Inference – A forgotten part of cognitive fluency
It’s not the cleverest campaigns that convert the most. It’s the ones that feel effortless, are clear and emotive. Not effortless to make, but effortless to process. If someone has to work at understanding your message, you’ve already lost them. However, a lot of marketers don’t get this. We’re usually above average communicators. Marketers typically […]
Most Marketing Doesn’t Work (Because Most Humans Don’t)
Marketing is the science of human motivation. That’s it. That’s all we need to do. We’re trying to motivate people. To buy something. To sign up. To stop doing something. To start doing something else. To make a change. It doesn’t matter if it’s a new app, a personal trainer, or a compost bin. The […]