Be More Descriptive | Nudge Newsletter 🧠
Use descriptions that can be visualised.In 2022 researchers ran a study on product descriptions. Half saw descriptions given in weight. Half saw descriptions given in quantity. Here's what happened. |
Oreo are one of the few brands that actually use this. Rather than proudly displaying the package weight, they showcase the quantity of cookies. And doing so, should boost their sales. So, use descriptions that can be visualised: ❌ 100 GB = ✅ 50 feature length films ❌ 568 mls = ✅ 1 pint ❌ 135 MPH = ✅ Faster than you're legally allowed to drive Cheers, Phill |
Nudge Newsletter
I spend 18 hours each week turning marketing psychology into readable newsletters.
Isolation Effect Read online This viral paper on AI revealed something I've presumed but never had evidence for. AI makes us all sound the same. The authors collected 318,490 stories on Reddit's r/WritingPrompts from January 2018 to November 2024¹. They only analysed posts over 200 words. They measured how unique the posts were over time, and the results are fairly shocking. 2018, 2019, 2020, 2021: All posts contain a unique writing style. 2022, 2023: Writing styles started to converge. 2024:...
Idolising the Individual Read online I've never been to Japan, but I've read that this ⬇️ is commonplace in nearly every Japanese food store. Thanks to Kevin May for sharing It's called kao-no-mieru-kankei, which translates to face-to-face relationship. Walk into most Japanese supermarkets, and the produce section has a local-grower corner with photos of the farmers who harvested the food. I love it. It's great to see the individual who picked your food. And strangely, it probably makes that...
Money-Back Guarantees Read online I love this ad. "If the soles wear out before 3,000 miles, we'll replace the shoes free." Customers have become so used to false promises and unrealistic claims that a money-back guarantee like this really stands out. But does it work? The Evidence In 2011, a paper published in the Journal of Retailing studied money-back guarantees¹. 200 consumers saw ads for eight different products. Sometimes the product had a money-back guarantee, plus a guarantee logo....