If you work in marketing, part of what you make is what people believe before they try the product.
Nir Eyal, author of Hooked and Indistractable and a former lecturer at Stanford's Graduate School of Business, joins Tim Soulo to talk about his new book, Beyond Belief, written with Julie Li. He brings the research behind that idea: a wine that tasted better with a higher price tag, IBS patients who felt relief from pills they knew were placebos, and two identical cars rated at opposite ends of the chart.
When marketing makes people expect a better product, they don't just say it's better, they experience it, which is why Nir says marketing "is the product.”
He shares:
- Why Liquid Death fans say the water tastes better, and what that says about marketing
- The fMRI wine study and two identical cars from the NUMMI plant: the same product, experienced differently
- A study IBS patients felt relief from pills they knew were placebos
- Why venting about a family member or a coworker only reinforces the beliefs you already have about them
- Why telling everyone about a big, long-term goal can make things worse
What does your customer believe about your product before they've even tried it?
**Where to find Nir:**
LinkedIn: https://www.linkedin.com/in/nireyal/
Website: https://www.nirandfar.com/
**Where to find Tim:**
LinkedIn: https://www.linkedin.com/in/timsoulo/
X: @timsoulo
Website: https://www.timsoulo.com/
Chapters:
00:00 Intro
00:56 Marketing and the Experience Loop
07:23 Beliefs vs. Fact
13:30 Planting Beliefs
27:50 The Four Questions
45:16 The Two Most Dangerous Words in English
53:02 Why Vision Boards Backfire
58:03 Announcing Your Goals
