Dear , Science is good and helpful.
Especially when you can use it when trying to
persuade. But is it always useful? Super marketer Nick Kolenda
tells you when to use science to back up your claims... and... when NOT to use science. Use this wisely. INSIGHT OF THE WEEK Don't Use Science to Sell Emotional
ProductsScience is persuasive, unless you sell emotional products. Across 10 studies, customers were less likely to buy emotional products with scientific rationales (Philipp-Muller, Costello, & Reczek, 2023). - Science: "Our rigorous scientific development process ensures that Zoza cookies taste delicious, indulgent, and
gooey."
- Control: "We ensure that Zoza cookies taste delicious, indulgent, and gooey."
Participants preferred the control cookies. Why Does It Work?Emotional products are driven by feelings.
They should be easy to process. Naturally, customers prefer emotional products near fluent stimuli, like round prices. A $24.37 pillow just feels wrong (Wadhwa & Zhang, 2015). Same with scientific reasons — these blurbs feel misplaced in emotional contexts. How to Apply ItSelling a fluffy pillow? Don't sell the technical details. Sell the experience. Brooklinen could probably remove the "dual-core structure" blurb from their pillow description: 
So, to summarize, if you're offering an emotional product/service, use emotions, use describing the "experience" (you might even use logic) to justify the purchase. But avoid a scientific explanation because it will be incongruent with the emotion to what you're selling. Until next time... And, remember, K.I.C. (Keep It Coptic). To read Nader Anise's
bio on Wikipedia, go to: Your
friend, Nader Founder of the Coptic Chamber ABOUT NADER ANISE For the last 30 years, Nader’s talents as a marketing strategist and copywriter have
generated hundreds of millions of dollars for himself and his clients. In addition, he is a recognized PR expert, and has been featured in countless media outlets such as: The Wall Street Journal, NBC, CBS, Forbes, Bloomberg and USA Today. Nader’s storied marketing and sales experience has enabled him to mentor business owners in all types of
industries, including: legal, medical, financial, therapeutic, mortgage, investment, wealth, retail, insurance, transportation, pharmaceutical, clothing, restaurant, real estate, education, insurance, construction, internet, telecommunications, manufacturing and many others. Nader has educated over 25,000 business owners from all around the world on
sales and marketing. To read Nader Anise's bio on Wikipedia, go to: 3 AMAZING FACTS ABOUT NADER ANISE, ESQ. FACT #1: In 2001, Nader wrote a one page press
release that generated over $2,200,000 in free national publicity. FACT #2: Within four years of starting his law practice, Nader was featured on the cover of Lawyers Weekly USA section B (currently Lawyers USA) and was lauded for his remarkable achievement of building a "thriving law practice... without spending a penny on
advertising." FACT #3: Nader landed on the cover of the Wall Street Journal after sending the editor a cold email with a subject line that consisted of nine words, including, ONE key, riveting word. (BONUS FACT): Nader wrote a direct mail letter for a small business that created such an overwhelming response, the owner sent Nader a frantic email with the message: "You're killing me with all the new business. We are busting at the seams and all my employees are freaking out..." Subscribe to our YouTube channel: Did you enjoy this newsletter? Please share it using one of the buttons below: |
|
|
