I've just finished reading the Choice Factory by Richard Shotton and wanted to share with you just a few of the useful gems I picked up from this book.
It sets out 25 behavioural biases that influence why people buy (or not). You may know of some of these already. May well be using a few of these in drawing a person through their buyer's journey with you.
Here are the ones I found most interesting:
The Fundamental Attribution Error
The Fundamental Attribution Error is pretty common. Do you make assumptions about a person -- attributing what they do to their personality, rather than to their situation? Several studies have shown that someone who is rushed, is likely to behave differently to someone who is relaxed and in no hurry.
Your Takeaway
Make sure you've taken the context into account. As far as possible meet your potential customers at a time and place where they are not rushed or distracted. They'll be far more open to your message.
Social Proof and Negative Social Proof
I'm sure you're all familiar with this one. People buy what other people are buying. We tend to use this a lot in business. Case studies, testimonials are all really great ways to foster social proof. However, not all social proof works.
Some backfires brilliantly and ruins a campaign. By pointing out negative behaviour, for example, you give your audience permission to behave badly too.
Your Takeaway
When you want to shift behaviour, make sure that you cite a positive rather than a negative one or you'll get more of what you don't want. Point to how they ought to behave instead.
Distinctiveness
Standing out from the crowd. We're hardwired to notice what's out of the ordinary, so where you can, be unusual.
Your Takeaway
Make your copy and your approach distinctive; take a stand and you'll be remembered.
The Pratfall Effect
Where your flaws are appealing. They make you look human -- honest and authentic and that's very appealing.
As long as you are seen as trustworthy and competent, then this can work really well. However, if you really are a prat, then showing your flaws only makes you more so in the eyes of others.
Your Takeaway
Be honest and authentic. Admitting to your mistakes or keeping the odd negative comment about your work will only serve to make you more approachable and likeable.
The Veblen Effect
And one that bears mentioning here -- the Veblen Effect -- or how a high price can boost demand. Price conveys quality.
Your Takeaway
Have a portfolio of products or services, and promote the top end ones. That will ensure you are seen as a quality provider, even if someone chooses a lower priced product from you.
Are you using any of these? Or others I haven't mentioned to improve your sales?
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