An Interesting Marketing Book Indeed….
I visited the library today and pick up an interesting marketing book.
The title of the book caught my attention (the title of a book has similar impact as a headline is to a sales letter) It’s a book on marketing.
Wanna guess the title?
Well.. the title is “All Marketers Are Liars” by Seth Godin.
As a marketer myself, it definitely have my eyeball glue to it. I make a quick glance of the book, flicking the pages and stop at the chapter on “People Notice Only The New And Then Make A Guess”.
As i read on, i find it interesting, so interesting that i finish reading it.
The chapter attempt to study how our brain works. There are the four ways that our brain process information.
- Look for a difference: When we notice something for the first time, we dig into our reservoir of experience to determine if it is new. If not, we ignore it.
- Look for Causation/Coincidence: Once we determine that it is new, our instantly generalize the cause of the incident.
- We make a prediction: Based on our generalization, we make an assume prediction of the event.
- Reply On Cognitive Dissonance: Once our mind is made up, we ignore contrary data that go against our assumed causation and prediction for as long as we can get away with and focus events that agree with it.
How can we make use of this to our marketing online?
When we market our product, we should tell a story behind our product.
However, it should not be an ordinary story.
It must be something controversy or extravagant that people will notice a difference. Then only will make an assumed causation and prediction to your story.
If your story behind your product can influence their ‘assumption’ and ‘generalization’, then they will more likely to be at your side in term of believing in your product ( and focus on events that agree with it…)
An example is Domino where they market their pizzas based on a story “Guarantee delivery of Pizzas in 2 hours or pizzas for you free!”
In summary of the chapter, this is what is written from the book. “People only notice stuff that’s new and different. And the moment they notice something new, they start making guesses about what to expect next.”Hmmm… indeed… it makes a lot of sense.
