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Join 62,321 smart people 🤔 Did you know... What does a company worth $38,000,000,000+ know about driving sales? A lot. So it's only natural we're over here taking notes. And one thing that instantly stands out? Lululemon *doesn't* call their sale section a "Sale" section. They call it the "We made too much" section. Keep reading to discover why those 4 small words make a BIG difference. Read time: 3.3 minutes ⚡ |
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~8 seconds. That's how much time you have to grab a website visitor's attention before they bounce. We needed a new Why We Buy 🧠 website. And we needed it to be badass, obviously. So we partnered with Studio—the product design and development team trusted by Alice + Olivia, Tony Robbins, QVC, and Fahlo—and gave them an ambitious goal… Make our new website "binge-worthy." Studio came up with the brilliant idea! Let visitors select who they are (Founder, Marketer, Creator, or Copywriter) and filter the 149 issues of Why We Buy 🧠 to instantly get the most relevant issues for them. Cool, huh? But now we need your help to settle a big debate… Who should be the face of the 'Marketer'? Cast your vote below! | Who should be the face of the 'Marketer' on our new website? | | | | |
Imagine this… You pull yourself out of bed at 6:15 a.m. and begrudgingly walk to the kitchen to brew a life-saving drink cup of coffee. But as soon as you go to scoop out some coffee beans, you realize you're running dangerously low. So after you take your first sip, you hop online to order more. To your delight, your go-to brand is running a huge sale—four packs of coffee beans for the price of one. At first, you're thrilled. But that excitement quickly turns into suspicion. "That's WAY too good of a sale," you think. "Is something wrong with these beans?" You start looking around for clues and find exactly what you need when you scroll a little further down the page. The brand explains it's changing its packaging and needs to clear out its existing inventory to make room for the new. Immediately, you place an order without thinking twice. Why are you no longer worried about the quality of the beans? In today's edition of Why We Buy, we're taking a look at the Transparency Effect—why telling people you're selling to them can drive *more* sales.
Let's get into it.
🧠 The Psychology of the Transparency Effect We hate being sold to. But that hatred melts away when the salesperson tells us they're selling to us. 🤷♀️ In fact, that transparency builds trust and can lead us to hand over *more* cash than we would otherwise. Researchers divided 498 people into 5 groups, gave them €10, and asked them to donate however much they wanted of it to charity. Group 1 had *no* default donation amount set. But Group 2's default donation was set to €8, and the average donation increased from €1.80 to at least €2.85. For the remaining 3 groups, researchers added varying text that explained to participants *why* they set the default donation amount to €8. These 3 groups gave the same amount as Group 2—even when told a strategy was being used so they would donate more. What does this mean for marketers like you? In an online world bloated with instant "fixes" and other guru B.S., realness and honesty are refreshing to buyers. That's why making a mistake or straight-up telling people *why* you're selling something can drive more sales than being sly about it.
🤑 How to Apply This Alright, so how can you apply this right now to sell more? E-commerce
Unveil the reason for your sale Avoid tainting your brand with discounts by telling your buyers *why* certain products are on sale. Whether you bought too much stock, you're not offering a digital product anymore, or you need to move inventory out before you can buy more, don't keep it a secret. In their sale section, Lululemon lets browsers know they made too many items, and *that's* why they're on sale. Instead of wondering if the items are out of style or the quality wasn't up to par, Lululemon *instantly* eliminates those objections. Now, browsers can confidently hit the "Buy" button because they know these items are just extras the company wants to move off its shelves.
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Give a reason to increase your likability We buy from those we know, like, and trust. So find holes in your marketing and turn them into opportunities to make your customers smile. Abtin Masseratagah shares a perfect example of how to use the Transparency Effect to win brownie points with buyers. Not only is this copy clever and funny, but it also uses transparency to explain why the brand needs to cut off communication. When people are given a reason why they should act, they're more likely to comply. Sometimes up to 33% more.
Digital products
Let your audience know what's coming You already know I'm swapping out hamster wheels in my business for growth flywheels.
And if you follow me on Twitter X, you *may* have noticed I keep talking about why you need to craft messaging that speaks to buyers' ouchiest pains if you want them to knock down your (digital) door. I also keep repeating these specific words: - "Pain"
- "Painkillers"
- "Not vitamins"
- "Urgent pains"
That's not by chance. I'm purposefully priming my audience (AKA you) for a new digital product my team is working furiously to create… PAINKILLER. I can't spill too many details just *yet,* but I can say this: if you launched a product that flopped, PAINKILLER will help you fix your marketing message... in just 9 days. Coming Fall '24. Stay tuned. 😉
💥 The Short of It Y'know when a magician "pulls" a coin outta his ear and pretends it's "magic"? But you're like, "Sir, we just saw you pick up that quarter over there and put it behind your ear." Yeah, don't do *that.* Your buyers know you're marketing them. So don't pretend like you're not. Use the Transparency Effect to build know, like, and trust factors so you can drive more sales.
Until next time, happy selling! P.S. Wanna *really* get inside your buyer's head? There are a few ways we can help: - Grab your Wallet-Opening Words playbook and make tiny copy tweaks that drive BIG bucks.
- Use Clarity Calls to deeply understand buyers... so you can get LOTS more of them.
- Apply to sponsor Why We Buy 🧠 (booking for October)
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Psssssst: Murtaza Yousuf used 2 science-backed copywriting techniques when he wrote this 5-star review for Wallet-Opening Words. Do you know which ones he used? Hit reply to share your guess. | 
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