When does 'science-based' marketing messaging backfire?

This one is interesting because every one of these newsletters summarizes science-based tips from in-depth research studies by a team of PhDs. But using 'science-based' messaging in your marketing isn't always right, according to new research.

So, when you talk about your product should you be all science-y or keep it chill? Well, it turns out the answer depends on why people are buying your stuff!

TL;DR 🎯

If folks are buying your product for fun or pleasure (think desserts or sports cars), steer clear of science-heavy messaging. It comes off as cold and can hurt sales. On the flip side, if your product’s all about functionality or effectiveness (like a moisturizer or camera), sprinkle in some science. It’ll make you seem more competent.

The science behind it 🔬

Here’s the scoop from recent research:

1. Fun products: People were 30.48% less likely to choose a cookie when the description was science-based ("scientifically developed to have a luscious chocolatey taste" vs. just "luscious chocolatey taste"). Same deal with smoothies—science-y descriptions made folks 12% less likely to buy them.
2. Functional products: When the messaging focused on how science enhances the product’s utility or effectiveness, it actually worked. If it’s clear why science is relevant, it can boost your product’s appeal, especially to science lovers.

Why does this happen? 🤔

Products bought for fun are perceived as warm and enjoyable, while science is seen as cold but competent. Mixing these perceptions can confuse and turn off potential customers. For instance, slapping an organic label on unhealthy snacks can make them less appealing because it feels mismatched.

How to nail it ✅

Here's how you can apply this to your product messaging:

1. Know your product's purpose: Is it for fun or functionality?
2. Fun products:
   • Highlight the enjoyment and pleasure of using the product.
   • Use emotive, warm language that connects with how people feel about the product.
3. Functional products:
   • Emphasize the effectiveness and competence.
   • Integrate science-based messaging that clearly explains how it improves the product’s utility.
4. Blending science and fun (if you have to):
   • Make the science relatable to the fun aspect (e.g., “Engineered for a thrilling ride” for a sports car).
   • Focus on the specific benefits that add to the user experience (e.g., “Special ingredients that combat bacteria” for a body wash).

Ready to level up your product messaging? Match your message to why people are buying your product, and watch your conversions soar.

Until next time, happy selling! 🚀

Want to learn more? 🤓

If you want to learn more about this topic, you can dig into the nerdy details in the original marketing study.

Quote of the week 💬

"Messaging that matches the motive is the secret sauce to selling success."