Do you ever see an ad and wonder, “What does that mean on earth?” That’s how I felt like this strip ad.
Source
Now, I like the strip. In the world of payment processing, their products are tremendous, but this ad has no meaning. Not only is it confused, but it contains all the elements that I think make a good advertisement. Advertisement needs refresh, and behavior science can help.
Since launching the Nege Podcast, I have regularly interviewed researchers and other experts to gain insights from psychology and apply them in marketing. And over the past decade, I have believed that Almost Every message can be improved through behavior science.
In this post, I have collected six successful messages with the principles of science behind them to prove my point. Once you see science – and understand exactly Why? These ads work – it is easier to use the same strategy to improve your marketing messages.
Six successful messages using behavior science principles
1. Anchoring – de Bears
In the 1930s, only 10 % of Americans bought a diamond engagement ring. Most cheap jewelry buy, spend a small proportion of your disposable income. To change the behavior of buyers, D -Beer brought a new anchor. They asked, “How can you make a two -month salary forever? “
Earlier, a two -month salary was not a standard amount to spend on the engagement ring. But, the new anchor has changed the usual feedback. De Barez developed a reference point (in this case, a high price tag), which in turn affected the price estimates. Buyers will spend more when it is assumed that a two -month salary costs a ring.
Today, 90 % of the engagement is diamond. And, Americans spend billions annually to buy them.
2. Prat Fall Effect – Evice
The rental car company is always second for the market share, behind the Hermitz. Most companies used to hide this weakness, but Avis embraced it.
There is something behind this strategy called the Prattfall effect. Based on the research of Arvanson, Wilnerman, and Flied, the 1966 study found that if they had flaws, we love smart people more. It boils on the idea that if people look very perfect, they don’t like it so easily. But if they make a mistake, they become a little more human, and thus become more attractive.
So, Evas took it into his heart and decided to accelerate his second position ranking, which shows that he is still in the best but only embarrassing interpretation. In this way, their weakness became a power by making them more like.
3. Generation Effect – Got Foundation
There is a straight path to someone to consider your ad: Remove a letter.
In a 2020 study by Bernate, Terrana, and Shoton (referred to in the 2023 book of Shoton), researchers showed participants the brand name with missing posts. For example:
- H_BC, Go_E, Li_erpool FC, N_DGE.
This shows that participants miss these brands 14 % more when the full brand name is written (eg, HSBC), whose memory rate is 81 % compared to 92 %. This is due to the effect of the race, which means that if you want to create an answer yourself, it becomes more memorable and effective.
A non -profit Gut Foundation, which specializes in digestive health, applied this technique to its ads. They did not ask the drivers to take a checkup. Instead, they promoted 100 % “Anal beef”.
With the extra effort to understand this, it was impossible to ignore the ad and remember.
4. Cats hoverstick – tesco
Poems are strong messaging tools. In a study to show its strength, researchers McGillon and Taufi Bakhsh showed two sets of procurement to the participants. Something poetic (like, Troubles unite enemies) Some did not do poetry, but the same thing meant (like, Troubles unite enemiesJes.
The study revealed that the poetry idiom is considered 17 % more reliable and memorable than his non -remarks.
To highlight this basic idea, the researchers prepared this Cats hoverstick (after the poet) to what extent we find a pleasant thing affects our impression of how much we believe in it. Poems are pleasant and easy to process, which makes their content reliable and true.
Supermarket China Tesco used the same principle to increase its low -cost wage sales. By making an advertisement that the poetic happened (“just as good as the price.”), Tesco increased the idea that low -cost production is still good quality and is capable of purchasing.
5. Perfect Effect – NHS
If you think you have something, you will value it more. It is known as the impact of the punctuation, and in many situations the behavior has been done in economics and psychology.
However, Katie Milkman, with a large team of researchers, applied this idea to convinced messaging in her wonderful 2021 study, showing how to encourage patients to vaccinate patients in the appointment of the incoming doctor.
By testing 19 different messages based on the text, he found this while describing, “Your vaccine is specific to you,“Readers have the possibility of having a 4.6 percent maximum vaccine, as reservation promotes emotions of language ownership.
The UK’s National Health Service (NHS) implemented this principle to transform this principle to the language of its messaging and promote the Coid 19 vaccination. Instead of keeping the vaccine “available” to the given population, they were now “safe” for them, suggesting that the vaccine was already their and just waiting for claims.
6. The specified number – the forest
In a 2006 study by Schindler and Elich, consumers saw ads from a fictitious Davidor. Some people were told that this was “just 47 % longer than rivals”, while others were told that it was “more than 50 % longer than competitors.”
Which message do you think? This is probably not what you expect.
The exact claim of 47 % was considered 10 % more accurate by 199 participants. Why? Well, this is a certain number. Explanatory claims add to accuracy and confidence, while a lesser number is considered to be estimated or less facts.
The forest implements it in its 2024 billboard ad for shares of motorcycle. Not only does it give the number of free minutes that its service users have enjoyed instead of a vague statement like “lot”. But it also uses a exact number (51,899,782), which is more than 50,000,000 convincing on the dot.
Deny of success marketing marketing messages
And finally, let’s go back to this strip ad. How can this improve? Well, based on the practice of science I have applied, with just a subtle butt.
Being specific about speed makes you memorable, increases confidence, and affects the amount of time in analyzing your data at the moment. In addition, it is very confused to read.
The beauty of marketing science is that strategic adaptation can dramatically improve results. In a world where consumers are bombed daily on thousands of messages, brands that understand the psychology behind the psychology break the noise and drive results.
