Sometimes we do stupid things.
We make impulsive decisions and rely on our gut
.
How many times have you thought, “What the hell was I thinking?”
What you have done is not logical. In fact, you have used to good old SWOT analysis diagram, you wouldn’t have even thought about that stupid thing you did in the first place.
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In my previous post, To sell, speak to all three parts of the brain, I talked about the three parts of the brain that we have, and now, I am going to talk about the old brain, the primal one, the lizard brain, and how it influences customers to buy, right now.
The lizard brain?
“The lizard brain is hungry, scared, angry, and horny. The lizard brain only wants to eat and be safe. The lizard brain will fight (to the death) if it has to, but would rather run away. It likes a vendetta and has no trouble getting angry.” - Seth Godin
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You have got three brains, and each one of them plays a role when making decisions.
1. Old brain (reptilian): The survival brain that is driven by our primal instincts. You are in the lookout for survival, for protection.
Don’t be that jar.
I bet every designer out there is familiar with the value proposition canvas, on which you basically match how the product or service you are designing, is going to help your customers do the jobs they currently do. It helps you map how you are going to relieve their pains, and how you are going to alleviate their gains.
It looks something like this.
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Elevate your customers’ ‘state’ of mind and you will keep them coming back.
One of the 4 steps of the FAST method mentioned by Jim Kwik to remember ANYTHING is the “State” step, which is basically your state of mind when you are ‘learning’.
How are you feeling? Are you bored? Are you excited? Are you surprised? Are you amused?
I wanted to contemplate at that step - that “State” one, and how we can use it to enhance the memorability of customers to a specific experience…
… and so I stopped for a moment and tried to remember which restaurants I have been to that delivered an elevated emotional state - that made my experience so memorable and kept it always on top of mind.
Hmm…
Read More![MY WAY BACK TO TIMES SQUARE – [BLACK FRIDAY PART 5]](https://www.sherwette.com/wp-content/uploads/2019/10/qtq80-pG3pJ7-800x528.jpeg)
Before I know it I am holding tons of bags and waiting for my bus back to Port Authority in Times Square.
I find myself with a few bags and started chatting with the girl standing behind me in the queue. She bought socks, which she regretted.
“Buyer’s remorse? How about me? I bought all of this stuff I don’t really need, except maybe one sunglasses,” I thought to myself.
I told her, “I wasn’t really planning on buying anything, but here I am.” I try to justify my purchases.
Read More![I don’t like designer stuff, or so I say – [Black Friday – part 4]](https://www.sherwette.com/wp-content/uploads/2019/12/IMG_6046-800x923.jpg)
I don’t like designer stuff, or so I say.
Of course I like designer stuff, but I’d rather spend my money in experiences, travel or courses. Yes, courses, you would be surprised how much I spent my money on that department.
Never stop learning, and the best investment is you.
But that doesn’t mean I didn’t want to go to Gucci “just to have a look”. The queue was crazy from the moment I arrived and all the way up until 8:00 p.m. when I decided to leave the outlet. I didn’t make it to Gucci, but I did make it to Furla.
Read More![Are you telling me there is an additional discount to the Black Friday discount? [ Black Friday - Part 3]](https://www.sherwette.com/wp-content/uploads/2019/12/IMG_6032-2-800x773.jpg)
I got out of the bus and made sure to know where is the pickup location to head to when I want to go back to Port Authority.
The first thing I see is the Information Center, and people queuing up. Ok, the first thing I saw was actually the different stores. I asked, “Why are people queuing up here?” A nice lady answered me and said, “You get additional discounts with the voucher they give you.”
I didn’t have to think twice and queued up. It was also warm inside and freezing cold outside so I didn’t mind the queue.
After I got my discount vouchers and the outlet map, I started wandering and thought I might as well check it out first, and then go into the stores. To tell you the truth, I didn’t have the chance to get into my favorite stores, for the simple reason that people queued like crazy in front of those stores. Gucci, Burberry, Ralph Lauren, and Tommy Hilfiger were the craziest. Most of the stores had long queues.
The weather was cold, like 1 or 2 degrees Celsius. Let me remind you, I live in Dubai, which is smoking hot all year long. I couldn’t simply stand the cold and wasn’t willing to stand in the queues.
It’s like what I have seen in those videos on social media, or rather the movies. People were walking around with big suitcases to stack up the purchases.
“Is it really that good?” I wondered.
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Tell them they can’t have it and they will come running for it.
I think that advice works best with dating, not that I am an expert in relationships or anything, but hey consumers are also human. 😉
“The way to love anything is to realize that it might be lost.” - G. K. Chesterton
Haven’t you always noticed? When one partner says, “I am done, I am not accepting this,” and moves away, the other partner in the relationship who might have been taking his/her partner for granted realizes what s/he is about to lose, or perhaps even just lost?
That’s my friend is scarcity.
The “scarcity” consumer behavior principle says,
“Opportunities seem more valuable to us when their availability is limited.” - Robert B Cialdini, Influence
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The favor bank lingered with me.
If you are a millennial, then there is a high chance that one way or another, at some point in your life, you were influenced by Paulo Coelho.
I am a big fan, and I remember during my adolescent years how much I was obsessed with his novels.
One of the concepts mentioned in
one of his novels, The Zahir, is the favor bank concept. That concept has been lingering with me since I read the novel.
The favor bank concept explains how favors are exchanged. When you deposit favors to someone’s bank, they become indebted to you, and so when, in return, you ask them for a favor, they will have no choice but to accept it. Otherwise, you will not be trusted, without you saying a word about them.
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