This post is sponsored by Hotjar
This Week’s Brainy Best At-A-Glance
Read time 2.2 minutes
🧠 Snack: Conversion boosting fonts? Yes, please!
🤓 Breakdown: Are you using this illegal marketing strategy?
🤩 Resource: See how Adidas, Oatly, and Netflix manage their content
💡 Spotlight: Using common enemies to increase brand trust
Brainy Snack 🧠
Fonts that have similar traits to products get more conversions.
They help buyers’ brains contextualize the information they’re reading and seeing.
Talking about how slim your tech gadget is?
Make your font slim.
Want to make your products feel elegant?
Choose a fancier font.
Go beyond metrics.
See what gets ignored and what drives sales and signups.
🔥 What makes Hotjar stand out? 🔥
With Hotjar, you get an all-in-one powerful and intuitive platform that lets you:
1. See what your users see with recordings
2. Visualize what page elements engage them the most
3. Ask how they feel with surveys and feedback widgets
4. Connect 1:1 with interviews
Join the 3.5 million people who have already trusted Hotjar to delight their users and convert more customers!
Brainy Breakdown 🤓
Our perception of price impacts our buying decision.
If we see a heavy discount, we’re more likely to take out our wallets.
And marketers know this.
The trend of slashing out an anchoring price and offering a discounted price is especially prevalent in digital products.
🚨 If you’re doing this: you’ll want to pay attention because it’s technically illegal.
Unless your product is regularly priced and bought at that specific price – you can’t slash it out and put a better price next to it.
(Rob wrote a great thread explaining the who, what, why behind Udemy’s court case).
Relying on Price Anchoring to drive conversions? Here’s a few dozen other psychology biases that you can legally use.
Brainy Resource 🤩
Sponsored by Storyblok
What does the content management system of companies like Tesla, Adidas, Oatly, Netflix, Mindvalley, and T-Mobile look like?
We were curious too.
So, we asked them.
We polled 1,639 respondents from 7 countries to figure out how organizations worldwide use their content management systems.
Turns out they all have a few things in common.
And you can copy-and-paste what these teams are doing into how you use your own content management system (no matter how big or small your company is).
Click here to get free access to Storyblok’s State of Content Management Systems 2023 Report and get your inside look into how these huge companies are organizing and deploying their content.
Brainy Spotlight 💡
John Harrison, Why We Buy reader and copywriter, is a fan of Negativity Bias.
But, he makes a specific tweak to the psychology bias.
Instead of blaming the reader for the situation, he makes sure to blame others for why they’re in that situation (and in need of the product).
This sparks the Common Enemy Effect and creates the mental frame that the product and the buyer are fighting against the same larger foe.
Not sure who your buyers see as the “enemy”?
Get on a Clarity Call and ask them.
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If you have an idea for a future issue, send ’em my way.
Until next time, happy selling.
Wanna really get inside your buyer’s head?There are a few ways I can help:
- Get explosive clarity about what works with buyers by learning how to conduct 1:1 Clarity Calls
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