Wielding Behavioral Science: An Actionable Framework
Posted: Wed Jan 29, 2025 6:21 am
Ready to harness behavioral science's persuasive power? Nancy offers a practical starting framework tailored to marketing:
First, clearly define your target audience and campaign challenge or desired outcome. For example, you may want newsletter subscribers to attend a free webinar or email promo recipients to follow you on Instagram. Outline the specifics from the beginning.
Next, consider why someone might hesitate to take that action. We all have jamaica mobile numbers list built-in fears holding us back—of too readily trusting and looking foolish and uncertain. Knowing your audience's particular barriers makes it easier to overcome them.
Finally, explore relevant behavioral science triggers that could help alleviate their concerns, including authority, autonomy bias, and cognitive fluency principles.
#1: Wield Authority for Instant Credibility: The Authority Principle
Seeking trust with your target audience quickly? Borrow it from reputable third parties. People are conditioned from childhood to recognize and respect authority figures. As a marketer, calling upon recognized experts to validate your claims allows you to shortcut the time-intensive trust-building process.
For example, maybe you're searching for a ski parka, and the U.S. ski team says they trust L.L. Bean's parkas. So, you confidently purchase their parka and go about your day without being bogged down in more research or comparison shopping. Or maybe you see a toothpaste brand in the store, and the label says the American Dental Association backs it. You might be more inclined to purchase that brand because you trust the ADA.
First, clearly define your target audience and campaign challenge or desired outcome. For example, you may want newsletter subscribers to attend a free webinar or email promo recipients to follow you on Instagram. Outline the specifics from the beginning.
Next, consider why someone might hesitate to take that action. We all have jamaica mobile numbers list built-in fears holding us back—of too readily trusting and looking foolish and uncertain. Knowing your audience's particular barriers makes it easier to overcome them.
Finally, explore relevant behavioral science triggers that could help alleviate their concerns, including authority, autonomy bias, and cognitive fluency principles.
#1: Wield Authority for Instant Credibility: The Authority Principle
Seeking trust with your target audience quickly? Borrow it from reputable third parties. People are conditioned from childhood to recognize and respect authority figures. As a marketer, calling upon recognized experts to validate your claims allows you to shortcut the time-intensive trust-building process.
For example, maybe you're searching for a ski parka, and the U.S. ski team says they trust L.L. Bean's parkas. So, you confidently purchase their parka and go about your day without being bogged down in more research or comparison shopping. Or maybe you see a toothpaste brand in the store, and the label says the American Dental Association backs it. You might be more inclined to purchase that brand because you trust the ADA.