Nate Tilley argues people buy on emotion, not logic. They forget your claims but remember how you made them feel. Ads that entertain and excite deliver better 90-day returns, even if day-one numbers look weak.
If you want people to listen to you, use logic. If you want people to buy from you, use emotions. And most people are going to forget about what you said in your ads or your funnel, but they won't forget how you made them feel. So when you're looking at your marketing campaigns and your funnels and the ads and all the content that you're putting out, I encourage you to zoom out and just have a look at what emotion is this eliciting in my marketplace. What will people say about this experience from going through this and being exposed to my content? If it's not entertaining, exciting and providing a disproportionate amount of value for that person's attention, then they're gonna walk away in a low emotional state. You want people pumped up after coming into contact with the messaging that you're putting out there in your marketplace. You might not see it on day one roas, but you will definitely see it on day 90 roas.
