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 |
I spend 18 hours each week turning marketing psychology into readable newsletters.
It's rhyme time. Rhymes are strangely powerful. Researchers McGlone and Tofighbakhsh found that rhymes boost believability by 17% Filkukova and Klempe found that rhyming slogans are rated at 22% more accurate. Shotton and Thompson found that rhymes boost recall by 29%. So it's no surprise that Tesco now use rhymes to reassure customers that its reduced produce is still "just as nice". There's not a single reduced item remaining. Clearly, the rhymes are working. But Tesco is hardly alone....
Flawless is worthless. Adam Grant shared a study of world-class sculptors in his book Hidden Potential. It turns out that world-class sculptors were average students. 66% graduated high school with Bs and Cs. A similar pattern emerged when comparing America's most influential architects. The great architects had rarely been great students: they typically finished college with a B or C average. Adam Grant writes how, in their quest for flawless results, research suggests that perfectionists...
How I pitch Nudge. I sent marketing influencer Tom Goodwin a cold email asking him to come on Nudge. He responded with this. What a lovely thing to say. Buoyed by this praise, I thought I'd break down the nudges I included in my pitch. 1: Credible social proof This one speaks for itself. 2: Input bias Most pitches don't bother to research guests and suggest a bespoke topic. I do. 3: Halo effect Picturing well-known marketing profs beside my dumb face will make Tom believe I'm more credible...