How to use psychology to engage your audience

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Imagine if you were only allowed vanilla ice cream for the rest of your life. Forget about chocolate, pistachio and raspberries. You can get how many scoops you like — every single one of them will taste vanilla. Your interest in ice cream would probably decrease. Sure, vanilla lovers would be in heaven, but the majority would be moderately interested in ice cream after a while.

Vanilla is Index 100 in the ice cream world. Always available as a reference value for all other flavours, a standard. Being the ice cream norm makes it unengaging. We are not very fond of the neutral — the neutral is not exciting. Few would argue that their absolute dream car is a Honda. …


Personalisation is an ongoing marketing trend: far from new, far from over. Being specific and relevant to every single customer is a powerful marketing tactic, but is it ethical?

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Personalisation is an ongoing marketing trend: far from new, far from over. Being specific and relevant to every single customer is a powerful marketing tactic, often appreciated by those receiving your message. But it has some downsides worth knowing.

I don’t know how many times a week I talk about the magic triad of marketing. Providing customers with 1. the right message, at 2. the right time, in 3. the right place. Personalised experiences give you tools to nail the first part, creating more relevant messaging.

We can personalise experiences in many ways. Personalisation online includes everything from adding customer names to welcome phrases in emails, to changing website content and design for every single visitor with help from artificial intelligence. …


Great stories need data, and most data need storytelling to be understood. It sure sounds like a match made in heaven. But how does it work?

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Thousands of years ago, when we lived on the savannah, we were all data analysts. A lion passed by, we analysed the situation and killed the lion or tried to run very fast. We found berries, scrutinised them before eating (and died or survived).

The need to be analytical is not new. It’s always been important, even long before the digital big data era.

Being able to analyse data is an important skill set because we create our models of the world based on the results we see when we experiment. …

About

Anna Loverus

Digital strategist and behavioural scientist. Fascinated by humans online. Currently consulting for @hm. Previously at @spotify.

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