Copywriting

Willpower is real.

But it is also a limited resource (see ego depletion).

You know that feeling when you lean too far back in your chair and your body just jerks forward to prevent you from falling?

There’s a reason for that.

I have a lovely little dog named Maple who needs to lose some weight. The vet suggested using one of those dog food subscription services where the food comes in portions sizes based on your dog's age, breed and ideal weight (where is the human version of this?). I started looking for such a subscription and ran into one of the smoothest conversion funnel experiences to date. The rest of this post is just for marketing people and perhaps even curious dog owners.

Step 1:
Put googly eyes on it.

My wife and I were recently furniture shopping, specifically for a bed, and came face to face with a very persuasive salesperson. Sorry, that doesn’t do it justice. This salesperson could sell you a parachute and life insurance in the same conversation and you would still come out of it feeling good. I think that’s a bit better.

Marketers figured out this glitch in our human brains that can be used to make us pay more for things. On top of that, this glitch makes me feel like we are the ones finding the bargain price. It makes us feel like we are the ones who are ‘getting away with it.'