The Butterfly Effect & Fun Theory Will Make You Rethink Your Buying Decisions
Examples that you can use in marketing, copywriting, or advertising.
Hi, I’m Ben Watkins 👋 Thanks for joining another edition of La Vie Ben Rose. Every week, I unravel copywriting examples from the most recognized brands. I also look at how to transform your writing with style, clarity, and persuasion so you can build an audience, transform your writing, and create endless opportunities.
Happy Friday!
Tomorrow is the last day to sign up for my landing page workshop for the early bird price of $100 before it goes up to $150.
In that workshop on Tuesday at 3:15 EST, I’ll go over examples, copywriting techniques, tools I use.
Bonuses include access to my landing page course and my optimization checklist.
If you can’t make it, I’ll send you the recording.
The psychology of advertising, copywriting, and marketing is fascinating.
There’s a reason for every literal rhyme. There are reasons you buy from brands even if you don’t realize it yourself.
Every brand creates the illusion of power and fun. And that’s why I love the Butterfly Effect and Fun Theory. They subconscious and consciously influence your behavior through phrases and fun activities.
Also, hap tip to Richard Shotton and his brilliant examples. He also has an amazing book, The Choice Factory.
Let’s put our brains to work, drink some coffee, and get our noggins uh joggin.
The Fun Theory
This theory is exactly what it sounds like - it’s fun. Of course, all the fun is in Sweden. That’s no fun if you’re anywhere else. Because that’s where this example takes place.
This is one of my favorite examples that Richard Shotton points out on Twitter.
“Lovely nudge - a speed camera lottery in Sweden. Cars driving under the limit are entered into a lottery and someone wins the fines from speeders. In the test it reduced speeds by 22%.”
Here’s some context around Fun Theory: The idea that you’re are more likely to do something if it's fun and that fun can be a strong motivator for action.
Practical Application
While that’s a wickedly cool example, you also need to know how to use it in a practical application.
Here are fun ways to use the fun theory:
Fitness apps are always gamifying. My Apple Watch gives me challenges that I fail all the time, but it sure does motivate me (sometimes).
Loyalty programs from places like Chipotle are the reason I overspend on takeout. But at least I think I’m saving.
Social media challenges that do hashtags or “tag a friend” are making it more fun for users.
The goal is to make it shareable. Is it worth sharing with a friend? Is it actually rewarding to the customer?
You can’t make something fun if it’s not fun for the target market.
The Butterfly Effect
The Butterfly Effect is not going back in time and changing history because you touched a butterfly.
No. It’s actually making a small tweak in your campaign or copy and seeing way different results. So, kinda like the same thing- marketing style.
Here’s an example from Richard Shotton on how it was used as a survey. Slight change in wording, way different results.
Practical Application
Here are practical ways to apply this method.
Changing a single word in an ad headline from "Save money" to "Stop wasting money." You’re changing the framing of how someone thinks of money.
Call-to-action placement: You relocate a call-to-action button from the bottom of an email to just below the first paragraph. Boom. Way more conversions.
Switching from "we" to "you" in landing page copy leads to an uptick in conversions because it’s more about the reader.
Don’t Throw Out the Kitchen Sink
You don’t need to throw out every campaign or idea you’ve ever had.
Fun Theory and The Butterfly Effect are about little tweaks. You make little changes in the copywriting. And you challenge the reader. Make it rewarding.
When you do that, you get your customers involved. You change their mindset and how they think about your brand.
They feel a part of the brand.
When you're ready, here are a few ways I can help you 👇
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Thanks for reading!
Ben Watkins