In ads in emerging markets, focus on functional benefits (e.g. product benefits, quality, value). In developed markets, focus on the emotional experience around the product.
Vertical mobile video ads are 13% easier to mentally process, so we like them more. Besides, nobody wants to flip their phone anymore.
Existing customers feel threatened when customers different from them start using the same brand. Retain them by offering more exclusive upgrades.
Frequent, big, emotional ups and down in content make it more engaging. For example, a 31.75% increase in volatility in movies is associated with a 1-point higher rating on IMDb.
People like future-related products and images more if they’re positioned to the right, and past-related ones if they’re on the left. The effect reverses for those who write right-to-left.
Voice tones that sound stressed (-27%) and emotional (-29%) are less likely to persuade. A focused, low-pitched tone is most effective (+30%)
When people receive poor service from an employee wearing a uniform, they blame your company much more harshly - and like competitors more.
A negative first online review creates a chain reaction of fewer sales, fewer reviews, and more negative reviews. The opposite happens if the first review is positive.
Customers who answered a feedback survey (vs who didn’t) spent 131% more over 12 months. Start the survey with an open-ended question asking what they liked the most.
Give people the freedom to choose how much to pay from a limited set of options. Cookie sales at a bakery were 21.6% higher for the same average price.
When you promote the experience around your product, rather than its material features, people feel closer to it and are more likely to review it (8% - 12% in experiments).
“Rooibos soap”. “Harissa fried chicken”. Don’t use words that most people won’t understand to describe your product. It will make it seem worse and more expensive.
