Your new post is loading...
A central problem for marketers is how to convince consumers of their products’ value. How long will customers listen to all the benefits of starting their day with Cheerios before they dismiss everything as manipulative bunk?
According to the 2 professors, Suzanne Shu of UCLA and Kurt Carlson of Georgetown, the answer is the rule of 3: Making up to 3 claims about a product’s value is effective advertising -- any more than that, and people’s cynical defenses kick in....
The marketer's Rule of Three: make 3 extraordinary claims, but never 4 according to new research.