Good morning, and welcome back to Marketing Qualified. Here are today’s topics:
Choice closure makes customers happier. Why this psychological principle works.
Make your copy ‘POP!’ Try this copywriting hack.
🚪Choice closure makes customers happier.
Back in 2013, consumer scientists conducted a study on choice.
The experiment had 2 setups:
Setup #1
They sat participants down, handed them a box of chocolates with 24 flavors, and told them to choose 1.
After making their pick, half the participants were told to put the lid back on the box, while the other half kept the lid off.
Setup #2
Participants were given a menu with 24 tea choices and instructed to pick 1.
After ordering, half of the participants kept their menus open, and the other half closed their menus.
The study found that consumers who closed the lid or the menu liked what they ate more than those who didn’t.
This is known as Choice Closure.
Putting the lid on the box and putting away the menu are acts of closure. It made participants feel like they had finished the decision-making process.
They could enjoy their choice vs. second guessing it.
Participants who ate their chocolate or drank their tea while staring at the other flavors they could have tried questioned their decision and ultimately reported a lower level of satisfaction.
How to use Choice Closure.
Marketers need to understand Choice Closure and use it to their advantage.
If you provide customers with an act of closure, they won’t suffer from loss aversion and question their choice to buy from you. Instead, the decision-making part of their brain stops, and the enjoyment part can take over.
Here’s a simple example of how you can create a closure event in your customers’ minds:
In CTAs
Write CTAs that signal a transition from ‘buying’ to ‘bought.’
This way, customers feel like you’re moving onto a new experience after they click.
Changing up the wording of this button creates a vision in the customer’s mind of beginning the course.
After they click, they’re no longer searching for a course; they’re starting one.
As a result, they’re more likely to be happy with the course content.
It’s Choice Closure.
(h/t Katelyn Bourgoin for this concept.)
📰 In the news this week.
🤣 How to do meme marketing.
🤐 8 things you should never say in a negotiation.
📈 How to use LinkedIn analytics.
👬 How to pick the right creator partners.
🎧 Why certain companies spend millions on podcast ads.
👂 Make your copy ‘POP!’
Want to make your copywriting more attention-grabbing and memorable?
Use Onomatopoeia.
Onomatopoeias are words that mimic sounds.
They let readers ‘hear’ your copy.
They…
Snap your reader out of their doom scrolling.
Stimulate their senses.
Give your words feeling and excitement.
Use words like…
“shhhh” to show exclusivity.
“ahem” to grab attention.
“boom” to signal success.
“ding ding ding” to convey accuracy.
“whah whah whah” to signal a fail.
“click” to inspire quick action.
“tick tock” for urgency.
“argh” to show frustration.
“ugh” to show disappointment.
“pssst” for a secret.
Like this…
Pssst, remember to download your free ebook.
Shhh… our members-only sale starts tonight.
Boom! Your order is on the way.
Save 10% with one “click.”
Give it a try!
😂 Marketing meme of the week.
How’d we do with this week’s newsletter?
😍 Loved it
A READER’S REVIEW
Enjoy this newsletter? Forward it to a friend to spread the love.
Want us to write about something specific? Submit a topic or idea.
