Be More Descriptive | Nudge Newsletter đź§
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.
The Mere Exposure Effect Read online Take a look at this image. What do you see? Taken from Robson's brilliant book The Expectation Effect¹ This is a real image, but it's bleached and poor quality. Chances are, you can't spot what this is. Have another look. Spotted anything? I imagine it's still a no. However, if I tell you to look for a cow, you might see the image differently. As Robson¹ writes: Something somehow “clicks,” and the image suddenly makes a lot more sense. Let's try another...
The Faith Effect Read online Watch an England football match and you'll see a lot of praying. Madueke, Toney, Guehi, Rashford and Saka from left to right. How many players are religious? Well, the evidence is thin. The Telegraph¹ confirms that at least four players are openly Christian. And Woman Alive² (a slightly less reputable source) claims as many as 50% of the team follow a god—higher than the UK average. Regardless of the true number, if you watch England, you'll see a lot of praying....
The Authority Bias Read online Here are some not-so-surprising stats. 20% of trades on the stock market are from brokers copying other profitable brokers¹. 60% of traders say they started trading by copying expert online². But do these financial experts really know more than the rest of us? That's what Richard Wiseman looked at in his great book, Quirkology. Investors vs Chimp Back in 1994, a Swedish newspaper ran a light-hearted experiment. The newspaper gave $1,250 each to five experienced...