sign up for a service, or take any desired action that leads to a conversion.
Not All Keywords Are Equal: Craft an Offer
Everything you present to your visitor should be an offer. So, you should select your keywords accordingly.
The search terms you bid on should allow you to present an offer
For example, if you’re a clothing retailer, bidding on search terms like “women’s dresses on sale” or “discounted men’s shirts” allows you to present offers that cater to specific customer interests or needs
The ad copy you use is an offer
For example, an ad for a fitness center might include copy like “Get in shape with our state-of-the-art facilities and expert trainers. Sign up now for a free trial!” This ad copy presents an offer of a free trial, enticing users to take action and engage with the fitness center.
Your landing page should include a very clear and compelling offer
For instance, if you’re running an ad for a software product, your landing page could highlight a limited-time offer such as “Get 50% off your first year subscription. Sign up today!” This offer creates a sense of urgency and provides an incentive for visitors to complete a purchase or sign up.
Another thing to keep in mind is don’t stuff your AdWords with “You”.
Too often, we see advertisers essentially introduce themselves in their ad copy and landing pages, rather than inform the user what they will do for them.
What should the visitor do?
What’s the offer?
And why is it valuable?
Your credentials mean nothing without a clear understanding of how you will directly change the customer’s life.
Crafting Your Offer
Make sure your offer matches the search
Always be closing
Value based: cheaper isn’t always better
4. Every step of your conversion process is an offer (moving them toward the next step)
Awareness: “Discover the truth about the environmental impact of your cleaning products with our informative articles and videos.”
Interest: “Dive deeper into the world of eco-friendly cleaning with our comprehensive guide: ‘Green Cleaning: How Eco-Friendly Products Stack Up Against the Rest.'”
Consideration: “Ready to make the switch? Enjoy a 10% discount on your first order of our eco-friendly cleaning products. Use the code ‘GREENHOME’ at checkout.”
Conversion: “You’re just one click away from a cleaner, greener home! Add our Eco-Friendly All-Purpose Cleaner to your cart today.”
Retention: “Welcome to our Green Home Club! As a member, you’ll enjoy monthly discounts, exclusive content, and early access to our new products. Join today and start saving!”
5. Your core offer isn’t always the right offer (ascension)
This refers to the idea that the product or service you’re best known for (your “core” offer) isn’t necessarily what will attract every customer. Sometimes, a customer might be more interested in a related product or an upgraded version of your product.
For example, if you sell eco-friendly cleaning products, your core offer might be an all-purpose cleaner. However, a customer might be more interested in a specialized kitchen cleaner or a bundle of multiple products. This is where the concept of “ascension” comes in – you start with your core offer, then you offer more advanced or premium products as the customer becomes more engaged.
Features vs. benefits (features tell, benefits sell)
This is a common principle in marketing and sales. Features are factual statements about a product while benefits explain how the product solves a problem.
While it’s important to include features in your ads, it’s the benefits that really convince customers to make a purchase. In other words, don’t just tell customers what your product is or does – tell them why it matters to them.
For example, instead of saying “Our eco-friendly cleaning products are made without harmful chemicals,” you could say “Experience a cleaner, safer home with our eco-friendly products – no harmful chemicals, just powerful cleaning power.”
What’s the big advantage of making a thriller film like Por Thozhilas a debutant, especially a homicide thriller? You might think it’s the heart-pounding suspense or the dark and mysterious aesthetics.
Title Card: Por Thozhil
But from a scriptwriter’s perspective, the real charm lies in its easiness. If you have a solid “whodunit” hook and a twist in the end, you need only to ensure a smooth investigation filled with a few impressive moments. For debutant directors, it’s a surefire strategy. and there you have it. A recipe for minimum an above average status.
And that’s where Por Thozhil fits in. It’s a murder mystery that plays safe, sticking to the tried-and-tested formula.
It’s thrilling, engaging and, above all, familiar. But is that necessarily a bad thing? Not at all!
Familiar Grounds, Engaging Watch
Pick any classic homicide thriller and you’ll start seeing a pattern.
The detective often wrestles with personal loss, chronic illness, or a haunting past. He then stumbles upon an extraordinary case, perhaps involving a serial killer or a brutal murder. The movie ends with a twist; the detective overcomes his struggles; sometimes, the audience sympathises with the killer. While most cases end happily, occasionally the detective loses his life or his partner. There are outstanding exceptions like Chinatown or Memories of Murder. (Read why ‘Memories Of Muder is different here.)
Por Thozhil doesn’t deviate from this blueprint. And although this might sound repetitive, the real magic happens in the journey from the start to the finish. That’s where the storyteller can truly make a mark.
From the classic ‘Silence of the Lambs’ to the recent Malayalam thriller ‘Kooman,’ the difference lies in the journey – the route it takes from the departure point to the destination.
However, Por Thozhil doesn’t break new ground. It embraces the cliched template, with several elements reminiscent of countless other detective thrillers. Nikhila Vimal’s character, buddy cop frustrations, mentor cop arrogance, serial killer, and the ending twist are all elements borrowed from a hundred other detective thrillers.
