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Ukrainian writer. Email me at: kovalauthor@gmail.com

Applying what I’d learned in studying marketing, I was able to become more successful at positive habit change

Image credit: rfranca.

For several years I’ve been learning behavioral economics and marketing (particularly, methods of creating interfaces in marketing). It allowed me to look differently at the decision-making of buying stuff, motivation, and laziness. With that knowledge, I developed a motivation system that helped me quit smoking and start running; and now, I’m using it to learn English.

In this article, I’ll share my experience and also tell you about:

  • Discoveries in economics that connect with motivation and decision-making while buying things.
  • An internal mechanism that makes us irrational and forces us to act to our detriment.
  • An effective method of motivating…


Photo by Federica Giusti on Unsplash

Preface

You shouldn’t read this article if you write only for yourself, for the sake of self-expression and creativity. I believe that your inner conflicts and problems that worried you must push you to write but not ideas from the internet.

But if writing is your job, and you have to write regardless of you want it or not, my list of ideas may help you. Particularly, my list will be useful if you run a blog for a company under a content marketing strategy. So, let’s get started.

What you can publish in your blog

  1. Write about your price policy. For example, you may explain how you…


Photo by Jason Blackeye on Unsplash

Hi! This article is based on researches by Daniel Kahneman, who was awarded the 2002 Nobel Memorial Prize in Economic Sciences. You may read on the theme in more detail in his book “Thinking, Fast and Slow.” Now, let’s consider all in order.

The sunk cost fallacy

A decision to continue investing money or time in an unprofitable project is called “the sunk cost fallacy.” We make this mistake regularly in our daily life; for instance, when we decide to travel somewhere in a blizzard because of buying a ticket earlier, we make the sunk cost fallacy. The following is a more prime example.


Photo by NASA on Unsplash

Hi! I wrote this article basing on the book by Chris Hadfield, “An Astronaut’s Guide to Life on Earth,” in which the author described his training for space flight and experience of staying at the International Space Station. I found his tips useful and applicable for businesses, so I’ll tell you about them in detail. Let’s get started.

1. Model your business death on the astronaut’s method

Astronauts model the occurrence of emergencies (such as a death) in a wide variety of detail during their training. They think about possible causes and what would happen after that. …


My self-study way from a beginner level to writing articles in a foreign language in six month

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Hi! In this article, I described my experience of learning English in a manner you can find this material useful no matter which language you’re going to study. So, let’s get started.

Stage one: preparation

I’d been delaying learning English for over ten years, making up for myself various excuses (sort of lack of time, good reasons, or money for training courses). But at some point, it was clear that my career won’t develop without English. So, in 2020 I finally decided to take on it with the purpose of writing in English after six months of studying.

But before starting, I had…


A spoiler alert: training courses and apps lie to us, promising that we can learn a foreign language by doing it for 15 mins per day

Image created by Freepik

In the spring of 2020, I decided to learn English after ten years of postponing. But before starting, I made two things that will be useful no matter which language you’re going to learn:

  1. I used my motivation system not to quit my venture in a couple of weeks. The system is based on behavioral economics and three principles of developing marketing interfaces. It sounds complicated, but the system is quite simple. I’d created this motivation system a couple of years ago, and it’s already helped me give up smoking and begin running. …


Photo by Nataliya Vaitkevich from Pexels

I faced burnout several times, and I didn’t know a definition of this state for a long time. It happened from time to time: I gradually accumulated fatigue, then the moment came when I lost motivation and couldn’t stand my job, and eventually, if I didn’t change anything, I began hating any mental work.

I took such life cycles for granted and thought the reason was a specificity of my psyche, like bipolar disorder or so. To get out of this feeling of exhaustion, I usually needed several months. …


Photo by Philipp Katzenberger on Unsplash

Hi! Before we proceed to examples of using, I’ll explain to you what information asymmetry is. It’s not a complicated thing despite the name.

Information asymmetry is an unequal distribution of information between the two sides of a deal. In such situations, one party knows more than the other about a deal, which gives it advantages. For example, a worker knows better about his skills than his potential employer; a borrower knows better about his financial situation than his potential creditor; a seller knows better about his product than a potential buyer, etc.

It seems that always necessary to have…


How a simple name change for ‘Cafe Milk’ increased sales by 17%

Photo by Roxy Hutton

What’s the difference between the right name from the wrong one for a product or a company? What exactly should the right name be? What is necessary to consider choosing it: maybe it should be easily remembered, easily pronounced, or evoke some associations?

You’ll be able to answer these questions yourself when you learn more about ‘triggers’ from this article. But first, a story of my friend's cafe and how a simple name change increased sales by 17%.

Ballito is a coastal town with a population of 20,000 located in the East of South Africa. Steve Hartson set up a…


In a world of misinformation, here are the 5 ways statistics can lie

Image edited by the author

When Johns Hopkins University first began accepting women, someone, who didn’t like it, decided to make public the data which showed 33% of the female students at the University were married to teachers.

This fact shocked the general public. But later, it became a little clearer what the stats actually represented. It turned out that 3 women in total were studying at Johns Hopkins University at that time, and one of them was married to a teacher.

This story describes only one of the myriad ways how statistics can ‘lie’, and how we should be aware of how easily we…

Igor Koval

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