🧑‍🔬 How This Company Sold 300 Million Products

By exploiting this shortcut in your brain

Huel has sold more than 300 million nutritionally complete products since it started in 2015.

Their ads are a masterclass in creative testing.

They do it with The Availability Bias.

Here’s what I mean:

🧪 The Availability Bias

The Availability Bias is a cognitive bias which describes our tendency to make decisions based on information that easily comes to mind.

🤳 How Huel Uses The Availability Bias

Huel uses the Availability Bias by giving context to the health benefits of their product.

They don’t just say “High in protein” or “40g of protein” - instead their ads says “More protein than 5 eggs.” That immediately gives us an image and information that allows us to more easily evaluate the product and make a decision.

In another example - they don’t say “High in Calcium” or “240mg of Calcium” - instead, they say “Calcium to support teeth and bones.” Once again, this frame gives immediate context to the prospect, allowing them to make an easier decision.

Without using the availability bias, Huel is stuck in no-mans land.

People can’t make a decision about your product if they have no frame of reference.

Oh and one other thing I’d like to point out about Huel is the sheer amount of creative testing their doing with their headlines - same image, tons of different headline variations focusing on different product benefits.

🧠 How to Use The Availability Bias

The key to The Availability Bias is to think about what wording and imagery you can use to help your prospects make an easier decision.

  • Provide real-life context and comparisons.

  • Create a mental picture.

  • Bring your copy to life.

Here are some example on how to use The Availability Bias in your ads:

  • Highlight Familiarity: Compare to everyday objects.

    • Phone cases for parents: "Our ultra-durable phone cases withstand more than a toddler's playtime."

  • Simplify Tasks: Relate to quick daily activities.

    • Tax software for younger generations: "Tax software so simple, it's like snapping a selfie."

  • Use Universal Concepts: Link to widely held perceptions.

    • Mattress company: "Sleeping on our mattresses feels like floating on a cloud."

  • Use Shared Experiences: Draw on common public places or situations.

    • Shoe company: "Sneakers as dependable for your feet as your morning coffee for your mood."

Ultimately, you want to paint a mental image in your prospects mind and get them to think (perhaps subconsciously) “oh, I get it now and I want this.”

So, how will you use the Availability Bias?

How will you help make an easier decision for your customers?

Lemme know how it goes!

Until next time,


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