Archive | December, 2014

Copywriters–Choice Architects?

28 December, 2014

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Until I picked up the book Nudge (Thaler and Sunstein) a few years ago I’d never heard the term “choice architecture.” Choice architecture as described by Richard Thaler is, in a nutshell: “the careful design of the environments in which people make choices.” And, Thaler continued, “If anything you do influences the way people choose, […]

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Small Copy; Big Changes

15 December, 2014

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“Mortgage troubles?” “Mortgage in trouble?” Two very similar questions, but so different at the same time. The first is personal–focus on the actual individual– almost accusatory. The second adds only 1 tiny word and yet the focus is shifted, not so personal, not accusatory, a scenario in which the mortgage itself becomes the subject of […]

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