I’ve spent 1500+ hours learning about cognitive biases and heuristics (AKA the stuff that drives *your customers* to buy)

Here are the top 19 concepts that marketers need to know:
Before we dive in...

1. What you’re about to learn is powerful—use it for good

2. If you read this post all the way to the end, there’s a surprise for you https://abs.twimg.com/emoji/v2/... draggable="false" alt="🎁" title="Ingepakt cadeau" aria-label="Emoji: Ingepakt cadeau">
1/ TRIGGER EVENTS

Every purchase begins with a trigger event. It’s the moment a buyer realizes they may need a new solution.

Trigger events can be:

Biological (eg. Being hungry)
Situational (eg. Getting engaged)
Emotional (eg. Feeling jealous)
Social (eg. Fight with spouse)
1/ TRIGGER EVENTS CON& #39;T

When you discover your customers’ trigger events, you can market smarter

You can get in front of people sooner, in less crowded channels, with better messages

Apple gets it

What trigger event do you think they’re leveraging with this ad?
2/ DISTINCTIVENESS

We’re more likely to notice stuff that stands out from the rest

That’s why @LouisSlices—the king of radical differentiation—changed his headshot from smiley guy in a suit (boring https://abs.twimg.com/emoji/v2/... draggable="false" alt="😴" title="Slapend gezicht" aria-label="Emoji: Slapend gezicht">) to feisty marketing bullshit fighter

The lesson?

https://abs.twimg.com/emoji/v2/... draggable="false" alt="👉" title="Rug van hand met naar rechts wijzende wijsvinger" aria-label="Emoji: Rug van hand met naar rechts wijzende wijsvinger"> Differentiate (or die)
2/ DISTINCTIVENESSWe’re more likely to notice stuff that stands out from the restThat’s why @LouisSlices—the king of radical differentiation—changed his headshot from smiley guy in a suit (boring https://abs.twimg.com/emoji/v2/... draggable=) to feisty marketing bullshit fighterThe lesson?https://abs.twimg.com/emoji/v2/... draggable="false" alt="👉" title="Rug van hand met naar rechts wijzende wijsvinger" aria-label="Emoji: Rug van hand met naar rechts wijzende wijsvinger"> Differentiate (or die)" title="2/ DISTINCTIVENESSWe’re more likely to notice stuff that stands out from the restThat’s why @LouisSlices—the king of radical differentiation—changed his headshot from smiley guy in a suit (boring https://abs.twimg.com/emoji/v2/... draggable="false" alt="😴" title="Slapend gezicht" aria-label="Emoji: Slapend gezicht">) to feisty marketing bullshit fighterThe lesson?https://abs.twimg.com/emoji/v2/... draggable="false" alt="👉" title="Rug van hand met naar rechts wijzende wijsvinger" aria-label="Emoji: Rug van hand met naar rechts wijzende wijsvinger"> Differentiate (or die)">
2/ DISTINCTIVENESSWe’re more likely to notice stuff that stands out from the restThat’s why @LouisSlices—the king of radical differentiation—changed his headshot from smiley guy in a suit (boring https://abs.twimg.com/emoji/v2/... draggable=) to feisty marketing bullshit fighterThe lesson?https://abs.twimg.com/emoji/v2/... draggable="false" alt="👉" title="Rug van hand met naar rechts wijzende wijsvinger" aria-label="Emoji: Rug van hand met naar rechts wijzende wijsvinger"> Differentiate (or die)" title="2/ DISTINCTIVENESSWe’re more likely to notice stuff that stands out from the restThat’s why @LouisSlices—the king of radical differentiation—changed his headshot from smiley guy in a suit (boring https://abs.twimg.com/emoji/v2/... draggable="false" alt="😴" title="Slapend gezicht" aria-label="Emoji: Slapend gezicht">) to feisty marketing bullshit fighterThe lesson?https://abs.twimg.com/emoji/v2/... draggable="false" alt="👉" title="Rug van hand met naar rechts wijzende wijsvinger" aria-label="Emoji: Rug van hand met naar rechts wijzende wijsvinger"> Differentiate (or die)">
3/ MERE EXPOSURE EFFECT

