fbpx

Bikeshedding

Imagine this …

You’re at a new restaurant. The server asks for your drink order.

You tell them that you’re looking for a light beer, nothing too hoppy, and fruity if possible.

They show you a few types. You ask about which one they prefer. 2 minutes later, the server has gone on a tangent talking about how they used to like one type, but have since switched to another type.

Would you feel like that’s good service?

In today’s edition of Why We Buy, we’re taking a look at Bikeshedding – why we spend too much time on things that don’t matter. 

Let’s get into it.

 

“Top Marketing Newsletters You Need to Subscribe To”

The Psychology of Bikeshedding 🧠

Bikeshedding describes our strange tendency to spend more time on trivial things, keeping us from tackling the work that matters.

If you’ve ever worked on building a website or a presentation slide deck, you’ve for sure experienced Bikeshedding. Tell me if this feels familiar:

  • You cycle through a bunch of fonts to find the perfect one (Hint: there is no such thing).
  • Once you’ve got the right font, then you mess around with layouts and formatting.
  • Soon enough, you’ve sunk hours into your project without spending time on what matters: the message you need to convey.

When given a large task, we’ll often find ourselves starting with the easiest components first. This leads to inefficient use of time and the most important issues being under-resourced.

Inside Your Buyer’s Mind🧐

Your colleagues might let you get sidetracked for a few minutes during a meeting, but your customers will not be so forgiving.

Don’t waste their time with messages that aren’t applicable to their needs and desires.

You might be super proud of how your product is able to upload files in seconds, but your customer doesn’t really care about that.

Your customer wants to hear how your product will:

  • Make them more money
  • Save them time
  • Increase their status amongst their peers

Rule of thumb: Spend 3x the amount of time talking about the benefits that matter to your customer than other features.

How To Apply This 🤑

Alright, so how can we apply this right now to sell more?

Know exactly what your customer cares about

Interview your existing customers to learn what the pivotal moment was that got them to purchase from you. Make this the focus of your marketing campaigns.

Benefits > features

Talk about the benefits your customers experience when they use your product. Save the technical & feature-based content for further down the path to purchase, if they want it.

Try to tell your story in half the time

Test new ways of telling the same story. See how short you can refine your messaging while still getting your point across.

The Short of It 💥

Don’t waste your customer’s time. Learn what benefits they desire and talk about that 3x more than about features.

Use simple and actionable language.

Until next time, happy selling!

 

Pssssttt…

 

Wanna really get inside your buyer’s head?

There are a few ways I can help:

  1. Get explosive clarity about what works with buyers by learning how to conduct 1:1 Clarity Calls (2000+ happy students)
  2. *NEW* Learn how to mine online reviews from real buyers to generate ideas and copy that converts (250+ happy students)
  3. Book a 1:1 strategy call with Katelyn and get the answers you need to get unstuck and move forward with confidence

Thank you to our featured sponsors

Written By Katelyn

Katelyn Bourgoin is the CEO of Customer Camp, a 4X founder, and a cheese lover. She lives by a simple mantra: whoever gets closer to the customer wins.

Related Posts

Oatly

Oatly

Let’s explore how Oatly can make people excited about drinking milk made from oats and how you can use the same strategies for your business.

Dunning-Kruger Effect

Dunning-Kruger Effect

Let’s explore the Dunning-Kruger Effect – why we overestimate our competence regardless of our lack of knowledge or skill set.

Pain of Paying

Pain of Paying

Let’s explore the Pain of Paying – why paying upfront removes the pain of playing down the line.

Moment of Wow

Moment of Wow

Let’s explore The Moment of Wow – the critical moment when your user thinks to themselves “Wow, how did I ever live without this?”

Mimicry

Mimicry

Let’s explore Mimicry – why we unconsciously imitate behaviours, speech, & movements of others (and how being a copycat can drive conversions).

Reciprocity

Reciprocity

Let’s explore Reciprocity – why we feel compelled to “return the favour” after we’re given something.

Priming

Priming

Let’s explore Priming — why exposure to images and ideas can get you to make decisions faster.

Hindsight Bias

Hindsight Bias

Let’s explore Hindsight Bias – why we always end up saying: “I knew that was going to happen.”

Availability Heuristics

Availability Heuristics

Let’s explore Availability Heuristics—why we use recent information when making decisions about the future.

Comments

0 Comments

0 Comments

BECOME A MINDREADER

Wanna get inside your buyer’s head? Join our newsletter and get one customer psychology tip delivered straight to your inbox each week. It’s like a 2-min workout for your brain.

You're in. Giddy up! 🤠

Become the go-to customer EXPERT

If you can figure out what makes people tick, click and buy, you can make bank

We’re often asked if we offer a certification program teaching our in-depth research methods. The answer is… not yet. But we’re working on it.

Want first dibs when we launch our new certification program? Jump on the waitlist.

You're in. Giddy up 🤠

BECOME A MINDREADER

Wanna get inside your buyer’s head? Join our newsletter and get one buyer psychology tip delivered to your inbox each week. It’s like a 2-min workout for your brain.

You're in!

BECOME THE GO-TO CUSTOMER EXPERT

If you can figure out what makes people tick, click and buy, you can make big $$$. We're working on a new research certification program. Want first dibs when we launch it? Hop on the waitlist.

You're in!

JOIN WAITLIST

Wanna get the buyer insights you need from key stakeholders (and look like a boss)? Our new Stakeholder Mining Kick-off Session training is coming soon. Join the waitlist to get first dibs.

You're on the waitlist! We'll reach out soon!

JOIN WAITLIST

Wanna get the buyer insights you need from key stakeholders (and look like a boss)? Our new Stakeholder Mining Kick-off Session training is coming soon. Join the waitlist to get first dibs.

You're in!