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THE POWER OF HABIT (CLAUDE HOPKINS (The secret to his success (Found : cue…
THE POWER OF HABIT
CLAUDE HOPKINS
Friend : business idea =
Pepsodent
At the top of
advertising
Had convinced Americans to buy many things
Was known for a series of rules
How to create new habits among customers ?
Establish tooth brushing ->
daily activity
The secret to his success
Found : cue & reward
That fuelled a particular habit
He created a craving
-> what makes C&R work
Hopkins's signature tactics
Find simple triggers
-> Convince consumers to use products every day
Pepsodent
created a craving
X selling beautiful teeth -> sensation
DRAKE STIMSON
How to make
Febreze
into a habit ?
Disaster
1st inkling : women with 9 cats
Women with boys : loves Febreze
X use it for a specific smell
Normal cleaning, done in a room, final touch
F happened at the end of a cleaning routine
Febreze
Reward : cleaning a room
Craving : smell good
People crave a nice smell after they have cleaned
Craving
Essential part : creating new habits
WHAT DRIVE HABITS
WOLFRAM SHULTZ
Some C&R have + power than others
Study the brains of monkey
Which parts were responsible for new actions
How rewards work on a neurochemical level
Why habits are so powerful
To create neurological cravings
Associate cues + rewards
subconscious craving emerges in our brain
Starts the habit loop spinning
The habit loop is spinning bc a sense of craving has emerged
Cue : trigger a routine + must trigger a craving for the reward to come
THE KEY = 2 BASICS RULES
1. Find a simple & obvious cue
2. Define the rewards
Today : H's rules = staple of marketing textbooks + the foundation of a million of ad campaigns
Aren't enough (+cravings)
WE NEED A CUE THAT COULD TRIGGER A HABIT
Cue
Impossible to ignore
So easy to trigger
Reward
More enticing