The more we see something, the more we come to like and trust it

That’s why prolific marketers like @TheCoolestCool expertly repurpose their content so they show up consistently in the places their buyers hang out

The lesson?

https://abs.twimg.com/emoji/v2/... draggable="false" alt="👉" title="Rug van hand met naar rechts wijzende wijsvinger" aria-label="Emoji: Rug van hand met naar rechts wijzende wijsvinger"> Show up consistently
4/ STATUS QUO BIAS

We’re resistant to change and prefer the known to unknown

That’s why smart marketers like @amandanat use stats, facts, and stories to jolt readers into realizing that sticking with the status quo is risky

The lesson?

https://abs.twimg.com/emoji/v2/... draggable="false" alt="👉" title="Rug van hand met naar rechts wijzende wijsvinger" aria-label="Emoji: Rug van hand met naar rechts wijzende wijsvinger"> Show the risk of doing nothing
5/ SOCIAL CURRENCY

We’re more likely to share stuff that makes us look good to others

That’s why people drop $$$ on NFTs and why your Twitter feed is full of profile pics with CryptoPunks, Lazy Lions & Bored Apes, which drives demand https://abs.twimg.com/emoji/v2/... draggable="false" alt="⬆️" title="Pijl omhoog" aria-label="Emoji: Pijl omhoog">

The lesson?

https://abs.twimg.com/emoji/v2/... draggable="false" alt="👉" title="Rug van hand met naar rechts wijzende wijsvinger" aria-label="Emoji: Rug van hand met naar rechts wijzende wijsvinger"> Make sharing gratifying
6/ THE BARNUM EFFECT

We’re drawn to statements that feel personal (even if they could actually apply to anyone)

That’s why world-class writers like @dickiebush ask Barnum-style Qs like these on his Ship30for30 sales page. Can you relate?

The lesson?

https://abs.twimg.com/emoji/v2/... draggable="false" alt="👉" title="Rug van hand met naar rechts wijzende wijsvinger" aria-label="Emoji: Rug van hand met naar rechts wijzende wijsvinger"> Make it feel personal
6/ THE BARNUM EFFECTWe’re drawn to statements that feel personal (even if they could actually apply to anyone)That’s why world-class writers like @dickiebush ask Barnum-style Qs like these on his Ship30for30 sales page. Can you relate?The lesson? https://abs.twimg.com/emoji/v2/... draggable= Make it feel personal" title="6/ THE BARNUM EFFECTWe’re drawn to statements that feel personal (even if they could actually apply to anyone)That’s why world-class writers like @dickiebush ask Barnum-style Qs like these on his Ship30for30 sales page. Can you relate?The lesson? https://abs.twimg.com/emoji/v2/... draggable="false" alt="👉" title="Rug van hand met naar rechts wijzende wijsvinger" aria-label="Emoji: Rug van hand met naar rechts wijzende wijsvinger"> Make it feel personal">
6/ THE BARNUM EFFECTWe’re drawn to statements that feel personal (even if they could actually apply to anyone)That’s why world-class writers like @dickiebush ask Barnum-style Qs like these on his Ship30for30 sales page. Can you relate?The lesson? https://abs.twimg.com/emoji/v2/... draggable= Make it feel personal" title="6/ THE BARNUM EFFECTWe’re drawn to statements that feel personal (even if they could actually apply to anyone)That’s why world-class writers like @dickiebush ask Barnum-style Qs like these on his Ship30for30 sales page. Can you relate?The lesson? https://abs.twimg.com/emoji/v2/... draggable="false" alt="👉" title="Rug van hand met naar rechts wijzende wijsvinger" aria-label="Emoji: Rug van hand met naar rechts wijzende wijsvinger"> Make it feel personal">
7/ PRIMING

We’re unconsciously influenced by even small details

That’s why I use imagery on my Clarity Call Cheatsheet sales page that primes visitors to connect customer discovery with better marketing and increased sales

The lesson?

https://abs.twimg.com/emoji/v2/... draggable="false" alt="👉" title="Rug van hand met naar rechts wijzende wijsvinger" aria-label="Emoji: Rug van hand met naar rechts wijzende wijsvinger"> Prime people to buy
8/ FRAMING

