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Unbiased stories & studies from the frontiers of marketing

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NeuroTactic Overview

Weber-Fechner Law

We reject immediate increases in pain, but we accept small, incremental increases in pain, even when both final pain levels add up to the same amount

SUMMARY:

“They” say if you want to boil a frog, put it in a pot of lukewarm water and slowly heat it on the stove. If you just throw the frog into boiling water, it will jump out. The human mind is similar to a frog in this respect. Our sensitivity to a task’s complexity or duration diminishes over time. Given a slowly-intensifying sequence of interactions with your brand, coupled with the right incentives and rewards, prospects will go to great lengths to engage with you.

Whether you are sending email broadcasts, running ads, making phone calls, or sending direct mail, your marketing is always “asking” for something from your prospects (even if it is time). By gradually increasing the intensity of your calls to action or points of commitment, you can generate higher levels of marketing engagement than if you would by asking for a heavy upfront commitment.

Primary Source:

Britannica, The Editors of Encyclopaedia. “Weber’s Law.” Encyclopædia Britannica, Encyclopædia Britannica, Inc., www.britannica.com/science/Webers-law.

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.

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