🧠 Let's Save Smarter?: The Psychology of Resolutions

Today’s Edition of Captivated: Let’s Save Smarter: How to Turn the Psychology of Resolutions into Revenue (Part 3)

“I’m going to be better with my money this year.”

Sound familiar?

Maybe it’s what you’ve been telling yourself… or maybe it’s what many of your customers are saying right now.

Every January, the resolution to “save more money” becomes a top goal for people worldwide.

But how many times has that resolution been derailed by impulse purchases, unexpected expenses, or the sheer overwhelm of where to start?

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⏩️ Too Busy with New Year Energy to Read the Whole Thing?

• Read the tl; dr at the bottom

• 🎧️ Listen: scroll all the way to the top and click: Listen Online

🧭 IN THIS EDITION

• I'll be Better this Year

• Smart Tool You Can Use #1

• Behind the Resolution

  • 💸 Resolution #3: “I’ll SAVE MORE MONEY”

    • Did You Know?

    • What's the Big Deal?

    • The Psychology Behind It

    • Brands Winning at this Brain Science

    • Steal this Strategy for Yourself

    • tl;dr

    • Smart Tool You Can Use #2

(continued from above )

… But there’s something deeper behind this resolution, something your customers are experiencing that you can tap into -- 

Resolutions like this offer a golden opportunity, because they are driven by our desire to feel in control, find value, and like we’re making meaningful progress toward what matters most.

We've explored the psychology behind the resolutions for fitness (Part 1), and togetherness (Part 2).

This week, we’re diving into one of the most evergreen resolutions of all time: Save More Money - and how you can align with what your customers care about most to increase your own sales.

📈 DID YOU KNOW?

People are 46% more likely to save when they use visual tracking methods, like savings jars or progress bars.

Adding just one automated step (like auto-transfers) increases savings habits by 80%.

🤔

 .. What’s the Big Deal? ..

Saving money sounds so simple: Spend less, save more. Easy, right?

But, the catch is, our brains are wired to prioritize instant gratification over delayed rewards.

Add in decision fatigue, FOMO (Fear of Missing Out), and the complexity of budgeting… and it’s no wonder most resolutions to save money don’t stick.

👉️ Underneath this resolution, customers are really looking for:

• Feeling like they’re making progress toward their goals.

• Getting more value out of every dollar they spend.

• Feeling smart, responsible, and in control.

Tap into these deeper emotions, and you’ll connect with your customers, no matter what your product or service.

🧠

 .. The Psychology Behind Savings-Inspired Resolutions that Stick ..

1: 🧠 VISUAL PROGRESS: 

works because:

Humans are wired to love progress, and we're visual creatures.

When we can see progress - whether it’s a rising graph, a digital tracker, or a jar filling up - it triggers a dopamine hit, making us feel good and want to keep going.

Think of it as the brain’s reward system cheering you on.

2: 🧠 LOSS AVERSION: 

works because:

People feel losses about twice as much as they feel gains (loss aversion).

It’s why we hate wasting money or missing out.

By showing how your service or product protects something or prevents waste, you’re tapping into a powerful emotional driver: avoiding regret.

3: 🧠 THE VALUE OF CONTROL: 

works because:

Saving money gives people a sense of control in a chaotic world.

By helping customers simplify decisions, remove friction, and feel confident about their choices, you’re making their life easier, and you’re empowering them.

🥇

.. Brands Winning at this Brain Science Strategy ..

Costco: Promotes bulk buying and member savings, making customers feel like they’re getting more value per dollar.

ClassPass: Bundles fitness classes to offer variety and value, framed as “saving on experiences” while staying healthy.

HelloFresh: Simplifies meal prep, saving customers time and food waste while emphasizing cost-effectiveness.

🥷

 .. Steal this Strategy for Yourself ..

1️⃣ Make Progress Visual: Customers love to see progress toward their goals. Incorporate this into your product or service with:

• Before-and-after photos with your product or service to demonstrate impact: “See your [item] transform with every use of [Service].”

• A digital tracker for progress, like steps completed in a process or milestones reached: “See your fitness stack up. Track every step with [Product].”

• Progress bars for loyalty points or rewards programs: “You’re 20 points away from your next reward with [Brand].”

• Notifications that highlight steps toward a goal: “You’re halfway to completing your [challenge/task] with [Product]!”

2️⃣ Leverage Loss Aversion: Frame your product as a way to help customers avoid loss or waste. Try:

• Messaging that emphasizes protecting their hard-earned money: “Don’t lose money on late fees - use [Service].”

• Offers that highlight limited-time savings or exclusive deals: “Save $20 now with our New Year’s special.”

• Tools that show potential losses avoided: “See how much you’re saving on energy bills with [Product].”

• Reassurance of value, reducing buyer’s remorse: “You’ll save time and money with [Product]. Guaranteed.”

3️⃣ Empower with Simplicity: Help customers feel in control of their choices by simplifying the process. Apply this with:

• One-click purchases for popular products: “Get everything you need in one click with [Product].”

• Pre-set options that make decision-making easier: “Choose one of our curated bundles for instant savings.”

• Simple step-by-step guides for beginners: “Start your [hobby/task] journey with our easy-to-follow guide.”

• Transparent pricing to reduce decision fatigue: “What you see is what you pay. No hidden fees.”

✌️ 

 .. tl;dr & captivated wrap-up ..

Customers who resolve to save money, aren’t just looking to save; they want to feel like they’re making progress toward their goals, getting more value out of every dollar they spend, and feeling smart, responsible, and in control.

Use psychology to make it happen:

🧠 Show Progress: Visual trackers create motivation and momentum.

🧠 Focus on Loss Aversion: Position saving as a way to avoid waste or loss.

🧠 Empower Decisions: Simplify processes to make customers feel smart and in control.

Tap into what’s underneath those resolutions and you’ll be aligned with what your customers care about most.

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