This article discusses counterintuitive marketing strategies based on behavioral science. Three key tactics are highlighted: giving customers the freedom to choose (autonomy bias), emphasizing potential losses instead of gains (loss aversion), and presenting the highest price first (anchoring). These approaches, while initially feeling unnatural, are supported by research showing they can significantly increase sales. The author argues that embracing these unconventional methods leads to better results than sticking to traditional marketing practices.

Counterintuitive marketing tactics can significantly impact consumer behavior by leveraging psychological biases and tendencies.

Here's how:

Autonomy Bias: Telling customers they don't have to buy something can actually make them more likely to do so. This is because people have a psychological need to feel in control of their decisions. The "but you are free" technique, which involves making an ask and then stating, "But you are free to decide," can double the likelihood that someone will say yes. This approach gives people the freedom to choose and makes them more open to the request.

Loss Aversion: People are twice as motivated to avoid losing something as they are to gain something. So, framing marketing messages in terms of what customers might lose, rather than what they might save, can be more effective. For example, highlighting that someone might "lose 50 cents a day" by not insulating their home resulted in 150% more people taking action compared to telling them they could "save 50 cents a day". Similarly, a sale can be framed as "You’ll pay $20 more tomorrow" instead of "Save $20 today".

Anchoring: Starting with the highest price when listing options can boost revenue. This is because people tend to rely heavily on the first piece of information they see. When higher-priced items are presented first, lower-priced options seem more attractive in comparison. For example, in a study, listing beers from most to least expensive increased revenue by 4.2%.

These counterintuitive tactics go against traditional marketing approaches. However, behavioral science indicates that people don't make decisions the way marketers often assume. By understanding and using these psychological principles, businesses can better connect with customers and improve their marketing results. While these tactics may feel awkward initially, they can lead to greater engagement and response.