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An Idea A Day by David Thompson

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MARKETING

MAKE PEOPLE BEHAVE

Jim Blythe

PEOPLE REMEMBER MUCH better if they have to do something: putting people into a position where they feel as if they are already using the product can be a powerful way of getting them to remember the brand. This isn’t always easy—car dealers do it by offering people test drives, but for many products this is simply not possible.

One way of doing it is to find a situation where people are already acting in a way that would remind them about the product, and then nudge them a little further.

The idea

Right Guard is a well-known deodorant, widely available but with many competitors. Perhaps surprisingly, ...

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