How something is presented very much impacts our perception of it

That’s why @AmandaMGoetz’s company House of Wise doesn’t just sell CBD products but instead sells less stress, hotter sex, and better sleep

The lesson?

https://abs.twimg.com/emoji/v2/... draggable="false" alt="👉" title="Rug van hand met naar rechts wijzende wijsvinger" aria-label="Emoji: Rug van hand met naar rechts wijzende wijsvinger"> Frame your offer carefully
9/ ANCHORING

The first piece of information we see often sets our expectations

That’s why Snickers grew sales by 38% simply by changing the anchor from ‘them’ to ‘18’ (cc: the @thebrainybiz podcast)

The lesson?

https://abs.twimg.com/emoji/v2/... draggable="false" alt="👉" title="Rug van hand met naar rechts wijzende wijsvinger" aria-label="Emoji: Rug van hand met naar rechts wijzende wijsvinger"> Use anchors strategically
10/ AUTHORITY BIAS

We’re more trusting of authority figures (eg. doctors, celebrities, media)

That’s why baddies like @kaleighf and @The_MMW showcase the big publications they write for or have been featured in their Twitter profiles

The lesson?

https://abs.twimg.com/emoji/v2/... draggable="false" alt="👉" title="Rug van hand met naar rechts wijzende wijsvinger" aria-label="Emoji: Rug van hand met naar rechts wijzende wijsvinger"> Showcase your authority
10/ AUTHORITY BIASWe’re more trusting of authority figures (eg. doctors, celebrities, media)That’s why baddies like @kaleighf and @The_MMW showcase the big publications they write for or have been featured in their Twitter profilesThe lesson?https://abs.twimg.com/emoji/v2/... draggable= Showcase your authority" title="10/ AUTHORITY BIASWe’re more trusting of authority figures (eg. doctors, celebrities, media)That’s why baddies like @kaleighf and @The_MMW showcase the big publications they write for or have been featured in their Twitter profilesThe lesson?https://abs.twimg.com/emoji/v2/... draggable="false" alt="👉" title="Rug van hand met naar rechts wijzende wijsvinger" aria-label="Emoji: Rug van hand met naar rechts wijzende wijsvinger"> Showcase your authority">
10/ AUTHORITY BIASWe’re more trusting of authority figures (eg. doctors, celebrities, media)That’s why baddies like @kaleighf and @The_MMW showcase the big publications they write for or have been featured in their Twitter profilesThe lesson?https://abs.twimg.com/emoji/v2/... draggable= Showcase your authority" title="10/ AUTHORITY BIASWe’re more trusting of authority figures (eg. doctors, celebrities, media)That’s why baddies like @kaleighf and @The_MMW showcase the big publications they write for or have been featured in their Twitter profilesThe lesson?https://abs.twimg.com/emoji/v2/... draggable="false" alt="👉" title="Rug van hand met naar rechts wijzende wijsvinger" aria-label="Emoji: Rug van hand met naar rechts wijzende wijsvinger"> Showcase your authority">
11/ FOOT-IN-DOOR TECHNIQUE

We’re more likely to agree to a bigger request after already agreeing to a small one

This is why product-led growth experts like @ramlijohn suggest letting prospects try your product for free *before* committing

The lesson?

https://abs.twimg.com/emoji/v2/... draggable="false" alt="👉" title="Rug van hand met naar rechts wijzende wijsvinger" aria-label="Emoji: Rug van hand met naar rechts wijzende wijsvinger"> Start with a small ask
12/ SOCIAL PROOF

We& #39;re more trusting of stuff that other people already trust

That’s why smart marketers like @coreyhainesco pepper their newsletter signup pages with glowing testimonials and headshots of well-known marketers

The lesson?

https://abs.twimg.com/emoji/v2/... draggable="false" alt="👉" title="Rug van hand met naar rechts wijzende wijsvinger" aria-label="Emoji: Rug van hand met naar rechts wijzende wijsvinger"> Let others sell for you
13/ SCARCITY

