fbpx

False Consensus

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”.

Embrace delegation

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!

 

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

Red Sneaker Effect

Red Sneaker Effect

Let’s explore the Red Sneaker Effect—why breaking established social conventions signals higher status.

Hyperbolic Discounting

Hyperbolic Discounting

Let’s explore Hyperbolic Discounting—why we choose immediate (and often smaller) rewards over those that come later.

Affect Heuristic

Affect Heuristic

Let’s explore the Affect Heuristic —why we make decisions based on our emotions.

Choice Paradox

Choice Paradox

Let’s explore the Choice Paradox —why having too many choices can lead to fewer sales and fewer happy buyers.

Humor

Humor

Let’s explore humor —why we build better relationships with people (and brands) that make us lol.

Color

Color

Let’s explore color — why we are influenced by the colors we see.

Subject Lines

Subject Lines

Let’s explore Email Subject Lines – how to write email teasers that actually get opened.

Pratfall Effect

Pratfall Effect

Let’s explore the Pratfall Effect – why imperfections can actually make people like you (or your brand) more.

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!