🎓 Short, easy names are more trustworthy
🎓 Short, easy names are more trustworthyeBay sellers with short and easy to pronounce names were judged as 31% more trustworthy than those with long and difficult namesNew to Ariyh? Join 6,993 evidence-based marketers for 3min insights 💡 based on research 🎓 to grow your business 📈 If you find these insights useful please share them with your colleagues and friends, Ariyh grows thanks to you! Today’s insight is brought to you by… Rotterdam School of Management Maximise your leadership potential with a top-ranked, part-time Executive MBA in Rotterdam. Meet us on our Open Evening to learn more. Want to sponsor Ariyh? Here’s all you need to know. 🎉 Today: Ariyh’s 100th Insight(Scroll down for today’s insight) Today is a big day. 14 months ago I started something I thought was impossible. What if I could sift through more than 10,000 marketing scientific papers published each year, find the most useful ones, and turn them into a database of 100 practical recommendations? A war chest for experienced marketers to take their tactics from good to 100% - the frontier of current human knowledge. Enough opinions. Enough self-promoting ‘studies’. Enough bullshit. Science is not perfect. But it’s the best thing we have - by orders of magnitude that are not even comparable. Today that dream comes true. I would like to present you with Ariyh’s 100th insight. And you can find the database of 100 practical recommendations here. We are about to be 7,000 evidence-based marketers. Thank you for being here with me. Now, let’s go and grow your revenue 📈 📝 IntroDo we judge how trustworthy a person or company is based on their name? We certainly do if it’s a familiar name, or the name suggests we should (e.g. Johnny Goodfaith, Thomas McTrustme, Reliable Industries Inc.). But we also use meaningless and superficial ‘hints’ in a name to decide whether to trust what (or who) is behind it. Imagine a product you want to buy is sold by two different sellers on Amazon: SIBU and VLEGTIQCLAPL. Everything else is equal (e.g. price, ratings), and neither name means anything. Who would you buy from? P.S.: Yes, I know Ariyh is not easy to pronounce. It’s because I’m a biased Italian that forgot that everyone else pronounces ‘h’ (we don’t in Italy). It’s pronounced ar-ee ;) Previous insight: Productize your service (All insights here) Short and easy to pronounce names are more trustworthyImpacted metrics: Customer acquisition 📈 RecommendationChoose a brand name, or at least an online name (e.g. to sell on Amazon), that is easy to pronounce and short. Potential customers will trust you more and will be more likely to buy from you. 🎓 Effects
(The trustworthiness ratings that people gave to fictional eBay sellers based on how easy or difficult their name was to pronounce - Click to zoom in) New here? Subscribe for the latest marketing research 💡 from top business schools 🎓 in 3min practical insights 📈 🧠 Why it works
✋ Limitations
🏢 Companies using this
⚡ Steps to implement
🔍 Study typeLab and online experiments. Germany and United States 📖 ResearchSilva, R. R., Chrobot, N., Newman, E., Schwarz, N., & Topolinski, S. (December 2017). Make it short and easy: Username complexity determines trustworthiness above and beyond objective reputation. Frontiers in psychology. 🏫 AffiliationsUniversity of Cologne, SWPS University of Social Sciences and Humanities, and University of Southern California. Germany, Poland, and United States Remember: This paper could be disproven in the future (although this is rare). It also may 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? Want to sponsor Ariyh or ask a question? -> Reach out at thomas@ariyh.com Don’t have time to study all the latest marketing science in depth? -> You can ask me for Personalized Recommendations. Over 3 to 4 weeks I will analyze your business and tell you exactly what research you should apply. New to Ariyh? -> Subscribe below or read other 3min marketing insights here |
Older messages
🎓 Productize your service
Tuesday, October 5, 2021
Define, brand, and price your service as if it's a product. You will help people picture what they're getting for their money. Expect sales and satisfaction to increase.
🎓 People remember print ads better
Tuesday, September 28, 2021
Print ads are better absorbed by our memory. One week after seeing them, we remember them better than we would digital ads.
🎓 Simplify your prices
Tuesday, September 14, 2021
Make the pricing of your product options and extras simpler than your competitors. People will perceive you as fairer and cheaper, even if you are more expensive.
🎓 Use GIFs or emojis, but not both
Tuesday, September 7, 2021
GIFs and emojis improve message engagement (eg more attention, less unsubscriptions) and outcome (eg time spent in app). Don't use both at once or the effect backfires.
🎓 How to respond to complaints on social media
Tuesday, August 31, 2021
Limit yourself to one informative reply that shows empathy, then take it private (eg email, phone). Multiple public responses can hurt your brand and firm value.
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