How to tap into the human psyche for exponential growth
When you’re asking that ever present question — how do I make them buy — it can easily devolve into you spending more money in the wrong places.
Instead of taking that approach, double down on what's proven to work, not because they’re “neat” but because they tap into the fundamental makeup of the human psyche.
Incorporating cognitive biases — the errors in judgment all humans make — into your marketing is a powerful tool. As powerful as it is, it’s truly underutilized. That's good news for you because you're about to learn everything you need to know.
Cognitive Biases allow you to strengthen the interaction and move people forward without being the sleazy marketer - you're a friend.
In the right hands, it can create a beautiful experience for everyone involved. It provides you with a powerful tool to bypass the rational brain and talk to that emotional center. The part that makes decisions.
Let’s say you work for the Centers for Disease Control and there is an outbreak of a deadly disease called “The Mojave Flu” in a town of 600 people. All 600 people in the town are expected to die if you do nothing. Let’s say you have come up with two different programs designed to fight the disease:
With Program 1: 200 people in the town will be saved
With Program 2: There is a 1/3rd probability that 600 people will be saved, and a 2/3rds probability that no people will be saved.
In the study, 72 percent of the subjects picked Program 1. Now consider the same scenario worded differently:
With Program 3: 400 people in the town will die
With Program 4: There is a 1/3rd probability that nobody will die, and a 2/3rds probability that 600 people will die
Now which do you pick? In the study, 78 percent of the subjects picked Program 4, even though the net result of the second set of choices is exactly the same as the first set (Programs 1 and 3 mean the same thing, and Programs 2 and 4 mean the same thing). (Source)
A cognitive bias refers to a systematic pattern of deviation from norm or rationality in judgment, whereby inferences about other people and situations may be drawn in an illogical fashion.
In other words, a cognitive bias is the error all humans make in judgement.
Another way of thinking about them is equating it to shortcuts. Easy ways for us to comprehend the world around us without being overloaded.
Cognitive biases in your marketing helps you open the eyes of your tribe. Opening their eyes to only the best possibility.
If you're not aware of them and don't use them then they're probably working against you. All your well-crafted campaigns falling on deaf ears.
We don't want that.
Instead, we want to make sure the huge array of cognitive biases are always on your side.
With Cognitive Biases you can:
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