Imagine this …
You’re in charge of launching a new content marketing campaign for your business.
You’re given the choice between a podcast, video series, or blog.
Assuming for a moment that they would all drive the same business results, which one would you pick?
If you’re a podcast listener, you’re probably drawn to that channel. You think: “I love podcasts and know that millions of others do too. That’s the best content channel for us”.
If you’re more of a visual learner, you’d prefer the information to be presented in video format.
If you prefer to consume information in written form, you’d assume that a blog is the right way to go.
In today’s edition of Why We Buy, we’re taking a look at The False-Consensus Effect—why we believe that our behavior is the “normal” way to do it.
Let’s get into it.
“Top Marketing Newsletters You Need to Subscribe To”
The Psychology of False Consensus 🧠
The false-consensus effect is a cognitive bias that causes people to believe that their behavior is “normal”.
It is especially powerful when a group of people believes in a certain thing. Since there is rarely anyone to challenge the idea, it is believed that everyone else in the world must also agree.
A simple example would be thinking that everyone listens to the same music as you, has read the same books or hangs the toilet paper roll with sheets facing outwards.
A complex example would be thinking that everyone has the same career aspirations, political opinions, or life situation as you.
False-Consensus can influence our personal qualities, characteristics, beliefs, and actions.
Inside Your Buyers’ Mind🧐
You are not your buyer.
Let me repeat that: You are not your buyer.
Even if you are solving a problem that you’ve experienced yourself, you’re no longer the buyer (you are the seller).
This means that you need to create an experience that aligns with your buyer’s fears and desires (and not your own).
In the example of choosing a content strategy, your preference leans towards the medium that you consume the most. But that might not be the medium your customers prefer. Interviewing your customers will help in understanding their preferences and unfulfilled desires.
How To Apply This 🤑
Alright, so how can we apply this right now to sell more?
Make your buyers feel seen
Other than free pizza, nothing brings people together faster than a shared worldview. What is your company’s worldview? What do you believe in and stand for?
Make your messaging specific
Be specific with your messaging to attract the right kind of customers: people who are already sold on the idea.
Sell to those who “get it”
Your sales will screech to a halt if you need to convince every prospect that they have a problem worth fixing. Focus on selling to those who already know they have a problem and are looking for a solution.
The Short of It 💥
Never assume anything about your customers based on your own experience or opinion. Validate these hypotheses by speaking with your customers regularly. Be alright with being wrong every once in a while.
Sell to those who understand they have a problem and are actively looking for a solution. Trying to convince people will slow your sales way down.
Until next time, happy selling!
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