{"id":20226,"date":"2020-09-15T19:28:44","date_gmt":"2020-09-15T23:28:44","guid":{"rendered":"https:\/\/www.litmus.com\/?p=20226"},"modified":"2025-12-12T10:00:10","modified_gmt":"2025-12-12T15:00:10","slug":"litmus-live-week-2020-day-2-highlights","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/litmus-live-week-2020-day-2-highlights","title":{"rendered":"Litmus Live Week 2020: Day 2 Highlights"},"content":{"rendered":"\n\n\t<div id=\"simple-text-block-block_5f5fe736755df\" class=\"block-simple-text-block alignfull \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<p>Litmus Live Week Day 2 was another one for the books. So much so that Magan Le, Jaina Mistry, and I put together some takeaways from 3 of our live sessions. Plus, scroll on down to see what other email geeks are saying (shoutout to Whitney Rudeseal Peet!). We still have 3 days of email tips, how-tos, and Slack networking, so <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/litmus-live-week.heysummit.com\/checkout\/complete-order\/\">sign up now<\/a> if you haven&#8217;t already.<\/p>\n<p>Without further ado&#8230; Day 2 highlights below:<\/p>\n<h3>Getting the Green Light: How To Build Messages People Say Yes To | Tamsen Webster<\/h3>\n<p>Tamsen Webster is such an engaging speaker! She used both historical and personal storytelling to help us understand why audiences might be resistant to or regretful about our ideas\u2014and how we as marketers should change our narrative.<\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">Just heard an amazing talk by <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/tamadear?ref_src=twsrc%5Etfw\">@tamadear<\/a> during <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/hashtag\/LitmusLiveWeek?src=hash&amp;ref_src=twsrc%5Etfw\">#LitmusLiveWeek<\/a> that made me re-think the way I approach some aspects of copywriting. Loving this virtual conference!<\/p>\n<p>&mdash; April Presnell (@APresnellAuthor) <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/APresnellAuthor\/status\/1305884768970571786?ref_src=twsrc%5Etfw\">September 15, 2020<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>Here are the key takeaways:<\/p>\n<h4>People want to be seen as smart, capable, and good<\/h4>\n<p>It doesn\u2019t matter if you\u2019re right or if your product\/service\/idea literally saves lives. If you make people feel like they aren\u2019t smart, capable, or good, it makes your right answer\u2014your truth\u2014feel wrong against their truth. People will outright refuse it.<\/p>\n<img decoding=\"async\" class=\"alignnone size-large wp-image-20350\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/Screen-Shot-2020-09-15-at-9.48.05-AM-1024x575.png\" alt=\"Tamsen Webster keynote slide that says when two truths fight, only one lives\" width=\"1024\" height=\"575\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/Screen-Shot-2020-09-15-at-9.48.05-AM-1024x575.png 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/Screen-Shot-2020-09-15-at-9.48.05-AM-300x168.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/Screen-Shot-2020-09-15-at-9.48.05-AM-768x431.png 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/Screen-Shot-2020-09-15-at-9.48.05-AM.png 1228w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\n<p>This is called the Semmelweis effect: when we reject new information because it conflicts with what we believe to be right and true. And yet, marketers are taught to emphasize the gaps between what people have and what they want. \u201cYou\u2019re doing it wrong, so buy our stuff.\u201d<\/p>\n<h4>Pain is the enemy of long-term change<\/h4>\n<p>There\u2019s a reason marketers rely so heavily on pain, often pointing out what\u2019s wrong and how their solution saves the day. Pain drives action because \u201closses loom larger than gains.\u201d<\/p>\n<img decoding=\"async\" class=\"alignnone size-large wp-image-20351\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/Screen-Shot-2020-09-15-at-9.44.07-AM-1024x575.png\" alt=\"daniel kahneman quote: losses loom larger than gains\" width=\"1024\" height=\"575\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/Screen-Shot-2020-09-15-at-9.44.07-AM-1024x575.png 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/Screen-Shot-2020-09-15-at-9.44.07-AM-300x168.