Falling Short of Convincing: The Local Flavour is Missing
One downside of Por Thozhil is that it misses out on the local flavour. The serial killer’s backstory would make more sense in countries with lower population densities( 32/sq.km), like Canada or Australia but in Tamil Nadu with 555 people in a square kilometer, it’s not that convincing.
Why are our filmmakers fixated on these Western-style plotlines?
Why not develop detective thrillers that resonate with our culture, demographics, and geography?
The last time I felt like I was watching an authentic Indian detective thriller was ‘Joseph’, not a mere adaptation of a foreign thriller. Even Ila Veezha Poonchira and Kooman were succesful in adding the local flavour and serving it as a genuine Indian Thriller.
Thrills and Chills: It’s All About the Unravelling
Another bone I have to pick with Por Thozhil is how the narrative unfolds.
It seems as if the clues chase the detective, rather than the other way around. This takes away from the excitement or “got omething new” moment that should naturally come with a thriller.
For example, when you watch the Malayalam thriller ‘Memories’, you will find many occasions where the detective brilliantly did some outside-the-box thinking without his super-computer brain, which can remember and recall everything (like in Por Thozhil).
There’s a scene towards the end where Prakash (Asok Selvan) decodes a ‘who’ in a coffee shop. For me, this was one of the most superficial decodings I’ve ever seen.
The lack of an intensive, painstaking investigative process can make the narrative feel a bit superficial and detracts from the immersive viewing experience.
Por Thozhil Cast: The Saving Grace
Despite the movie’s shortcomings, the performances shine. Sarath Kumar is spectacular as the senior cop. Ashok Selvan’s portrayal of Prakash, the rookie officer, also deserves applause.
Sarath Kumar as Loganathan
Prakash (Ashok Selvan) is a newbie, and initially, Sarath Kumar has little hope or trust in him. There’s a scene where Prakash determines the time of death by measuring the brain temperature of the dead body (If you watch thrillers, nothing new in the method). Sarath Kumar’s subtle reaction beautifully conveys a sense of pride, a kind of “Paravayilley” reaction.
Asok Selvan as Prakash
Sharath Kumar mesmerised me with his effortless acting and the subtle reactions throughout the movie.
The casting of late actor Sarath Babu is another highlight. His portrayal of the vulnerable and guilt-ridden antagonist brings a sense of realism to his character.
Nikhila Vimal, however, has room for improvement.I didn’t see the character Veena in the film; instead, I saw Nikhila Vimal playing a supporting role to Sarath Kumar.
Nikhila Vimal as Veena
There’s another character I want to mention, but that might be a spoiler. The casting could have been better there as well. It wasn’t convincing considering body language, reaction, or emotional appeal.
My Suggestion
For debutant director Vignesh Raja, Por Thozhil seems like a safe bet. His clever blend of elements works for a mainstream audience, making the movie a passable watch for fans of the genre. Despite some missteps, the film is a testament to his potential as a promising filmmaker.
It’s not groundbreaking, but it still manages to be an entertaining watch. The actors, especially Sarath Kumar and Ashok Selvan, do a fine job. If you’re in the mood for a decent detective thriller, Por Thozhil might be just the ticket.
Are you curious on what are the latest OTT releases this week? From Mollywood’s biggest blockbuster 2018 (Sony Liv) to Jio Cinema exclusive Bloody daddy, the list is long.
Set against the backdrop of the Kerala floods of 2018, “2018 – Everyone is a Hero” is a heart-rending tale of resilience and unity that emerges in times of adversity.
It recounts the story of ordinary individuals rising to become everyday heroes, driven by the collective will to survive and rebuild. It’s the highest grosser in Malayalam film industry.
Why You Should Try
The gripping narrative, interspersed with authentic performances by Kunchacko Boban, Asif Ali, Tovino Thomas, brings forth a rare portrayal of human spirit and unity. The film’s exploration of ordinary individuals’ heroism in extraordinary circumstances serves as an inspiring watch.
Why You Should Skip
If clichéd melodramas are not to your liking, you might find certain aspects of the movie predictable & cringe. A slower pace in the first half, along with some unexplored political and social aspects, could hinder your viewing experience.
Custody is a thrilling action narrative set in the 90s. The story revolves around Shiva (Naga Chaitanya), an upright police constable caught in a web of duty and dilemmas. His mission to escort a dangerous criminal, Raju (Arvind Swami), to court while dodging the corrupt police officer IG Nataraj (Sharat Kumar) and the entire state police force forms the core of the plot. Adding a twist to his life is his love interest, Revathi (Krithi Shetty), whom he plans to elope with.
Why You Should Try
Director Venkat Prabhu skillfully blends humor, thrills, and unexpected plot twists to craft an engaging cinematic ride. Strong performances by the lead cast, particularly Arvind Swami, bring depth to their characters, and the film’s ability to portray unexpected elements of humor even in tense moments makes it worth watching. The surprise star-studded cameos further add to the excitement.
