This post is sponsored by Insense

This Week’s Brainy Best At-A-Glance

Read time 2.4 minutes

🧠 Snack: The quickest way to make buyers think your products are legit

🤓 Breakdown: Oatly’s genius F*ck Oatly campaign

🛠 Tool: Scale your customer research with async video surveys

💡 Spotlight: Speaking into buyer emotions vs. rational thinking

Brainy Snack 🧠

Here’s one of the easiest ways to make your products look more legit:

Show multiple copies of your product in your sales images

​In 5 studies, this proved to make buyers think the product worked better in comparison to images with a single product.

Who knew that simply copying & pasting an image could boost sales? Now you do.

Brainy Breakdown 🤓

It’s tempting to try to hide your mistakes as a brand.

Being perfect is the best way to get people to buy, right?

Wrong.

We actually like when people (and brands) more show their flaws.

Research shows we’ll rate someone as more likable if we think they accidentally spilled coffee on their shirt.

Psychologists call it the Pratfall Effect, and apparently, Oatly read the studies.​
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Oatly built out an entire website and turned it into “a time machine of all things bad about an oat drink company.”

They don’t even shy away from saying, “There’s a lot to cover.”

Oatly creates reliability and trust by making buyers feel like they’re willing to flaunt their flaws—not hide them. It’s a smart campaign that got people talking.

Brainy Tool 🤩

Sponsored by Vouch

Every purchase begins with a buying trigger.

It’s a moment when a prospective customer moves from being oblivious that they even have a problem to being in the market for a new solution.

No trigger = no sale. So unless you have money to burn, discovering your customers’ buying triggers is a big deal.

That’s why I love Vouch ❤️

I use Vouch at Customer Camp to scale our customer research efforts.

I can ask survey questions at key stages of the buyers’ journey—like immediately after someone buys a product or completes a video training—and customers can respond with videos answering my questions asynchronously.

​Vouch is a great alternative to 1:1 customer interviews if you’re crunched for time.

It’s one tool with multiple use cases. (Perfect more marketers who need to “do more with less”)

​​Try Vouch free today >

Brainy Spotlight 💡

Our brain has two different systems that work in tandem to process information and our experiences.

In his bestselling book Thinking Fast and Slow, Daniel Kahneman refers to these two ways of thinking as System 1 and 2.

Here’s a tip from Why We Buy reader Kate Sotsenko on how to use System 1 thinking to get more conversions:

You won’t tap into System 1 thinking (the system that makes 95% of our decisions) if you only speak into the rational part of a buying decision.

Speak to the emotions driving the buying decision.

How do you know which emotions push your buyers to pull out their wallets?

​Here’s the scrappy strategy I use to find out.

Want a chance to get featured in front of 48,500+ 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. 

Pssssttt…

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)

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