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/Screen-Shot-2020-09-15-at-9.44.07-AM-768x431.png 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/Screen-Shot-2020-09-15-at-9.44.07-AM.png 1228w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\n<p>But this doesn\u2019t drive lasting change. People might take action <em>one<\/em> time to avoid loss, but they won\u2019t <em>continue<\/em> to do something that creates pain. These short-term results are the massive difference between action and change. And maybe you <em>are<\/em> looking for short-term results, and that can be okay. But if you want long-term results&#8230;<\/p>\n<h4>Tap into what people want and believe\u2014and validate that<\/h4>\n<p>You can\u2019t change people\u2019s minds. Instead, reinforce what they <em>already<\/em> want and believe. Maybe you can call it ego, but hey, it works.<\/p>\n<img decoding=\"async\" class=\"alignnone size-large wp-image-20352\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/Screen-Shot-2020-09-15-at-9.09.00-AM-1024x575.png\" alt=\"Tamsen Webster keynote slide says build their case\" width=\"1024\" height=\"575\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/Screen-Shot-2020-09-15-at-9.09.00-AM-1024x575.png 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/Screen-Shot-2020-09-15-at-9.09.00-AM-300x168.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/Screen-Shot-2020-09-15-at-9.09.00-AM-768x431.png 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/Screen-Shot-2020-09-15-at-9.09.00-AM.png 1227w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\n<p>Tamsen used the example of Ignaz Semmelweis vs. Florence Nightingale, and how they each tried to get doctors to wash their hands to prevent spreading disease. Semmelweis challenged the doctors\u2019 knowledge and cleanliness, so they never fully adopted hand washing. Nightingale, however, strengthened the doctors\u2019 beliefs in their own knowledge and cleanliness by positioning hand washing as part of the nurses\u2019 job. Nightingale had the nurses wash the doctors\u2019 hands, emphasizing that it\u2019s a nurse\u2019s job to <em>do<\/em> the cleaning and the doctor\u2019s job of <em>being<\/em> clean (which again, is something doctors already believed they were!).<\/p>\n<p>This goes back to the first takeaway: We all want to be <em>seen<\/em> as smart, capable, and good\u2014even if we may not actually be those things at any given moment.<\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">LOOOOVED the <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/hashtag\/LitmusLiveWeek?src=hash&amp;ref_src=twsrc%5Etfw\">#LitmusLiveWeek<\/a> session from <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/tamadear?ref_src=twsrc%5Etfw\">@tamadear<\/a> on how to craft messages to get the &quot;green light.&quot; It was enlightening, engaging, and funny! My key takeaway: People buy into things that validate what they *already* want and believe a.k.a. don&#39;t make people feel like crap. <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/t.co\/uletBR1LQI\">pic.twitter.com\/uletBR1LQI<\/a><\/p>\n<p>&mdash; Magan Le (@maganle) <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/maganle\/status\/1305885396472082435?ref_src=twsrc%5Etfw\">September 15, 2020<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<h3>Designing Emails for Equity and Inclusion | Leslie LeCroy and Kathryn Colohan @ Ansira<\/h3>\n<p><span style=\"font-weight: 400;\">Get tips on how to design, think, and art direct so that all intended (and unintended) audiences can read and connect to your message.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are the key takeaways:<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Design email for everyone<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">15% of the world\u2019s population is living with some sort of disability. While this number may not seem high on the outside, designing email with accessibility in mind not only benefits this 15% but benefits everyone. Your subscribers may use a screen reader to read your email out of preference in certain circumstances.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Designing with accessibility in mind makes your email more accessible for everyone.