Why You Should Skip
Despite its intriguing plot, the film struggles with pacing issues and a certain predictability. The attempts at exploring emotional backstories feel clichéd, and some performances, while good, lack depth. If you’re expecting a nail-biting thriller, you might be disappointed with the film’s slower pace and underwhelming action sequences.
Set against the backdrop of a typical Indian middle-class life, Kudimahaan is an intriguing and hilarious tale of a teetotaller turning into an alcoholic due to a rare medical condition. The movie focuses on the ensuing chaos and hilarity, as well as the man’s attempts to deal with this unpredictable twist in his life.
Why You Should Try
The movie offers an engaging blend of humor and genuine human emotions, brought to life by standout performances from Vijay Sivan, Chandini Tamilarasan, and Suresh Chakravarthy. It’s a light-hearted portrayal of ordinary people dealing with extraordinary circumstances. The narrative’s absurd humor and strong emotional undercurrent make it an entertaining watch. Director Prakash N manages to keep the audience engaged throughout with clever storytelling techniques and witty dialogues.
Why You Should Skip
If you are not a fan of situational comedies or prefer intense, action-packed dramas, Kudimahaan might not be your cup of tea. The film’s focus on humor, sometimes at the cost of a coherent plot, might come across as uneven for some viewers. Also, the sudden influx of new characters in the second half, and the seeming disconnect from the first half, may cause a disruption in the narrative flow.
Adai Mazhai Kaalam (Netflix)
Release Date: Jan 26, 2023 Directed by: Karthik Shamalan Language: Tamil, Malaysia Cast: Evarani, Jaykishen, Thia Lakshana
Adai Mazhai Kalam Trailer
Plot Synopsis
“Adai Mazhai Kaalam” traces the journey of Suriyan, a young man navigating the tumultuous terrain of love and relationships. The story unfolds as he embarks on a quest for unrequited love, with Chandra illuminating his path with her wisdom.
Why You Should Try
This emotional saga comes to life with noteworthy performances from Loga Varman and Thia Lakshana. The movie blends comical and emotional sequences adeptly, presenting an engaging narrative. It explores the complexities of love, self-discovery, and relationships, offering a thought-provoking perspective.
Why You Should Skip
The film might feel overwhelming if you’re not in the mood for an emotional rollercoaster. The intricate exploration of themes might require your full attention, and if you’re looking for light-hearted entertainment, this might not be your go-to choice.
UP 65 (Jio Cinema)
Release Date: Jun 8, 2023 Directed by: Gaganjeet Singh Language: Hindi Cast: Shine Pandey, Pritam Jaiswal, Rishabh Jaiswal
UP 65 Trailer
Plot Synopsis
“UP 65” is a series based on Nikhil Sachan’s hit novel, presenting a vibrant and heartwarming picture of college life at IIT Varanasi. The series follows a group of friends and their exploits during their college years, filled with friendship, romance, and the ups and downs of student life.
Why You Should Try
The series promises to take you back to the golden days of college, as the protagonists navigate through the excitement and challenges of student life. It’s a relatable and entertaining narrative, aimed at sparking nostalgia and making viewers relive their own experiences. With its setting in the lively city of Banaras, viewers will have the chance to experience a unique cultural backdrop and the local charm of the city.
Why You Should Skip
Those who do not resonate with college-themed dramas or who are looking for a more mature or serious narrative may not find this series appealing. The series seems to focus more on showcasing the lighter and fun aspects of college life, and may not delve deeper into the more emotional aspects of the transition to adulthood.
Bloody Daddy (Jio Cinema)
Release Date: Jun 8, 2023 Directed by: Ali Abbas Zafar Language: Hindi Cast: Shahid Kapoor, Amy Aela, Ankur Bhatia
Bloody Daddy Trailer
Plot Synopsis
“Bloody Daddy,” directed by Ali Abbas Zafar and starring Shahid Kapoor, follows the thrilling story of an NCB officer on a mission to save his son from a drug lord. This intense drama unfolds with unexpected turns as the officer finds himself in the midst of a web of complications.
Why You Should Try
“Bloody Daddy” promises high-stakes action and an engaging narrative as the protagonist battles against all odds to protect his son. Shahid Kapoor’s performance is highly anticipated, with a portrayal that seems to showcase his versatility as an actor. Fans of intense action thrillers, especially those with a heart-wrenching personal narrative, may find this movie particularly exciting.
Why You Should Skip
If you’re not a fan of violent action sequences or intense crime dramas, “Bloody Daddy” might not be your cup of tea. The film seems to center heavily around a cat-and-mouse chase, which could be seen as repetitive or less appealing to those seeking a more varied or intricate plot.
It’s a remake of the French film “Sleepless Nights”, which was previously made into the Tamil film Thoongaa Vanam, starring Kamal Haasan. Original is always original, try that instead.
