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A/B Testing Idea #261 - Instead of trying too hard to sell, be more specific in your sales argument

Tactic_Instead of trying too hard to sell, be more specific in your sales argument

Description

Arguments or tag-lines that are too fluffy and reminiscent of an unfounded sales pitch - such as "our customers love us" or "our software is very reliable" - can be effective in the right context but more often won't attract or convince potential customers as you would like. Using concrete words, especially featuring facts or figures, will have much more impact. For example, instead of saying "our customers love us" say: "142 customers use our product." Tell your customers a powerful story rather than giving them a sales pitch.

Inspired by Nick Kolenda 

Principles

  • Processing Efficacy (Jacoby & Dallas, 1981)
  • Need for Certainty/Uncertainty (Kagan, 1972)
  • Information Bias (Baron; Beattie & Hershey, 1988)

The Research

Processing Efficacy

We tend to prefer things that are simple for us to understand or use.

Need for Certainty/Uncertainty

The paradox between the fact that our brain likes to know what is going on and to feel certain, and the fact that uncertainty is also a human need and can lead to action and creativity.

Information Bias

The tendency to seek out information, thinking that it will lead us to make a better decision, even when that information is of no real help.

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