Personalization also works for fines

[tanmoy666]

In the book ' Inside the Nudge Unit ' (affiliate) David Halpern describes an example of the Cocktail Party Effect that I also do not want to withhold from you. In this case it was the government, which was going to test the effect. They wanted fines to be paid sooner, because it costs a lot of money to use reminders and collection agencies.

Fine and speed camera to illustrate personalized fines

They personalized the traffic fines with a saudi arabia number phone photo, a technique that is still used in a country like Germany. The number of people who paid their fine in one go went from 40% to 49%. A huge increase, which resulted in a nice cost saving.



Tips for Applying the Cocktail Party Effect
The secret of this influence technique is personalization and with that you can test endlessly. This is also advisable, as you can see in the examples above. What works for one situation and customer, does not work for another. A few Cocktail Party Effects that you can add to your marketing materials to test:

Use place names (Now in Zwolle…)
Use job titles (Hey marketer!)
Use photos of people, places, buildings, etc.
Use names (Hi Maartje or Dear Mr. Kasmi)
Did you also recently feel addressed by an advertisement in which the Cocktail Party Effect was applied? Let us know in the comments below.