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A DAILY MARKETING BLOG

Stories That Shape Us

Identity-based statements: I’m brave. I’m angry. I’m a 9. I’m an ISFJ. I belong to this political party. I have these values. My purpose is this. I’m an open-minded person. When we assume these identities, we’re more likely to have behaviors that are consistent with them.   Or rather we’re...

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One

Common sense would say that when we’re trying to convince someone of something the best approach would be to provide as many arguments in favor of it as possible. On the flip side when we’re presented with multiple arguments about why we should change our minds, we tend to resist. We begin...

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Waiting

If something’s worth buying, it’s worth buying at full price. And if something’s worth doing, it’s worth doing poorly. Discounts can sway the decision. And the need for perfection can delay creating something new. It usually feels better if we can buy something on sale. And it usually feels better...

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Comparison

50 degrees feels warm after a cold winter. 50 degrees feels cool after a hot summer. It’s the same temperature. What’s the baseline?   We might do something if all our friends are doing it. We might avoid doing that same thing if none of our friends are doing it. The proof is in how we...

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An Offer You Could Refuse

Make it an offer so appealing that they might have a hard time turning you down. We don’t want people to feel forced into a corner. Because once the first opportunity out is presented, they’ll likely take it. We don’t want people to feel like there isn’t any other option for the same reason. We...

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Change Aversion and Uncertainty

Change aversion is due to uncertainty. We have a tough time going to what we can’t imagine. Reviews of a service. Reviews of an individual provider. A video tour. A personal interview. A moneyback guarantee. A free trial. Each of these things provides a signal to the trustworthiness of the product...

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Short Form or Long Form

Which do you prefer? It probably depends on what you’re looking for. A 30-second commercial might not get the emotional punch of a 2-hour documentary. And a 2-hour documentary almost certainly won’t be viewed as often as a 30-second commercial. Novels are not short, but they accomplish their...

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Task Management

Five ways to make projects/tasks a little easier. Assign a task to one person. Set a deadline. Map out a path to project completion. Determine who needs approval, input, or information. Follow up once it’s done to make sure it hit the stated goal. We all work on many different projects, and each...

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Consistency

Books have introductions. Movies have trailers. Sales have demonstrations. Products have rollouts. People have uncomfortable small talk.   Good introductions cover things that resonate with the person. We evaluate what’s in front of us in the blink of an eye. We spend the rest of our time...

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Washed Forks

Subtitle - Motivation, and work that persists. Someone will use the fork again after you’ve washed it. Is it surprising that washing dishes is such a tedious chore? It’s never-ending.   A research study examined how motivation is affected by “meaningful” work. They used assembling bionicles...

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Goodness

“Bad is stronger than Good” It’s a quote from someone we respect, and we have to disagree. Bad is not stronger than good, but it can hit harder. Good wins because it endures.   When something is operating the way it should, it’s not noteworthy. When something is broken, our attention is drawn...

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.3 or .6

.3 to .6 is a small number, but it’s a big difference. In this case, it was 3 million dollars. It was an off-handed comment, simply to describe that we’re dealing with really large numbers. Sometimes the intent doesn’t matter because the impact makes the difference. If someone were to move forward...

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