Concrete language boosts sales | Nudge Newsletter π§
Concrete language boosts sales.Using concrete language in customer service calls boosted sales. Professor Jonah Berger researched customer service interactions. He asked half of the reps to use vague terms:
And half to use concrete terms:
The concrete terms boost customer satisfaction. |
Moreover, such specificity led to a 30% rise in customer spending in subsequent weeks. Specific, tangible language significantly increases customer satisfaction and spending. So swap out vague phrases for something concrete. β Cheers, Phill |
Nudge Newsletter
I spend 18 hours each week turning marketing psychology into readable newsletters.
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...
"I'm A Student Here Too" Read online In 1994ΒΉ, researchers asked 100s of college students for charitable donations. All were told to interrupt the students and solicit a donation. But there was a twist. Half were told to make a straightforward request, with no extra commentary. Half were told to emphasise a shared identity, saying "I'm a student here too". The results were astonishing. Only 9.8% of students in the control group made a donation. While 47.1% donated in the variant group, a 3x...
Placebos And Marketing Read online From December 2007 to January 2012, 146 men participated in an eye-opening studyΒΉ. All men had persistent knee pain. All had visited public hospitals in Finland and asked for help. Here's where the study started. Half underwent arthroscopic partial meniscectomy (removal of damaged meniscus tissue). That's the appropriate treatment. The other half underwent sham surgery (anaesthesia and incisions but no tissue removed). It was a placebo surgery. The sham...