#Mentoo (Aha)
Release Date: May 26, 2023 Directed by: Srikanth G Reddy Language: Telugu Cast: Riya Suman, Brahmaji, Naresh Agastya
#Mentoo Aha Trailer
Plot Synopsis
“Men Too”, with stars like Naresh Agastya, Kaushik Ghantasala, and Brahmaji, spins a compelling narrative about the rarely-addressed struggles men face. Aditya (Naresh Agastya), Sanju (Kaushik Ghantasala), and Munna (Mourya Siddavaram) are friends seen frequenting the ‘Stags Only’ pub. Their routine takes a turn when they encounter Rahul (Harsha Chemudu), an IT professional ousted over accusations of sexual misconduct. Rahul’s subsequent decisions shock everyone. Did Rahul really commit what he’s accused of? What unfolds next? The movie unravels these questions.
Why You Might Want to Watch
Naresh Agastya, once again, proves his versatility with his commendable portrayal of Aditya. Mourya’s portrayal of Munna, a mechanic with strong opinions about women, adds a humorous flavour. Harsha Chemudu leaves a mark with a significant role, despite limited screen time. The film’s humor, compelling dialogues, and notable visuals and music, particularly in the first half, make for an engaging watch.
Why You Might Want to Skip
If one expects an exploration of serious issues with light-hearted humor, the movie might disappoint. The director, Srikanth G Reddy, falls short of effectively showcasing men’s struggles through the lens of humour. The characters’ backstories are not particularly engaging and the motives for some actions, like the reason for Aditya and Tara’s break, appear trivial. The movie’s key theme isn’t adequately addressed in the second half and the music falls flat. Female characters seem underutilized, and some characters, like those of Brahmaji and Sudarshan, could have been fleshed out better.
Kudimahaan, now streaming on Amazon Prime, is a unique comedy-drama directed by Prakash N, who won the runner- up title for his short film Kutti Dhadha at the Naalaiya Iyakkunar Season -6 reality show. Prakash adapted his Kutty Dhadha into a fulllength feature film, and that is Kudimahaan (2023).
Based on real incidents: Kudimahaan title
Who is Kudimahaan & What’s his Story?
Kudimahaan is the story of a teetotaller middle-class family man. Whose life gets turned on its head due to an unexpected twist of fate. Mathi, our hero, works with an ATM replenishment agency. With a salary of 15,000 INR, he is leading a family of 4. He leads a simple and responsible life, fulfilling the needs of his family, including his father, who has a history of alcoholism.
But what if I told you that his life goes on a roller coaster ride, not because of any external pressure, but due to an odd medical condition?
This condition is so peculiar that it creates a role reversal, with Mathi, who has never tasted alcohol in his life, turning into a drunk, while his alcoholic father turns sober (because of a love affair 😉). Can you imagine the chaos that ensues in his life due to this?
How will Mathi manage his job while dealing with this strange disorder? How will his family react to this sudden and bizarre change in his behaviour? And importantly, how does this affect his struggle to fulfill his responsibilities towards his family? These questions form the crux of the storyline of Kudimahaan.
What happens next in Mathi’s life is something that will leave you entertained, perplexed, and curious, all at the same time. It’s this compelling thread of curiosity that weaves the story of Kudimahaan.
Why you Should Watch This Movie?
What makes Kudimahaan special is not only the story but also the freshness in casting. This movie is filled with some new faces. Their performances will definitely make you laugh. But remember that this movie is not a laughing riot; rather, it’s mostly filled with dark humour. This is my simple reason why you should give it a try.
Chandini Tamilarasan, Suresh Chakravarthy and Vijay Sivan in Kudimahaan
Vijay Sivan, who plays the lead role, does a great job showing us the life of an ordinary guy facing some crazy problems. He switches from a guy who never drinks to someone who can’t help it, and he does it really well. He keeps his acting simple and real, just like Biju Menon, using his eyes more than anything else to show us what he’s feeling.
Chandini Tamilarasan, as the dutiful wife Pavithra, stands out even in the limited scenes she’s in. She keeps her acting honest and matches up well with Vijay.
Suresh Chakravarthy gets to have all the fun playing Mathi’s dad. He’s a guy who doesn’t care what anyone thinks and just lives life his way. He keeps us laughing throughout the movie.
Namo Narayanan comes in later in the movie and adds more comedy. He’s good at making funny situations even funnier.
Last But Not Least
The director, Prakash N, has done a commendable job of keeping us invested in the movie. He told an unusual story from a new angle, using dark humour to address the serious parts. He is truly talented in getting genuine performances from his actors.
The movie is technically sound as well. Meyyandiran’s cinematography captured the subtle emotions and the everyday yet special moments of life. Shibu Neel’s editing kept the film’s pace engaging and prevented it from becoming monotonous. Tanuj Menon’s music could have been a little more impactful, but it does not detract much from the overall film.
All in all, the cast and crew of Kudimahaan have come together to create a memorable cinematic experience.
They turned an ordinary story into an extraordinary one with their combined skills and dedicated performances.
It’s actually a perfect example of collaboration, and I recommend this movie to all film aspirants.
