The term “self-reference effect” started to be used in the 70s and early 80s. Psychologist Roger Schank and his team conducted experiments that showed that people tend to remember information better when they relate it to themselves.
This idea has had a huge impact on educational psychology and cognitive neuroscience, as well as applications in marketing and software design.
Imagine you’re a tech entrepreneur and you’re visiting a website and you see an advertisement for accounting software. The marketing material speaks about accounting and bookkeeping for architectural firms.
You go to another site and you see an ad for accounting software for tech startups.
For the sake of this thought experiment, Let’s assume you’re in the market for new accounting software. And let’s also assume the legal requirements for taxes for both industries are similar if not entirely the same. Which link do you click?
Science says you’re a lot more likely to click on links marketing to your industry. That’s the self-reference effect.
This effect has a lot of implications for how we market and sell our software, but it also plays a large role in the features we decide to build, the roadmaps, and how you onboard new users.
This concept has major implications for strategies like “product-led growth”
🎯 Here are some key takeaways:
Do your homework
Make sure you’re doing your proper research to understand your target market and what they care about most. Work to deeply understand what problems they have and what keeps them up at night.
Use dynamic content
When possible use dynamic content to target users and provide them with personalized content. Use this concept when crafting calls to action to be more meaningful.
Relate features to real problems
We’re more likely to remember features that can relate to our own needs or experiences. Sell the “why” not the “what.”
Craft personalized copy and content
Use imagery and copy that resonates with your target audience. Stock photography can often feel generic and forced. Try to use compelling and authentic content when possible.
Remember to craft inclusive experiences
Remember that the images and content you use might embrace one group while completely alienating another. Don’t let this phenomenon exclude potential customers.
📚 Keep exploring
To dive deeper into the topic of Self-Reference Effect and its implications for decision-making, check out these resources:
