Daniel Murray Profile picture
Sep 4, 2022 10 tweets 3 min read Read on X
7 powerful human biases that every marketer should know about: 👇
Social Proof bias

We are unconsciously influenced by other people.

People look to others when they are unsure of the correct way to behave.

That’s why reviews, quotes from customers, brand partner logos, and influencer marketing all work.
Confirmation bias

We have a tendency to search for and interpret information that matches with our existing way of thinking.

We love to rationalize a purchase after we’ve bought.
Primacy Effect bias

We have a tendency to remember the first piece of information we encounter better than information presented later on.

This is why first impressions matter in marketing.

This is why the first feature or the hook you write is so important.
Loss Aversion bias

We tend to weigh losses more heavily than gains.

For example, the feeling of frustration over losing $1,000 is generally much more intense than the feeling of happiness one would have over gaining the same amount.

That’s why scarcity works so well.
The IKEA Effect bias

We tend to value an object more if we make (or assemble) it ourselves.

- Give customers an option to customize your product
- Ask customers for feedback, input, and ideas
- Get people to interact with your product
Bandwagon Effect bias

We have a tendency to conclude that something must be desirable because other people desire it.

For example,

- #tiktokmademebuyit trend on TikTok.
- Stating how many people use your product or subscribe to your newsletter
That's a wrap!

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The Mere Exposure Effect

This bias means that we are more likely to accept something if we see it regularly.

This is why you must show your ad to your audience multiple times on multiple channels. Not just once.

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More from @Dmurr68

Jul 3
How do you sell a drink that's mainly famous for being disgusting?

You lean in.

Here's how Malört markets a product that turns "tastebuds to tastefoes"—and how they're dreaming of taking their gross-out tour nationwide.

🧵👇 Image
If you've never heard of Malört, you're not alone.

Up until 2018, it was nearly impossible to find outside Illinois. But amongst Chicagoans, it's a cult classic that's famous—or infamous—for one reason:

It tastes f*cking awful. Image
Swedish immigrant Carl Jeppson created Malört in the 1920s.

Distilled w/wormwood, it was his take on Bränvinn, a traditional Swedish liquor that allegedly killed parasites. It also translates to "burnt wine."

(If you've ever had Malört, neither of these facts are surprising.) Image
Read 20 tweets
Mar 8
The greatest American designer had no design training. He came from nothing.

Now, he's synonymous with the look of old money—and he's worth $9.1 billion.

Here's the story of how the GOAT Ralph Lauren pulled off a branding coup and built an empire through storytelling. 🪡 Image
Ralph Lauren invented the look of the American dream: cowboys, preps, athletes, and beyond.

But his fantasy of classic Americana became reality not just through design, but through great brand-building.

RL became both aspirational *and* for everyone. Just like America. A black & white Polo Ralph Lauren ad, 1985.
Lauren was born Ralph Lifshitz in the Bronx in 1939, to Belarusian Jewish immigrants.

(Calvin Klein grew up a few blocks away, and remembers RL's early style. I mean, look at that moose sweater.)

At 16, he followed his brother and changed his surname to Lauren due to bullying. Young Ralph Lauren poses in the Bronx in 1955 in a B&W photo.
Read 20 tweets
Nov 28, 2023
You've probably never heard of Joe Sedelmaier. But you definitely know his work.

PBS called him a modern Buster Keaton. The NYT compared him to Preston Sturges. Spielberg said his style was Tati-esque.

He's maybe the greatest commercial director of all time.

Most famous for the iconic Wendy's "Where's the Beef?" spot, Sedelmaier also popularized a lot of the practices we take for granted in marketing today: like using humor, surrealism, empathy, and normal-looking people to make actually-entertaining ads.

Especially in the 70s, 80s, and 90s, his commercials dominated television. They cleaned up at Cannes and the Clios.

Today, he's in every Advertiser Hall of Fame that exists.

As Sedelmaier once said: "Let's face it: a commercial is what you watch when you sit down to watch something else...you should at least try to make it entertaining!"

Here was his formula to do just that: 🎥👇
Image
1. Casting "normal people"

Instead of movie stars & models, Sedelmaier cast "ordinary people"—the quirkier the better. He called it 50% of the reason for his success. It's how he found Clara Peller, an 80-year-old manicurist who became the face (and voice) of "Where's the Beef?"
Image
2. Cinematic visual style

Art school grad Sedelmaier brought an auteur's eye to his work.

His ads felt like classic screwball comedies. He was profiled in the NYT, 60 Minutes, and Esquire for making commercials people actually wanted to watch.

Spielberg hoped he'd make movies.
Image
Read 8 tweets
Jul 30, 2023
You've heard about the Barbie movie's marketing team.

But did you know Barbie was CREATED by a marketer?

This is the story of Barbie's mom Ruth, and how her marketing smarts transformed her from a secretary into a mega-mogul...and a kids' toy into a global brand.

🪡 💅 Ruth Handler (left), creator of Barbie and co-founder of Mattell, gets a kiss at Barbie's 35th birthday celebration in 1994
How did a young stenographer at Paramount and her struggling art student husband end up creating the world's biggest toy empire—and indirectly, the world's biggest movie?

Simple: by understanding their market better than anyone else.

Let's get into it, dolls. Image
Ruth Handler was born Ruth Mosko in 1916 to Polish-Jewish immigrants.

Despite her parents' objections, she married her high school sweetheart Elliot Handler, an aspiring artist.

Turns out, it was the smartest decision Elliot ever made.

(I can relate. cc: @arihappywick).
Ruth's high school yearbook photo
Ruth and Elliot Handler in 1938. Image courtesy of the Schlesinger Library, Radcliffe Institute, Harvard University.
Read 19 tweets
Jul 23, 2023
128 years ago, a midwestern manufacturer had a weird idea:

To sell more farm tools, they'd start a magazine.

This is the story of John Deere's The Furrow: one of the first (and most successful) pieces of content marketing in history.

Let's start digging. 🚜 Image
Things were a lot different in 1895.

The US only had 44 states. Homes didn't have electricity.

The Post Office didn't even DELIVER to rural addresses.

So...how did a niche farming magazine help sell more John Deere products?

First, a little backstory: Life On A Midwestern Farm 1890-1910, via archivalproductions.com
Founder John Deere had died in 1886, but he'd built a habit of listening to customers and meeting their needs into his company (←foreshadowing)

Still, John Deere Inc was struggling to avoid bankruptcy, decades after a national recession. John Deere Plow & Cultivators Co.'s New Orleans House, 1903
Read 18 tweets
Jul 5, 2023
When is a billboard more than a billboard?

Here are a few times out of home advertising used creativity that made us all do a double-take.

🧵 Image
Some marketers think Out of Home campaigns are irrelevant in a digital world.

But w/digital ad space more crowded than ever, a great OOH campaign can be more delightful (+ potentially viral) than any banner ad.

Here's some inspo that doesn't involve wildfires:
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From CHEP Network Melbourne Image
Read 17 tweets

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