The Von Restorff Effect

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This effect describes a technique to subconsciously influence you through a design, image or text. This can be done by presenting a choice differently, writing 'most sold' with a subscription or making the shape and colour of this element stand out. In a text such as supermarket, zoo, drugstore, clothing store, 'zoo' will stand out. It is not a store unlike the rest.

To use the Von Restorff effect in a marketing text in combination with three consecutive words, choose a word that has a different meaning than the other two words. Preferably, take the middle word and let it stand out. Make sure that the word has a positive meaning in the sentence and does not deviate too much.

In the text: “While conventional saunas only heat the outer layer, this innovation goes further. Deep, direct and effective”. These words describe the properties of the infrared sauna. Deep and direct fit best together. To get a word with a Von Restorff effect, use this prompt:

“While conventional saunas only saudi arabia business email list heat the outer layer, this innovation goes further. Deep, effective and direct. Replace the word effective with a word with a von Restorff effect. A word that gives a positive meaning to the sentence. Give 10 versions.”



Also read: ChatGPT & Cialdini: ultimate combination for persuasive texts
ChatGPT creates ten sentences containing the ten new words.

You choose the strongest word yourself or give it promptly after it has completed the ten sentences.

“Which 3 versions have the strongest von Restorff effect in the sentence.”

ChatGPT came up with these words, among others: surprising, sensational and astonishing.

Cialdini's Principles of Influence
Robert Cialdini, the renowned American authority on influence, has written several insightful books on the subject. Like you and many others, marketers around the world have embraced and applied his principles. Not using them yet? Get informed or use this prompt:

“Tell me all about Robert Cialdini's principles and how they work.”

We have already made the effect of three consecutive words stronger with a Von Restorff effect. We can make it even stronger by asking ChatGPT for a Von Restorff word that also supports a Cialdini principle. Use this prompt:

“While conventional saunas only heat the outer layer, this innovation goes further. Deep, effective and direct. Replace the word effective with a word with a Von Restorff effect. A word that gives a positive meaning to the sentence. The word must also support a principle of Cialdini, use different Cialdini principles in the 10 versions you have to make and explain the Cialdini principle.”