How should I message cold traffic differently from hot traffic?

Cold traffic should never receive aggressive sales messages or discount offers. These are people meeting you for the first time, so your message should focus on introduction and building awareness—similar to introducing yourself at a bar and having a conversation. Hot traffic, on the other hand, has already shown strong interest (like adding items to their cart), so you can ‘go for the jugular’ with direct sales messages, time-limited offers, or purchase incentives. The relationship analogy helps: you wouldn’t propose marriage on a first meeting, but if someone’s already showing they want to commit, you can be much more direct.

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Asked by general audience · Answered by Patrick Shanahan · art-marketing-podcast · 2017-03-09