THE PSYCHOLOGY OF THE MESSENGER EFFECT

Summary from the TLDR Marketing newsletter

The Messenger Effect explains why we’re more likely to pay attention to a message when someone we trust delivers it. The human brain rarely has all the information it needs to make a decision, so it uses shortcuts to make effective decisions faster. If your brand’s message isn’t landing with prospects and you’re confident it’s solid, don’t change the message — change the messenger. This could mean using well-known figures, relying on micro-influencers, or using your existing customers as the messenger.