Caitlin Green

So the mechanism was pretty simple, actually.

It was the idea that you feel like this company is specifically talking to you, which we call target specificity.

This kind of concept that I'm in their target audience and they probably designed this product for people just like me.

And that feeling that like this product is made for people like me, you're more interested in the product itself.

Well, I mean, part of this is just that it is a novel concept.

We're so used to this like inundated world where every marketing message is just like, buy me, buy me.

And so this is, I think people really appreciate honesty.

We actually did it with an online experiment on Facebook.

I worked with an online retailer for,

toothbrushes and they found a huge increase in engagement and clicks and overall interest in the product just by saying hey if you don't like this type of product or you know in this case if it was if you don't like a certain type of bristle we're not the toothbrush for you okay it wasn't if you don't have teeth we're not the toothbrush for you no god no although if you didn't have teeth you probably wouldn't want the toothbrush so maybe you could say that

Yeah.

So what's happened basically is your brain is saying, I feel like there's something about this product that makes it specialize for me.

And I feel like I have more of a fit, more of an alignment with this brand or with this product.

At the end of the day, we all want to feel like we are understood and our needs are being met by brands and by products.

And so this signals to kind of the person that says, hey, hey, they're really talking about me and they're meeting my needs and I'm the right fit for them.

Yeah.

Okay.

So first of all, that was the first thing we thought was, oh, this is just a FOMO, right?

And this idea I should mention was born out of my own experience.

So I was, my husband and I were mattress shopping and there was this mattress.