MISTAKE THAT COSTS YOU SALES #3: REDUCING MOTIVATION TO BENEFITS AND DISCOUNTS ??

When thinking about motivating customers, the first ideas that usually come to mind are BENEFITS and DISCOUNTS. While these can be effective tools, they come with a significant downside: they're costly.?

Is there a more cost-effective way to increase customer motivation? One that is easier and sometimes even more effective?

Yes, there is - words.

Let me share a compelling case study from a few years ago.

?? CHALLENGE ??

A telecommunications operator was planning an SMS campaign to offer 2 GB of free data to customers who didn't use mobile data. The goal was to encourage them to use the internet on their phones, hoping they would enjoy it and upgrade their plans.

?? APPROACH ??

The original message was straightforward:

"Reply YES and we will activate 2GB of data for you for free."

Pretty standard, right? So, how could we tweak this message to significantly boost the motivation to activate the package?

?? SOLUTION ??

The solution was based on the endowment effect. Here’s the revised message:

"We’ve just gifted you a 2GB data package completely free. Simply reply YES to activate the package."

Notice the difference? The new message leverages the endowment effect, making customers feel like they already own the 2GB data package. If they don't activate it, they'll lose it. ??

?? RESULTS ??

This subtle change resulted in TWICE as many people activating the package.

??CONCLUSION ??

This is the power of words. If you understand how your customers' minds operate, you can easily increase their motivation to do what you want.

This is the essence of the last letter in our SURF method:

?? F - Focus on motivations

? No discounts.? ? ? No additional benefits. Just the right words.??

MISTAKE #1?

MISTAKE #2

?? #consumerpsychology #behavioraleconomics #neuromarketing