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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

Numbers in larger fonts are more persuasive

Prices written in larger fonts seem cheaper, and numbers about key product features (e.g. hours of battery life) seem up to 26% more persuasive.

Thomas McKinlay

Jul 10, 2025

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Case study: Automating call centers

How to combine an automated phone tree with human agents to cut costs while delivering a great experience.

Thomas McKinlay

Jul 08, 2025

Advertise next to more expensive brands

Mid-tier brands were able to raise their prices by 12.3% when they advertised next to premium brands.

Thomas McKinlay

Jul 01, 2025

Complaints: when to use empathy vs explanations

Respond with empathy to complaints that have a sad or disappointed tone. Give explanations to angry complaints. Public complaints will reach fewer people.

Thomas McKinlay

Jun 26, 2025

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