2 behavioral science insights for better marketing

Read time: 4 minutes 12 seconds

Hey – it's Rasmus. This past week has been pretty crazy. I began with my Twitter audience-building journey, picked up a new sport, and have been working on making this newsletter more value-packed for you. You can find the poll results from last week in the bottom. 

Let's dive in.

Today at a glance:

• Marketing: 2 Behavioral Science tips & Product-Led Growth must read

• Productivity: Become a better thinker

• Journey: Updated newsletter

• Tools: Hypefury & Obsidian

Journey

The new structure:

Marketing ideas I learned, discovered, or experienced in my work. Two things that will help you become a better marketer. 

1 productivity includes anything that can boost your productivity as a marketer. A tool, suggestion, or POV. 

Placeholder:  article, tweet, podcast, image... Any type of content that may spark your curiosity, but only the best one I encountered in the last seven days.

Journey: Updates on my personal brand journey, shitposting, and everything fun (enjoying the process). And a new section "What the fuck I'm up to".

Without further ado...

2 behavioral science insights for better marketing

The first one is a gimmie but still often underutilized: 

1. Use social proof to influence purchase intent

A study by the Spiegel Research Center found that nearly 95% of shoppers read online reviews before making a purchase. Online reviews significantly impact purchase behavior and can be used to your advantage as a marketer. 

Drive your customers to leave reviews to increase your conversion rates: ask them directly, incentivize them with discount coupons, remind them during the purchasing journey, and include pop-up notifications (e.g. with HotJar).

Review your customer journey and include social proof for more sales.

2. Influencing decision-making with cognitive bias - Anchoring

The first bit of information you see sets an anchor or baseline. Any additional information will be evaluated against the anchor. Almost all of us are influenced by it on a daily basis. 

Snickers ran an experiment at a supermarket when they launched their ice cream bar. 

People bought more ice cream bars when their anchor number was large (in this example, 18). 

This illustration by The Decision Lab sums up the Anchoring bias perfectly:

Remember this cognitive bias and experiment with it the next time you run a campaign. It might be enough to considerably increase your customers' average purchase!

Product-Led Growth as a marketing strategy

Hila Qu helped scale Acorns, a fintech micro-investing app, from 1 million to 5 million users with this Go-To-Market strategy.

Product-Led Growth is a go-to-market strategy that relies on a solid product experience to drive customer acquisition, engagement, and retention. 

 Hila and Lenny made an in-depth guide to getting started with it in Lenny's newsletter:

Productivity: Become a better thinker

Here's a great website that aggregates and describes a wide variety of thinking tools and frameworks. If you're looking to get better at communication, decision-making, or problem-solving, Untools will become a good friend of yours:

Tools: Social media & Note-taking

Hypefury

I have tried many social media management tools. For small teams, I've always been an advocate of Buffer. But recently, I stumbled upon Hypefury.

I'm using it for my personal Twitter and so far I have nothing to say but "damn amazing." The beginning is gruesome, but hypefury has made it easier to bare: 

If you're looking for a personal assistant to grow & monetize your Twitter audience, Hypefury should be your pick. It's great for scheduling, automatic and automated plugs, analytics, idea generation, you name it. It even supports LinkedIn, Facebook, and Instagram. Use my referral link to get started: 

Obsidian

I have been using Obsidian as my "second brain" for months now (Thank you Aloscha for recommending this to me). 

Obsidian is a knowledge base and note-taking application. It allows me to take notes, make canvases, and visualize the connections as a graph.

I love Obsidian because it stores all files locally and no server wipe or loss of internet connection can take it away from me. All of my swipe files, course learnings, personal thoughts, and ideas are stored there. It's really becoming my second brain and an invaluable tool in my day-to-day life. Here's a glimpse into my brain web:

What the fuck I'm up to?

I started playing padel! I had never heard of it before coming to live in Spain. It's a Mexican racquet sport and a cross-breed between squash and doubles tennis. PS! If you live in Tallinn or Malaga... Hit me up, and let's play sometime!  

The last week has been busy – getting my Twitter up and running (btw, follow me here for daily banter and marketing tips: https://twitter.com/rasmusrikken), consuming marketing content, and landing an exciting role as a strategist at a large B2B company. More about that in the coming weeks 🥳

100% voted Yes for the poll from my last newsletter, which unanimously proves my theory! 😎

A personal thank you to all of you who read this long-ass edition – I am working on making the future ones slightly shorter! I hope you learned something new today.  🙌

Any and all feedback is appreciated! Just reply to this e-mail or DM me on telegram: t.me/hapukoor. 🙌