🤔 Did you know…

Football is an extremely violent sport.

And yet, 28 outta 32 NFL teams have someone suit up each game to represent them.

*Not* as a rugged, physically imposing contender…

But as an elf. Or a tiger. Or a dolphin. Or an eagle—to name a few.

Here’s why teams in the *most profitable* sporting leagues in the world still use mascots (and probably always will)…

This post is sponsored by Lynkster and Northbeam ❤️

Imagine this…

You’re standing in the middle of the cereal aisle.

You haven’t been here in a while. But intermittent fasting has turned you into an angry bear in the morning rather than a lean, mean health machine.

So, you do what you gotta do—grab breakfast (and save your marriage).

But you’re overwhelmed with the number of choices.

Why do we need so many different cereals anyway?

You scan each shelf and the boxes seem to blend into each other with photos of bowls of beige cereal. Some of the *cough* healthier *cough* brands feature nature scenes on the box.

Confused Face Trouble GIF - Confused Face Trouble - Discover & Share GIFs

How are you ever supposed to pick one???

But just as you’re about to give up, you spot it…

The familiar face of Tony the Tiger smiling at you.

Seems like a GRRRRREAT choice.

You’ve always had a soft spot for Tony. So you grab the box of Frosted Flakes and toss it into your cart.

Outta 250 cereal options, why did you pick the one with a smiling tiger on it?

In today’s edition of Why We Buy 🧠 we’ll explore Mascots—why we love and buy from brands that use mascots.

Let’s get into it…

The Psychology of Mascots 🧠

The Moving Picture Company found mascots increase our connection with a brand by 41%.

A BIG reason why is we form emotional bonds with them.

Think about it…

We can’t connect with the factory where cereal is made *or* the cereal itself.

But we *do* connect with people. Or… people-ish things.

That’s why mascots are usually anthropomorphic. They have human-like features such as a face and they can talk.

And you already know we’re hardwired to look for faces and pay attention to them.

Mascots *also* have unique personalities that draw us to them—whether it’s joyful (like the Keebler Elves) or humorous (like the Kool-Aid Man).

And the more we see them, the more we like and trust them. No wonder using a mascot long-term can increase profits by 34.1%.

That’s why Mascots *aren’t* an afterthought at a football game. They’re strategic marketing decisions that foster increased brand loyalty *and* sales.

How To Apply This 🤑

Alright, so how can we apply this right now to sell more?

Branded Visuals

Don’t just settle for a logo—create a mascot

I know, I know—this was your reaction when you read that headline:

I Am Shocked GIFs - Find & Share on GIPHY

But hear me out.

When I started Why We Buy 🧠, I knew it wasn’t enough to write killer emails on buyer psychology.

If I wanted people to actually connect with the newsletter, I needed to put a face to it. And not just my dorky mug—a smart, cool face.

Enter: Brian the Brain.

Yup, even brains can have faces.

And he’s not limited to the email copy. There’s a reminder of him in EVERY subject line I write.

Today, Why We Buy 🧠 is read by 71,852 people. And it helped me make ~$745,000 last year as a solopreneur.

Couldn’t have done it without ya, Brian!

Social media

Leverage a mascot for customer engagement

Wendy’s uses a redheaded little girl named—get this—Wendy as the mascot for their fast-food restaurants.

She’s also been personified—Pinnocchio-becomes-a-real-boy style—into the social media manager.

That’s why Wendy’s is known for their delicious, hot fries… and savage Twitter X roasts.

Michael Jackson Eating Popcorn GIFs - Find & Share on GIPHY

But Wendy doesn’t just troll competitors. She also uses the platform to playfully engage with customers.

And people LOVE it.

Wendy’s transformed their 2D cartoon into a viral brand experience, which naturally leads to more loyalty *and* customers.

No wonder their Twitter X account has almost 4,000,000 followers.

Personal brands

Showcase your personality in your brand voice

If you’re an entrepreneur, then *you’re* the face of your brand (whether you like it or not).

And sure, that means using your headshot in your email signature. But it also means how you communicate with your audience.

And whether it’s your website, social media posts, or emails, English-class properness is out. Personality is in.

Neal O’Grady (my UNIGNORABLE co-founder) uses this in EVERY bit of his communication—down to his freakin’ comments.

By showcasing his personality (and quirky sense of humor), he stands out from everyone else *and* builds know, like, and trust factors with his audience.

AKA the keys to a successful brand.

Because remember: People connect with people (or, y’know, people-ish things).

The Short of It 💥

We love mascots. The profits don’t lie.

Their furry faces and pokable stomachs give us a way to feel connected to a cold, hard company (how sweet!).

And even if you *don’t* have a talking gecko repping you…

You can still tap into the power of mascots by showcasing your unique personality in your one-person business.

Until next time, happy selling.

🐦 Your Brainy Tweetable

There’s no debate.

Clowns = 😨
Ronald McDonald = 😍

Why? Because McDonald’s used buyer psychology to work *for* them.

And regular ol’ clowns just… didn’t.

​​Tweet this now >



Wanna really get inside your buyer’s head?

When you’re ready, there are a few ways we can help:

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.

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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.

You're in!