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🚀 This Week’s Growth Hack:

Why Most Marketing Fails

I used to think marketing success was all about logic. Rational pitches, clean metrics, and customer demographics. Then I came across the wisdom of Rory Sutherland—the mad scientist of consumer psychology—and he flipped my perspective entirely. His big question could very well change how we think about marketing campaigns and what they get wrong.

Why Logic Isn't Enough

Rory Sutherland, Vice Chairman of Ogilvy UK and author of Alchemy, is one of the most original minds in the game today. He’s a master at questioning the “normal” and offers what feels like a daily wake-up call: people are emotional creatures, not logical robots. That’s why “logical” campaigns often go splat.

What’s an example of a logical campaign? A weight loss pill running an ad to people who want to lose weight saying take this pill if you want to lose weight. Those typically flop!

Here’s the question Sutherland asks to reveal why campaigns miss the mark:

“But, why do they feel that way?”

The Mind-Bending Power of “Why”

Sutherland’s point is deceptively simple: asking “why” leads marketers deeper than numbers ever can. Data shows you what consumers do, but only emotions reveal why they do it. And he’s got a unique way of connecting with that deeper layer. Sutherland’s own classic studies background gives him an edge most marketers miss: an understanding of the irrational, quirky, and downright bizarre ways people assign value to things.

For instance, Sutherland’s concept of the “Doorman Fallacy” describes how we assign value to anything that feels exclusive or scarce. It’s the VIP line outside the club, the limited-edition sneaker drop, or the “only a few spots left” tagline that captures attention. That scarcity trigger taps into deep-seated human urges. And in that emotion-driven reaction, you’ve got marketing gold.

The #1 Marketing Tool: Emotion

He says it best: marketing’s primary job is to make people feel something. With that, he shifts the focus from stats to sensations, and he doesn’t mince words on it. Small, seemingly insignificant details can drive huge impact if they create what he calls “talkability”—the little things people can’t help but talk about. When a product makes people feel happy, or curious, or nostalgic, it lives in their minds rent-free.

Every FCMO client I work with gets run through the “why workshop” so we can pinpoint exactly why they do what they do and why people actually buy their product. 10/10 times I find that the clients’s marketing is in no way shape or form tapping into the #1 reason why people buy the product. I help them fix that, quickly! Because as Ray Sutherland preaches… “why” is everything!

Easy Ways To Apply Rory’s Strategy

1. Send a “why” survey: Email all of your clients or customers asking them to tell you the #1 reason they decided to purchase your product or survey… then punch all answers into ChatGPT and ask it for similarities and to come up with some taglines based on the answers!

2. Challenge assumptions: Before launching your next campaign, as my dad would say “take the extra split second” to: ask yourself “Is this campaign telling people what our product or service is, or does it tap into genuine emotional triggers?” If not, it might be time to go back to the drawing board!

3. Create talkability: Focus on small details that make your product or campaign memorable. Think of things people naturally want to discuss, whether it’s a quirky feature, unexpected design, or even a throwback vibe that’s instantly recognizable.

4. Tap into the Doorman Fallacy: Don’t have a why for your product? Use exclusivity and scarcity to your advantage. Humans instinctively want what seems “hard to get.” Whether it’s a limited-time offer or a VIP access level, make sure your brand is the one behind the red velvet rope.

If there’s one takeaway from Sutherland’s world, it’s this: the best campaigns don’t just rely on logic or data. They aim to connect with the why behind the numbers. Think feelings first, logic second, and watch your campaigns resonate on a level that data alone can’t achieve.

Go ahead, take a page from Rory Sutherland this week and see where “why” takes your campaigns. You can watch the source interview for this newsletter article and my viral twitter thread about Ray, here

💕 Want Even More? 💕

Here are 4 ways I can help you:​

1. Hire Me As Your Fractional CMO - I currently have 2 spots open for November so if you want me to growth hack your brand, see if you’re a fit here

2. Easily search & filter all 100+ Growth Marketing Hacks ever shared in this newsletter, get access to my 6-hour crash course on Growth Marketing, leverage my viral TikTok & Twitter hooks, and so much more, with a 5-Day Free Trial of Growth Hacks University here

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3. Get In Front Of My Audience - With more than 100,000+ newsletter subscribers, 75k+ Tik Tok followers, & 40k+ Twitter followers, my team & I work with dozens of partners in unique ways to help them grow! Interested in a partnership, tap here.
   

4. Want to find the best marketing agency for your brand and budget, in 60 seconds? Look no further than my new site agencyreviews.io 

That’s it for this week!

Talk soon,
Marketing Max
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