Research has shown that we will gladly pay more for personalization, so isn’t it about time you start getting personal with your customers?
Our names are intrinsically tied to our self-perception and make up a massive part of our identity.
No surprise then, that we become more engaged and even more trusting of a message in which our name appears.
Dan Ariely revealed this startling fact in his book , where he examined a very unusual “battle” between Lindt chocolate truffles and Hershey Kisses.
To test the power of the word “free” in relation to concrete value, the study first asked people to choose between a 1 cent Hershey Kiss or a 15 cent Lindt truffle (about half its actual value, generally considered a richer, superior chocolate).
If you just start slapping them on every piece of content you create for no apparent reason, you’ll quickly see just how unpersuasive they can be. Despite the fact that the study likely never happened, I have some that that they love reading their own name much more.
According to recent research examining brain activation, few things light us up quite like seeing our own names in print or on the screen.
Conversely, you should use minimal pricing to keep out those barnacle customers who aren’t ideal long-term buyers, or who aren’t truly suited for your flagship offerings.
In a study from the classic book by Robert Cialdini, tests were conducted on requests from a person in a hurry to use an in-office copy machine.
Writing general web copy with name utilization in mind isn’t usually possible, but by capitalizing on the power of permission marketing, you can adapt this strategy easily — many email lists are greatly aided by being able to start off messages with a customer’s name.
While that may not be important for your blog updates, if you maintain a variety of separate lists for your products (and you should), make sure you’re grabbing a first name to make your broadcasts trigger that personal aspect with customers. People love free stuff so much they’ll actually make different choices, even when the respective value of the item or service remains the same.