100 DAY AD SCHOOL DAY 16

So you're at Costco and it's a Saturday. But why Saturday? Not because it's the only day to shop. Dude, it's for your full-size Tetris. But it's the only day to be shopping. Why is that, you ask? Samples, baby. We're handing out samples of everything from artisanal goat cheese— Those sabatasos are gluten-free. —to microwave burritos. And you're living your best life. Most of it you don't really need. You've already got 3 boxes of these granola bars at home, but we're throwing it in the cart anyways. But then you hit that sample station. I don't need it. One taste and you're sold. And what do you know, it's on sale. Suddenly you're grabbing a cart to toss not just one but two family-sized boxes in. And people wonder why we have an obesity problem. This is the tripwire concept in action. It's a low-risk, low-cost offer that hooks you and makes you more likely to buy the big-ticket stuff. In fact, Costco samples have been known to boost purchases by 2,000%. The reason is simple: you taste it, you like it, and you feel confident about buying more. Apply that same principle to your own marketing. Give people a tiny little taste of your product service at a no-brainer price. Once they realize how good it is, they'll have zero hesitation about stepping up to your more premium offers again and again. That's day 16 of the 100 Day Ad School. Hit share if you know a fellow Costco grazer and follow me for more easy wins in direct response marketing.