- Your ATTN Please
- Posts
- Your ATTN Please || Tuesday, 22 July
Your ATTN Please || Tuesday, 22 July
Inflation's still hanging around the party like that guest that just won’t get the hint (you know the guy.)
And consumers, well, they’re not necessarily spending less. But they are spending smarter. Economic uncertainty is here. And it’s altering consumers' perception of value. So how do you make sure your brand doesn’t end up on the proverbial budget cut chopping block? Two words for you: perceived value.
-Sophie Randell, Writer
Unlock the power of social ads to grow your business
This 90-minute workshop is for business owners who are ready to scale up... and want a clear, proven strategy for using social ads to do it!
In this session, you’ll learn:
✅ What to post, how often, and in which format (templates included!)
✅ How to set up your first (or next) campaign so it’s built to convert
✅ The one thing every successful campaign gets right
✅ How to track what’s working & tweak what’s not
PLUS The latest best practices for Meta ads in 2025.
Ask questions. Get answers. Leave ready to grow your sales and scale your business.
Wednesday, 30 July | 8:30–10:00am NZT | $59 NZD
WHAT’S HAPPENING IN MARKETING TODAY?
Sydney Sweeney uses her assets, Coldplay couple teaches us what not to do & New mushroom caskets allow for “green burials”
Sydney Sweeney is reportedly launching her own line of lingerie.
This is an excellent example of using your assets to your advantage. We all know Sweeney is a great actress, incredibly beautiful, etc etc. but she also has an incredibly famous bust. I don’t know how else to put it to you. Anyway. So making a line of lingerie when those assets share a similar level of fame as you is a genius move.
So genius, in fact, that Jeff Bezos and Lauren Sánchez have allegedly “invested” in the venture. In 2023, Sweeney collabed with Frankies Bikinis on a swimwear collection, which the brand called “the sexiest ever.” The girl knows what she’s doing. Put me on the waitlist, sis!
The Coldplay Couple is a lesson in bad crisis management.
Cheating on your wife is never good. Getting caught in 4K cheating on your wife with your coworker as the CEO of a huge data firm in the middle of a freaking Coldplay concert certainly takes the cake. And I do not in any way condone that sh*tty behaviour. May a love like that never find me. BUT hear me out. The situation presents an interesting case for any person, or brand, that finds itself caught in an… unfavourable position.
The second the couple made the futile decision to scramble and evade the cameras, it was game over. And it made the story absolutely irresistible to speculate on, hence the tidal wave of viral attention. However, the world would have remained ignorant had their reaction been different. Because they behaved like they had something to hide.
Would it have even made it to social media at all if they acted normal? In a world where you can’t control the camera, or what goes on in the wild west (social media), you can be ready to steer the conversation when need be. This is why crisis management, for humans and brands, is just as important as crisis prevention.
When I die, bury me inside a mushroom casket.
The biodegradable casket, made by Bob Hendrikx, CEO of Loop Biotech, is the first for “green burials” in the US. And it’s freaking awesome. This is my PSA here: when I die, y’all better organise one of these bad boys for me.
Made from mycelium, the root structure of mushrooms, these “Living Cocoons” can be grown in seven days and then biodegrade in 45. The body inside takes longer. In a typical casket, it can take decades for this process to happen. But since mushrooms aid in the breaking down of organic matter, that time shortens to just two years. From dust we come, to dust we return.
-Sophie Randell, Writer
DEEP DIVE
How to look worth it (a cheat sheet for creating perceived value in tough times)
According to Deloitte, people across all income brackets are putting “value” at the top of their shopping list.
And a survey from UserTesting showed that shoppers in the US, UK, and Australia are willing to pay 25% more for their favourite brands, even now. Why? Because when something feels worth it, people make room for it in their lives.
This is why perceived value is where the magic lies for marketers and small business owners. And it’s not about what you charge. It’s how you justify it. Emotionally, aesthetically, and strategically. You don’t have to lower your prices to win. You just have to make people believe you’re worth it.
You know what they say about first impressions? There's a reason for that. And in this case, first impressions = value judgements. If your digital or physical presence looks like it was thrown together in a panic at 2am, people will assume your product was, too.
Perceived value starts before someone even reads your product description.
It's in the vibe. The mood. The design choices. The way your Instagram grid is curated, or how your website loads. A sleek layout, great visuals, and clear language all add up to a feeling of "this brand has its act together". And if you’ve got your act together, the logic goes, your product must be worth trusting (and paying more for.)
The good news? You don’t need to drop thousands on a rebrand. Even small tweaks matter. Using better photos, consistent fonts, or a more confident tone of voice can dramatically shift how valuable you appear.
So, here's what else to keep in mind when it comes to perceived value:
People rarely buy based on specs alone.
