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Psychology

Science of familiarity

Do you remember when Slack launched? At the time, I was a diehard HipChat fan. Needless to say, I wasn’t interested in trying Slack.

I considered it nothing more than a passing trend. Now? I use it for an average of 10 hours a day for personal and professional reasons. (Sorry, HipChat.)

What’s going on here? How’d I go from loathing something to using it daily in the span of just 3-4 weeks? It’s called the mere-exposure effect, which means we tend to develop a preference for things just because we’re familiar with them.

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Product Bundling

It’s the early 1980s. You’re in charge of a fledgling ESPN, and you have two choices:

  • Add more college basketball—you’re highest-rated programming—to the schedule.
  • Stick with the skiing and billiards you’ve aired for years (because you couldn’t afford anything else).

Which creates the more profitable programming bundle?

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Halo effect

“What is beautiful is good,” the saying goes.

This saying stems from a belief that attractiveness correlates to other good qualities. In a phrase, attractiveness is a Halo Effect.

Of course you can see that on the surface, the logic in that saying is flawed. What’s beautiful has nothing to do with what is good. But we still associate perception and individual traits, making our judgement often inaccurate.

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Backfiring

You’ve read about color psychology, system one and two, emotional persuasion, etc. I know you have because it’s everywhere. It’s on Forbes, Entrepreneur, Inc., HelpScout, HubSpot… you name it. Hell, we’ve covered some of these topics ourselves.

Why? Well, because many psychological triggers do, in fact work.

But there’s another side to using psychology online that almost no one is talking about: backfiring.

Psychology isn’t a magic formula that can be applied to optimization seamlessly in all scenarios, despite what many self-identified experts are preaching today. [Tweet It!]

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How to Define Your Product Life Cycle Marketing Goals

In the early 2000s, DVDs were the primary way to watch videos. Netflix streaming launched in 2007, and the DVD player is now a technological antique.

Products, much like humans, live on borrowed time. From the moment they launch, they’re on a journey towards decline. 

How this journey plays out is what marketers try to predict by using the product lifecycle as a model. 

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The Role Marketing plays in New Product Launches

By the time Robinhood launched, it had already gained almost a million users. 

The stock-trading company called out one of the biggest trading pain points (fees) in their tagline: “$0 commission stock trading. Stop paying up to $10 for every trade.”

Then they used a waiting-list product launch model to create excitement and FOMO while giving them access to beta-model feedback ahead of launch.

Robinhood’s messaging aimed at the right audience, at the right time and place, is what gained them a million subscribers before they even launched. It’s also a prime example of successful product marketing.

In this article, you’ll learn how to strengthen new product development with product marketing so you can deliver on customer needs.

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The Complete Guide to Product Marketing in 2023 and Beyond

In 2015, chiefmartec.com reported a “staggering” 1,876 SaaS vendors. In 2020, there were over 8,000. That’s some serious growth.

Drift’s CEO, Dave Cancel, says there are three phases to every industry:

  1. The Edison phase, where companies are innovating and everything is new;
  2. The Model-T phase, where companies are improving early versions, and it’s easy to stand out because you’re one of the first, and;
  3. The P&G phase, where you have to find a way to be the top 1% in a saturated market either by becoming a massive global brand or a leader in your niche.

SaaS is in the final phase. It’s now winner-take-all.

Product marketing gives you the edge to compete in this hyper-crowded market—and win. It helps you pinpoint the unique positioning and messaging that builds an emotional moat around your brand.

In this article, you’ll learn how to design an effective product marketing strategy that propels your brand to that top 1%.

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The Expert Guide to Creating a Marketing Growth Strategy

Rob Sobers said about the marketing growth strategy, “It’s not about tactics—it’s about people and process.”

And when it comes to people, you need buy-in from all over the organization. Growth is everyone’s business.

When it comes to process, growth marketers must learn to fail. And fail fast. 

A marketing growth strategy is about small and incremental wins that build up over time. 

In this article, you’ll learn how to build a marketing growth strategy to increase your market penetration, market share, and revenue.

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