DB #01: Alchemy everywhere

The Suprising Power of Ideas That Don't Make Sense

Remarkable to say at least.

I noticed some very interesting news on UK’s sky news:
Air fryer sales have gone up by 3000%

Long story short:

The supermarket Iceland carried out a survey that found more than half of Britons (53%) planned to either reduce the number of hot dinners they eat or cut them out completely. So it challenged shoppers to switch off their ovens and use more energy-efficient appliances such as air fryers, microwaves, and slow cookers instead.

It reminded me of what often is called dark art or some dark patterns of conversion. Although it’s simply the curious science of creating magic in brands, businesses, and life. Behavioral science. The mastery of Rory Sutherland.

Perceived value is real value

Real mechanical value is very hard to create and needs a long time effort to be achieved. Coming up with new products or product categories takes months even years. Innovation is slow and S-shaped.

So I made a list to help you create more value for your e-commerce business. Use them for reframing messaging in advertising campaigns, product presentations on your e-commerce website, long and short-form copy, and much more!

There is more potential impact to be made with perceived value than real value.

11 alchemy insights to help increase the perceived value

1. Lower the degree of uncertainty

2. Show & provide proof of commitment

3. Some products need use before seeing their value (Ex.: Hellofresh: self-cooking at resto level at takeaway price)

4. Self-assembly of products perceives value (Ex.: Ikea vs lower pricing, courses, …)

5. There are limits to adding rationale, after that make it more enjoyable

6. Make features a choice, not a comprise (Ex.: ‘Choose to relax’ vs Range anxiety EV ads)

7. If its to good to be true, we devalue it (Ex.: Basic-fit: Low-cost gym)

8. The drive for psychoactive benefits needs counterintuitive combinations (Ex./ Redbull: odd taste, high price, small cans)

9. Show me you have done a thorough job so I’ll trust you more (Ex.: Booking: show 50 results + ‘searching’ animation for more)

10. Don’t keep focusing on adding positives but also remove the negatives
    (Ex. E-commerce hack: Allow customers to choose between more than one delivery courier so when something goes wrong, you can blame the courier)
    
    And last but not least
    

11. You can be logically right but illogically wrong