🧠 1 Marketing Framework:

Anchoring

Anchoring is a psychological principle that refers to the human tendency to rely heavily on the first piece of information we receive (the anchor) when making decisions.

Let's break this down with a simple example:

Imagine you're shopping for a new laptop. The first store you visit has a sign that says, "Top Model Laptop: Originally $2000, Now Only $1500!"

The original price of $2000 serves as the anchor.

When you see the reduced price of $1500, you perceive it as a significant saving, mainly because your judgment is anchored by the initial $2000 figure.

If, however, the first price you saw was $1200 at a different store without any reference to the original price, you might perceive $1500 as expensive because your anchor was set at $1200.

This principle is widely used in marketing and sales to influence consumer perception and decision-making. By setting high initial prices or suggesting a high recommended retail price (RRP), sellers can make the actual selling price seem more attractive.

🧑‍🏫2 Lessons From The Best Marketers:

Lesson #1: Sell stories, not products by Seth Godin

Lesson #2: PayPal’s Viral Marketing explained by Elon Musk

📱3 Ads That Will Blow Your Mind:

Ad #1: Staircase vs Escalator by DHL

Principle Used: Comparative Marketing

This ad creatively labels DHL as an escalator to emphasize the brand's promise of speed and efficiency.

On the other hand, it compared its competitor “FedEx” to stairs, calling it a slower alternative.

It positions DHL as a quicker and smoother way to get your packages deliver to you.

Ad #2: Call of Duty: Black Ops

Principle Used: Immersive Realism

This Call of Duty: Black Ops ad shows a building with a massive hole shaped like the game's "O" logo.

It cleverly blends reality with the game's destructive themes, making it look like the game action has burst into the real world.

This eye-catching, unusual approach grabs attention and showcases the game's intensity without actual gameplay footage.

Ad #3: WeightWatchers

Principle Used: Interactive Engagement

This Weight Watchers advertisement uses a before-and-after format to highlight the effectiveness of their weight loss program. It features the same woman in two different states: one heavier and one visibly slimmer.

The slogan "TOGETHER WE GET RID OF POUNDS!" reinforces the idea of community and shared goals within the Weight Watchers program.

The ad is designed to inspire and motivate, suggesting that joining Weight Watchers can lead to successful personal transformation.