your customers are crazy

CrazyMarketing to Humans

By Ross Johnson @3PointRoss

Your Customers Are

Wednesday, March 14, 12

Your Customers are Crazy - Design and Marketing for Humans.

Thank You For Coming



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 SucceedThrough Design and the Web



Speaker atCreateYourWPWebsite.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



EmotionAll decisions are made first

with emotion. Logic is used as justification.



Cognitive BiasesPredictable patterns of

thought that lead to incorrect conclusions.



HeuristicsMental shortcuts used to

solve problems. Often missing key information.



Logical FallaciesReaching 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 & AlbertaHigher 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 AWAYWe 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.”



False!



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 Disregardie: 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.”



False!



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 AWAYThe 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.”



False!



Rational Economics



We are irrational about money and

value.



Relative is Not Always Relative



Fancy PenOffice Max: $30Office Depot: $15



iPad2BestBuy: $699Apple 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 AWAYEmotion 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.”



False!



The Third Person Effect



You are “everyone else” to everyone else



KEY TAKE AWAYMost 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

Business

crazy design

succeedthrough design

comyour customers

byyour customers

webyour customers

comingyour customers

johnsonyour customers

marketing success