Psychological Marketing

Imagine this. Imagine you move into a neighbourhood and a neighbour brings across a big cake. What happens to you instantly? There you are, with all your unpacked boxes, a to-do list so long it stretches all the way to Geneva and all that you can think of, is how to pay that person back. [...]

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Yesterday I went to buy some walking shoes. And I ended up spending $2000. And that’s not counting the shoes. Now, did that opening get your attention? Sure it did. It sucked you in. And the reason you hear that strange sucking sound is because I didn’t start off the article like most people do. [...]

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That may seem to you, to be the silliest headline ever. Why would you need to learn how to make mistakes? You’re already a pro at making mistakes. You don’t need a how-to article to tell you how to make mistakes, right? But bear with me as we explore why mistake making is a science. [...]

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  Ever been to a buffet? You know how you start off with the spring rolls, then it’s baked ham with pineapple sauce. Then it’s roast lamb with mint jelly and rich brown gravy. Top that up with roast seasoned pork loin with apple sauce and a little chicken with apricots and  Camembert. Do you [...]

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As you chomp into any dish, something happens in your brain. Your brain analyses the contents of the dish, compares it what it knows and then spits out a critique. So the dish could be too salty, too sweet—or, or, or,—it could be just right, or even better than you’ve ever tasted before. In a [...]

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Nothing bugs you more than a painful client. A client who hassles you at every step of the way. A client who won’t pay on time. A client who takes up so much of your energy that you get drained. I used to have clients like that And then at some point I stopped getting [...]

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A local car wash ran a loyalty program For every car wash you paid for, you got one stamp on your card. If you completed eight washes, you got one free wash. Another set of customers also joined that very same loyalty program. But they didn’t have eight blocks to fill on their card. They [...]

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Imagine you had a friend who said to you, “I have 140 emails in my in-box”. What would you say next? I’ll tell you what. You’d be a little surprised, and you’d say, “You get 140 emails a day?” “No, not a day”, this friend would answer. “I get just 20 emails a day.” But [...]

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“I’m never going to another place until I see Paris completely” said my fictional friend. I don’t talk to fictional people that often, but this time I decided to have the conversation. “You mean you’re going to pass up everything else on the planet, just because you haven’t seen all of Paris yet”, I asked, [...]

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Resistance loves a loner. Because loners have limited energy. They start out on a project, all excited about what’s about to unfold. Then, for some reason or the other, they lose their way. And that’s when resistance gangs up on the loner big time. It’s not much of a fight. The loner is already exhausted. [...]

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Keira is my niece. My sister in law teaches her daughter Keira the names of every one in the family. She does this by getting Keira to recognise the photos and call out the person’s name. So Keira learned everyone’s name. And now at two, she says 90% of the names (except the really hard [...]

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We have the curse of knowledge. We all do. We know what we know, and we know it so well, that we assume that everyone else knows it just as we do. So for instance, I understand a concept like ‘uniqueness’ and it’s almost second nature for me, so it’s normal for me to assume [...]

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