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Join 61,323 smart people 🤔 Did you know... McDonald's could've used any color they wanted in their logo. Yet they chose red and yellow—*not* because they're an attractive color combo. But because they make it *more likely* you'll swing through their drive-thru and grab a Big Mac with fries. Yup, that's right—2 freaking colors have that power. And it's not why you think. Keep reading to find out how and why they helped McDonald's make $25,490,000,000 last year. Read time: 3.2 minutes⚡ |
Sponsored by ConvertKit → Soon to be Kit Ready to make more while working less? Katelyn here 👋 I'm hosting a FREE workshop with ConvertKit (soon-to-be Kit) this Wednesday. The topic? Revenue flywheels. 👀 I'll be sharing the details on how we grew sales with our new revenue flywheel 29.5% in the last 30 days. And I'll give you the BTS, science-based thinking it's built on in this FREE workshop. If you're a creator or service provider wanting to scale your business (while working less), then you're not gonna want to miss this. → Grab your seat for the Revenue Flywheel workshop |
Imagine this… For the past month, you've seen ads from a company offering "softer-than-a-cloud sweatpants." This morning is no different. As you scroll through Instagram and sip your coffee, you see another ad with a cute model flaunting the oh-so-comfy-looking sweats. But you don't pay much attention to these ads because you're still attached to the sweats you've had for 10 years. You'll never part with them. You glance at the clock and note you have a Zoom meeting in 8 minutes. Scroll time is over, you sigh. So you swap out your pajama shirt for a blouse like the professional you are. Then you get ready to change out of your pajama shorts. But because you're not a sociopath who wears real pants during online meetings, you grab your trusty sweats. As you put one leg in, you hear the worst sound you've ever heard. *riiiiiiip* Was that my heart ripping in half or my sweats? Both??? you frantically think. Deep down, you already know what just happened. Your foot got caught and tore the crotch's seam in half. As you mourn the loss, you quickly type in that company that's been advertising the soft-as-a-cloud sweats and place an order. There are THOUSANDS of sweatpants to choose from. Why did you buy from this specific company? In today's edition of Why We Buy 🧠 we'll explore Priming—why we're more likely to choose products we've been repeatedly exposed to. Let's get into it. 🧠 The Psychology of Priming Effective marketing primes people to be receptive to your pitch BEFORE they hear it. Say whaaaat? World-renowned psychologist Robert Cialdini calls this strategy "pre-suasion." It involves creating the right context and cues—and poking at the right emotions—to *subtly* nudge potential customers toward a desired action. Researchers found when consumers were exposed to words associated with higher-end brands (e.g., "prestige"), they were more likely to prefer a higher-end brand when faced with a buying decision (e.g., Nike for socks instead of Hanes). The crazy part is, this preference developed on a subconscious level. Convincing people to buy is 1000X harder when trying to persuade them *before* properly pre-suading them. And this is a very common mistake marketers make. As Cialdini says… "Persuasion is not just about what you say; it's about what you say before you say it." The smartest marketers know that and use it to their advantage.
🤑 How to Apply This Ok. So how can you apply this right now to sell more? Branding
Choose brand colors that evoke the desired response McDonald's use red and yellow in their branding because they're colors known to stimulate appetite and trigger urgency. This primes customers to feel hungry and act NOW. So once drivers see this red-and-yellow beacon, they're more likely to pull into the drive-thru and order a Big Mac. But this logo we've all seen countless times since childhood leaves a deeper neuropsychological mark. Whenever you see bright red and yellow together, you're likely to pair those colors automatically with the fast-food chain because your brain has linked them to the brand. Crazy, huh?
Smart Stuff You'll Love 😍 🎁 $18,000 FREE UI/UX AUDIT Money-making apps and online stores all have one thing in common: they're optimized to drive action. Is yours? Enter to win a free UI/UX audit from Studio, the design team trusted by QVC, Tony Robbins, and Alice + Olivia. *Value: $18,000. This opportunity is exclusively for Why We Buy 🧠 readers again this month. Winner chosen on August 31st. 🤓 BRAINY GUIDE Creating ads that stand out and convert is tougher than ever. Superside is here to help. Get Superside's Definitive Guide to Digital Ad Design. Discover the best ad practices Amazon, YouTube, and Pinterest are using to stay ahead of the curve. 🤑 SMART FEATURE You know what's awesome? With Paid Recommendations, you get paid to promote fellow creators. "With ConvertKit I can pay creators to promote Why We Buy (rather than funnel more money to Google or Meta)." - Katelyn |
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Prime your audience to buy waaay in advance Your launch strategy should start weeks—preferably months—before doors open. As you know, we're working feverishly to create a new product. PAINKILLER is a messaging workshop (join the waitlist to get first dibs). We'll help you fix your messaging so more people reply and buy... in just 3.5 days. Our launch date is mid-October. But I started priming people to buy back in JUNE. By creating content that's focused on the specific problem our target buyer is struggling with (lack of sales due to ineffective messaging), I'm priming them to start noticing—and feeling—the pain associated with that problem more. So when we launch the solution, their reaction will likely be: "THIS is what I need. Where's my wallet?!" But be careful—the key here is to be subtle. Posting 1-2X/week is sufficient.
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Create strategic partnerships A way to reach more warm leads (and sell more) is to partner with influencers or content creators your target audience already trusts. HelloFresh didn't *randomly* partner with Jessica Alba. It was a strategic decision because Alba's company, The Honest Company, is viewed as trustworthy by a huge, relevant audience: health-conscious moms. There are a ton of meal-delivery services to compete with. But because HelloFresh partnered with Alba, they primed her audience to think of *them* as the go-to brand. So when those buyers decide to invest in a healthy meal-delivery service, HelloFresh's meal kits are likely the first they'll think of (and choose to buy).
💥 The Short of It Odds are, your buyer isn't ready to buy right this second. So use the right visuals and words in your content to get your buyer in the right context before you ask them to take action. And once you do *that,* stick to it. Familiarity helps your buyers make decisions faster by building know, like, and trust factors. Meanwhile, repetition helps your buyers remember important information. Win-win.
Until next time, happy selling! With ❤️ from Katelyn and Jordyn 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.
- Fix your messaging. Join the waitlist for our new PAINKILLER messaging workshop to get first dibs.
- Apply to sponsor Why We Buy 🧠 (booking for October 2024)
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Psssssst: Nicolas Gromer used 1 science-backed copywriting technique when he wrote this 5-star review for Wallet-Opening Words. Do you know what it is? Hit reply to share your guess. | 
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