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The 7 Human Hijacks - Covert Marketing Methods the Brain Can't Resist

My First Million

Tue Oct 31 2023



Steve Prefontaine and Nike:

  • Steve Prefontaine was a prominent runner in the 1970s, known for his quotes and media presence.
  • Nike capitalized on Prefontaine's popularity by having him wear their shoes, providing unquestionable proof of their quality and performance.
  • This partnership helped change the perception of running and athletic shoes, making them cool and fashionable.
  • Nike rode this trend to become a dominant player in the shoe market.

Changing Daily Behavior:

  • Changing someone's daily behavior can have a viral effect and create significant shifts in consumer habits.
  • Examples include Bulletproof Coffee, which changed people's morning routines by adding butter or MCT oil to coffee.
  • The Miracle Morning book popularized journaling as part of a morning routine, leading to widespread adoption and ongoing conversations about it.

Rebellion Against Established Norms:

  • People have an inherent desire to rebel against established norms or mainstream pressure.
  • Brands can tap into this by positioning their products as symbols of rebellion or superiority.
  • Examples include Lucky Strike cigarettes targeting women during the women's rights movement, making smoking a symbol of freedom.
  • Orange juice companies changed breakfast habits by promoting orange juice as essential for getting nutrients from food, tapping into people's desire for healthier lifestyles.

The Power of Demonstrations:

  • Powerful demonstrations capture attention and influence behavior effectively.
  • Claude Hopkins used a demonstration with Pepsodent toothpaste to show its effectiveness at removing film from teeth, creating unquestionable proof.
  • Otis Elevator demonstrated its safety features by having its founder ride an elevator while an assistant cut the cords, creating unquestionable proof of reliability.
  • Demonstrations create events that attract attention and make people pay attention to the product or message being presented.

Prominence and Unquestionable Proof:

  • People are more likely to trust and follow those considered prominent figures or authoritative experts in a particular field.
  • Albert Lasker used endorsements from doctors to promote orange juice as a healthy breakfast choice, providing unquestionable proof of its benefits.
  • Nike leveraged the prominence of athletes like Steve Prefontaine and Michael Jordan to establish their brand's credibility and desirability.
  • Endorsements from well-known figures provide social proof and make it easier for consumers to trust and adopt new behaviors or products.

1984 Macbook ad and Trump's ad:

  • The 1984 Macbook ad aired during the Superbowl as a rebellion against IBM, while Trump's ad showed Hillary Clinton talking about deprogramming Trump supporters, rallying his base to rebel against the incumbents.
  • Both ads were effective in using marketing techniques to create a sense of rebellion and rally their respective audiences.

Speechwriting and soundbites:

  • Speechwriters play an important role in crafting powerful soundbites for politicians. For example, Obama initially didn't want to give the "Yes, We Can" speech but it became a powerful rallying cry.
  • Trump is known for his verbal kill shots, branding opponents with phrases like "low energy Jeb Bush" or "crooked Hillary."
  • Soundbites are memorable and effective in shaping public perception.

The Illusion of Choice campaign:

  • The campaign aimed to combat drunk driving by promoting alternatives such as driving friends home, having them sleep over, or calling a cab.
  • It successfully reduced drunk driving incidents by around 40% to 50%.

Powerful demonstrations:

  • Powerful demonstrations, such as the "This is your brain on drugs" commercial or PT Barnum's elevator trick with an axe, leave a lasting impact on people's minds.
  • They tap into basic human learning mechanisms and make information more memorable.

ASMR videos and physics lessons:

  • ASMR videos that provide soothing visuals and sounds have gained popularity due to their ability to trigger positive sensations.
  • Humans are naturally fascinated by physics and learn through physical demonstrations from early childhood.

Educational marketing:

  • Educational presentations can be powerful marketing tools. For example, educating consumers about probiotics helped raise awareness about gut health issues caused by artificial sweeteners in food products.
  • Educational campaigns can change consumer behavior by providing valuable insights and solutions.