<ul><li>Mental Shortcuts</li><li>Similarity persuades the best</li><li>Role-modelling behaviour</li></ul>

Key concepts

Who are role models? People who have an emotional impact into how we function.This emotional impact is stronger than similarity, as these are people we either want to learn from or aspire to be.Such people can directly influence opinions and behavior, especially when they're vested deep into communities.

Role-models lead the way

Ever bought the highest reviewed product on Amazon without thinking twice?You subconsciously bought into using a mental shortcutMore people recommend a product, and it makes it easier for us to make a decision.This works best for onboarding new users.

Mental shortcuts

We copy behaviors, just so that we fit in. This is even more so in unfamiliar situations.Decisions that seem 'Correct' are dictated by others, especially when they're role models or similar to us

Our drive to be affirmed by others

Buying a product a close friend is a no-brainer most times. It's said that word-of-mouth is the strongest way to grow.Why is this so?One such factor is that we as humans are ingrained to place the most importance to similarity.We're most influenced by people who we think are similar to us.By communicating characteristics that are common to the group we're targeting, we are better able to direct behavior

Persuade through similarity

Being innately social beings, we often overlook how physical social networks drive brand loyalty and recurring sales. Understanding this side of us unlocks a whole different dimension on how to market better.

We copy the behaviors of others, especially in unfamiliar situations - ‘Correct’ decisions or behaviors are dictated by the actions of others, particularly those we’re similar to or aspire to become.

Mental shortcuts

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