Cialdini: Reframing Bose Ad Headline Around FOMO Increased Sales 45%
Robert Cialdini · #122 Robert Cialdini - The Principles of Persuasion · Oct 19, 2021 · at 47:53
Dr. Robert Cialdini explains how applying loss aversion and scarcity principles to ad copy substantially boosted sales for Bose.
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“What we did was to change the word new to hear what you've been missing. The idea of missing out says, no time for waiting. No, no, I have to get this. I don't want to miss it. I don't want to miss out on this great thing, right? That change produced a 45% increase in sales. Then, if the Bose marketing department added testimonials, they produced a 15% greater increase to 60%. Increase from the initial generation of that ad.”
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