We’re about to get all Derren Brown on you in this blog. Are you sitting comfortably?

Did you know that 95% of our purchase-decision-making takes place in our subconscious minds? Even when that purchase is a service, it’s influenced by quick, emotional judgments.brain-2062057_1280

By understanding how humans make decisions, we can tailor our messages to better suit their response system and hopefully become a stronger influencer.

Are you ready? Let’s begin.

  1. Vision is a major human sense.
    More than 50% of our brains are used to process visual information. When comparing this percentage to touch and hearing which are 8% and 3%, you can see how much visual cues appeal to us as humans. This means that using a lot of imagery in your communication is key to making an impact. Choose positive images that are nicely lit and that show your company or service in its best light.
  2. Humans need a clear reason to trade.
    Logically, humans respond best to a trade deal when they know they’ll get something in return. Whether that’s a free ebook, increased value for money or a refund if they’re not happy with the service, we are more trusting if there’s something guaranteed.
  3. Humans trust a bandwagon.
    As social creatures, humans look to others to see how we should think and react, particularly when in unfamiliar situations. Whether you use influencers, case studies or testimonials to promote your company, products or services, this will build a much stronger sense of influence and authority.
  4. Repetition improves memory.
    It’s a tale as old as time, but it’s told for a reason. Social posts have an average lifespan of 18 minutes, so repeat your messages multiple times if using social channels such as Twitter. Catchy phrases and statements should also be honed and promoted widely, you’ll notice that the most successful brands do this. They “just do it”. (Sorry.)
  5. Humans are more curious than cats.
    It’s true, curiosity is one of the most powerful human emotions. Once piqued, our curiosity will go to great lengths to form a conclusion. When a company called Patagonia used the headline “Don’t buy this jacket” on their New York Times advert, sales went up 30%. Try something unexpected and don’t give away too much in your headlines. And above all, make sure you reward people for their curiosity, don’t frustrate them by leading them on too long.

If you would like any help putting together content for your marketing messages, simply get in touch with the Fill the Gap Marketing team on 01522 581911, and we’ll be happy to help.


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