We’re bringing a bottle of tequila to the next marketing experts meetup. Read The Goldpanifesto

Unbiased stories & studies from the frontiers of marketing

“How Expensive Are My Ads?”

ezoic ad revenue index (0 – 100)

49

NeuroTactic Overview

Fluency Shortcut

Our brains are built to treat more fluent words, ideas, images, and sounds with a higher priority than their less-fluent counterparts. In other words, our brains drink the water before they swallow the honey. As a result, we tend to remember short, punchy political slogans and we tend to forget long, complicated prayers and poems. With better memory of these “highly fluent” slogans comes a familiarity, a trust, and a willingness to spread.

SUMMARY:

Mental fluency is similar to the thickness of a liquid. Short, easy-to-pronounce words are swallowed like water, whereas long, complicated words are swallowed like honey. Although honey still goes down, it takes more effort.

Our brains are built to treat more fluent words, ideas, images, and sounds with a higher priority than their less-fluent counterparts. In other words, our brains drink the water before they swallow the honey. As a result, we tend to remember short, punchy political slogans and we tend to forget long, complicated prayers and poems. With better memory of these “highly fluent” slogans comes a familiarity, a trust, and a willingness to spread.

To build fluency into your product, remove the friction associated with deciphering and remembering your core message. Simplify it as much as possible. When compared to a competing message, your customers will remember and believe the one that is easier to remember. Popular political slogans gain their virality through this single psychological principle.

Primary Source:

Novemsky et al. (2003). Preference fluency and its effects on no-choice, compromise and attraction effects. Association for Consumer Research.

Dream Category:

Memorability

The DREAM framework, created by Vivid Labs, represents a research-backed framework for effective marketing messages. It stands for Desire, Routing, Emotion, Attention, and Memorability.

AIDA Category:

Interest
AIDA is a well-known framework for assembling a marketing message. It stands for the four steps of human decision-making: Attention, Interest, Decision, and Action.

Get The Book:

Snake Oil walks you through using and testing NeuroTactics in your own marketing, along with other critical skills marketers need to have these days.