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Nudge
He reviewed 74 marketing science papers so you don’t have to
Oct 2, 2023
Marketing expert Thomas McKinlay shares 3 practical marketing insights from recent research papers, including the power of limiting positive claims, increasing sales through trust and transparency, and the importance of using precise measurement units. Topics discussed include showcasing costs, labor illusion, descriptive color names, branded ingredients, and balancing precision with customer understanding.
22:27
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Quick takeaways
- Limiting product descriptions to three benefits increases persuasiveness by 10.4% compared to more claims.
- Showing product costs builds trust and can increase sales by 22%. Customers appreciate transparency and are willing to pay more.
Deep dives
Stick to Three Benefits for More Persuasive Marketing
Research shows that when marketers describe their product or service, they should focus on listing just three benefits. Going beyond three positive claims can make the message less persuasive. For example, four positive claims on a product's packaging were 10% less persuasive than three claims. Researchers found that three benefits made claims 10.4% more persuasive than other variants.
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