There are only two ways to influence human behavior:
– You can manipulate it
– You can inspire it
Confidence depends on the quality of the story they can tell. So it’s not surprising that one of the hottest new forms of advertising is ‘Branded Content.’
Increasingly advertisers are choosing to spend their investments often in the form of entertaining stories that blur the line between conventional advertising and entertainment.
We might enjoy these new forms of advertising better, but we also may become more influenced by them without ever knowing why.
In the traditional ad business, we’re always reminding our client that consumer behavior is not rational.
We lecture them on emotion as a factor on buying decisions and brand preferences.
We explain to them that an ad is not a court case in which the best argument wins.
We are convinced by advertising based on consistency and coherence, not the quality and quantity of information.
The best ad campaigns involve a simple clear emotionally evocative idea repeated over and over again.
Less is in fact more.
We make decisions based upon the memories of our experiences — not the actual experiences.
How we feel about a brand largely depends upon our memory of the experience provided by the brand, not what actually happened.
These are not based on the reality of these experiences but almost entirely on the peak moments and the concluding impression — whether positive or negative—the brand has produced.
Every manipulative tactic can indeed help influence behavior and help a company become quite successful.
But there are trade-offs. Not a single one of them breeds loyalty.
Over the course of time, they cost more and more. The gains are only short-term.
If you have exceptionally deep pockets and are looking to achieve only with no consideration for the long run, then these strategies and tactics are perfect.
Not only do brands transform our beliefs and experiences, we feel even better about a product just because it costs more.
That’s because experience has taught us that things that are expensive are usually higher quality.
The meeting of two personalities is like the contact of two chemical substances: if there is any reaction, both are transformed.
Email remains a more effective way to acquire customers than social media.
Nearly 40 times that of Facebook and Twitter combined.
Brands add value not in the product but rather within our minds.
That’s because our enjoyment is shaped by our expectations and these are molded by our memories.
Manipulative techniques have become such a mainstay in American business today that it has become virtually impossible for some to kick the habit.
What we project onto a drawing or symbol is what we see in our own minds. It allows our imagination to engage in a deeper way as our mind is stimulated.
Like it or not, we’re all in sales right now… whether we’re teachers or art directors or in healthcare.
Most brands are realizing that their social media programs are way more time consuming, way more expensive, and way less capable of driving sales than was promised.
Understanding major shifts in the way people relate to brands is a critical step in comprehending the public.
People gravitate toward brands that speak to them in a very clear, honest, and uplifting fashion.
Make good content. Tactics to optimize SEO are so readily available and are built into the major CMSs.
Make good content and the rest will follow.