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🚀 This Week’s Growth Hack: It Took Me 10 Hours To Write This

I would bet serious money this week’s newsletter gets a much open rate than my average. Why? Because my subject line tapped into this week’s Growth Hack, something called “The Labor Illusion” …

According to a 2011 Harvard Professor’s study, the more you show your potential buyers the effort that went into your product or service, the higher value they assign to the product or service. Here’s a quick brand example:

It can be taken way beyond a tagline though…

Krispy Kreme Donuts is using The Labor Illusion when displaying the donuts on the conveyer belt in many of their stores. And Kayak .com is using The Labor Illusion by showing you a progress bar and a little prompt that says “checking 100+ sites to show you the best deal” before it actually shows you all the best deals …

Practical Example You Could Use

📦 DTC - Create a behind-the-scenes video of your team actually making your product and put it smack dab on your homepage with a tagline like “Handmade with love over 7 hours just for you” …

💻 SaaS - Say you run an AI copywriting tool that writes Facebook ad copy. Instead of generating copy instantly, show a 3-second pop up saying “checking the dictionary… doing a grammar check… ok, here you go:” and then show the copy the AI wrote… It will make the person appreciate the tech 10X more even though those things are actually not happening and they know that…

📣 Agency - Before I sold my agency, I knew how important it was to remind the clients just how much work we were doing for them. So I had our account managers go through their email inboxes at the end of every month and bullet point out everything we did for each client, each month. And we actually sent that bullet point list to each client each month because oftentimes clients would forget we reached out to their photographers or we created 5 extra ads or whatever… Simply exposing (really recapping) what we had already done for them, went a long long way to retaining clients longer. We gave them more reasons to stay.

➡️ Great marketers manipulate their potential customers’ brains by tapping into The Labor Illusion which reminds them just how much work really goes into making their product or providing their service.

How can you apply The Labor Illusion to your business this week?

💕 Whenever You Are Ready

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