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><img decoding=\"async\" class=\"alignnone size-full wp-image-20309\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/Image-2020-09-15-at-8.06.12-AM.png\" alt=\"Design Email for Everyone\" width=\"1982\" height=\"830\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/Image-2020-09-15-at-8.06.12-AM.png 1982w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/Image-2020-09-15-at-8.06.12-AM-300x126.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/Image-2020-09-15-at-8.06.12-AM-1024x429.png 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/Image-2020-09-15-at-8.06.12-AM-768x322.png 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/Image-2020-09-15-at-8.06.12-AM-1536x643.png 1536w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/Image-2020-09-15-at-8.06.12-AM-1800x754.png 1800w\" sizes=\"(max-width: 1982px) 100vw, 1982px\" \/><\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Write copy everyone can understand\u00a0<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Reading and fully understanding email can be difficult when you suffer from a cognitive disability, a brain injury, or haven\u2019t attained a certain level of education. But these alone don\u2019t just make reading difficult\u2014long sentences and words can make your emails hard to read for everyone.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Make your emails more readable by using shorter sentences and words. Write as if you were talking. And while this approach may be tricky for some brands or industries it\u2019s something you can test and learn about. Try a different approach with your email copy and learn if it resonates better with your audience.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Challenge Unconscious Bias<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">As humans we\u2019re prone to unconscious biases when selecting photos or illustrations, creating personas, selecting a tone of voice for copy, or even trying to picture your audience.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">How can you challenge these biases? Ask questions! Challenge the stereotypical way of seeing things and avoid making assumptions.<\/span><\/p>\n<img decoding=\"async\" class=\"alignnone size-full wp-image-20311\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/Image-2020-09-15-at-8.47.38-AM.png\" alt=\"Challenge Unconscious Bias\" width=\"2032\" height=\"1282\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/Image-2020-09-15-at-8.47.38-AM.png 2032w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/Image-2020-09-15-at-8.47.38-AM-300x189.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/Image-2020-09-15-at-8.47.38-AM-1024x646.png 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/Image-2020-09-15-at-8.47.38-AM-768x485.png 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/Image-2020-09-15-at-8.47.38-AM-1536x969.png 1536w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/Image-2020-09-15-at-8.47.38-AM-1800x1136.png 1800w\" sizes=\"(max-width: 2032px) 100vw, 2032px\" \/>\n<h4><\/h4>\n<h3>Optimizing the Sales &amp; Marketing Partnership: A Fireside Chat With Outreach | Harmony Anderson @ Outreach<\/h3>\n<p>I tuned into the fireside chat between our very own Cynthia Price and Harmony Anderson from Outreach to hear about the inner workings of what makes the Outreach demand generation team sing. In addition to being a pipeline-driven organization, it boils down to awesome Sales &amp; Marketing alignment (I personally call that Smarketing).<\/p>\n<h4>So, just what does being a pipeline-driven demand gen team mean?<\/h4>\n<p>You can be lead-driven and get a bunch of clicks and form fills to hit those goals, but still not hit your revenue number. When you\u2019re pipeline-driven, you\u2019re about driving qualified people through your funnel that could turn into REAL REVENUE. If you\u2019re trying to get buy-in from your executive team to transition from a leads-oriented org to a pipeline-driven one, Harmony shared two great tips:<\/p>\n<ol>\n<li>Ask the question: Do you want me to drive leads\u2026 or do you want me to actually drive opportunities? Most leaders will want the latter.<\/li>\n<li>Arm yourself with the data from your business and show the math. Start with something small you can try and drive impact where the math supports it.<\/li>\n<\/ol>\n<h4>So now that you\u2019re pipeline-driven in your goals, just how DO you get Sales &amp; Marketing on the same page?