Monday Memo
A Byte of Knowledge
Great copy is a lot like a page-turning novel...
It keeps the reader hooked, always wondering what's going to happen next.
The best writers like Cormac McCarthy or Haruki Murakami don't give away the whole story right off the bat.
They slowly reveal key details - breadcrumb by breadcrumb.
It's this sense of curiosity, of wanting to unravel the mystery, that keeps readers glued to the page.
And the same principle applies to writing copy.
Your headline and lead should grab your reader's interest and hint at the juicy details to come.
Then, as they read on, your copy should gradually unwind, revealing more and more about your offer.
By holding back information and revealing it piece by piece, you create a sense of tension and anticipation.
The prospect can't help but keep reading...
To want to discover the solution you're building toward.
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Something to Ponder
If you think you're gonna win, it doesn't guarantee a W.
But if you think you're gonna lose? You've already lost.
One mindset at least gives you a shot.
The other? Failure is a lock.
So which mindset are you living with?
Cause at the end of the day, that's the only thing you can control.
Not the outcome, but your attitude going in.
Are you stepping into the ring ready to give it your all, come what may?
Or are you counting yourself out before the bell even rings?
It's your choice.
Every day.
We Asked – AI Answered
Our Question:
"When I go into a restaurant - call it a burger joint - and see the specific calories listed on the menu, I order much less food than when the calorie counts are listed...even though when they're not listed, I still know a burger and fries are packed with calories. What's going on here?"
ChatGPT's Answer:
1. Cognitive Load and Mental Shortcuts (Heuristics)
- When calories are displayed: It reduces cognitive load. Instead of making an estimate of the calories in each item, the number is right there for you, triggering a more rational, quick decision.
- Study: Research from the Journal of Public Health shows that people make quicker, health-conscious decisions when calorie information is easily accessible. When forced to calculate, they may "round down" estimates to justify indulgent choices.
- When calories are NOT displayed: You rely on heuristics or mental shortcuts. Even though you know the food is high in calories, you don’t have precise data to work with, so your brain defaults to patterns of "indulgence" because the exact consequences (calories) are vague.
2. Loss Aversion
- With calories listed: You experience a form of loss aversion (a concept popularized by Nobel laureate Daniel Kahneman). Seeing a high calorie count activates a sense of potential "loss" (i.e., weight gain, guilt) associated with eating those calories. You become risk-averse and scale back your order to avoid these perceived negative outcomes.
- Without calorie labels: The loss isn’t as apparent, and your brain might downplay the consequences. This allows you to justify ordering more, focusing more on immediate rewards (taste, satisfaction) rather than the long-term loss (calories, weight gain).
3. Visual Cues and Nudging
- When calories are visible: This is a type of nudge theory (developed by Richard Thaler, Nobel Prize-winning economist). Visual cues like calorie numbers act as a nudge, subtly guiding you toward healthier choices without forcing behavior.
- Real-world data: A 2021 study published in JAMA found that restaurants with calorie labeling saw a 3-6% reduction in calories ordered. This proves that small cues can change behavior.
- Without visual cues: In the absence of direct information, impulse-driven decisions dominate. You lean into what looks or sounds good (a loaded burger with fries), without feeling an obligation to adjust based on nutritional facts.
4. Guilt and Emotional Framing
- Calorie labels trigger guilt: Seeing calories forces you into a state of self-reflection. According to consumer psychologist Paul Bloom, guilt has a powerful influence on decision-making. You actively avoid indulgence because you are reminded of the consequences.
- Interesting stat: A report from the American Journal of Public Health shows that 60% of diners reduce their orders when calorie counts trigger feelings of guilt.
- No guilt without labels: When you don’t see the calorie count, you can more easily justify a larger meal. The lack of concrete data allows your brain to stay focused on the sensory appeal rather than the "cost" (calories).
5. Anchoring and Adjustments
- Calorie numbers act as anchors: The concept of anchoring, developed by Amos Tversky and Daniel Kahneman, applies here. Once you see a high-calorie number, it sets an anchor that alters your perception of the meal. You become anchored to the number, and it makes you adjust your behavior downward (ordering less).
- Example: You see a burger that’s 1,200 calories, which acts as a mental "shock" and causes you to adjust by removing fries or ordering a smaller item.
- No anchor without calories: Without that numerical anchor, you aren’t driven to make such an adjustment. You may assume the food is indulgent but don’t feel the same pull to scale back since there is no precise starting point for your decision.
GOT 15 SECONDS?
Thanks for reading the Monday Memo.
Until next time!
The AI Marketers
