Why Zebras get more attention than horses 🦓

Table of Contents

1. Contrast marketing

   1. Price contrast

   2. Stories

   3. Case study — Crocs

^{If this was forwarded to you, consider joining our community through this link.}

➡️ Why Zebras get more attention than horses 🦓

Have you ever noticed how a white shirt looks whiter next to a black one?

Or, how do discounts feel bigger when you cross out the original price?

That's contrast at work.

Contrast.

It makes good things look better.
It makes choices crystal clear.
It makes savings feel bigger.

Think of messages like...

• "Was $199, Now $99"

• "Before us: 2 hours. After us: 2 minutes"

Why do they work so well?

Because our brains are wired to notice differences, not absolutes. Not similarities.

That is why contrast is marketing ROCKET FUEL.

For example, in pricing, they create contrast with higher reference points.

Netflix could say…

"Skip one coffee shop visit per month for unlimited entertainment".

It contrasts their monthly fee against a familiar purchase to make it feel tiny.

You might see something like this for online courses…

• One hour with a consultant: $200

• Our entire course library: $197/year

Or, how Starbucks deliberately puts that $6 Frappuccino next to their $3 regular coffee. It makes the regular coffee feel like a "bargain". At the same time, it also makes the Frappuccino feel more "premium". It is a win for both sides.

Stories are basically contrasts with a timeline.

"I was $50k in debt... now I run a 7-figure business"

Or… "This skinny kid became The Rock"

I am sure you know of Crocs. Here’s how it was looking for them in 2016.

2016:

• Crocs was dying

• Stock price: $6

• Being called "worst shoe ever"

• Lost $180M in sales

• Everyone predicted bankruptcy

Here’s how they looked last year.

2023:

• Stock price: Hit $120+

• Revenue: $3.6B

• They can't make shoes fast enough

• Celebrities fighting to collaborate

You ask - HOW DID THEY DO IT?

By embracing contrast marketing in the most genius way...

1. Anti-fashion fashion:

• While Nike spent millions looking "cool"

• Crocs went FULL UGLY

• Their slogan: "Come As You Are"

• Result: Stood out like crazy

2. Pricing contrast:

• Designer collab Crocs: $1,000

• Regular Crocs: $50

• Gas station Crocs: $20

• Each price makes others look better
  

3. Influencer marketing

   • They got Post Malone, Bad Bunny, and Justin Bieber to do collabs.

     • Luxury brands said "eww"

     • Gen Z said "take my money!"

   • Bad Bunny Crocs: Sold out in 16 minutes

   • Post Malone Crocs: Sold out in 10 minute

   • Justin Bieber Crocs: Crashed their website

P.S. Speaking of contrast... While other newsletters give you theory, I share real case studies with real numbers. Would you join my paid newsletter for 4 new case studies per month? If so, how much would you be willing to pay for it?

Your move: Look at your marketing right now. Where can you add stark contrast?

Examples:

• Prices (High vs Low)

• Story (Before vs After)

• Design (Simple vs Busy)