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Summary: In B2B marketing, using emotion is actually rather rational.
Inside the mind of the buyer.
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OBJECTION!
But this is ‘charity/consumer/whatever’ We’re in B2B. Please go away.
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Emotion IS important
Because business people are still people. They just happen to be at work.
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_Open this email! _Visit my website! _Download this whitepaper! _Follow me on Twitter!
(And even occasionally):
Buy something!
We’re in the business of persuasion.
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So how’s that going?
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Too often we miss the mark Or we get it right, but don’t know why…
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We’ve always made two big assumptions
No.1 That business people are rational
They have access to a vast amount of buyer research info which they use actively. They make informed decisions. They weigh up all the options in an objective way
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The truth: people are really weird We are always lacking consideration time We are inherently lazy thinkers We are hugely subject to biases.
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No.2 That it’s a SINGLE decision
With clear collaboration That’s logically thought through Based on business reasons
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The truth:
A 9 month sales cycle is more like 100 ‘micro-yesses’ Each micro-yes is likely to be HIGHLY emotive
“The buyers pipeline requires a series of micro-yesses before
getting to that macro yes.”
Brandon Stamschrar, MECLABS
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Proof: persuasion is predictably unpredictable
Vs
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The science bit
Behavioural economics A blend of neuro-science and behavioural psychology NOT made up by science fiction writers or mentalists NOT a silver bullet*
(*always include a caveat…)
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What does it give us?
A research-based framework for how we think What drives us. And ultimately, how we make decisions.
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Underpinning everything we do – two systems of thinking
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What did you think about this morning? What tasks & actions did you do? Were they the same?
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A science-based framework for marketing
Source: D Kahneman. Thinking Fast and Slow
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This is how our brains like to operate
Source: D Kahneman. Thinking Fast and Slow
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Some scary stats
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Because without it, things
like this would kill us.
Image: Unsplash.com <Thomas Lefebvre>
Why?
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Back to persuasion
How do we make people say ‘yes’?
How do we become a ‘system 1 marketer’?
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Cognitive ease Goal architecture Framing Biases
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Cognitive ease
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Simple, clear language Familiar Repetitive Human endorsement Smile / good mood
Complicated Change ‘One off’ ‘Lonely decision’ Intangible
Reduce (perceived) pain. Increase (perceived) gain.
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COMPLEX
= COGNITIVE STRAIN
HARDER TO UNDERSTAND = PAINFUL =
HIGHER PERCEIVED
RISK =
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Framing and our terrible ability to make decisions
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Framing and our terrible ability to make decisions
84%
16%
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Framing and our terrible ability to make decisions
16%
84%
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Goal drivers
“To understand people one needs to understand what leads them to act as they do, and to understand what leads them to act as they do one needs to know their goals.”
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Think of them like this…
EXPLICIT goals
IMPLICIT goals
Category specific
Driven by the organisation
Need to demonstrate you satisfy these goals to be ABLE to be considered
Buyer specific
Driven by the individual
Will differentiate your offer and RAISE consideration
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Our response? ‘Issues-based marketing’.
(Sounds a good idea, actually flawed…)
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Cut your costs!
Business agility!
Improve productivity!
Business transformation! Streamlined
efficiency!
Great ROI!
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Fulfilling explicit goals is a hygiene factor not differentiating
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Personal value trumps business value x 2
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Earnest Goal Matrix: Goal Drivers in B2B
Progress
Stimulation
Recognition
Avoidance
Obligation
Control
PR
OM
OT
ION
P
RE
VE
NT
ION
I need to do this to get ahead
I need to do this to learn / because it looks interesting
I need to do this to look good
I need to avoid losing out / losing something
I need to do this because it’s expected of me
I need to do this to stay in control
Gain an advantage over others; Lead the field
Personal discovery; Learning experience;
Receive acclaim; advance career
Be secure; Prevent losses; Avoid threats
Need to comply; fulfill promises; Be true to my
word
Stay on top; Maintain status quo; Be empowered
Go-getter
Status seeker
Adventurer
Worrier
Controller
Box-ticker
Implicit goals Primary driver Motivations Persona
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When it comes to asking the question:
Which of these service
providers will do the best job?
Buyers can end up asking:
Which of these sales people do I
like the best?
Which of these brands will my
boss have heard of?
Isn’t it easier to go with the guys
we’ve always used?
Image: Flickr <Creative Commons>
Biases
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Authority
Reciprocity
Scarcity
Commitment
Liking
Social proof
Anchoring
Personal
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Example 1: Xero
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Example 2: Misys
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“Marketing. It’s hardly rocket
science.”
“But it is neuro-science.”
“Hmm.”
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Some further reading
Thinking fast and slow
D Kahnemann
Predictably Irrational
Dan Ariely
Decoded
Phil Barden
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earnest-agency.com @earnestagency
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