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The Psychology of Making Something People Love
Emotions
It is easy to forget that we're selling to humans and that humans still make emotionally-charged decisions.
- We want to feel a sense of adventure.
- We want to feel significant.
- We want to feel connected to others.
- We want to feel a sense of purpose and success.
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Key Ideas
Buyer psychology
Many people think they will make what their customers want. But, your customers will keep on surprising you.
Understanding what goes on inside your customer's mind can align your product to their wishes. It also allows you to create marketing plans to provide value to the largest group of people with your product.
Understanding a customer
A customer is a persona or a demand pattern in multiple people.
- A demand pattern is a private want that's gone from private to public.
- A want is the desire to address a lack of something you need or wish for.
People buy because they want to decrease their pain-levels or increase their pleasure-levels.
Pains and gains
Take, for example, Uber: From a pain perspective, the public was in a desperate need for a solution to decrease the pain of using cabs.
From a pleasure part, Uber addressed the need for independence, status, and safety. People are given the feeling that they are free to order a cab whenever they please and can be part of the VIP program. They can also view ratings of previous customers and know upfront what the costs will be.
Emotions
It is easy to forget that we're selling to humans and that humans still make emotionally-charged decisions.
- We want to feel a sense of adventure.
- We want to feel significant.
- We want to feel connected to others.
- We want to feel a sense of purpose and success.
Basic emotions
When you're building out your solution and setting up your marketing, think about what emotional values your customers are chasing. Then make them feel it.
The eight basic emotions paired in opposites are: Joy — Sadness, Anger — Fear, Trust — Distrust, Surprise — Anticipation.
Logic
Even though people make their decisions based on emotions, most of them will have to justify their purchase at some time.
To you, this means that even though your product must tap into the emotions of your customer, customers need logic to justify their purchase.
Questions to keep in mind
- Do you bring your customers more gain or less pain? Ask them.
- What emotional values can you help your customer reach? Ask them what they feel when they first discovered it, when they started using it, and how they feel about it now.
- How can your customers justify buying your product? How do people explain why they use your product?
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Strong Emotion. Create shareable, viral content that is relatable to the the audience.
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Well Thought Out Actions
Asynchronous communication allows you to think and reflect before taking action.
While real-time communication is all-important, the global crisis and work-from-home culture have made us realize the productivity benefits of non-real time communication.
Asynchronous Video
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Effective Communication is vital in business
- It helps to create effective brand messaging. It determines how your brand is perceived and also builds trust with customers.
- Customer service relies on good communication. "60% of consumers have stopped doing business with a brand due to a poor customer service experience." Microsoft’s 2016 Global State of Customer Service Report.
- It enables positive team relationships. Effective communication helps to unite teams and create a safe environment to express themselves.
It helps to prevent misunderstandings and conflicts. It can help to defuse a potentially explosive dispute while bad communication can set it off.
Worst Communication Mistakes
- Using a One-Size-Fits-All Communication Approach. Tailor the communication style to the intended audience.
- Speaking More and Listening Less. Listen to what is said, how it is said, and to what is not said.
- Assuming Instead of Asking More Questions.
- Using Negative Tone. Choose words carefully to eliminate negative reactions.
Avoiding Difficult Conversations.
Reacting, Not Responding.
Not Keeping an Open Mind. Accept and respect differences, listen without judgment and consider all sides of an issue.