Behind all communication, there is one person who wants to reach another – the customer or end consumer. That’s why understanding emotions and different behaviors is essential to your communication strategies.
How much information have you consumed today among social networks , blogs and news? Which of these come to mind more easily? Can you identify why? Consumer logic explains.
The amount of data that is generated on the internet , today, already exceeds 2.5 quintillion per day! It’s a lot, but you do not have to despair. We will teach valuable lessons to highlight your content and make them remember.
On this topic, we have reviewed three books that have brought precious insights to be used in producing content and improving its performance. Are they:
- Mindset – The New Psychology of Success (Carol S. Dweck);
- The Logic of Consumption – Truths and Lies about Why We Buy (Martin Lindstrom);
- Psychonomics – How the working of the mind helps define our consumer behavior (Martin Tetaz).
Continue reading and learn how to act once and for all!
Before we really enter into the consumer behavior issue, we need to understand the general behavior of the public. I’m not talking about market research, where a particular company identifies the potential customer and creates a product from that.
I speak here about how people behave in certain situations , as reported in Carol S. Dweck’s book.
This term has been very widespread lately, and Carol presents in her book the differences between fixed mindset and growth , which are two ways for people to see and deal with varying circumstances and situations in their lives.
The book is based on more than 20 years of research on how humans deal with failure. Therefore, we have a good basis here to understand the actions of others and apply this to our contents.
Have you ever wondered why customers (or even your friends and relatives) are so different and different from each other and behave in such diverse ways? The author was also intrigued by these issues, and from there she observed two predominant types of beliefs / behaviors.
Fixed Mindset x Growth Mindset
From a mindset point of view, there are two types of behavior : there are those who believe that opportunities are for everyone and those who believe that either you are born with a certain talent or have no chance to develop it.
Some people embrace challenges, while others avoid challenges. There are those who persist in the face of a difficulty or become defensive.
There are people who can trust their qualities without even being sure (growth mindset) just by striving.
Others create a need to prove themselves at all times, to prove their worth and to be recognized (fixed mindset). Can you identify a client in the face of these examples?
It is possible for everyone to have both types of mindset, alternating them according to the situation, just as we can change our mindset over a lifetime.
There is no right or wrong, just different opinions, beliefs, and behaviors, and now that you have understood these two ways of acting, it is easier to deal with them when they arise.
Our persona does not always think like us, and so it is important to know how people act in certain situations of their daily lives, for example, until they interpret how they act in the face of a buying decision.
Some customers are easier to hit, others less, but now, starting with consumer logic, you’ll see how to win most of them.
When the company talks to your customer, ultimately they are people talking to people. Behind all communication, there is one person who wants to reach another – the customer or end consumer. That’s why understanding emotions and different behaviors is essential to your communication strategies.
Regardless of the mindset identified, some behaviors are common and can be used in your favor when producing your next content, as in the following examples:
1. Be charming
The first tip on consumer logic is that the buyer needs to have a sense of belonging to the brand. The feeling of someone who buys something must be that he is part of that company.
The purchase decision is made from the moment he feels part of a social cycle or a group , as with the purchase of Apple cell phones, for example.
So, make your brand something that people really want to belong to. Bring them close.
Some subjects also make your mark enchanting in a natural way, like superstition or rituals, for example. According to the author of The Consumer Logic, these are subjects that exert a great power of attraction before the people. But of course, only what has some connection to the brand should be addressed.
Another example, such as Apple’s, is the Nubank credit card, which infuriates its customers by establishing that, to be a part, it is necessary to receive an invitation, which gives the sensation of an exclusivity of use .
2. Use the mirror neuron in your favor
We involuntarily imitate the actions of other people on behalf of the mirror neurons – like a yawn, for example.
This insight is very valuable in the production of videos , especially with positive attitudes, such as people smiling or doing something that the person identifies.
You can also apply it in your texts, from the moment you use writing techniques and creativity to attract the attention of the person.
If you say you did and it shows how it happens, activate the sensations of your reader as well.
3. Make Your Person Make Quick Decisions
According to Martin Lindstrom, it takes 2.5 seconds to make a decision to buy or not , meaning your content needs to be excellent when capturing your persona within that short period.
On the internet it is even more important to get attention right away in the title and in the first few paragraphs. You can do this by using storyteller techniques , for example, by telling stories in a relevant way.
4. Show benefits
Another logic of consumption identified is that when there are rewards , of different types, dopamine increases in our brain, thus generating, more possibilities of the consumer to acquire that product or service.
Present benefits and rewards linked to your content , but they must be related to the present so that you have more chances to convert than you would have only presenting future benefits.
We make faster decisions if we win something now!
5. Be like yourself
The more similar you are to your prospect, the more likely they are to consume your content or buy from your product.
Martín Tetaz states in Psychonomics that, when similarities are on a larger scale, the tendency is for positive identification and, thus, more possibilities will have to conquer his person.
6. Activate fear in your buyers
You may have seen something like “Last Jobs!”, “Last Day!”, “Just For 24 Hours!” – these mental triggers create fear, but a positive fear , as buyers do not want to be left out. They must belong to a legion, remember?
Activate the mental triggers of fear in your content and gain the attention of your customers right now.
7. Use attractive colors
For photo content, for example, the choice of colors may be essential if the goal is to attract looks to your brand.
They should also be used as brand identity , as this can increase recognition by up to 80%. That’s what works very well with Coca-Cola’s red or Nubank’s purple, for example.
I could continue with the list of triggers that can be used to attract your persona only based on the books Psychonomics and Consumption Logic but, according to the authors, we can only memorize between five and nine elements , so it could not extend me any further .
Also, it would spoiler and both are great for reading and taking valuable insights!
As we have seen, in most cases (90%, according to Martin), the logic of consumption occurs involuntarily, and we can use these techniques to differentiate us, since we are dealing with people, and people are moved by emotions.