Welcome to Do This Not That, the podcast from marketers.

We share quick tips, things you can do right now, and then we add a little bit of chaos at the end of every episode.

We also keep it short, like this intro. Let's check it out.

We are back for Do This, Not That, and I get excited whenever there are tactics that cost nothing, take five seconds to try.

You don't need to get your IT department involved.

And they can increase your conversions by over 20%.

It doesn't matter if you're a business marketer, a consumer marketer, a nonprofit marketer.

This crush it.

So what are we

talking about? We're talking about false choice button pairing. What? What does that even mean?

And yes, big brands do this all the time. I'll give you a million examples. It crushes it.

But if I said to you, okay, you're on this landing page, all right, and there are two buttons

on the page. One button says, yes, show me the playbook. And then another button says, no, I like

wasting money. Which one are you going to click? You're going to click the one that says, yes,

show me the playbook, right? Because you don't want to feel like a loser.

You don't want to be like, no, I don't want to be like, I don't want to waste money.

You don't even realize it.

It's in your subconscious.

But when you frame two buttons like that, you have this thing called false choice pairing. And button A sounds like you're

the hero of a Marvel movie. And button B sounds like you're still using Internet Explorer.

You're going to pick button A all the time. And so it's this idea of false choice button pairing

that works so incredibly well. and so many brands do it.

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