<\/h4>\n<p><strong>Align on your Ideal Customer Profile, or ICP for short. <\/strong><\/p>\n<p>Agree on what makes a potential customer a good fit. Is it role, industry, behavior with your site, emails, etc.? Most businesses have a huge universe of opportunity. To get the most out of your efforts, sales and marketing should align on the ICP and coordinate efforts.<\/p>\n<p><strong>Embrace that customers want to be communicated with in different ways.<\/strong><\/p>\n<p>Make sure your strategy is multi-touch and multi-channel. Harmony suggested the following order to kick off your touchpoints once someone is qualified. She also mentioned 9 touchpoints being ideal within a 14-day timeframe.<\/p>\n<p>Highly-personalized text email \u2192 Call\u2192 Marketing email\u2192 LinkedIn connect\u2192 Call<\/p>\n<p><strong>NEVER point fingers at each other.<\/strong><\/p>\n<p>Want that smarketing bliss? This tip is key. Keep things humming along by:<\/p>\n<ul>\n<li>Align on goals where ALL can win and build program from that<\/li>\n<li>Meet with business partners (these could be your heads of sales and\/or sales development, for example)<\/li>\n<li>Assume positive intent<\/li>\n<li>Keep reviewing criteria together<\/li>\n<\/ul>\n<h3>What Email Geeks are saying around the globe&#8230;<\/h3>\n<img decoding=\"async\" class=\"alignnone size-full wp-image-20371\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/Screen-Shot-2020-09-15-at-6.19.59-PM.png\" alt=\"\" width=\"1218\" height=\"296\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/Screen-Shot-2020-09-15-at-6.19.59-PM.png 1218w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/Screen-Shot-2020-09-15-at-6.19.59-PM-300x73.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/Screen-Shot-2020-09-15-at-6.19.59-PM-1024x249.png 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/Screen-Shot-2020-09-15-at-6.19.59-PM-768x187.png 768w\" sizes=\"(max-width: 1218px) 100vw, 1218px\" \/> <img decoding=\"async\" class=\"alignnone size-full wp-image-20372\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/Screen-Shot-2020-09-15-at-6.19.38-PM.png\" alt=\"\" width=\"1210\" height=\"824\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/Screen-Shot-2020-09-15-at-6.19.38-PM.png 1210w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/Screen-Shot-2020-09-15-at-6.19.38-PM-300x204.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/Screen-Shot-2020-09-15-at-6.19.38-PM-1024x697.png 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/Screen-Shot-2020-09-15-at-6.19.38-PM-768x523.png 768w\" sizes=\"(max-width: 1210px) 100vw, 1210px\" \/> <img decoding=\"async\" class=\"alignnone size-full wp-image-20373\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/Screen-Shot-2020-09-15-at-6.17.51-PM.png\" alt=\"\" width=\"1196\" height=\"984\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/Screen-Shot-2020-09-15-at-6.17.51-PM.png 1196w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/Screen-Shot-2020-09-15-at-6.17.51-PM-300x247.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/Screen-Shot-2020-09-15-at-6.17.51-PM-1024x842.png 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/Screen-Shot-2020-09-15-at-6.17.51-PM-768x632.png 768w\" sizes=\"(max-width: 1196px) 100vw, 1196px\" \/> <img decoding=\"async\" class=\"alignnone size-full wp-image-20374\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/Screen-Shot-2020-09-15-at-6.17.02-PM.png\" alt=\"\" width=\"1202\" height=\"590\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/Screen-Shot-2020-09-15-at-6.17.02-PM.png 1202w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/Screen-Shot-2020-09-15-at-6.17.02-PM-300x147.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/Screen-Shot-2020-09-15-at-6.17.02-PM-1024x503.png 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/09\/Screen-Shot-2020-09-15-at-6.17.02-PM-768x377.png 768w\" sizes=\"(max-width: 1202px) 100vw, 1202px\" \/>\n<p>&nbsp;<\/p>\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":19958,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[],"blog_category":[56,53],"class_list":["post-20226","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","blog_category-conferences-events","blog_category-tips-resources"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Litmus Live Week 2020: Day 2 Highlights - Litmus<\/title>\n<meta name=\"description\" content=\"Relive the excitement of Litmus Live Week 2020! 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