We don’t fully understand how our brains work just yet and that’s okay. What we do know, contrary to what some may think, is that the human brain,
our brain, does not always make logical decisions. In fact, it usually tries to avoid making logical decisions by using an arsenal of decision making shortcuts
that you may not even be aware of. As a marketer it is important that we understand how the brain makes a decision and how it uses these shortcuts so we can better
plan our marketing strategies and executions.
- Loss aversion
- People are more motivated by the desire to avoid loss and pain than acquiring gains. Losses have been shown to be twice as psychologically powerful
as gains. This means that a marketing message would be more effective with the message emphasizing the downside of life without your product or service,
rather than highlighting the benefits of life with it.
- Social Proof
- Similar to the bandwagon effect, we love to go with the flow of the crowd or those we know. People are more likely to enter into a hive mind mentality
or group think state as we have a desire to fit in and conform. The idea of social proof is that you are more likely to purchase a product or service if you
receive confirmation of its value from those around you.
- Commitment consistency
- We tend to be apprehensive of change and keep doing what we have been doing. Have you ever found yourself saying yes to something you didn’t want to do?
You probably noticed that your attitude and mentality changes to become consistent with your newly made commitment. This is very similar to the foot in the
door sales tactic where in the ask for a simple task will generally begin the process of a lead becoming a customer. For example, asking someone to register
or begin a free trial will get prospects moving towards being a customer.
The brain is a mysterious thing and as marketers we should strive to understand more of how we function on a psychological level. Great design
does wonders, but understanding how to pair decision making processes to your creative and messaging will make all the difference.