Looking To Transform Your Marketing Success?

Well, here are a few ideas that may just make for an improved end of Q4, 2015 and start of Q1, 2016.

With Xmas fast approaching and the beginnings of an exciting new year not far around the corner, we thought our December blog should focus on how you can improve your marketing prowess and it’s no surprise that one of the most influential forces is the power of psychology.

In recent years, neuroscience has changed the way in which we view marketing, approach customers and run our businesses. A deeper understanding of the human brain will dramatically impact your marketing success.

One broad area of psychology deals with cognitive biases. A cognitive bias is “a type of error in thinking that occurs when people are processing and interpreting information in the world.”

Everyone is prone to exhibit cognitive biases. This is not due to lack of intelligence or awareness but simply because the brain is wired in surprising ways.

Here are four powerful cognitive biases that should definitely affect your marketing strategies:

Loss Aversion

Loss aversion is a bias that causes people to avoid loss more strongly than they pursue gain.

For example, taking £50 away from a person will prompt greater excitement than giving them £50. This bias and its corollary, the ‘status quo bias’ and ‘endowment effect’, cause us to prefer things we already own.

In marketing, you should present your product or service as something that could be lost if the customer doesn’t act. Causing them to feel a sense of loss will evoke a stronger response than offering something for them to gain!

Triggering this cognitive bias within your marketing collateral can turn casual browsers into zealous customers. Even using the ‘right’ language when in meetings or during presentations can make a huge difference to winning over a potential new client.

Anchoring

The anchoring bias causes people to rely on the first piece of information they see or hear about a product or service.

If you walk into a store and see a sweater for £100, then £100 is your anchor for that particular product. If you continue walking and see a similar sweater for £50, then your mind immediately makes a comparison, causing you to perceive it as inexpensive. Your decision is swayed by your focus on the first sweater’s price.

Anchoring impacts more than price perception, of course. A person whose mind is anchored on one point of information may be blind to more important points of consideration.

Someone in the market for a car may be focused on leather seats. This fixation anchors their mind to only observe the car’s interior, making them oblivious to issues such as the engine, the chassis and the fuel mileage.

An awareness of anchoring can allow you to implement techniques that will cater to this human bias. Marking down prices, setting quantity limits or focusing users’ attention on the primary consideration point in a purchase will affect how they buy.

Choice-Supportive Bias

All of us hold preferences that have little factual evidence to support them. We will defend a preferred flavour of ice cream, type of phone, favourite sports team, political ideology, superstitious hunch or worldview because we focus on its positives, not giving much consideration to its negatives.

We’ve made a decision to be a fan of, say, Arsenal FC. Therefore, we tend to discount a losing streak, poor performances or incompetent management. Instead, we praise style over substance, the manager’s acumen and the club’s history. This is a simple example of choice-supportive bias in action.

This bias affects marketing in the following ways:

- people tend to buy products and services with which they are familiar

- people tend to trust any piece of information that seems to support their choice

- people tend to forget any information that opposes a strongly held viewpoint

The choice-supportive bias works in your favour once you’ve gained some customers or clients. Using email marketing methods, you can reinforce the perception of your brand by sharing testimonials, evidencing your product or service superiority and reminding people why customers choose your Company.

Before a customer or client converts, however, you can trigger the choice-supportive bias. You do this by creating micro-conversions (an email opt-in or social media ‘like’) thus causing them to make a decision they will unconsciously defend.

When customers’ progress and decision-making are confirmed, they will move seamlessly down your marketing funnel.

Framing Effect

Framing is one of the most common cognitive biases used in marketing. Simply put, framing influences how people make a choice dependent upon the way it is presented, worded or framed.

The famous framing effect experiment by Kahneman and Tversky presented subjects with two choices:

Option 1: There is a 33% chance of saving 600 people but there’s a 66% chance of saving no one. Outcome: 200 lives will be saved!

Option 2: There is a 33% chance that no people will die. There is a 66% chance that everyone will die. Outcome: 400 people will die.

The two choices have similar outcomes but are framed in different ways - one positive and one negative. The vast majority of respondents selected the positively framed treatment.

Framing makes a difference.

Simple wording changes have a framing effect:

- Global Warming vs Climate Change

- Save 50% vs Half Off

- You Won! vs He Lost!

- Pro-choice vs Abortion

- 30% full vs 70% empty

- No military experience vs Extensive political experience

- 90% chance of survival vs 10% likelihood of death

The framing effect is widely used by politicians, salespeople, parents and everyone in between to shape the way that people respond to information. Facts are facts but the way you present those facts massively influences how people respond to them.