Master of Realism: Immersing Viewers in Jithin’s Worlds
The world of cinema is often filled with spectacle and extravagance. Yet, Jithin Issac Thomas shines as a filmmaker committed to realism. He crafts narratives with a raw authenticity that sets him apart. His movies break away from common film industry cliches, and instead, paint real-world stories and characters.
Jithin Issac Thomas & Rekha Movie Poster
Look at his latest film “Rekha,“(Read Rekha review here) a movie set in the small town of Kasaragod. It’s a perfect example of how much he cares about staying true to life. Every little detail in the film, like the way people talk and the unique habits of the characters, shows just how much attention he pays to getting it right. He’s not just focused on making things look real, but also on telling stories that feel genuine.
What’s really special about Jithin Issac’s movies is how he pulls you right into the world he creates. You’re not just a passive viewer when you watch “Rekha.” Instead, you become a part of it all.
You feel like you’re actually walking the lonely streets of Kasaragod, experiencing the village’s simple charm, eavesdropping on friendly conversations, and getting a glimpse into Rekha’s life. It’s an extraordinary cinematic experience that anyone can enjoy, no matter who they are.
Jithin’s films go beyond simple storytelling; they establish a genuine connection of empathy between the viewer and the story. Try watching Rekha or Attention Please.
Jithin Issac Thomas: Breaking Stereotypes and Shaking Up Norms
Jithin Issac Thomas is not afraid to challenge societal norms and break stereotypes through his bold storytelling. His films tackle unconventional subjects and explore themes that many filmmakers shy away from. By doing so, he pushes the boundaries of cinema and opens up discussions on important social issues.
In Rekha, he used a subtle method to do this. But In “Attention Please,” he is louder about this.
Jithin is dissecting the sensitive topic of caste discrimination. The protagonist, Hari, played by Vishnu Govindan, is an aspiring screenwriter who faces ridicule and dismissal due to his caste and complexion. Jithin fearlessly exposes the deep-rooted prejudices that exist in our society, forcing the audience to confront uncomfortable truths.
It’s Jithin Issac Film, Expect Turns!
This commitment to breaking stereotypes extends beyond social themes. Jithin’s films take unexpected turns and subvert conventional storytelling norms. He keeps the audience on their toes, constantly questioning what will happen next.
In “Rekha,” what initially appears to be a simple love story takes a sharp turn towards an intense revenge thriller. This unpredictability challenges the audience’s expectations and leaves them in a state of surprise and contemplation.
In Rekha , he is trying to challenge that “I am Man!!” pride set by the conservative society with “I am a woman” pride.
By breaking stereotypes and shaking up norms, Jithin Issac Thomas encourages viewers to reflect on their own biases and preconceived notions. His films have the power to ignite conversations and spark change in society. They serve as a reminder that cinema has the potential to be a platform for social commentary and introspection.
Jithin Issac films serve as a catalyst for change and inspire audiences to think critically about the world around them.
A Voice for the Voiceless: Speaking Up Through Cinema
Jithin Issac Thomas has carved a niche for himself as a filmmaker who amplifies the voices of the marginalized and overlooked. Through his cinematic endeavors, he serves as a catalyst for change and raises awareness about pressing social issues.
Jithin’s commitment to giving a voice to the voiceless is evident in his films, which tackle a wide range of subjects with sensitivity and empathy.
Addressing Social Injustices
Jithin Issac Thomas’ films don’t just entertain; they speak. They talk about the folks we tend to forget or ignore. It’s like he hands them a microphone and says, “Here, tell your story.”
In his film “Attention Please,” he fearlessly shines a spotlight on caste discrimination. The character of Hari, an aspiring screenwriter from a Dalit background, faces ridicule and discrimination from his flatmates. Jithin’s portrayal of Hari’s struggles not only exposes the deep-rooted prejudices prevalent in society but also challenges the audience to reflect on their own biases.
Attention Please: Trailer
Another film that showcases Jithin’s dedication to addressing social issues is the anthology “Freedom Fight,” in which he directs the segment titled ‘Pra. Thoo. Mu.’
This narrative explores the themes of rebellion and resistance, encouraging viewers to question oppressive systems and stand up for justice.
Jithin’s storytelling compels the audience to confront uncomfortable realities and motivates them to take action against societal inequalities.
Amplifying Women’s Voices
In the film “Rekha,” the titular character takes center stage as a tomboyish woman who confronts an act of injustice and embarks on a path of revenge. Through Rekha’s journey, Jithin challenges gender stereotypes and highlights the strength and resilience of women in the face of adversity.
Through Rekha, Jithin gives a voice to these women. He tells us that ego, revenge, pride, all these are not just a “Man thing”. It’s challenging “I am Man!!” pride with “I am a woman” pride.
Rekha Movie Trailer
In interviews, he emphasizes the need for more representation and equal opportunities for women in the film industry. By shedding light on their stories and perspectives, he aims to create a more inclusive and equitable cinematic landscape.
