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Featured Posts

Nov 22, 2022

Where you should display your price

Scientific research found that we perceive prices as cheaper when they are below products (vs above), increasing sales.

Thomas McKinlay

Sep 06, 2022

Handwritten thank you notes increase sales

Give a note thanking customers for their purchase. They must be handwritten, but photocopies work just as well as originals. In experiments, they increased future customers spending 2x.

Thomas McKinlay

Jan 14, 2025

Bad news? Send AI. Good news? Be human

We don’t think AI has bad intentions, so we are up to 2.6 times more likely to accept bad news given by them (e.g. accept a higher-than-expected price).

Thomas McKinlay

How to use exclamation points in emails

Use exclamation points in your emails if you want to look friendly, but avoid using them to look assertive (e.g. send it by EOD!). People will perceive you up to 13.5% more positively.

Thomas McKinlay

Feb 03, 2026

What makes people like video ads

fMRI brain scans find that people like video ads that include sounds and dialogues, evoke empathy, have a strong emotional start, and a logical end.

Thomas McKinlay

Jan 27, 2026

Ask users to register at the start (not the end)

Prompt people to register at the start of their shopping experience (not at the end, or at checkout). They will be more likely to do so, and later spend up to 13% more.

Thomas McKinlay

Jan 22, 2026

Premium

Case study: Boosting support on Patreon

To increase subscribers, and how much they contribute, highlight what makes you different and make them feel emotionally invested in you.

Thomas McKinlay

Jan 20, 2026

Let people keep their returns

When customers want to return a product, refund it while letting them keep it. They will be up to 2x more likely to buy again.

Thomas McKinlay

Jan 13, 2026

Talk with your hands to be more persuasive

Gesture with your hands when presenting to appear more competent, and make people perceive you up to 9% more positively.

Thomas McKinlay

Jan 06, 2026

When to show vs hide prices

For high-end items (e.g. a leather briefcase), avoid showing the price immediately. For inexpensive items (e.g. a tote bag), show the price straight away to increase sales.

Thomas McKinlay

Dec 23, 2025

Humor works for B2B too

Funny ads from B2B brands (e.g. industrial adhesives) can make people like the company up to 17.9% more than non-funny ads do.

Thomas McKinlay

Dec 16, 2025

How to be competent vs fun on socials

Create balanced content (a mix of positive and negative) to appear more competent. Stay always positive if you want to be entertaining. You’ll drive up to 116% more followers.

Thomas McKinlay

Dec 09, 2025

Free experiences > free products

People prefer experiences (e.g. a kitchen tour) up to 4x more than physical objects (e.g. a free dessert) as rewards, and spend more before and after an experience reward.

Thomas McKinlay

Dec 04, 2025

Premium

Case study: Using social media to drive donations

Ask people to share their support publicly and be specific about what exactly each donation is funding (e.g. meals for 1 family for 1 month)

Thomas McKinlay

Dec 02, 2025

Make small discounts a gamble

People were up to 92.6% more likely to choose an uncertain deal (e.g. 10% chance for a free night’s stay) vs. a small guaranteed discount (5% off per night).

Thomas McKinlay

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