In marketing terms, loss framing can be used to present information that could trigger the customer or client’s loss aversion bias. Alternatively, you should present other facts in a gain framing format to influence a higher perception of your product or service. Statistical framing allows you to present a picture of your product as positive or negative, depending on the positive or negative terms you choose to highlight in the statistic.

A Game Changer says…

The above four examples are all extremely powerful cognitive biases that when implemented can transform your business marketing strategies and consequently have a positive affect on your productivity and sales output.

In summary:

‘Loss Aversion’ causes customers and clients to tenaciously cling to what they have.

‘Anchoring’ causes customers and clients to focus on the first information that they receive.

‘Choice-Supportive’ bias means customers and clients are comfortable with the familiar and blind to opposing evidence.

‘Framing’ influences the positive or negative perception of a product, service or fact.

Each of these cognitive biases are present in varying degrees in nearly every customer or client. Creating a psychological framework helps them make the best decision. You simply need to be aware of these biases and work with them.

With the new year and a ‘new start’ not too far away, perhaps it’s time to either revisit or implement the above within your marketing plans?

How To Manage Stress, Frustration and Anger

Turning A ‘Bad Day’ Around.

Undoubtedly life can be full of frustrations - an argument over breakfast, a missed train or even just a spilled coffee can make you flare up with angst and annoyance, only to hold onto that inner rage for large periods of time.

So, how best then to turn your funk around? How does one change their mood when a day has started badly? And how do you stop annoyances from taking over and dragging you down?

The good news is that happiness is a choice. Even when something objectively negative happens - you’re late to a meeting or your best employee gives notice - it’s important to focus on the positive things that are also happening.

Studies in the workplace have shown that when you’re positive, you’re 31% more productive; you’re 40% more likely to receive a promotion; you have 23% fewer health-related effects from stress; and your creativity rates triple.”

The problem with discontent is that a) it can linger and b) it’s contagious. Negative emotions have a way of manifesting themselves well beyond their original driver. They also spread like wildfire so it’s well worth changing your mood not only to make your day more pleasant and productive but also to spare those around you.

Here are a few concepts and ideas to execute when you feel as if you are a little low, flat or have hit a bit of a downward spiral:

1. Pinpoint The Problem

The earlier you catch your funk or bad mood, the easier it will be to do something about it. Usually we receive early warning signals that tell us our resilience is dwindling. It is therefore worth pausing for a few minutes, several times a day to check your emotional state - perhaps you’re being snappy with people, not smiling as much or are quieter than normal.

Not only is it important to pinpoint what is going on but it is also important to name what’s going on. It’s better to say, “I’m upset because I’m behind on preparing this presentation or the journey into work today was horrendous or that argument at breakfast has annoyed me,” rather than simply saying “I feel awful.” Having a concrete reason for your unhappiness gives you something to work on going forward.

2. Take A Moment To Be Grateful

One of the simplest ways to focus on the positive is to stop and think about what you’re most grateful for, whether it’s your family, your job or simply the clothes on your back. Neuroimaging studies show that it’s almost impossible to be in a depressed state and grateful at the same time and that gratitude is a powerful antidote to the urgency of stress and lack of control.

So as soon as you start to feel down or negative, kill that mood swing by asking yourself, what are three good things that are going on right now? Either say them out loud or write them down. This will undoubtedly help you get perspective on your current or upcoming negative emotions. Sure, you may have had a prang or missed an appointment but there are other, much more important things in your life that are just fine thank you very much.

3. Take Action

Another way to stop yourself from ‘trending negatively’ is to take a single concrete action. Send that email that you’ve been meaning to get to or make that phone call that you’ve been putting off. Even choosing a healthier snack, such as a piece of fruit over a chocolate bar, can create a positive ‘mental avalanche.’

The effect is even stronger if the action you take benefits someone else. Your head might be buried in your companies numbers or latest presentation, or you might be in a hurry as you are running late for an important appointment but if you just take two minutes to send an email praising or thanking a colleague for their assistance or if you help an elderly person who is struggling to cross the street, you’ll immediately feel so much better. The brain reacts as if it has recorded a victory.

4. Change Your Routine

If you’re feeling depressed or miserable, don’t hunker down for the rest of the day and escape. A change of scenery often helps signal to your brain that the current mood doesn’t need to be sustained. Go for a drive or a cycle, take a walk or simply do something you wouldn’t ordinarily do. The key is to put yourself in a different physical location. Once you’re doing it or are there, take a few slow deep breaths as correct breathing helps to positively affect your physiology and in turn your brain.

