Make Price Hikes Invisible
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In this newsletter, youâll find:
đ§ Behavioral Black Holes: How to Make Tariff Hikes Psychologically Invisible
đ LinkedInâs Content Shift: Video & Polls Lead in 2025
đ Tweet of the Day
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Together with Drivepoint
đą DTC & Retail Brands: Meet Drivepoint
Two hard truths every brand faces:
đ Growth Uncertainty â Tariffs, rising COGS, trend shifts, supply chain hiccups, and wholesale draining your capital.
đž Margin Pressure â Ad inefficiencies, poor inventory planning, and cash flow gaps are eating into profits.
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đ§ Behavioral Black Holes: How to Make Tariff Hikes Psychologically Invisible
Tariffs, freight hikes, platform feesâitâs getting harder to preserve margin without touching pricing. But hereâs the truth elite marketers already know: price is never just a number. Itâs a story. And if you frame it right, even a price increase becomes an upgrade.
Welcome to Behavioral Black Holesâthe strategy of using cognitive bias to turn inflation into perceived value.
1. The Trojan Horse Bundle: Instead of raising your product price directly, add a low-cost bonus (e.g., a $2 accessory) and increase the bundle price by $7. It reframes the new price as added value, not inflation.
Pro tip: Use ChatGPT to scan reviews and surface âwishlistâ items customers mention. Bundle those to feel custom-built.
2. The Decoy Ladder: Introduce a premium variantâsame core product, better story. If your hero SKU must rise +$15 due to fees, launch a âlimited editionâ at +$40. Suddenly, the original feels like a value buy.
One DTC pet brand used this to increase conversion on the standard bed by 22% during tariff hikes.
3. Anchored Altruism: Reframe the increase as an impact-driven surcharge. Example: â$5 from this purchase supports ocean cleanup.â Tariff becomes a virtue.
Use Amazonâs Q&A and listing fields to explain it: âWhy does this cost more?â â âBecause this knife funds artisan wages in a post-tariff world.â
4. Pre-Commitment Framing: Warn customers of an upcoming increase, then let them lock in current pricing by prepaying. This uses loss aversion and urgency without discounts.
A coffee brand deployed this tactic and saw 63% of customers opt into 3-month prepaid bundlesâraising LTV instantly.
5. Narrative Scarcity: One kitchenware brand renamed their rising-priced SKU: âThe Trade War Chef Set.â They added a QR code linking to a documentary about their 100-year-old factory.
The result? +37% in sales. 81% of customers cited the story as the reason they paid more.
Final Thought
Most brands raise prices and brace for backlash. But smart ones raise perceived value faster than the price itself. If you design the narrative, the number stops mattering.
đĄ Tariffs arenât the threat. Transparency without story is.
đ LinkedInâs Content Shift: Video & Polls Lead in 2025
Insights from Metricool
LinkedIn engagement is climbing across the board in 2025, with new data from Metricool revealing how company pages are performing. Video and polls are leading the charge in visibility and interactionsâoffering marketers powerful insights on what content actually drives reach.
The Breakdown:
1. Video Is LinkedInâs Star Performer - Video impressions are up 73% and views by 52%, with users watching 36% more year-over-year. Though shares are declining, clicks and engagement on videos are way up, reflecting LinkedInâs algorithmic push and user appetite for professional, informative clips.
2. Polls Deliver Huge Visibility - Polls remain underused but deliver outsized resultsâpost reach for polls is up 206%.
3. More Eyes on Company Pages - All company sizesâexcept those under 1K followersâsaw increased impressions and post engagement. Larger pages post 4x more frequently, which correlates with better reach. Smaller pages, in contrast, see less traction, highlighting the payoff of consistent posting.
4. Post Clicks Are Rising, But Shares Lag - Clicks on posts jumped 31%, while likes and shares declined. This suggests users are engaging privately by clicking rather than publicly sharing.
LinkedIn is shifting from a static job board to a dynamic content network. Understanding these shifts allows brands to optimize content strategy for visibility and clicks.
đ Tweet of the Day
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