Is your business “killing the dog?”

The endings of experiences matter more than most people think.  

Buyer psychology lessons turn up in the strangest places. 

In fact, there's one hiding in the history of the classic comedy Anchorman: The Legend of Ron Burgundy. 

Here's how a failed test screening and a simple psychological insight changed the fate of this film from a forgotten flop to pop culture triumph (and what it teaches about buyer psychology): 

When the original cut of Anchorman was shown to test audiences, they fell out of their seats laughing. But when it came time to give the movie a score, the test audience failed it. ⁠

Director Adam McKay was confused… ⁠

⁠Why would the audience laugh so hard and then fail the movie?

Then a marketing manager gave him the secret.

She said, "You idiots killed the dog. You never kill the dog."⁠

You see, in the original cut of Anchorman, Ron Burgundy’s dog Baxter didn’t make it.

He was killed off for a joke in the very last scene. ⁠

McKay was a little unconvinced but gave it a try. He recut the movie with a new ending. This time Burgundy was reunited with his beloved dog. ⁠

Guess what happened?⁠⁠ That’s right…

Test audiences loved the new version of Anchorman and it passed the screening with flying colors.

Why?⁠

It’s down to a principle called the Peak-End Rule. 

It says that we judge and remember an experience based on two points - the emotional peak, and the end (not the average of every single moment).

⁠And if an experience flubs the ending, it doesn’t matter how good the rest of the experience (or even the product) was…

It ruins the whole thing.

If you've been a Choice Hacking reader for long, you know I LOVE the Peak-End Rule, because I’ve seen how impactful it can be for businesses of all sizes.

(That’s why I call it the Golden Rule of Marketing Psychology.)

The Peak-End Rule comes up a lot in my work with business owners and marketers.

Most of my clients come to me having never actively designed the endings of their buyer experiences. They just relieved to not get a bad review, or happy that a client seemed satisfied at the end of a project…

But once we inject Peak-End into their business, they quickly realize how effective it is in generating repeat sales and good word of mouth. 

While Peak-End works with all types and sizes of businesses, how you apply it for maximum impact comes down to your specific brand, industry, business, and buyer. 

That’s the work we do inside of my group program, Choice Hacking Pro.

We use psychology-based methods - like the Peak-End Rule and my Choice Hacking Model - to 2x your marketing effectiveness (so sales and profit can 2x, too). With the aim of creating $20,000 in the first 16 weeks.

For the first time ever, I’m making it easier to join with a 30 Day Pass to Choice Hacking Pro, so you can get all the benefits of live workshops, office hours, and group coaching with me for 30 days.

The best part is that if you decide to extend to a full membership, I’ll credit the cost of your pass toward the full membership.

There are 5 spots available and the invite closes August 20th (next Wednesday).

Details below or reserve your spot here. Any questions, respond to this email 😄 

Until next time,
Jen

—

In Choice Hacking Pro, our aim is simple: 2x your marketing effectiveness (so sales and profit can 2x, too).

To do this, we’ll install the Choice Hacking Model - a psychology-based marketing system that turns strangers into followers, and followers into believers, buyers and repeat buyers. 

It’s based on the tools and strategies I’ve used to create $250M in sales and $10M+ in investment for my solo, SMB, scale-up, and Fortune 500 clients like McDonald’s, Microsoft, AT&T, Adidas, and more. 

This isn’t about tearing up everything you’re doing and starting from scratch - it’s about making what you’re already doing work harder for you with small refinements and a psychology-based approach.

Our goal is generating an extra $20,000 in 3 phases:

Phase 1: The Trust Funnel

First, we'll set up the Trust Funnel - a psychology-powered marketing system designed to consistently turn strangers ➡️ followers ➡️buyers ➡️ repeat buyers. 

This isn’t about adding a bunch of new stuff to your business. It’s about organizing, simplifying, and tweaking your existing content into a system that works without constant tweaking or chasing the algorithm. 

Here’s how: 

Step 1: Attract the Right Followers

I'll show you how to create the perfect balance of Insight and Value content so that you can get followers without giving away all your secrets. 

You'll get my personal templates and checklists for creating a clear content plan that consistently attracts the right kind of followers who are ready, willing, and happy to pay for your offers. 

Step 2: Shift Followers Into Believers

We'll create your "Free, But Me" lead magnets that show off your best ideas to attract buyers, so you automatically get the right people on the list.

By the end of this step, you'll have lead generation assets that filter out the minnows and tirekickers, but attract buyers primed to buy. 

Step 3: Convert Believers Into Buyers

Together we'll tweak your offers and marketing that answer not just "why” they should buy, but "why NOW.”

