a single source, nothing corroborates it
Tell them where they stand against their peers
Comparison with people like them moves more households than appeals to saving money, helping the planet or doing the right thing, and a large share of ordinary thinking is spent on comparison anyway. Frame the message around their position relative to the neighbours rather than around the principle.
The method
- 01
Frame your message around where the buyer stands relative to people like them, which moves more people to act than appeals to saving money, helping the planet or doing good.
What it returned
- 10%
Alex Laskey's peer-comparison line, telling households their neighbours were doing better, beat every other message tested. Psychology Today puts the share of our thinking spent on comparison at 10%, and Social Comparison Theory dates to 1954.
Sources
- Did you forget Cinco de Mayo? - Why We Buy 🧠Katelyn Bourgoin · customercamp.co · Brainy Breakdown · undated
the second source
Three plays a week, for the phase you are in
No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.
More in copy
- Keep the personality that drives some people off7 unconnected
- Interview buyers and write the page in their sentences6 unconnected
- Re-aim one durable claim at today's worry5 unconnected
- Answer the predictable objection with a specific4 unconnected
- Say the thing only you could have said4 unconnected
- Tighten the headline until only your segment fits4 unconnected