🎓 Reverse how you frame your promotions
🎓 Reverse how you frame your promotionsDescribe the restriction first (spend £100) and then the offer (get $20 off). The promotion will feel like a reward rather than a restriction, and sell better.
New to Ariyh? Join 13,517 evidence-based marketers for 3min practical insights 💡 from scientific research 🎓 to get better marketing results 📈 Today’s insight is brought to you by… Marketing Examined In Marketing, Genius is 1% inspiration and 99% execution. Which is why Marketing Examined writes all action, no fluff case studies to help you with both.
Join 35,000+ marketers and founders for free weekly case studies. Want to sponsor Ariyh? Here’s all you need to know. 📝 IntroMost offers come with a restriction (and if they don’t they usually should). For example:
These promotions are typically presented in this order:
It’s rare for companies to present offers the other way around. They’re wrong. Here’s how you can stop leaving money on the table. Remember: Each Ariyh insight is a practical summary of a published, peer-reviewed, scientific research paper. Not an opinion or sketchy data. This is science. Previous insight: Say “Gift” not “Donate” to increase donations (100+ more insights here) Describe the restriction of your promotion first, then the offerChannels: Promotions | Discounts 📈 RecommendationExplain your promotion by describing the restriction first, and the offer second. For example, “On select weekends enjoy 40% off”, not “Enjoy 40% off on select weekends”. People will pay more attention to your offer, feel more in control, think it’s fairer, and will be more likely to buy it. 🎓 Findings
A typical example of what you should NOT do, according to the latest science 🧠 Why it works
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🏢 Companies using this
This promotion from UberEats got it right by explaining the restriction first (“Spend £15”) ⚡ Steps to implement
🔍 Study typeOnline experiments and field experiment (in collaboration with NBA team the Dallas Mavericks) 📖 ResearchHave We Got a Deal for You: Do You Want the Good News or Bad News First?. Journal of Service Research (August 2022). 🏫 Researchers
Remember: This is a new scientific discovery. In the future it will probably be better understood and could even be proven wrong (that’s how science works). It may also not be generalizable to your situation. If it’s a risky change, always test it on a small scale before rolling it out widely. Rate today’s insight to help me make Ariyh's next insights 🎓 even more useful 📈 How was today’s insight? 🎓 New to Ariyh? -> Subscribe below or read 100+ other 3-min marketing insights |
Key phrases
Older messages
🎓 Say “Gift” not “Donate” to increase donations
Tuesday, September 13, 2022
Asking people to “Gift” rather than “Donate” to charities increased the chances they did by up to 68.8% and increased the amount given by between 22.9% and 94%.
🎓 Handwritten thank you notes increase sales
Tuesday, September 6, 2022
Photocopies work just as well as originals. In experiments, they increased future customers spending 2x. They must be handwritten.
🎓 Don’t sound weak. Use negations
Tuesday, August 30, 2022
Negations (eg no, don't, never) make you sound more powerful and increase how much people want to engage with (+17.6%) and recommend you (+17.8%)
🎓 Ariyh turns 2 - The top 5 insights of the year
Tuesday, August 23, 2022
Space out your products; Praise your competitors; Reply to all reviews; Use quantity-focused CTAs; Show a hand touching your product. The top 5 insights to celebrate two years of Ariyh.
🎓 Give tours of your company
Tuesday, August 16, 2022
In experiments, people were up to 85% more likely to recommend and 32% more likely to buy a company's products after a tour. Tours must be educational and enjoyable.
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