They buy because they want to feel something. A sense of pride, comfort, identity, or control.
So instead of leading with “100% organic cotton,” tell them this is the tee that will survive the laundry, soften with every wash, and still look good when you wear it three days in a row. Because in this economy, we love a serial outfit repeater.
Make the transformation tangible. Show how their life is better, easier, cooler, calmer, or more interesting with you in it. Understanding that value is emotional, not just economical, is key.
Value isn’t a claim. It’s a story you need to support with receipts.
That might look like glowing customer testimonials, before-and-after shots, or even behind-the-scenes content showing the care that goes into what you do. Transparency builds trust, and trust builds value.
One of the easiest wins? Show your product in context. A short video of someone using your thing in the wild does more for perceived value than any adjective-laden paragraph ever will.
People are tired.
They’re doing the mental calculations for every purchase. So, make it easy for them. Is your product more expensive because it lasts longer? Uses better materials? Replaces three other things?
Say that then! Break it down. Draw comparisons. Help people see the cost per use, not just the price tag. Even better? Use humour. “Costs more than your last impulsive Uber Eats order, but way less regret.” That’s a value pitch and a wink.
You can create mini moments of luxury.
You don’t need to be Hermes to deliver a high-end experience. In fact, some of the most beloved small brands win on the strength of little things: a beautifully wrapped parcel, a handwritten thank-you note, a kind email from the founder. These touches stick. They say, we see you, and we care, and that makes people more forgiving of price.
Value isn’t just in the product. It’s in how you make someone feel all the way through, from click to unboxing. If every part of your brand says “we’ve thought this through,” you become worth more in their mind.
Don’t let your pricing strategy sound like a legal memo.
Instead of nervously apologising for rising prices or hiding them altogether, be real. Be human. Try, “We’ve made a few small changes to keep delivering the quality you love, without cutting corners. Thanks for sticking with us, we’ve got you.”
Empathy works better than excuses. Especially when things are tight for everyone.
And finally, own your lane.
One of the strongest signals of value is confidence. If you know exactly who you are, who you're for, and what makes you special, people will pay attention.
You don’t need to appeal to everyone. You need to resonate deeply with the right someone. Niche is powerful. Specificity breeds trust. And when your branding, pricing, and positioning are all in sync? That’s where the magic (and margins) live.
At the end of the day, value isn’t just about what’s in the box.
It’s about what your brand signals, what your product promises, and how every touchpoint feels. If you’re navigating economic uncertainty, don’t panic and discount. Step back and ask, how can I help my customers feel like they’re making the smartest, most satisfying choice, even if it costs a little more?
That’s the kind of brand people come back to. And in this economy? That’s freaking priceless.
-Sophie Randell, Writer
TREND PLUG
I might come, I might go, I don’t know
Today's trending sound comes from Drake’s "Girls Want Girls," specifically the line:
It’s a throwaway lyric that TikTok has turned into a painfully real internal monologue. The trend is all about delaying commitment just in case something better pops up. Not flaking; just… softly keeping your options open. The audio plays as creators lip sync indecisively into the camera, while the on-screen text confesses what they’re lowkey waiting on.
Some standout examples:
How you can jump on this trend:
It’s all about capturing that indecision. Just let the audio play while your onscreen text spills the details. The format is "When someone asks to [do something] but there's a chance [something better happening]".
A few ideas to get you started:
When the boss invites me to after-work drinks but I’m waiting to see if my fav coworker is going
When the team wants to brainstorm but I’m waiting to see if anyone else suggests pushing it to next week
When a client asks to book a call on Friday but there’s a chance I’ll mentally check out by Thursday afternoon
- abdel khalil, brand & marketing executive
FOR THE GROUP CHAT
😲WTF: RIP the sleeping prince
❤How wholesome: sweet frat boys
😊Soooo satisfying: car detailing perfection
🍝What you should make for dinner tonight: Lebanese chicken shawarma
TODAY ON THE YAP PODCAST
Want even more “YAP”ing? Check out the full podcast here.
ASK THE EDITOR
Do I have to speak on camera to make a viral video? What if I'm too shy? – Faith
Hey Faith,
Don't worry—speaking on camera isn't a requirement for virality. Think about it for a second. There are so many successful videos that don't feature anyone speaking at all (I mean, cat videos? haha). What is a non-negotiable is good storytelling. All viral videos will have a story structure of setup, conflict, resolution. And they will have some kind of emotional resonance that makes people connect with them.
So if you’re camera shy, that’s okay. Just don’t let it become the excuse that holds you back from creating content. Instead of thinking about whether you should talk on camera, you should think about what the human truth is you're trying to convey. Because there are many ways to tell a compelling story. Talking is just one of them.
- Charlotte Ellis, Editor ♡
Reply