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Why do fake creams outsell real science? | Nudge Newsletter

Published about 2 months ago • 1 min read

Operational Transparency

​Read online​

Voltarol is the world's number one pain relief gel.

Unlike almost every other gel on the market, Voltarol actually works.

Clinical tests have been done to prove that the gel penetrates the skin to supply pain relief.

And yet, there are dozens of other very successful paom relief creams that don't supply real pain relief.

Take Blue-Emu, an over-the-counter cream with $42 million in annual sales.

So, why is Blue-Emu successful in a world where Voltarol exists?

Because most people don’t wait for results.

They judge the cream the second they rub it in.

If it tingles, cools, or smells strong, it feels like it’s working.

That’s what Blue-Emu does.

The science doesn't matter, but the experience does.

Blue-Emu feels like it's working, and that's enough to trick the brain into believing that the pain is soothing.

And all types of companies do this:

Red Bull tastes medicinal to suggest its caffeinated potency.

Toothpaste creates foam that doesn't actually clean teeth but feels like it does.

Spray cleaners smell artificially strong, making us believe they clean better.

Supercars are made to sound artificially louder, making them feel faster.

In marketing, perception beats proof every time.

Nudge just hit 30k YouTube subs! Thanks for the support. — Phill ​

P.S. I'm planning to launch another Nudge Unit in Nov. Here's the waiting list.​

As a behavioural science practitioner, I believe in the peak-end rule.

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Nudge Newsletter

Phill Agnew

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

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