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Unbiased stories & studies from the frontiers of marketing

“How Expensive Are My Ads?”

ezoic ad revenue index (0 – 100)

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NeuroTactic Overview

Limited Access

We value things higher when there are barriers to accessing them

SUMMARY:

Research shows that we attribute a significantly higher value to things when there are barriers in the way of getting access to them, as well as when there are barriers in the way of others getting access to what we already have.

The threat of scarcity and allure of exclusivity is what drives us to pursue limited-edition products and limited-access services. If you have a product that is able to be modified in a certain way to create this Limited Access effect, it may be in your interest to create it.

It is important for people to pay for access. In a study of Amazon Prime members, those who paid for a subscription had a higher overall willingness to spend and had greater brand loyalty than Prime Members who were given a free trial.

Primary Source:

Ashley, Gillespie & Noble (2016). The effect of loyalty rogram fees on program perceptions and engagement. Journal of Business Research.

Dream Category:

Attention

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:

Awareness, Action
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.