Monday Memo

A Byte of Knowledge

Stop saying "limited time offer."

It's boring.

It's what every marketer says.

Instead, make your scarcity REAL with a story.

For example...

You could try and create scarceness by saying "only 50 pairs of shoes left."

Or you could tell a story of how these sneakers are crafted from the 2024 Paris Olympics...

"Each pair contains material recycled from the Olympic village floor—the exact spot where records were shattered and history was made. Once they're gone, that moment in time is gone forever."

See what happened there?

It's not just limited... it's limited for a reason.

Don't just tell me it's rare.

Tell me WHY it can't be replicated.

Tell me WHY this moment won't happen twice.

Ditch the countdown timers and craft a scarcity story they can't resist.

🚀 Discover the 27 ‘Plug-and-Play’ AI Prompts Every Marketer Needs 

Something to Ponder

We Asked – AI Answered

Our Question: 

"What are three marketing principles that seem illogical on the surface but actually reveal deeper truths about human psychology and decision-making?"

AI's Answer:

1. The Paradox of Choice (Why More Options Mean Fewer Sales)

The Surface Belief:
We often assume more options increase satisfaction and sales because customers can pick exactly what they want.

The Deeper Truth (Paradox of Choice):
According to psychologist Barry Schwartz, offering too many options can overwhelm consumers, causing decision paralysis and reducing overall satisfaction.

• Famous Study:
  In a landmark experiment by Sheena Iyengar and Mark Lepper (Columbia and Stanford, 2000), shoppers presented with 24 flavors of jam were far less likely to buy than shoppers presented with just 6 options:
  • 24 choices: Only 3% bought jam.
  • 6 choices: 30% bought jam—ten times more!

Why It Happens:

• Cognitive overload makes consumers afraid of making a bad choice.
• Too many alternatives raise expectations, leading to dissatisfaction with any choice made.

2. Why Highlighting Weaknesses Boosts Credibility (The “Flaw Effect”)

The Surface Belief:
Brands should only showcase their strengths to appeal to customers.

The Deeper Truth (Pratfall Effect):
Consumers trust brands or products more when they reveal minor flaws or vulnerabilities because this openness signals authenticity.

Key Research:
Psychologist Elliot Aronson demonstrated that when competent individuals admitted minor mistakes, their likability increased significantly.

Real-World Example:

• Avis’s famous slogan: "We're number two. We try harder." This vulnerability made customers perceive Avis as more trustworthy and relatable, ultimately boosting sales significantly.

Why It Happens:

• Imperfections humanize a brand, creating emotional connections.
• Consumers distrust perfection because it seems unrealistic or insincere.

3. The Center-Stage Effect: The Middle Option Captures Disproportionate Attention

Common intuition suggests consumers carefully evaluate all options equally. In reality, context and positioning dramatically influence choices, with middle options receiving disproportionate selection.

The Psychology Behind It:

• The Center-Stage Effect: Research by Rodway, Schepman, and Lambert (2012) found people tend to select items in the middle position when presented with a horizontal array
• Compromise Effect: Economists Itamar Simonson and Amos Tversky demonstrated people gravitate toward middle options to avoid extremes
• Relativity of Value: Dan Ariely's work on behavioral economics shows we don't assess value in absolute terms but relative to surrounding options

Real-World Applications:

• SaaS companies typically offer three-tier pricing with the middle option highlighted as "most popular"
• Williams-Sonoma famously doubled sales of a $275 bread maker by introducing a $429 model alongside it
• Restaurant menus strategically position high-margin items in the visual center of the page or as the second-most expensive option in a category

Thanks for reading the Monday Memo.

Until next time!

The AI Marketers

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