We place a higher value on things when they& #39;re in limited supply

That’s why when Apple releases a new product they limit the number available so that they create a buying frenzy

The lesson?

https://abs.twimg.com/emoji/v2/... draggable="false" alt="👉" title="Rug van hand met naar rechts wijzende wijsvinger" aria-label="Emoji: Rug van hand met naar rechts wijzende wijsvinger"> Reducing availability can drive demand
14/ BANDWAGON EFFECT

We’re more likely to do something if everyone else is doing it

That’s why in 1957 McDonald’s started showing how many customers they’d served on their signs. Today, McDonald& #39;s serves 62M customers PER DAY https://abs.twimg.com/emoji/v2/... draggable="false" alt="😲" title="Verwonderd gezicht" aria-label="Emoji: Verwonderd gezicht">

The lesson?

https://abs.twimg.com/emoji/v2/... draggable="false" alt="👉" title="Rug van hand met naar rechts wijzende wijsvinger" aria-label="Emoji: Rug van hand met naar rechts wijzende wijsvinger"> Showcase popularity
14/ BANDWAGON EFFECTWe’re more likely to do something if everyone else is doing itThat’s why in 1957 McDonald’s started showing how many customers they’d served on their signs. Today, McDonald& #39;s serves 62M customers PER DAY https://abs.twimg.com/emoji/v2/... draggable=The lesson?https://abs.twimg.com/emoji/v2/... draggable="false" alt="👉" title="Rug van hand met naar rechts wijzende wijsvinger" aria-label="Emoji: Rug van hand met naar rechts wijzende wijsvinger"> Showcase popularity" title="14/ BANDWAGON EFFECTWe’re more likely to do something if everyone else is doing itThat’s why in 1957 McDonald’s started showing how many customers they’d served on their signs. Today, McDonald& #39;s serves 62M customers PER DAY https://abs.twimg.com/emoji/v2/... draggable="false" alt="😲" title="Verwonderd gezicht" aria-label="Emoji: Verwonderd gezicht">The lesson?https://abs.twimg.com/emoji/v2/... draggable="false" alt="👉" title="Rug van hand met naar rechts wijzende wijsvinger" aria-label="Emoji: Rug van hand met naar rechts wijzende wijsvinger"> Showcase popularity">
14/ BANDWAGON EFFECTWe’re more likely to do something if everyone else is doing itThat’s why in 1957 McDonald’s started showing how many customers they’d served on their signs. Today, McDonald& #39;s serves 62M customers PER DAY https://abs.twimg.com/emoji/v2/... draggable=The lesson?https://abs.twimg.com/emoji/v2/... draggable="false" alt="👉" title="Rug van hand met naar rechts wijzende wijsvinger" aria-label="Emoji: Rug van hand met naar rechts wijzende wijsvinger"> Showcase popularity" title="14/ BANDWAGON EFFECTWe’re more likely to do something if everyone else is doing itThat’s why in 1957 McDonald’s started showing how many customers they’d served on their signs. Today, McDonald& #39;s serves 62M customers PER DAY https://abs.twimg.com/emoji/v2/... draggable="false" alt="😲" title="Verwonderd gezicht" aria-label="Emoji: Verwonderd gezicht">The lesson?https://abs.twimg.com/emoji/v2/... draggable="false" alt="👉" title="Rug van hand met naar rechts wijzende wijsvinger" aria-label="Emoji: Rug van hand met naar rechts wijzende wijsvinger"> Showcase popularity">
15/ LOSS AVERSION

We’re more motivated to avoid losses than we are to receive gains

That’s why Amazon highlights the savings people could *lose* when they cancel their Prime membership to deter them from canceling (cc: @p_agnew)

The lesson?

https://abs.twimg.com/emoji/v2/... draggable="false" alt="👉" title="Rug van hand met naar rechts wijzende wijsvinger" aria-label="Emoji: Rug van hand met naar rechts wijzende wijsvinger"> Highlight what’s at stake
16/ RELATIVITY

We struggle to understand the value of a purchase without something to compare it to

That’s why Costco puts the TVs & laptops near the entrance. Seeing how cheap big-ticket items makes other products appear cheaper too

