The sticky vs generic framework is smart, especially that noun test. I've seen places do the oposite though, where their checkout message over-promises and guests feel misled. The sweet spot seems to be highlighting something real they might miss, not trying to manufaacture a moment.
Yes, exactly. That over-promise at checkout is such a quiet trust-killer. When the thing you spotlight isn’t actually dependable, it flips from “helpful” to misleading fast. I love how you put it. The sweet spot is calling attention to something real that might otherwise go unnoticed. You’re not creating a moment, you’re making an existing one legible. That’s when it sticks.
The sticky vs generic framework is smart, especially that noun test. I've seen places do the oposite though, where their checkout message over-promises and guests feel misled. The sweet spot seems to be highlighting something real they might miss, not trying to manufaacture a moment.
Yes, exactly. That over-promise at checkout is such a quiet trust-killer. When the thing you spotlight isn’t actually dependable, it flips from “helpful” to misleading fast. I love how you put it. The sweet spot is calling attention to something real that might otherwise go unnoticed. You’re not creating a moment, you’re making an existing one legible. That’s when it sticks.