HOW TO WIN HEARTS WITH 'SURPRISE-DRIVEN' MARKETING

Summary from the TLDR Marketing newsletter

A study found that people were more likely to appreciate “40% off” when the discount is revealed at checkout rather than upfront. The wrong approach makes users feel like information is being held hostage, like LinkedIn hiding profile viewers or Bumble pixelating faces until you pay. The right approach is to embed the element of surprise into your product while giving users some control and providing essential information to counterbalance any potential anxiety. Tactics include using a shuffle or random function, implementing secret features that users reveal, and randomizing user experiences.