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High quality audio makes you sound smarter
People rated a physicist’s talk as 19.3% better when they listened to it in high (vs low) audio quality. They also thought he was smarter and liked him…
Thomas McKinlay
Apr 15, 2021
17
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High quality audio makes you sound smarter
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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…
Thomas McKinlay
Sep 6, 2022
21
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Handwritten thank you notes increase sales
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Show your costs to boost sales
Sales of a chicken noodle soup increased 21.1% when people were shown the costs of making it. The effect works for most products.
Thomas McKinlay
Apr 29, 2021
15
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Show your costs to boost sales
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The rule of three in persuasion
To be most persuasive, use 3 positive claims at once in your message (e.g. ad, presentation). They are sufficient to show a pattern, but not enough to…
Thomas McKinlay
Jul 8, 2021
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The rule of three in persuasion
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The “Sold-out” effect
Display some sold-out options to increase quality perceptions of your products and increase sales (31.1% more people said they would buy in one…
Thomas McKinlay
Nov 9, 2021
7
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The “Sold-out” effect
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The optimal free trial length
In a large-scale experiment, 7-day long free trials (vs 30 days) led to 5.6% higher conversions, 6.4% better retention, and 7.9% higher revenue.
Thomas McKinlay
Oct 11, 2022
15
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The optimal free trial length
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The effect of [first name] in email subject lines
Including the receiver’s name in an email subject line increases their attention. Open rates increased 6-23%, clicks by 7-32% and unsubscribes fell…
Thomas McKinlay
Jul 12, 2022
19
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The effect of [first name] in email subject lines
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Don’t sound weak. Use negations
Negations (e.g. no, don’t, never) make you sound more powerful and increase how much people want to engage with (+17.6%) and recommend you (+17.8%)
Thomas McKinlay
Aug 30, 2022
17
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Don’t sound weak. Use negations
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People love products with rituals
When people perform a ritual while consuming your product, they will enjoy and pay much more for it (e.g. 74% more for the same chocolate).
Thomas McKinlay
Oct 1, 2020
28
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People love products with rituals
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Reverse how you frame your promotions
Describe the restriction first (spend £100) and then the offer (get $20 off). The promotion will feel like a reward rather than a restriction, and sell…
Thomas McKinlay
Sep 20, 2022
16
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Reverse how you frame your promotions
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Use ‘you’ in your copy to boost results
Second person pronouns (e.g. you, your, you’ll) make readers feel more involved. People will be more likely to engage with you and feel more positive…
Thomas McKinlay
Oct 18, 2022
17
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Use ‘you’ in your copy to boost results
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Metaphors make your ads more memorable
Metaphors make people process ads more deeply - and made them 24% more likely to remember ads one week later. Use metaphors related to your brand.
Thomas McKinlay
Oct 4, 2022
16
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Metaphors make your ads more memorable
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