Do you ever look at an ad and wonder, “What on earth does that mean?” That’s how I felt after viewing this Stripe ad.
Now, I love Stripe. Their product is tremendous in the world of payment processing, but this ad makes no sense. Not only is it confusing, but it’s missing all the elements that I think make for a good ad. The ad needs a refresh, and behavioral science can help.
Since starting the Nudge podcast, I’ve regularly interviewed researchers and other experts in order to glean insights from psychology and apply them to marketing. And over the past decade, I’ve come to believe that almost every message could be improved by behavioral science.
In this post, I’ve collected six successful messages with behavioral science principles behind them to prove my point. Once you see the science — and understand exactly why these ads work — using the same strategies to improve your own marketing messages becomes much simpler.