You can also do something you enjoy like listening to music or reading a book; going to the gym or for a run. The more active the task the better. Passive tasks help create pleasure but active tasks have a far greater impact on creating happiness as their intensity tends to last longer.

5. Reset Realistic Expectations

Expectations can have a huge impact on mood. If you expect your flight to be cancelled and it’s only three hours delayed you’re going to be thrilled but if you expect it to be precisely on time and then it’s delayed you’re going to be upset. A lot of negative mood swings occur when we have unrealistic expectations. That can be with regard to many things, even our family and friends!

If you’re mood is deteriorating for this reason, do not despair. It is possible to re-write the narrative. Highlight the positives of your day so far. Think of two or three things you’ve already done which turned out well. Then make a list of short attainable goals for the rest of the day. This way you can remember and re-focus on the positives at the same time.

6. Learn From Your Bad Days To Prevent Future Ones

When you do have a bad day, and let’s face it we all do, it’s important to reflect on them before you put them behind you. By taking note of what went wrong - and then right - you can learn what your own ‘triggers’ are so you can stay away from these particular stimuli as much as possible or at least know how you are likely to react to them.

Definitely pay attention if and when bad days pile up. Is there something bigger going on that you need to address? Is there broader action that you need to take? Gleaning the right person’s help here can be extremely useful.

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A Game Changer says…

The essence of our work is to help clients develop successful strategies and methodologies so they can perform confidently, positively and contently in whatever capacity they require.

Helping people to feel ‘unstuck’ and providing clarity for them is vitally important. This is something that as human beings we all require at one stage or another in our incredibly hectic and often stressful lives.

With day to day emotional issues such as anger, sadness, frustration etc, it is often an awareness that better choices of action are available which can help. Asking clients to ‘get curious’ and ask lots of questions is one very useful technique for achieving this.

Reframing problematic situations is another. These, plus others, are tried and tested concepts for improving our emotional stability, understanding and forward thinking.

Emotions will always be thrown up. They are wired within us for a reason. It’s how you identify and then subsequently deal with those emotions that is important.

When faced with any potential dilemma or difficult situation, Perspective and Practice are the two key ingredients to progress and a happy outcome.

Five Small Steps: One Giant Leap For Us All

Emotional Intelligence: What we were never taught in school!

Before continuing to read this blog, please just stop for a moment to remember all the various subject matter that you learned in school - Maths, English, Geography, History, Latin, Science, French, the list goes on and on and is all very informative and potentially useful as we grow into young adults with our lives and careers ahead of us - and yet, one colossal and vitally important subject is never really touched upon, ‘Ourselves’.

If we now stop to consider the number of touch points in our daily lives where having at least some understanding of psychology and the human mind could have helped us out, how many of us would hold up our hand and say, “I”? Our guess would be quite a few.

The vast majority of us have never learned or understood how to identify and deal with our own emotions, let alone the emotions of others! These skills are highly valuable and can be employed in every walk of life.

In a working environment, just think how often you are dealing with ‘different minded’ people from your colleagues to your clients; from your suppliers to your investors and so on. In a sporting context, how often do you relate to your coaches, your team mates, your support staff etc?

What you think, what you say, how you behave and react are paramount to each of those relationships working effectively and evolving efficiently. And yet, how often does our emotional bias or balance get in the way?

Emotional Intelligence is what we were never taught in school. It is a shorthand that psychological researchers use to describe how well individuals can manage their own emotions and react to the emotions of others.

People who exhibit a high level of emotional intelligence have the less obvious skills necessary to get ahead in life, such as appraising and responding to the needs of others, managing conflict and keeping their own emotions from overflowing and disrupting their lives.

So what exactly is Emotional Intelligence and how can we work on our own?

Emotional Intelligence has five key areas:

Self Awareness - this involves knowing your own feelings. It includes having an accurate assessment of what you’re capable of, when you need help and what your emotional triggers are.

Self Management - this involves being able to keep your emotions in check when they become disruptive. It includes being able to control outbursts, calmly discussing disagreements and avoiding activities that undermine you like extended self pity or panic.

Motivation - most people are motivated to action by rewards like money or status. Importantly, there are other ways such as personal joy, curiosity or simply the satisfaction of being productive.

Empathy - while the three previous categories refer to a person’s internal emotions, this one deals with the emotions of others. It is the skill and practice of identifying and understanding the emotions of others and responding appropriately.

