Also known as 'The Gentle Push', this technique involves subtly guiding users towards a specific outcome by making the 'obvious' choice more attractive.
Example: A restaurant menu with the most expensive item highlighted in bold, but with a faint smiley face next to it, suggesting it's the best value.
Learn about Technique 5: The Power of Scarcity
Or, for a more advanced approach, try Technique 6: The Art of Anomalous Evidence
A clothing store uses Technique 4 to encourage customers to buy the more expensive brand of shoes. They display the cheaper options at the back of the rack, and the pricier ones at eye level.
This approach is particularly effective when combined with Technique 2: The Power of Authority, as the customer is already predisposed to trust the brand.
Some argue that Technique 4 is an underhanded way to manipulate people, rather than a genuine attempt to provide value.
However, proponents counter that it's all about providing a helpful nudge, rather than a hard sell.