Jithin doesn’t just make films. He makes statements. And those statements speak for the people who need to be heard.
The Art of Uncomfortable Conversations
In his own words, he creates “not to please or appease an audience, but to make them think, to make them uncomfortable.” This audacious approach sets him apart from many filmmakers of his generation and makes his films unique and thought-provoking.
I believe, Jithin’s ultimate goal as a filmmaker is to inspire social change and create a more inclusive and empathetic society. Through his films, he seeks to spark conversations, challenge societal norms, and encourage viewers to reevaluate their perspectives.
In an industry often driven by commercial considerations, Jithin remains unwavering in his commitment to meaningful storytelling.
Let’s say you’re about to start an email marketing campaign. Always remember, it’s your product that should do the talking. What really matters in marketing emails is your product and the image you build around it.
Here’s another key point – email marketing is the cheapest form of advertising, and advertising is all about making sales.
It is essential to acknowledge that advertising’s core purpose is to drive sales. Think of it as amplified salesmanship, where you converse with thousands instead of one. Some people spend up to $10 for each word in an ad. So, each ad should be like a super salesperson. Hence, every ad should be a super-salesman.
If a salesman’s mistake can cost a little, an advertiser’s or email marketers mistake can cost a thousand times more. So, be careful and precise. Bad salesmanship may hurt a small part of your business, but bad advertising affects all of your business.
Different Marketing Channels
Beyond Literary Skills: The Subtle Art of Selling
People often mistake email marketing or copywriting for fancy writing. But fancy writing isn’t really helpful here. Like a good salesperson, an ad needs to explain things briefly, clearly, and convincingly.
Here’s a simple way to decide on your advertising.
Ask yourself – “Will this help sell my product?”“Will this help me if I were talking to a buyer?” Honest answers to these questions can help you avoid many mistakes. But if you’re just trying to show off or do things to impress yourself, you’re probably not going to get people to spend money.
Fancy slogans or clever phrases might not work either. If you can’t imagine these impressing a customer in person, don’t rely on them to sell in printor emails.
Imagine this – “Buy my product. Give me your business. Give me your money.” Do you think that will work?
The best ads or cold emails don’t ask people to buy anything. They don’t even mention the price. They don’t say where you can buy the product. Good emails focus on how the product can help the customer. They provide useful information and highlight the benefits.
Does this all sound too cliched gyan? Let’s dig deeper then.
Some Scenarios: Build Trust
Yes, you’ve heard it all before, these are some randome advices all marketing gurus preach. Okay, let me share some examples to give you a better insight.
Imagine a manufacturer of brooms in India who deploys a force of around 2,000 salespersons door-to-door. Success seems improbable, but their approach surprises. Instead of asking for a purchase, they offer a broom, saying, “We’ve brought this for you. Please choose one from these samples.” The excitement of receiving something sparks interest, and in the process, the householder spots several brooms they wish to have. This unexpected service compels them to place an order.
How Sellers Utilizes a Mobile Business Model
Let’s take another example from India, a company distributing chai and other supplies via carts across numerous cities. A representative drops off a small pack of chai, saying, “Give our chai a try. I’ll return in a few days to see how you liked it.” When he returns, he doesn’t ask for an order. Instead, he offers a useful kitchen tool, not for free, but as a bonus that can be paid for by purchasing more chai. Service always takes the front seat.
I heard a story that a European manufacturer of electric sewing machine motors struggled with advertising. Following expert advice, they ceased direct sales attempts and offered to send a motor to tailors in Savile Row (London) via any dealer for a week’s trial. Along with the motor, a guide would demonstrate its operation. Their ad simply said, “Let us assist you for a week, without any cost or obligation.” This irresistible offer led to sales in nearly nine out of ten trials. (Maybe this won’t work in India, considering Indian civic sense and ethics 😉 )
As someone who has worked in email marketing, I can tell you that the real test of a marketer lies in selling products through cold emails. It’s a skill one must master for success because for any startup, cold emails remain the most affordable and accessible method of marketing.
However, before diving into “the techniques of email marketing”How to Draft Cold Emails”, it’s crucial to understand the psychology behind marketing. The successful marketer needs a firm grasp of human psychology. The more insights you have into this, the better your results.
Marketing and Psychology: A Powerful Combo
You need to understand that different triggers create different responses, and this knowledge is essential for effective email marketing and overall marketing success.
Like in Physics, certain effects lead to certain reactions, and use those reactions to increase results and avoid mistakes.
Just like human nature remains consistent, the basics of psychology never change. They are as valid today as they were during the times of Caesar.
For example, we’ve learned that curiosity is a powerful motivator. We make use of it whenever possible.
Consider the scenario of popcorn in a cinema, a staple in India and around the world. Initially, popcorn was just another snack.
But what made it so popular?
The curiosity sparked by seeing kernels transform into fluffy, crunchy snacks right in front of your eyes, hearing the loud “pop” sound, and the captivating aroma filling the air. “Kernels bursting into larger than life sizes,” “Sounds like tiny fireworks,” “Each kernel undergoing a mini explosion.” This sense of wonder played a significant role in making popcorn the go-to movie snack. Now it became a habit and standard at movie halls.