In this step, you'll get a clear, step-by-step system for turning interested prospects into buyers with daily offers - without feeling too salesy or annoying (even if you’re introverted or “hate to sell”).

Step 4: Turn Buyers Into Repeat Buyers

All businesses live or die on repeat business. And creating repeat business comes down to two things: habit and timing. We'll repurpose your existing content so that it naturally encourages repeat purchase and automate the messages that turn one-time purchases into 2x buyers (and beyond).

In this step, you'll get my best sales templates, calendars, checklists, and strategies so you can create repeat buyers without being annoying or pushy. 

By the end of Phase 1, you'll have a complete Trust Funnel installed in your business that systematically guides prospects through each stage of the buyer journey with psychological precision.

Just by installing the Trust Funnel in your business, we aim to increase your marketing effectiveness by at least 50% before moving on to Phase 2. 

Phase 2: Your Custom Marketing Psychology Toolkit

The secret power of marketing psychology is in context: which principles you use and how they’re applied. 

That’s why in Phase 2, we'll customize your Trust Funnel with the psychology principles that work best for your specific brand, business and buyer.

I'll share the exact principles from my personal Marketing Psychology Toolkit that will work best for your unique situation - we’ll use small tweaks to what you're already doing to yield significantly better results.

In this phase, we aim to add another 50% to your marketing effectiveness before moving on to Phase 3.

Phase 3: Adding AI To Speed Up Your Validated Foundation

Now that your Trust Funnel foundation is solid, effective, and proven with real buyers, we'll use AI to make your marketing faster and even more effective by installing systems that maintain your unique voice and personal touch - all while saving you 3+ hours a day.

This is where we aim to hit our 2x marketing effectiveness goal so sales and profit are on their way to 2x’ing, too.

What You Get Inside Choice Hacking Pro:

Your membership includes:

1. Live Weekly Group Coaching, Office Hours, and Workshops

Get all my frameworks, templates, and hard-won marketing secrets in our live weekly Workshops, Mastermind events, Group Coaching & Office Hours. 

These are optional to attend and are split up among timezones so that you can get help no matter where you are (we currently have members in the US, Canada, UK, Europe, and Australia). 

Recordings for all calls are available in the Resource Vault (currently 40+ hours of workshops and recorded coaching calls, clearly organized and easily searchable). 

2. The Complete Marketing Psychology Toolkit

Access to my entire collection of marketing tools and frameworks, shared through workshops, templates, swipe files, checklists, and more. Developed from working with 100s of businesses from solo entrepreneurs to Fortune 500 companies like McDonalds, Microsoft, Starbucks, Adidas, and more.

3. Get answers in 24 hours less

Ask whatever you’re struggling with and get a solution. Whether on our live weekly calls or via the community. You can also send me questions to answer in our discussion forums (in 1 business day or less) or in our next Office Hours session (recorded so you can access your answers). 

Investment?

It’s easy to get started in Choice Hacking Pro because it allows you to make more than you pay. A single new client is more than enough to cover the fee for most people.

👉️ The 30 Day Pass allows you to experience the full Pro Membership for just two payments of $242.50. 

If you decide to continue with the full 6-month membership, the cost of your 30 Day Pass will be credited toward the price of a full membership. 

Every business is different, but members report having added 3-5 additional clients during their first 16 weeks in Choice Hacking Pro (a total of $8k - $50k) which represents a 4x - 25x return on investment for those members.

How to Join Choice Hacking Pro

• STEP 1: Click here to purchase your 30 Day Pass.

• STEP 2: You’ll be automatically enrolled.

• STEP 3: You’ll get immediate access to the community, Resource Vault, Marketing Psychology Toolkit, and upcoming sessions. 

What Choice Hackers Love About Pro:

“...I don’t know anything about marketing… The Pro Membership was exactly what I needed. It not only helped me learn but also gave me access to Jen. Over the past year, she’s been instrumental in helping me grow my business to the point where I’m now ready to hire a team.” - Robert M.

“After a career working in IT, I left to start a [solo] consulting practice. I thought I knew it all but I quickly realised I was wrong… [Working with Jennifer] has helped me attract more clients and grow my business… the personalised guidance she offers is invaluable.” - Geoff W.

“Thanks for the [Pro Member] session last night; that was really helpful. I said to [my partner] afterwards that I'm so glad we're members of your community. You're such a smart and helpful person.”  - John C.

“As a small business we need every bit of marketing help we can get. Our budget is small but our vision is big. Joining Choice Hacking Pro has been incredible bang for the buck and has transformed our sales.” - Loni H.