Don't be logical, be psycho-logical

Insight from Rory Sutherland and Demand Curve Team

We decide with emotions.

Logic is often what we use to convince ourselves that our emotional decision is the right one, or to justify a past emotional decision.

Rory Sutherland shares a prime example in his book Alchemy. One of his clients was sending out physical letters asking for donations. Like all good marketers they A/B tested several different variations to see which brought in the most money:

1. Control. The regular letter asking for donations.
2. Donation matching. They highlighted that the government would match their donations, effectively doubling the impact of their donation.
3. Heavier paper. They put the letters on higher quality, thicker paper.
4. Hand delivered. They highlighted that a volunteer hand-delivered to their door.
5. Horizontal opening. They used a special envelope that opened on the end, not on the typical long side of the envelope.

Variations 3 through 5 seem rather weird and extraneous to the whole point. And logically, the variation that highlighted the donation matching should do the best, right? You tell people that a $10 donation is actually $20, isn't that more motivating?

Wrong.

Variation #2 (donation matching) did worse than control. Variations 3 through 5 all beat the control, and the best was variation #5 (horizontal opening).

But if you asked those people why they donated, they'd probably say "it's a worthy cause, blah blah blah" and not "the weird envelope got my attention."

This is what Rory calls psycho-logical—logical in the context of human psychology.

An ad example

We used this principle 6 years ago for a client of ours that sold powerful computers for machine learning/AI purposes. We made an ad variation that made no sense:

You wouldn't assume sloppily adding dog ears and nose onto a $10,000+ work computer would make it more likely that someone would purchase it.

Yet, this became one of their best-performing ads at the time.

It stopped the scroll and made them look a little closer. And no one else had done it.

So be a little crazy with your ideas.

Sometimes eye contact isn't ideal

Insight from Katelyn Bourgoin.

In a previous newsletter, we shared an AI tool that maintains eye contact in videos.

But eye contact isn't always the best option.

​Studies show that ads using averted gazes lead to more attention toward the product, and more memorable ads.

We're hardwired to notice faces. And when you see eyes looking over at something else, you're naturally drawn to look, too.

See for yourself 👀

This same tactic can be used on landing pages and product photos. Use your models' eyes to make people look where you want them to—your product, your CTA, or where you want them to go next.

This can also apply to social media profile photos. The direction your profile photo faces can make it either feel like you've got your back to your post, or like you're facing it.

Which of these looks better? I bet you it's the first one.

Be like Beyoncé: motivate with mystery

Insight from Neal O'Grady.

Would you rather win a trip to Hawaii? Or a ✨mystery prize✨ of the same value?

Turns out that people are more motivated by a mystery prize than they are when they know what the prize is.

People love to dream.

Beyoncé knew this when she released her album, Renaissance. She gave people the option to buy a $40 "mystery box."

People were generally told what was inside:

• Collectible box
• CD
• 4-Panel Softpak
• T-shirt
• Photo booklet
• Mini poster

They also had the option of choosing between four different "poses." This was Beyoncé's pose on the T-shirt—but there was no way of knowing what that meant!

What could a loyal Beyoncé fan do but to buy all four?

That means loyal fans ended up buying four copies of her album for $160, when her album normally sells for just $18. That's a 9x increase in order value.

She sold out of all of her mystery boxes in under two days. And the album ended up being one of the biggest of the year, and one of her biggest of all time.

Use mystery to motivate your customers.

We did this with our course, Un-Ignorable. During the early bird sale, we promised a "mystery bonus." And we sold out 50+ seats for the course in less than an hour.