Only 7,319 of you will receive this email | Nudge Newsletter 🧠


Bowles' bowl cajole.

In the runup to Prince Charles' and Camilla Parker Bowles' April 2005 wedding, souvenir sales were disappointingly low.

Shops from London to Windsor reported sluggish sales of tea towels, coffee mugs, and commemorative bowls.

The British public wasn't fussed.

But then overnight, demand changed.

Suddenly, sales sky-rocketed, with Brits cleaning out shops and buying up all available stock.

Did Brits suddenly change their opinions? No, the date changed.

Due to Pope John Paul's funeral, the wedding date was pushed from the 8th of April to the 9th, resulting in lots of incorrectly dated souvenirs.

Parker-Bowles's bowl sales were driven by pure scarcity.

According to Steve Martin in his latest book Influence at Work:

Several journalists already in Windsor to cover the royal event asked shoppers leaving stores with bags of souvenirs whether they were supporters of the royal family. Most said no. The motivation to purchase royal mementoes had little to do with the royal wedding. They simply thought that the misdated items would be rarer and, consequently, worth more in the future.

Scarce resources drive sales.

They turn uninterested Brits into shelf-clearing customers.

In one study, wholesale beef buyers more than doubled their orders after being informed that a shortage of Australian beef was likely due to forecasted bad weather.

The opportunity is clear.

If there's something about your proposal that's genuinely rare or exclusive, make it as prominent as possible.

Cheers!

Phill

Nudge Newsletter

I spend 18 hours each week turning marketing psychology into readable newsletters.

Read more from Nudge Newsletter

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 "𝘭𝘰𝘴𝘴𝘦𝘴 𝘧𝘦𝘦𝘭 𝘡𝘸π˜ͺ𝘀𝘦 𝘒𝘴 𝘱𝘒π˜ͺ𝘯𝘧𝘢𝘭 𝘒𝘴 𝘦𝘲𝘢π˜ͺ𝘷𝘒𝘭𝘦𝘯𝘡 𝘨𝘒π˜ͺ𝘯𝘴". So, Nationwide don't say:❌ "We've kept our Holloway store open. So you can keep banking in-person."They say:βœ… "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...