Attract many relevant new customers to your promotion by letting them choose how much they want to pay (including $0). The technique sits between free samples and discount promotions.
People prefer flat-rate plans over pay-per-use plans, even if that means they overpay. Both B2C and B2B customers have this bias.
Advertise and showcase hedonic products (e.g. a nice suit, scented soap) using video - rather than still images - to increase how likely people are to choose them by more than 79%.
When a product is promoted using scarcity (e.g. “only 5 available, limited editions) people who miss it get angry and may switch to competitors.
Make both customers and workers feel that there is a person on the other side of the transaction. You’ll increase satisfaction, sales, and product quality.
Marketers confuse their personal preferences with customer preferences (e.g. I like this feature, so will my customers). Actively fighting it can remove this bias, but not always.
When people struggle with a difficult task, using a brand can help them perform better. For example, people who drank water from a Gatorade cup exercised harder and longer.
UPPERCASE brand names feel more premium, and people looking for high-end products are more likely to buy them. Mixed or lowercase names feel more mainstream.
Sales of a chicken noodle soup increased 21.1% when people were shown the costs of making it. The effect works for most products.
Use a subjective tone and don’t overwhelm with information. Ideal length is 10min or longer and published during non-business hours.
Color saturation can change how much we like a product (e.g. if larger is better), how much we’d pay for it (18.5% more for a suitcase, in an experiment), and how we use it.
Marketers help startups and small businesses grow mostly by establishing a premium product offering that differentiates them from competitors.
