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Psychology

In the end you’re selling to the brain of your customer. Understand how it works , how to best get your message across and get people to take action.

Product Scarcity

It’s a cultural trope to “want what you can’t have,” but it’s also a principle based on decades of psychological research.

That principle, scarcity, is incredibly powerful in marketing, persuasion, and conversion optimization—when done right, especially in a free market with limited resources. If people believe that they’ll be missing out on something, they’ll be prompted to act more quickly to get it.

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Nudge marketing

It’s summer in the UK. Two cigarette disposal bins are erected on a littered street. One bin is marked Ronaldo, the other, Messi. 

The bins encouraged smokers to vote for the best football player with their cigarette butts. After twelve weeks, cigarette litter dropped by 46%.

Instead of yelling at smokers to “clean up your butts,” the bins implied the desired behavior in an easy and fun way. That’s a nudge.

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Messaging strategy

Messaging determines 80% of your conversion rate. It helps you grab your target audience’s attention, hit their pain points and aspirations, and build interest in what you’re selling. 

Yet, there’s no one-size-fits-all approach to building the perfect messaging strategy.

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Creating urgency

A few years ago, I launched a kind of “Groupon deal for musicians.” I gave away $1,250 worth of products, including recording time and iTunes distribution, for just $69.

I had spent four months building it, and invested a significant amount of my personal savings into ensuring the campaign was everywhere.

It had to work, and I obsessed over conversions. This obsession paid off when I managed to increase conversion rate from 2.5% to 10.8%.

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