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When ‘science-based’ backfires
Science-based messaging doesn’t work well for products bought for fun and pleasure - it can make people 30% less likely to choose your product
Thomas McKinlay
Mar 28
1
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When ‘science-based’ backfires
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When $.99 pricing works best
To increase the effectiveness of a .99 pricing strategy by up to 10% (e.g. using $1.99 vs. $2.00), mention the original price on the price tag
Thomas McKinlay
Mar 21
2
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When $.99 pricing works best
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Suggest product pairings to boost your sales
Recommend pairings of two different products to seem like an expert (e.g. a rug to match a sofa). In experiments, that increased ad clicks by 21%
Thomas McKinlay
Mar 14
3
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Suggest product pairings to boost your sales
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The 3 science-based rules of writing
Keep your content simple, snappy, and exciting. Research found that people are 25% more likely to read until the end.
Thomas McKinlay
Mar 7
3
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The 3 science-based rules of writing
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February 2023
Coupons earned with a friend drive more sales
Earning a coupon by doing an activity with friends makes people up to 21% more likely to buy from you using the coupon.
Thomas McKinlay
Feb 28
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Coupons earned with a friend drive more sales
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Make an ounce worth more than an ounce
People are willing to pay up to 49% more when you describe a product in quantities they intuitively understand (e.g. 6 pieces, not 0.5 ounces).
Thomas McKinlay
Feb 21
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Make an ounce worth more than an ounce
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Use ‘gifts’ to reduce product returns
To cut product returns up to 50%, frame a promotion as a free gift (Buy X and get Y for free), not a bundle (Buy X and Y at a special price).
Thomas McKinlay
Feb 14
4
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Use ‘gifts’ to reduce product returns
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The science of product selfies
Photos of people holding your product boost intentions to buy (+70% on Instagram). Selfies with your product increase engagement and reach (+49% on…
Thomas McKinlay
Feb 7
4
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The science of product selfies
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January 2023
Should your influencers be human - or virtual?
Virtual influencers make your brand stand out and make your products seem more innovative.
Thomas McKinlay
Jan 31
3
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Should your influencers be human - or virtual?
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Make your products shine
Shine a reflection of light on your product. In experiments, people rated products up to 23% more attractive and were 32% more likely to say they would…
Thomas McKinlay
Jan 24
4
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Make your products shine
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Show multiple copies of your product
Don’t display your product alone. Show it alongside copies of itself. People will perceive it as more effective, both when deciding to buy it and when…
Thomas McKinlay
Jan 17
4
1
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Show multiple copies of your product
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Don’t say “It’s usually better”
When presenting a product, don’t add comments such as “it usually looks nicer”, “it looks even better when…”. They backfire. For example, people were…
Thomas McKinlay
Jan 10
2
1
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Don’t say “It’s usually better”
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