Stay Curious and Build Loyal Customer Base
So your headlines, should bring some curiosity. But in my experience, most services highlights the affordabaility in the headline.
Understand that low price isn’t always the best way to appeal to customers. Americans, for instance, are big spenders. They like good deals, but they don’t necessarily go for the cheapest. They take pride in affording the best. On the other hand, in India, terms like “Free,” “Cheapest,” and “Most Affordable” work better. Here, the decision-making process often begins with the price. So, tailor your approach to suit your target demographic.
The Effectiveness of “Pay After a Week” Strategy
Now, consider this. Many businesses have advertised, “Try it for a week. If you don’t like it, we’ll return your money.” Then came an innovative idea – sending products without asking for any money upfront, and saying, “Pay in a week if you like it.” This proved to be far more appealing. (Demography matters here)
As one marketing expert explained it,
“Two men came to me, each offering a horse. They both made the same claims. They were good, gentle horses, safe even for a child to drive. One man said, ‘Try the horse for a week. If my claims are not true, you can have your money back.’ The other man said, ‘Try the horse for a week,’ but he added, ‘Come and pay me then.’ Naturally, I chose the second man’s horse.“
The power of perception plays a significant role in decision-making. Imagine you have five products that are identical in every way. Now, if you ask five people to choose one, they might each pick a different one. But, here’s a twist: if you highlight certain features or qualities in one product, everyone’s attention is drawn to it.
And what happens then? All five people are likely to choose that one product. It’s all about how you present it. This is a key strategy to remember when drafting marketing emails. You have to highlight the right features to make your product stand out. There is a great deal in mental impression.
Specificity: A Key to Impressiveness
Let’s move on to the next crucial aspect – being precise and explicit.
There’s a stark contrast in the impact of two statements taking up the same space, where one is clear-cut and the other is vague. If there’s a point to be made, ensure it lands with maximum impact.
A retailer might mention, “We’ve cut down our prices,”yet it might not stir much interest. However, when they say, “We’ve slashed our prices by 25%,” the announcement hits home.
Consider a marketer selling affordable women’s wear through mail order. For years, his tagline was,“Lowest prices in India.” Competitors soon followed suit. Then he started promising to beat any other seller’s price. His competition copied this strategy too. Over time, these claims became generic, losing their allure. But with some wise guidance, he switched his approach, stating, “We only make a net profit of 3%.” This concrete statement made an impact. Given their scale of operations, it was clear their prices were rock bottom. No one could expect a business to run on less than a 3% profit. The following year, their sales surged dramatically.
The most talked-about gadget of the year
Consider the marketing of smartphones. “Fast performance,” “Long battery life” “50 MP Camera” Each brand had the same chance to win over customers. Then a new brand came along. They were up against brands that everyone already liked. They did something different though. They said, “Look at our Glyph interface, It’s unlike anything we’ve seen before (a supporting image)” “We believe in windows, look at our transparent design” “Faster than ever before. Our phone is the first in India to feature the SD 778G+ processor and cleaner Android software.” This straight-to-the-point strategy got them a lot of success quickly in this tough market.
Xiaomi’s 12 Lite is a better phone than the newly launched brand in terms of features and price. However, the new brand has been able to gain a foothold in the Indian market due to its strong marketing campaigns.
The Challenge of Changing Habits
I read somewhere we humans are slaves of our habits.
Shifting people’s habits is a tough task, and it can cost a lot. Before you jump into such an endeavour, give it a serious thought.
Consider this: to promote shaving soap among the traditionally bearded farmers of Punjab, you’d first have to change their long-standing tradition of sporting beards. The costs associated with such an effort could be sky-high. Yet, there are countless marketers who try to pull off similarly ambitious tasks. They plunge in without adequate research, tracking results haphazardly without truly understanding them.
However, let’s not conclude that altering habits and penetrating markets is an impossible task.
How Nestle got Japan to drink Coffee
I recall an intriguing tale from the book ‘Culture Code’ by Clotaire Rapaille, it talks about how Nestlé successfully made a nation of tea drinkers fall in love with coffee.
In the 1970s, they were struggling to sell instant coffee in Japan, a country with a deep-rooted tea-drinking culture.
So, what do you do when your target market doesn’t have a cultural imprint of your product? You create one.
To crack this nut, Nestlé hired a French marketing consultant named Clotaire Rapaille.
Rapaille conducted in-depth three-hour sessions with ordinary Japanese folks to try and understand their cultural relationship with coffee.
Nestlé decided to change their approach. Instead of persuading Japan to embrace coffee, they began to produce coffee-flavored (caffeine-free) desserts for children.
Kids universally adore candies and desserts, and Japanese children were no exception – there was no cultural barrier in this regard. Fast-forward fifty years, and Japan now spends $22 billion on instant coffee, more than any other country.
