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Why Contrast Sells
6 Lessons In 6 Tweets
[ THREAD ]
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6 Lessons In 6 Tweets
[ THREAD ]
Let’s go
1:
People Are Comparison Machines
When you pick up a heavy bag and then a lighter one, the second bag will appear lighter than it actually is.
People Are Comparison Machines
When you pick up a heavy bag and then a lighter one, the second bag will appear lighter than it actually is.
Why?
Because our brains compare things based on what’s most recent and available in memory.
Not based on more “true” absolute values.
EVERYTHING is a relative assessment...
Because our brains compare things based on what’s most recent and available in memory.
Not based on more “true” absolute values.
EVERYTHING is a relative assessment...
This is why you see baseball players on deck swinging weighted bats.
When they step up to the actual plate...
Their bat (now unweighted) feels lighter. This allows them to generate more bat speed.
When they step up to the actual plate...
Their bat (now unweighted) feels lighter. This allows them to generate more bat speed.
2:
Contrast Focuses Decision Making
If I ask you—
"What's your favorite food?"
It's hard to choose. There are so many options!
But if I ask you—
"Do you prefer sushi or pizza?"
I'm giving you two options to compare. You can answer in a snap.
Contrast Focuses Decision Making
If I ask you—
"What's your favorite food?"
It's hard to choose. There are so many options!
But if I ask you—
"Do you prefer sushi or pizza?"
I'm giving you two options to compare. You can answer in a snap.
Here's another example...
Which of these is more compelling?
1—
"You should aim to read 10 books every year."
2—
"Most people only read 1 book a year. If you read 10 books, you’ll be in the top 1%."
Number 2 is. And it’s not even close.
Contrast focuses our attention.
Which of these is more compelling?
1—
"You should aim to read 10 books every year."
2—
"Most people only read 1 book a year. If you read 10 books, you’ll be in the top 1%."
Number 2 is. And it’s not even close.
Contrast focuses our attention.
3:
Contrast In Sales
Contrast is why you hear about the Problem / Solution framework in sales.
If you discuss JUST the solution, there’s no contrast.
But if you describe the problem first—and make it uniquely painful—the solution provides HUGE contrast and relief.
Contrast In Sales
Contrast is why you hear about the Problem / Solution framework in sales.
If you discuss JUST the solution, there’s no contrast.
But if you describe the problem first—and make it uniquely painful—the solution provides HUGE contrast and relief.
4:
Contrast In Pricing
You also see the power of contrast at work in discounts.
In isolation, a product priced at $25 takes a lot of effort to evaluate.
But a product priced at $35 that’s on sale for $25 prompts a “green light” response in your customer.
Contrast In Pricing
You also see the power of contrast at work in discounts.
In isolation, a product priced at $25 takes a lot of effort to evaluate.
But a product priced at $35 that’s on sale for $25 prompts a “green light” response in your customer.
5:
Contrast In Negotiation
Contrast is why you should make aggressive initial offers.
If I want 100,000 stock options for compensation, I would open with 150,000.
If we agree on 100,000, my negotiating counterpart thinks they got a deal. And I got what I want.
Contrast In Negotiation
Contrast is why you should make aggressive initial offers.
If I want 100,000 stock options for compensation, I would open with 150,000.
If we agree on 100,000, my negotiating counterpart thinks they got a deal. And I got what I want.
6:
Contrast In Ads
Contrast is why marketers emphasize “differentiation.”
Differentiation = Contrast.
Contrast In Ads
Contrast is why marketers emphasize “differentiation.”
Differentiation = Contrast.
Look at how Apple promotes Apple Card below...
Do you see how they're using contrast in a subtle way?
Most people wouldn't think the material of their card matters.
But Apple is saying Apple Card is different—all the way down to the material.
Do you see how they're using contrast in a subtle way?
Most people wouldn't think the material of their card matters.
But Apple is saying Apple Card is different—all the way down to the material.
That's all friends!
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Learn more about perceptual contrast in Cialdini’s book:
Influence: The Psychology of Persuasion https://www.amazon.com/Influence-Psychology-Persuasion-Robert-Cialdini/dp/006124189X/ref=sr_1_2?dchild=1&keywords=influence&qid=1597771394&sr=8-2
Influence: The Psychology of Persuasion https://www.amazon.com/Influence-Psychology-Persuasion-Robert-Cialdini/dp/006124189X/ref=sr_1_2?dchild=1&keywords=influence&qid=1597771394&sr=8-2
