In the late 1980s, the UK was entering into a recession and dwindling profits started affecting Hoover, the leader in the British cleaning market. Between 1987 and 1992, Hoover’s profits fell from $147m to $74m. The 50 percent market share was tanking fast. What to do? They devised a clever strategy where anyone who spent…
A 1993 research conducted by Daniel Kahneman and Barbara Frederickson found that the human memory is rarely a perfectly accurate record of events. Study participants were instructed to hold their hands in cold water for an uncomfortable but not dangerous experimental condition. A series of short trials were conducted; the starting condition and hand submerged…
As part of 6 experiments across people in the US, Europe, Hong Kong, and mainland China: People donated 25.1% more (HK$8.38 vs HK$6.70) to the charity For Children when they were asked to “Gift” rather than “Donate” (e.g. in charity descriptions, on envelopes) 21.8% more employees at a company donated used books (53.5% vs 31.7%)…
I love watching movie trailers. How they condense the whole movie into 5 minutes… has to be an art of its own. The best bits, the best expressions, the best dialogues—you can literally feel the whole movie in those five minutes. And this is what Ray Edwards wrote in his book How to Write Copy…
To niche or not to niche as a content creator? Here’s the example of Justin Welsh. He talks about building a one-person business. In the last 365 days ending on October 12th, 2022, he: added 208,656 new followers generated 137.59M impressions received 13.95M visits to my profile And most importantly, he did that on Twitter,…
Zara has been one of the most successful fast fashion brands in the last decade. Unlike traditional apparel companies that rely on longer seasonal trends, Inditex—the owner of the Zara brand—is banking on quick turnaround time with more than 10,000 different designs per year. Inditex can bring the latest trends from the catwalk to the…
Marketing is subtle—like the air around you. Its effect is invisible but you still feel it. Marketing works on your subconscious and not on your conscious. This is what a “nudge” is called, as per Richard Thaler. A nudge is instead an attempt to influence choice in a way that presents all options but steers…
View this post on Instagram A post shared by Mr. Teddy Bear (@bearbrosstudio) Now, this guy knows what he is doing. When the media culture applauds a fully waxed, clean baby-skin look, this guy, apparently known as “Teddy Bear” has gone the opposite way—becoming a werewolf instead. Why? Because in marketing, you have…
Previously, you were fighting for 10 spots (excluding the ads). Now you are fighting for even a smaller amount of real estate on Google Search Results. Do you even know what you are fighting for? Think about it. Google’s primary goal is to provide the best results to its users. And Google is rejoicing the…
This difference is not apt anymore in 2022. The lines are blurred more than ever. If you are a business that runs a regular blog, are you not looking to convert your readers into paying customers? Maybe not in a swift blow, but gradually and steadily… capturing his attention with an article, then building a…