Let’s Wrap It: Email marketing & Psychology
From the outside, advertising might seem straightforward. Many individuals assert their expertise in it, leading to a lot of advertising work being awarded based on personal preference.
But the real experts understand that the complexities involved in advertising are as substantial as those in constructing a skyscraper. A lot of these challenges lie in laying a robust foundation.
The psychology behind marketing is full of insights, and its a foundation. Some marketers have a natural understanding of these principles. Others learn them through experience. However, the most efficient way to learn is from others. When you observe a successful strategy, make a note of it, and when the right opportunity comes, put it into action.
I have two ways to deal with it. One is to travel! Just pack your bag and go! Travel alone, experience a different culture or meet new people, and listen to some Rahat Fateh Ali Khan songs while sitting beside the window seat of a train or bus. This way, I keep my brain busy and replace the pain with new memories. It helps me relax.
The second option is to watch a movie like “Sila Nerangalil Sila Manidhargal” and cry out loud in the washroom. When I cry, I shed tears and pain, which makes me relax.
Don’t think it’s a tragedy movie—it’s not. I rarely watch tragic movies.
Yeah, I know it’s weird because it’s a thriller, right?
But Bud White (Russel Crowe) & Lynn (Kim Basinger) 🙁
Lynn Bracken: Where did this come from?
Bud White: When I was twelve, my old man went after my mother with a bottle. I got in the way.
Lynn Bracken: So you saved her.
Bud White: Not for long.
Lynn Bracken: Some men get the world. Others get ex-hookers and a trip to Arizona.
Why All This Non-Sense?
I’m saying all this because I don’t want to dissect the movie and write a report. I just want to share the feelings I experienced after watching the movie.
I found “Pachuvum Athbutha Vilakkum” clichéd script, fitting into an overused template frame (or some characters picked from different movies and filled the screen).
“Sila Nerangalil Sila Manidhargal” follows the same template: a few people whose lives become interconnected at a certain point. All of their character arcs reach a low point and then start moving upward, and in the end, everyone is happy. I’m tired of this template, but “Sila Nerangalil Sila Manidhargal” directed by Vishal Venkat made me cry and made a difference.
The story template may be clichéd, but the brilliant casting and heartfelt narration set it apart. Ashok Selvan, Manikandan K, Nassar, K S Ravikumar, Anupama Kumar, Bhanupriya, Rishikanth, Reyya, Riythvika Panneerselvam, Praveen Raja… the list is long. I don’t know the names of the other artists, except for one or two lead characters (I know their names, but I don’t want to mention them).Everyone performed brilliantly, and it felt like I was watching real life unfold.
Why Not Pachuvum Athbutha Vilakkum but Why “Sila Nerangalil Sila Manidhargal”
In “Pachuvum Athbutha Vilakkum,” except for Anjana Jayaprakash and Vineeth, I felt like all the other characters were picked from some other films. Whether it was Mukesh, Shanthi Krishna, or the unknown artists, Fahad Fazil tried the same character aura in “Njan Prakashan” and “Oru Indian Pranayakatha” with similar reactions and body language. That’s where I felt a freshness in “Sila Nerangalil Sila Manidhargal.”
Secondly, the narration in “Pachuvum Athbutha Vilakkum” felt like the director filled the script with aesthetics and overused events: Ahaana, Shruthi, locations, a few dialogues, an obsessed boyfriend, Goan events around villains. Everything felt like sudden pop-ups on the screen that came and went. Some may click, while others may find it annoying. I belong to the latter group.
In “Sila Nerangalil Sila Manidhargal,” don’t expect such pop-up melodrama events (except one around Abi Hassan). It’s a simple story, a simple event that starts in the morning and ends the next day. The brilliant performances from each and everyone I mentioned before are what make it engaging and touching.
Am I saying Sila Nerangalil Sila Manidhargal a Must Watch? No!
Is it predictable? Yes. Is it clichéd? Yes. So why should I watch it? You will witness some brilliant performances that might surprise you. The story is predictable, but the narration will engage you and help you reflect on yourself.
Haven’t you ever had that hard-working colleague who complains about “Promotion” or “Increment”?
Haven’t you ever had that friend who shouts at their parents or doesn’t know how to express love? Or someone who thinks their parents spoiled their life or doesn’t feel proud of them?
Haven’t you ever had that one friend who is so innocent and believes the world is straightforward, everything is black and white?
Haven’t you ever had that annoying uncle who always troubles you with family problems or unwanted tasks?
Have you ever felt the pain of a situation where you are not guilty of a crime, but no one believes you?
If you answered “Yes” to any of these, this movie will help you introspect.
Manikandan in Sila Nerangalil Sila Manidhargal
One last line: Manikandan is the most underrated actor in Kollywood right now.
This is not a review; it’s my personal feeling.
Now, you may not like “Sila Nerangalil Sila Manidhargal” because I’ve set high expectations already. Trust me, it’s an ordinary movie with extraordinary performances, nothing more, nothing less.
