Decision-Making Manipulation: How Startups Can Appeal to Buyer Logic

By Jonathan Chan

Logic is a funny thing.

Most consumers think they make their decisions of what to buy, and what to do based on logic and information. However, the truth is that logic often intertwines with emotion in the buying cycle, and that means we can manipulate it.

Most startups know by now that emotion is a powerful force working to subconsciously influence the way customers feel about their favorite brands. Everything from the colors a brand uses, to its words, and its approach to selling can construct a specific image in our minds that prompts us to act a certain way.

While we often believe that logical decisions are totally separate from emotional ones – the truth is that decisions are never made without some emotion. However, that doesn’t mean that you can’t make your leads think that they’re making a logical decision…

The key to appealing to “buyer logic”, is to understand how the human mind works to process logical decisions. After all, as we’ve evolved, we’ve developed specific thought patterns that assist us in making decisions. Below, I’ll take a look at the science behind human logic, and how startups can appeal to it in their marketing efforts.

1. The rule of reciprocation

When a friend buys you lunch or gives you a gift as a surprise, you’ll generally feel obliged to do something for them in return. In fact, that feeling of obligation can be overwhelming – causing stress and discomfort until you find a way to pay back your imagined debt. The same sense of buyer logic applies to selling. If startups go out of their way to offer their customers something of value, then those customers will feel compelled to do something in return.

The rule of reciprocation is often why people leave reviews on websites. In part, we write testimonials to help other people make good purchasing decisions, but we’re also compelled to show that we appreciate whatever the brand gave us. It’s like saying thank you for a good experience.

In the example above, McDonalds uses “free mocha mondays” as a way of building a relationship with their audience. The idea is that if they offer you something, you’ll be more likely to reward them with continued business.

2. The threat of scarcity

If you go onto a website with the aim to buy a new pair of shoes, you might browse a few pairs and then put the purchase off until a later time when you feel more comfortable financially, or you end up with a hole in your favorite boots. However, if you click onto a website and see that there’s only one pair of shoes left in your style, your size, and your preferred price, then you’ll jump to act.

When supplies are limited, logic tells us that we need to act immediately in order to take advantage of a specific situation and save ourselves from loss. Creating urgency with countdown clocks, expiration dates and deadlines commands action from your leads, and Go to the full article.

Source:: Business 2 Community

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