Do you think people want more freedom of choice? The opposite is true. A few years ago, we learned how to choose when shopping. Tami Myers suffered brain damage in a motorcycle accident. Its gray bark has lost its connection with emotions. She can process all the information, but she is unable to choose accordingly. So how do we make decisions in the store?
What feelings do we experience when we have to make a choice in such a situation? There may be a lot of stress. But it can be done differently.
Clients don’t want to think and make decisions. So intuitive entrepreneurs help them with this.
“I can’t decide,” Tami says as she stands in the refrigerator. “There are a lot of things out there. My brain can’t handle it.” Basically, we are all the same. Our brains cannot process the amount of information we get about a merchandise. Such activity would overshadow them completely. Fortunately, we have feelings.
“In practice, most clients are happier because they don’t have to choose.”
They choose the emotions
Marketers often think that it is essential to give customers freedom to make decisions and choose. Any attempt to suggest or draw attention to certain commodities is called manipulation. Sometimes even a scam. But what happens? Shoppers will feel comfortable not having to deal with anything. After all, as the case of Tami Myers shows, they can’t.
About what ends up in the customer’s cart, then Emotions decide. No mind can objectively evaluate the information about the goods on the shelf, compare them with each other and choose the best solution. Then the purchasing decisions necessarily appear in one anecdote:
“Mr. Director, we evaluated fifty candidates for the position of your assistant. In the end, we recommended three. Which of them would you choose?” Says an HRA employee The director discusses the files for a moment and then says, “The long legged blonde.”
The mind may rebel against such an approach. But the truth is, we make this decision all the time, in all areas of our life. Just from this Holt we sometimes feel bad for calling ourselves “Homo sapiens.”
Helping clients make choices is beneficial to both parties
What does this mean for traders? Enlightened dictatorship, at least in Makhzen, is better than unlimited choice. Intellectually, freedom looks better, but in practice, most clients are happier because they don’t have to choose. We already know why. It burdens the brain and heats up its energy saving program. He puts on emotion and the customer simply isn’t buying the best yogurt or coat, but the brand he’s used to ( Read also Podcasts: Even a small business owner can be branded).
Marketers know that if they describe something as “new,” it will capture attention. But do people care about the news because it is new or because they have a reason to buy that they don’t have to think much about?
So if you want to gain your customers’ interest, don’t let them touch you. By picking some of the elements, you don’t limit the possibility of choosing others. But you will support those who go hesitant. You can use the following tools:
Your recommendations. You can recommend a specific product or brand based on your experience, preferences, or even the authority of an expert.
Others’ recommendations. You can often find it in online stores: “People who bought this book also bought…”. In the same way, you can mark some of the goods in the stone store as best-selling, most famous, etc.
Important. Such inspiration is a recipe: If you want to cook according to it, buy these ingredients. Or fashion recommendations.
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