Fresh Start Effect
New beginnings make people more willing to act on their intentions.
What it is
Mondays, new months, birthdays, new financial years and the first day back from holiday all feel like clean slates. People are more open to starting, switching and committing at these moments. Timing an offer or a prompt to a natural fresh start borrows that energy.
The research
Searches for "diet", gym visits and goal commitments all spiked at temporal landmarks such as the start of a week, month or year, independent of other factors.
Dai, Milkman and Riis, 2014
How to use it
Launch on landmarks
New financial year for B2B, January and September for consumer. Campaign timing is a lever.
Frame the offer as a reset
"Start the quarter with a clean pipeline" is a fresh start. "Buy CRM software" is not.
Related
Sources that shaped this entry: growth.design.