Today’s post will be about a special topic for marketers, that will leave you thinking: Seven steps to behavior change.
So, yes, what you are thinking right now is true. There are seven different steps that make people change their minds, their way of acting. And yes, marketers know this, and you know we do? We take advantage of them to make people, behave like we want them to behave.
Let’s get a deep dive into these seven steps:
STEP 1: INTERRUPT THE PATTERN
People live their life in movement, always having something to do, going to school, work, university, gym, club, etc. Life is pretty scheduled and it is difficult to get their attention. You need to do something that is interesting and different that makes them pay attention, turn your eyes into you.
STEP 2: CREATE COMFORT
Humans are attracted to what is special, different nonetheless they need and trust what they already know. People feel comfortable when moving in familiar actions, behaviors, sounds, tastes, where they feel safe.
You need to connect to this part of them, connect by making them laugh, showing them a reality, situations they already lived, reducing frustration, being consistent.
STEP 3: LEAD THE IMAGINATION
Planning, creating, or imagining situations are common in humans. Presenting them situations that awakes this imagination towards those goals we want to achieve is the clue. What is important here is that your brand, gives them the illusion of a better life, their dream. Music helps a lot in this step, it generates wonderful situations. Metaphors inspire people’s creativity. See this post to know more about the importance of music in advertising.
STEP 4: SHIFT THE FEELING
Connect emotionally with your audience. Emotions are big influencers on our thoughts or behaviors. It is important to consider what type of emotions your brand would want to communicate. Watch this ad.
STEP 5: SATISFY THE CRITICAL MIND
Give your audience the reason to choose your product, but the rational reason. People need their ‘logical permission’ to take the impulses that make them do something. Rational decision-making requires an emotional part that drives that decision. Search for logical arguments that make them believe they need to take that action you intend them to take.
STEP 6: CHANGE THE ASSOCIATIONS
Association, repetition are the drivers for our minds. Automation is our common modus operandi. Want them to buy your product? Change this association to change the behavior.
Create new associations by repetition that make people think how you want them to think.
STEP 7: TAKE ACTION
Generate purchase intention by repetition. Generate repetitive experiences that make the brand locate in people’s unconscious minds. Experiential marketing is a good choice here. Try to reach inspiring memories.
You have now the path you need to walk when considering advertising your products. The success of your ad will be based on what steps you took when constructing it. Keep this guide in mind and create your communication pieces ready for success!
I hope you liked today’s “Let’s talk about…” topic; I look forward to reading your comments and positions about it!