Social Skills - this category involves the application of empathy as well as negotiating the needs of others with your own. This can include finding common ground with others, managing others in a work environment and being persuasive.

Let’s explore each of the above in slightly more detail showing how you can use them in your own day-to-day lives.

Self Awareness

Before you can do anything else, it is very important to understand your own emotions. Here are some ways to improve your self awareness:

Keep a journal - at the end of every day write down what happened to you, how you felt and how you dealt with it. Periodically, look back at your journal and take note of any trends or any time you overreacted to something.

Ask for input from others - when dealing with self-perception, input from others can be invaluable. Ask multiple people who know you well where your strengths and weaknesses lie. Write this feedback down and compare what each says, looking for patterns. MOST IMPORTANTLY, don’t argue with them. They don’t have to be correct, you are simply looking to gauge your perception from another’s point of view.

Slow down or meditate - emotions have a habit of getting out of control when we don’t use time to process them. Next time you have an emotional reaction to someone or something, pause before you continue. Correct breathing exercises can really help.

Self Management

Once you understand how your emotions work, you can start figuring out how to handle them. This involves controlling your outbursts, distinguishing between external triggers and internal overreactions and doing what’s best for your needs.

Change your sensory input - you’ve probably heard of the ‘count from one to ten’ or ‘just take a deep breath’ advice? Well if that works for you then brilliant. However, we suggest giving your physical body a jolt to break the cycle such as a ‘snap out of it’ slap. A shock to the system or breaking the existing routine will help.

You can’t always control what makes you feel a certain way, emotions are built into us for a reason. What you can do, however, is control how you react to them. If your emotional reactions tend to be impulsive, it is possible to work closely with someone who understands the psychology and has experience of dealing with this in order to help.

Motivation

Here we are talking about your inner drive to accomplish something. There is a section of our brain that literally lights up at the mere thought of achieving a meaningful goal. When your motivation is working for you it connects with reality in tangible ways.

Want to start a family? You start dating. Want to improve your career? You start educating yourself, angling for a promotion or applying for new jobs.

In order for motivation to work, you have to first identify your own values and what is truly important to you. Often we do things that directly contradict what we actually value for so long that we end up losing motivation entirely. Sound familiar?

There are many strategies that will help you identify your values. Once again, it can often be worth using the assistance of someone with knowledge and experience in this field to help out.

Empathy

Your emotions are only one half of all your relationships. It’s the half that you focus on the most because you have to hang out with yourself every day :-)

Empathy is your most important skill when navigating relationships. It is a life-long skill but there are a few ways to focus:

Be quiet and listen - there is a reason we were given two eyes, two ears and just one mouth! You can’t physically experience anyone else’s lives to fully understand them but you can listen. Put aside your pre-conceptions or skepticism for a bit and allow the person you are with room to speak.

Take up a contrary position of your own - for the sake of the discussion, take up the view of either the second or third person perspective. If you think your boss is being unreasonable, defend their actions in your head. This can really help with your thought process.

Don’t just know, look to understand - understanding is the difference between knowing something and truly empathising with it. Take a little time to digest another person’s information or standpoint before responding.

Social Skills

Let’s look at one of the most common forms of social skills, resolving a disagreement:

Identify and deal with your emotions - when things get heated, people become emotionally worked up. It is always worth taking time out to yourself, blow off the necessary steam and then return to the problem. This may just mean sounding off to a work colleague before you reply to a particular email or chatting to a close friend before actioning something.

Address legitimate problems once you’re both calm - once you are in the right head space, establish exactly what the issue is and make sure you BOTH agree on it. Then propose solutions that are mutually beneficial.

End on a cooperative note - whether in business or pleasure, relationships work best when everyone is on the same page. Even if you can’t end on a positive note ensure that your last communication is a cooperative one. Indicate that you would like to aim towards the same goal.

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A Game Changer says…

Learning about and truly understanding Emotional Intelligence has to be one of the singularly most important and inspiring skills we can ever acquire.

Our thoughts, our language and our behaviour play such a vital part in every day life. Being able to tune into another person’s feelings and understand how they think about things, how they see the world and how their views can be different is massively important.

Our abilities as human beings know no bounds. We are often ‘beating that’ or ‘conquering this’ but in this ever changing world that we live in, it is our knowledge, understanding and generosity of spirit towards each other that surely is crucial in how we establish better rapport and communication going forward in so very many areas of society.

It can be done, it can be achieved. All these skills can be learned in life. We can improve upon any of them if we care but it takes time, effort and perseverance.