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This Week’s Brainy Best At-A-Glance

Read time 2.2 minutes

🧠 Snack: How to use the High-Low Principle

🤓 Breakdown: Get 1,000 retweets on your next tweet

🤩 Resource: A customer-led approach for driving revenue

💡 Spotlight: Increase how many people read your content by 13%

Brainy Snack 🧠

Our minds anchor to information.

Marketers use this all the time with price anchoring.

We’ll show the original price and then the discounted price next to it. This makes the discounted price look like a deal in comparison.

But did you know that you don’t have to anchor to a price?

It’s called the High-Low Principle.

All you need to do is add the highest number first followed by a lower number as the price.

Here are a few examples:

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Brainy Breakdown 🤓

Buyers like knowing that you’ve put effort into your offers.

A study of homebuyers found that participants rated apartments they thought took 9 hours to find as 36% better than apartments they were told were found via a computer program.

Here’s the catch: all the homes were the same.

Labour Illusion makes us value something more if we’re told it required a big amount of effort.

How can you apply this to the digital world?

Nicolas Cole inspired 1,000+ writers to reply and retweet this tweet to get access to his Premium Ghostwriting Blueprint.

SnackMagic - Temptation Bundling - Customer Camp - Why We Buy

His main hook? How long he spent writing the blueprint.

Don’t be shy. Tell your audience and buyers how long it took you to create your offers and products.

Labour Illusion is here to remind you…they want to know.

Brainy Resource 🤩

​Sponsored by my friends at Forget The Funnel

Success in today’s market hinges on understanding your customers, but strategy without action won’t yield results.

If you’re ready for a step-by-step to not only conduct customer research, but turn that research into measurable outcomes for your company, grab a copy of Georgiana Laudi and Claire Suellentrop’s must-read book, Forget The Funnel.

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Brainy Spotlight 💡

Here’s how to increase how many people read your content by 13%.

And it’s a tip from Davig Ogilvy.

(I knew that second line would get your attention 🙂).

Eddie Shleyner, founder of verygoodcopy.com and Why We Buy reader, shares a tip from the marketing legend himself.

The tip itself isn’t fancy, but it sure makes your content feel fancy.

SnackMagic - Temptation Bundling - Customer Camp - Why We Buy

This is why we think it works:

#1: The drop-cap grabs attention. It stands out amongst a sea of regular sized words.

#2: The drop-cap makes it easy to start reading. Your mind unconsciously looks to close the loop on what that first word is and suddenly, you’re reading the first sentence.

Damn, Ogilvy really tried it all.

Want a chance to get featured in front of 49,100+ marketers and founders for free? Tweet me with a brainy campaign you’ve implemented and what results it led to. You just might see yourself in the next issue of Brainy Best.

If you learned something useful, would you share the newsletter with a friend? You can even  earn cool prizes  👀 for referring new readers to Why We Buy.

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:

  1. Get explosive clarity about what works with buyers by learning how to conduct 1:1 Clarity Calls
  2. Learn how to mine online reviews from real buyers to generate ideas and copy that converts 
  3. Book a 1:1 strategy call with Katelyn and get the answers you need to get unstuck and move forward with confidence
  4. Apply to sponsor an upcoming issue of Why We Buy (next opening in July)

Thank you to our featured sponsor

Written By Katelyn

Katelyn Bourgoin is the CEO of Customer Camp, a 4X founder, and a cheese lover. She lives by a simple mantra: whoever gets closer to the customer wins.

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Wanna get inside your buyer’s head? Join our newsletter and get one buyer psychology tip delivered to your inbox each week. It’s like a 2-min workout for your brain.

You're in!


If you can figure out what makes people tick, click and buy, you can make big $$$. We're working on a new research certification program. Want first dibs when we launch it? Hop on the waitlist.

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Wanna get the buyer insights you need from key stakeholders (and look like a boss)? Our new Stakeholder Mining Kick-off Session training is coming soon. Join the waitlist to get first dibs.

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Wanna get the buyer insights you need from key stakeholders (and look like a boss)? Our new Stakeholder Mining Kick-off Session training is coming soon. Join the waitlist to get first dibs.

You're in!