The lesson?

https://abs.twimg.com/emoji/v2/... draggable="false" alt="👉" title="Rug van hand met naar rechts wijzende wijsvinger" aria-label="Emoji: Rug van hand met naar rechts wijzende wijsvinger"> Use contrast to show value
17/ DELIGHT

When we receive unexpected value we feel intense joy

That’s why Asana users are delighted when they first see the celebration unicorn (AKA a surprise unicorn graphic that flies across your screen after completing a few tasks)

The lesson?

https://abs.twimg.com/emoji/v2/... draggable="false" alt="👉" title="Rug van hand met naar rechts wijzende wijsvinger" aria-label="Emoji: Rug van hand met naar rechts wijzende wijsvinger"> Deliver surprise value
18/ IKEA EFFECT

We place very high value on things that we had a hand in creating

That’s why Canva makes it extremely easy to create your first design by providing 1000s of templates

They help regular people feel like world-class designers

The lesson?

https://abs.twimg.com/emoji/v2/... draggable="false" alt="👉" title="Rug van hand met naar rechts wijzende wijsvinger" aria-label="Emoji: Rug van hand met naar rechts wijzende wijsvinger"> Co-create with users
19/ PEAK-END RULE

We judge an experience by its peak moment and how it ends

That’s why Disney carefully crafts the experience to deliver high peaks and positive ends for guests—so they forget the crowds or hours spent waiting in lines

The lesson?

https://abs.twimg.com/emoji/v2/... draggable="false" alt="👉" title="Rug van hand met naar rechts wijzende wijsvinger" aria-label="Emoji: Rug van hand met naar rechts wijzende wijsvinger"> Create positive peaks/ends
19/ PEAK-END RULEWe judge an experience by its peak moment and how it endsThat’s why Disney carefully crafts the experience to deliver high peaks and positive ends for guests—so they forget the crowds or hours spent waiting in linesThe lesson?https://abs.twimg.com/emoji/v2/... draggable= Create positive peaks/ends" title="19/ PEAK-END RULEWe judge an experience by its peak moment and how it endsThat’s why Disney carefully crafts the experience to deliver high peaks and positive ends for guests—so they forget the crowds or hours spent waiting in linesThe lesson?https://abs.twimg.com/emoji/v2/... draggable="false" alt="👉" title="Rug van hand met naar rechts wijzende wijsvinger" aria-label="Emoji: Rug van hand met naar rechts wijzende wijsvinger"> Create positive peaks/ends">
19/ PEAK-END RULEWe judge an experience by its peak moment and how it endsThat’s why Disney carefully crafts the experience to deliver high peaks and positive ends for guests—so they forget the crowds or hours spent waiting in linesThe lesson?https://abs.twimg.com/emoji/v2/... draggable= Create positive peaks/ends" title="19/ PEAK-END RULEWe judge an experience by its peak moment and how it endsThat’s why Disney carefully crafts the experience to deliver high peaks and positive ends for guests—so they forget the crowds or hours spent waiting in linesThe lesson?https://abs.twimg.com/emoji/v2/... draggable="false" alt="👉" title="Rug van hand met naar rechts wijzende wijsvinger" aria-label="Emoji: Rug van hand met naar rechts wijzende wijsvinger"> Create positive peaks/ends">
20/ RECIPROCITY

When we& #39;re given something, we feel an urge to return the favor

That’s why I’m asking you...

If you feel like you got value from this thread (that took me ~6 hours to make), would you RT it so more people can see it?

I& #39;d be so https://abs.twimg.com/emoji/v2/... draggable="false" alt="🙏" title="Gevouwen handen" aria-label="Emoji: Gevouwen handen"> https://twitter.com/KateBour/status/1478792178726019073?s=20">https://twitter.com/KateBour/...
In summary:

The best marketers use behavioral psychology to their advantage

Wanna up your marketing game? For the next 72 hours if you sign up for my Why We Buy newsletter you’ll also get a FREE copy of my Buyer Psychology Cheatsheet

The sign-up link is in my bio
You can follow @KateBour.
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