Under the Influence with Terry O'Reilly
Speed Bumps: The Magical Ingredient in Marketing
Sep 9, 2023
Smart marketers use speed bumps to generate greater sales by adding friction to the selling process. The podcast explores the origins and impact of speed bumps in marketing, as well as the concept of taxes as a speed bump. It also discusses Van Halen's strategic use of the 'brown M&M's clause' and the power of checklists in preventing surgical mistakes.
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Quick takeaways
- Strategically placing speed bumps in the marketing process can create positive impacts by aligning with consumers' beliefs and emphasizing product effectiveness.
- Adding friction and obstacles to guide consumer behavior can enhance decision-making and influence outcomes in various industries.
Deep dives
The Power of Speed Bumps in Marketing
Speed bumps, whether in the form of obstacles or friction, can be strategically placed to slow down the marketing process and create a positive impact. For example, Clerol intentionally added a 30-minute step to their hair conditioning process, despite the product taking under two minutes to work, to align with consumers' existing belief system and gain credibility. Similarly, Johnson and Johnson added a slight sting to their ointment for faster healing, as people have a psychological preference for feeling the medicine in action. Buckley's cough syrup, renowned for its terrible taste, experienced increased market share after openly acknowledging its awful taste, creating a speed bump that emphasized its effectiveness.
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