In this week’s GET SH*T DONE NEWSLETTER, we’ll be looking at what brand priming is & how you can use it to sell more of your products or services.
👉What exactly is brand priming?
I want to kick off this week’s newsletter by asking you a question!
On a scale of 1-10, how conscious would you say you are when you make a purchasing decision?
I bet you’ll probably rate yourself as a 7 or 8. But, surprisingly a number of studies reveal that our purchasing decisions may not be as unbiased and independent as we’d like to think.
In fact, when it comes to making purchasing decisions, we’re constantly influenced by subconscious factors, such as images, sounds, words, smells and tastes, all without us even realising it!
These ‘hidden’ influences – things that affect our judgment, actions or motivations – are what we commonly refer to as “priming”.
And priming can be one of the strongest tools available to drive sales growth and brand recognition.
👉Coca Cola’s ‘open the happy can’ is strong example of brand priming
The Coca-Cola "Open the Happy Can" campaign is a strong example of brand priming.
The campaign utilises the brand's association with happiness and joy to subconsciously influence consumer behavior and create a desire for their product.
The slogan "Open the Happy Can" and the use of Coca-Cola's iconic red color, which is often associated with emotion and passion, prime consumers to associate the product with positive feelings and immediate satisfaction.
👉What is homophonic priming?
Homophonic priming is often used in copywriting. It’s the clever use of words that sound like other words (=homophones) to influence our thoughts.
When we read, the phonological (sound) information is activated alongside the semantic (meaning) information.
👉The bye-now effect is a great example of homophonic priming
The bye-now effect describes the tendency for consumers to think of the word “buy” when they see the word “bye.”
This priming effect, triggered by the homophone for “buy,” can subtly influence consumer behavior and lead to increased spending or impulse buying.
Even though ‘bye’ and ‘buy’ have drastically different meanings, their similar pronunciation causes a momentary blur in the mind. The brain considers both meanings simultaneously, even if only for a split second.
👉Where can you use homophonic priming?
You can use homophonic priming in all sorts of copy✍ including:
Website copy
Landing page copy
Sales page copy
Email subject lines
Ad headlines
CTAs
Social media posts
👉Priming is an effective tool to influence consumer decisions🧠
Regardless of your industry, priming is an effective tool that can be used to influence consumers’ decisions.
However, it’s important to remember that at the risk of consumers feeling manipulated, all priming must be both ethical & subtle.
When used correctly, i.e. with a comprehensive understanding of the needs, desires, and motivations of consumers, priming can be one of the strongest tools available to drive sales growth and brand recognition
📢AND FINALLY A FEW WORDS FROM ANNIE
I hope you found this newsletter helpful. If you want a deeper dive into buyer psychology check out https://learnwhywebuy.com/.
Bye for now👋 & catch up next week when I’ll be dropping a BANGER!💥
P.S. If you know anyone who would find my newsletter helpful, please spread the word! Many thanks! 🙏
