Always show your working | Nudge Newsletter π§
State the work you've done.I promoted Nudge in two Reddit ads. One version highlighted what you'd learn by listening:
The other version showed the effort I put into the show:
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Stating the work I'd put into the show worked. The labour illusion ad saw a 45% higher click-through rate compared to the control version. Why? Because we value things more when we see the effort that's gone in. β Have you tried this? Hit reply and let me know. Cheers, Phill |
Nudge Newsletter
I spend 18 hours each week turning marketing psychology into readable newsletters.
The Anchoring Effect Read online Let's start with an experiment. Consider the following two calculations and attempt to guess the answer. Don't use a calculator, take 10 seconds, and make your guess. 1 x 2 x 3 x 4 x 5 x 6 x 7 x 8 = ? 8 x 7 x 6 x 5 x 4 x 3 x 2 x 1 = ? What did you guess? Were your guesses different? The average guess for the first sum is 512, for the second it's 2,250 (4x higher). Many of you will have figured out that the actual answer is exactly the same. It's 40,320 for...
The Psychology Of Smell Read online I've got a shameful secret. My mouth salivates when I walk past Subway. I know the food is dire, the lettuce is plastic, and the bread is like a sponge. Yet I can't help but feel an urge to go in. After reading ConsumerologyΒΉ, I think I've learnt why. The Psychology of Smell You'll smell a Subway before you see it. The yeasty, sweet, toasty smell is pumped out onto the street. And I think it's on purpose. Just looking at this image reminds me of the smell....
Losses Feel Worse Than Gains Read online Kahneman proved that "ππ°π΄π΄π¦π΄ π§π¦π¦π π΅πΈπͺπ€π¦ π’π΄ π±π’πͺπ―π§πΆπ π’π΄ π¦π²πΆπͺπ·π’ππ¦π―π΅ π¨π’πͺπ―π΄". So, Nationwide don't say:β "We've kept our Holloway store open. So you can keep banking in-person."They say:β "Santander is leaving Holloway. Maybe it's time you left Santander." It's the best ad I've seen in weeks because it concretely applies behavioural science. Highlighting what a customer will lose is often more persuasiveΒΉ than highlighting what they'll gain. Richard...