Befriend your enemy | Nudge Newsletter π§
Praising a competitor won't harm your brand.After viewing a tweet where Kit Kat praised Twix: "Competitor or not, congrats on your 54 years in business! Even we can admitβTwix are delicious.β Participants were more inclined to purchase Kit Kat, while their preference for Twix remained steady. |
Commending competitors can elevate your brand's likability. Which is why I'll shout out my three favourite newsletters:
Subscribe to them allβthey're wonderful. Cheers, Phill |
Nudge Newsletter
I spend 18 hours each week turning marketing psychology into readable newsletters.
Concrete Phrases Read online Could writing "ππππππ ππππ" on a Whopper ad make it sell for ππππ? In 2022, 465 participants saw ads for a fictional Lay's multipack.ΒΉ Both groups knew the multipack was 392g in size, but each saw a different headline. One saw: ππ’πΊ'π΄ ππ©πͺπ±π΄, 14 π΄π―π’π€π¬ π£π’π¨π΄The other saw:ππ’πΊ'π΄ ππ©πͺπ±π΄, 392π¨. Those who saw "14 snack bags" were willing to pay 10% π¦π¨π«π than the other group.This is due to the concrete phrases effect. We can picture 14 snack bags in our mind. 392g doesn't...
Variable Rewards Read online This video of a smart gas station owner went viral a couple of months back. Here's the original. The video shows dozens of customers failing to balance 25 cents on a lemon. A chance to win $100 is a carrot large enough to make customers bet. It shows something that many marketers have known for decades. We love a gamble. People prefer a gamble In 2025, researchers Gaertig and Simmons offered either a gamble or a certain reward to hundreds of participantsΒΉ. Some...
Adobe Summit London 2026 Read online Last week, I had great fun attending the Adobe Summit London 2026. Partly great hearing about the latest innovations in AI and partly great catching up with the friendliest man in marketing, Joe Glover. Two stats from the opening keynote that stuck with me. 1: Organic web search traffic is down 20% 2: Conversion rate for AI search is 42% higher then before Itβs a reminder that so many of the norms of marketing have fundamentally changed. I remember my old...