How to use short attention spans to your advantage
Cognitive biases that influence people to buy
Grabbing people’s attention is more important than ever.
But your target audience has less time than ever to make a decision.
Here’s how to use that to your advantage…
Cognitive biases are shortcuts your brain uses to save time and energy making decisions.
And the less time people think, the more likely they’ll make impulse purchases.
Here’s three cognitive biases to help you create offers people can’t say no to:
Confirmation bias
“People will do anything for those who encourage their dreams, justify their failures, kill their fears, confirm their suspicions, and help them throw rocks at their enemies.” - Blair Warren
In your writing, especially in headlines, let them know you’re on their side.
Take a stand with your audience and don't worry about alienating another group of people.
You're here to focus on the people in your niche who you're looking to serve. The safe, conservative route of standing for nothing doesn't build any brand loyalty.
In business, if your point of view, likes, dislikes, and goals match with your audience, they’ll say “see, this brand has the best product!”
Framing bias
How a product is positioned can separate it from competitors, even if they sell the same thing.
A locksmith, doesn’t sell locks, they sell safety for your family.
Tesla doesn't sell cars, they sell a sustainable future.
Here’s an example on diamonds…
Diamonds are just solid forms of carbon. So how did they get EVERYONE to lust after diamonds?
They positioned themselves as something more than just jewelry.
They made it a symbol for love.
This way, no matter how rich or poor someone was, they would need to strive to be able to buy diamonds.
Because everyone needs love.
When you position your product, don’t sell the product itself, sell the purpose and better future behind it.
Scarcity bias
Going back to our diamonds example…
You want to know why diamonds are so desired?
Because they’re seen as rare, but they’re not as rare as you think.
Diamond cartels hide their supply and release them little by little. If the entire supply was for sale to the public, the price would drop faster than crypto.
But we unconsciously think things that are scarce are valuable and things that are abundant and easy to get are not.
When things are scarce, it puts a sense of urgency and FOMO into people to buy now or miss out on this opportunity forever!