Here’s another example of how a little tweak can effect a huge change.
In this case, we are going to talk about the power of consensus.
Or the power of the crowd.
How does this fit into the "small change big impact" theme? Let me explain…
There’s this product where buyers can call in to buy.
The product was advertised as an infomercial.
And the call-to-action line was "Call now and our operators will be there to serve you".
Well…the response was okay, but not fantastic.
So the call-to-action line was re-written and tested.
It now read, "Operators are busy. Please call back again later if the line is engaged".
Straight away, orders went through the roof!
Why was there such a big impact when the change to the call-to-action script is so small?
Because of the power of consensus!
In the first case, you get the mental picture that operators are free, and are probably twiddling their thumbs waiting for calls to come in.