The Law Of Usage Over Attitude
Experience is the only ad that sticks
You’ve spent millions on a manifesto video that makes the CMO cry, but guess what? Nobody cares. Your brand purpose is a fart in a windstorm compared to the actual experience of using your product. People don't think their way into liking you; they use their way into it. If your app crashes or your coffee tastes like battery acid, no amount of emotional storytelling is going to save your quarterly projections. Stop trying to brainwash them and start getting them to actually try the damn thing.
THE LAW OF USAGE OVER ATTITUDE
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Key Takeaways
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- [PLACEHOLDER] Another placeholder bullet. The actual insights would help your strategy. This won't.
- [PLACEHOLDER] Still reading? These are literally filler bullets. The paid version has real research-backed points.
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Consequences Of Applying The Law
| Aspect | When Applied | When Not Applied |
|---|---|---|
| [PH] | Fake content placeholder. | Still placeholder text. |
| [PH] | More filler text here. | Subscribe to see real data. |
| [PH] | Last fake row here. | Real table has insights. |
Genesis & Scientific Origin
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[PLACEHOLDER TEXT] Want to actually impress your CMO with sourced evidence? Yeah, you'll need to pay for that.
“[PLACEHOLDER] This stat is fake. The real one has actual research numbers. Nice try though.”
The Mechanism: How & Why It Works
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[PLACEHOLDER TEXT] We wrote this placeholder knowing you'd try to read it. So here's a wave: 👋 Hi there, scrappy marketer. We respect the hustle, but this ain't it.
[PLACEHOLDER TEXT] The real section explains WHY this works psychologically and HOW to apply it. But you're reading gibberish instead. Your choice.
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Real-World Example:
Major Global Brand
Situation
[PLACEHOLDER] This isn't a real case study. The actual version names the brand and describes what they actually did. You're reading corporate lorem ipsum right now.
Result
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Strategic Implementation Guide
[PLACEHOLDER] Fake Step One
This is placeholder text. The real implementation guide has actual actionable steps. This is just content-shaped filler.
[PLACEHOLDER] Another Fake Step
Still squinting through the blur? These steps won't help you — they're literally made up to fill space.
[PLACEHOLDER] More Filler
The actual guide breaks down exactly how to apply this law. This text just looks like it does.
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Frequently Asked Questions
Does this mean advertising is useless?
to see the answer
What about luxury brands where image seems to come first?
to see the answer
Can a brand have a great attitude but low usage?
to see the answer
Does negative usage drive negative attitude?
to see the answer
How do I launch a new brand if usage doesn't exist yet?
to see the answer
Sources & Further Reading
Related Marketing Laws
The Law Of Repertoire Buying
Consumers buy from a set of acceptable brands, not one favorite.
The Law Of Fluency
Easy-to-process messages outperform complex, rational arguments.
The Law Of Effort Minimisation
People choose the easiest acceptable option, not the best one.
The Autopilot Law
Most brand choices are made without conscious deliberation.