Your customers are crazy

Crazy
Your Customers Are

Marketing to Humans
By Ross Johnson @3PointRoss

Wednesday, March 14, 12

Thank You
For Coming

Your Customers are Crazy - Design and Marketing for Humans.

First... some little
known HISTORY.


How much do you
know about our
presidents?


Abraham Lincoln and
John F. Kennedy were
both US presidents,
elected one hundred
years apart.


Both were killed by
assassins who were
called by three names.


John Wilkes Booth


Lee Harvey Oswald


Both of those
names have
fifteen letters.


Neither killer made
it to trial.


They were both
killed on a Friday,
sitting next to their
wives.


Lincoln in the Ford
Theater.


Kennedy in a
Lincoln made by
Ford.


Both were
succeeded by a
someone with the
last name of
"Johnson"


Andrew Johnson
for Lincoln


Lyndon Johnson
For Kennedy


Andrew was born in 1808,
Lyndon in 1908


What are the odds?


Why haven’t you
herd these facts
before?


A bit about me...


• Graphic Design
• Computer Science
• Computer Information Systems
• Network Information Technology
Administration
• Social Science
• Business


Social Science
+ Business


Help You Succeed
Through Design and the Web


Speaker at
CreateYourWPWebsite.com


Marketing Success.


Target Market


Decisions & Behavior


There is a problem..


We think we are
rational...


We think we make
decisions based on
logic.


We think we know
why we behave the
way we do.


But we are wrong.


Our minds play
tricks on us and we
don’t realize it.


Our behavior and
perceptions are
altered by


Emotion
All decisions are made first
with emotion. Logic is
used as justification.


Cognitive Biases
Predictable patterns of
thought that lead to
incorrect conclusions.


Heuristics
Mental shortcuts used to
solve problems. Often
missing key information.


Logical Fallacies
Reaching conclusions with
out all the facts or a real
understanding of the
situation.


We don’t realize
this is happening.


To be great
marketers we need
to understand these
illogical thought
patterns


Otherwise you end
up promoting
things that don’t
matter.


In ways that people
don’t understand.


We differ culturally, but
genetically our minds
are very similar


Because of this, we
behave in similar
ways.


But we are blind to it.


Decisions are Made
Using Emotion.


Then justified
with logic.


When logic had
nothing to do with it.


Let’s look at some
examples of
irrational behavior


Example #1


Harvard & Alberta
Higher Ed. Study


True or False:

“When I learn new things I
assume I already
knew them.”


True!


Hindsight Bias


Karl Teigen’s Study


True or False:

“I base my beliefs on a
strong understanding of
the subject at hand.”


False!


The availability
heuristic.


The more you are
exposed to something,
the more important
you perceive it to be.


Marketing plays a
large role in available
information.


KEY TAKE AWAY
We base our beliefs off of what
information is readily available, not
what information might be available.


Example #2


Count how many
times the players
wearing white pass
the basketball.
http://www.youtube.com/watch?v=IGQmdoK_Zf


True or False:

“I am in touch with the
reality around me.”


Things you focus on
create your perception
of reality.


Much of “reality” is
missed & overlooked.


Commonly seen
things are missed
more often.


People notice
what’s different,
ignoring what’s
normal.


Selective Disregard
ie: Banner Blindness


Confirmation Bias

KEY TAKE AWAYS
No one perceives true
reality. It’s all relative to
what’s important to them.
People miss or ignore
everything else.


Example #3


True or False:

“I am aware of attempts
to influence my thoughts
and behavior.”


The Art of Priming


Aaron Kay, Christian
Wheeler, John Barghand
and Lee Ross.


People are more likely to
judge a person as
“warmer” after holding a
warm cup (compared to a
cold one)
(Williams & Bargh 2008)


Job candidates whose
resumes were seen on a
heavy (vs light) clipboard
were rated as better
qualified for a job

(Ackerman 2010)

The hotter the
temperature in a room (or
outside) the more people
are likely to believe in
global warming.
(Li 2011)


Everything you see has
associations tied to it.


Those associations effect
your behavior on a
subconscious level.


KEY TAKE AWAY
The images you show people, the
words you use and the items you have
in your store/office/etc will influence
your customers behavior.


Example #4


True or False:

“I think judge the value of
things in a rational,
logical way.”


Rational Economics


We are irrational
about money and
value.


Relative is Not
Always Relative


Fancy Pen
Office Max: $30
Office Depot: $15


iPad2
BestBuy: $699
Apple Store: $684


What is 15 minutes
of your time worth?


Your Items Feel
More Valuable


True or False:

The population of
Uzbekistan is
13,260,310


Anchoring


The Social Security
Auction Study


KEY TAKE AWAY
Emotion and logical fallacies get’s in
the way of peoples ability to think
about money in a rational way.


True or False:
“Other people might fall for these
things, but not me.”


The Third Person Effect


You are “everyone
else” to everyone else


KEY TAKE AWAY
Most people think they are unique,
independent and avoid persuasion. In
reality, people behave in very
predictable ways... including you.


In Short...


Thank You!
Follow me on the Twitters @3PointRoss


Your customers are crazy

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