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A Piece of Knowledge that Might Help You with Your Marketing

Most moms and dads know that it’s hard to get your child to listen to you, even if the thing you request is right, he won’t do it.

These days I’ve been reading Sam Tatam’s book Evolutionary Ideas: Unlocking ancient innovation to solve tomorrow’s Challenges, an evolutionary psychology and behavioral science approach to how to trigger a person’s actions without forcing them to react, here I give you a rough introduction to some of the details inside.

For example, some streets have a speed indicator that automatically uses radar to measure the speed of approaching cars. Like, the speed limit on this street is 35 miles per hour. When you drive over, the sign tells you that you are speeding, and the flashing orange color indicates your speed, reminding you to slow down.

In fact, there is no camera on the speed board, it has no law enforcement ability, this is just a reminder, you can ignore it. But most of the time, it slows down as soon as it reminds you. Why is that?

Because the big orange numbers that keep flashing make you feel like something is wrong, that you’re causing trouble in the world. You instinctively want to put the world back in order.

Slow down, you’re acting on your own initiative.

The second is to give feedback. A lot of times, it’s not that you don’t want to do it, it’s just that you didn’t do it because there was no reminder.

For example, you don’t want to speed, but you ignore the speed limit, accidentally flying. So if a blinking speed sign on the side of the road gives you feedback, you might slow down. This is another interpretation of our first example.

So adding feedback to anything is a good design idea.

Give a white wall a fresh coat of white paint, it will be difficult to brush because you can not tell where just brushed and where did not brush. So someone invented paint, just brush on the pink time; after a while, it dried into white, and it is easy to brush. The idea is that there is feedback.

A third approach is to use human Reverse psychology, or “Reactance”. People want to feel in control, and they don’t want to be in control, so the more you make someone do something, the less they want to do it.

On the other hand, the less you let someone do something, the more they want to do it.

You may remember a plot in the Mark Twain novel The Adventures of Tom Sawyer was asked to paint a wooden fence. He didn’t want to do it, so he told his friends that painting was an exciting and special thing, not everyone was qualified to do it. Friends were so interested that they begged Tom to let them paint, and even offered gifts! As a result, Tom got the job done with ease.

One famous experiment in psychology asked subjects not to“Think of a white bear” for the next 15 minutes and people started thinking about the white bear. Originally you do not say that no one will think, you say we will think. The phenomenon is everywhere.

You won’t let me do it, you restrict my freedom and independence, then I must do it.

The Streisand effect(Here is the explanation https://www.britannica.com/topic/Streisand-effect) has left the government in a quandary… Is this thing forbidden or not forbidden or not forbidden or… ? … what should businesses do with this human Reverse psychology?

Some businesses simply deliberately said, so-and-so circumstances you do not use our products, I suggest you use others. There may be a risk that consumers will perceive you as discriminatory. A milder approach is to stimulate curiosity.

The information gap is also a limitation: the less you let me know what it is, the more I want to know. That’s why“Blind boxes” are so popular these days in China: You Pay Me, I promise to send you a box-I promise to get your money’s worth, but I’ll never tell you what it is… … So you want to buy more.

The Reverse psychology is that people like freedom and control. You don’t have to be rebellious, as long as you remind people of their freedom and sense of control, people will be more willing to act.

People really dislike restrictions and enjoy freedom.

So we must fully respect the freedom of others, and that means it is better not to say no to people. Sometimes it’s just a matter of words. For example, in an office hall like a bank, there are many service windows. If a window needs to be closed temporarily, instead of putting up a sign saying the window is closed, say, “We are at your service in another window,” and the customer will feel much better.

According to my own experience, the previous service does not seem like this. Before the consumer, it was more rational than now, I bought things for cheap, and I found this product has no practicability, you do not have to play with me this behavior and learn tricks. So what changed? Why is the means of sale now more important than the technology of the product?

Because this is an era of more material abundance, consumers have more and more choices. Invisibly, consumers’ self-esteem is also getting stronger and stronger. Your products are good, others are not bad. In fact, all businesses can stay in the market, the level will not differ too much.

In this case, the brand must highlight itself from other dimensions. People demand not only your quality and service, but your values are aligned with mine, and I even want to see if your politics are correct.

This is a time when consumers are getting more respect. But please note that this is not the result of government indoctrination, this is the commercial civilization.

When you’re in a society where you’re treated with respect, when you don’t need a special identity, when you walk into any bank, any store, and people respect you, you know, that’s because you’re in a market economy.

Does it give us a little inspiration for product marketing? Hope there is a little. Like this:

I wish you all a happy weekend.

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