The working library / 87 articles
Marketing & behaviour
Customer research, useful messages and the decisions that connect attention with an offer.
Field Notes explore an idea. System Maps lay out a process. Build Logs show the work behind it.
Browse topics / Marketing & behaviour
1–12 of 12 articles
Field Notes · Marketing & behaviour · 2 min read
Give the page one job.
A useful way to simplify a homepage, campaign or offer without stripping out the detail people need.
Field Notes · Marketing & behaviour · 2 min read
Social proof needs a person, a problem and a context.
Choose evidence that helps a buyer assess relevance instead of using popularity as a substitute for proof.
System Maps · Marketing & behaviour · 2 min read
Your default option is part of the offer.
Review preselected quantities and settings through the customer’s experience, with an easy way to choose differently.
Field Notes · Marketing & behaviour · 2 min read
Knowing more about a customer is not always useful.
Use customer research to improve relevance without turning sensitive inferences into targeting shortcuts.
System Maps · Marketing & behaviour · 2 min read
Put the important decision where people can find it.
Use a clear comparison hierarchy instead of assuming the middle card will sell itself.
Field Notes · Marketing & behaviour · 2 min read
Make the comparison easier to make.
Show the alternatives a buyer is already considering, including the option of doing nothing.
System Maps · Marketing & behaviour · 2 min read
Research the advertising decision, not just the ad.
Turn a competitor-ad review into hypotheses about audience, promise and proof.
Field Notes · Marketing & behaviour · 2 min read
Research the reason behind the request.
Use customer language to understand a decision without promising that a purchase will solve a personal problem.
Field Notes · Marketing & behaviour · 2 min read
Give something useful without creating a debt.
Design samples, advice and resources that help a customer before asking for a commitment.
Field Notes · Marketing & behaviour · 2 min read
Being familiar is only part of being chosen.
Use repetition to make a useful message recognisable without treating exposure as persuasion by itself.
System Maps · Marketing & behaviour · 2 min read
Organise the choice before removing the options.
Help people compare meaningful alternatives instead of assuming that fewer choices always perform better.
Field Notes · Marketing & behaviour · 2 min read
Use persuasion to clarify a choice.
Credibility, social context and reciprocity are useful only when the underlying offer deserves consideration.
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Built from my working notes, scripts and documented projects, with AI assistance in adapting and organising the library. Research and published case studies are linked in the articles.
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