Marketing is the art and science of making your brand the easy choice for your customers.
Todays consumers are smart and more in-tune with their desires than they have ever been.
It is not the loudest marketing campaign that wins, its the most relevant one.
This is good news for startups and emerging businesses with small marketing budgets because it evens the playing field.
The three key factors of non-conscious mindstates
Creating a brand is an exercise in psychology.
The purpose of these elements is to convey a consistent message that is unique and clear.
However, these factors are like the paint on a house.
Developing your behavioral design strategy is like building the actual house.
Goals
The foundation of any behavioral strategy is to determine what your ideal customer is after.
From breathing to buying, everything we do is the direct result of a goal we have.
Answer the question: What job is my business getting done for this person?
All too often, the actual goal is one why-question deeper than the surface level goal.
You wouldnt be wrong, but you wouldnt be fully right either.
You have to dig deeper.
Why does your customer want to get in shape?
Perhaps they want to lose weight so they can more easily play with their young children.
Or maybe they want to boost their low self-confidence.
In that case, youre dealing with a customer who has the goal of boosting their self-confidence.
This customer-throw in is very likely new to the gym.
Most businesses do serve a variety of different customers.
It is easier and your messaging will be clearer if you stick to one customer key in.
Motivations
No goal will be acted upon without the motivation to do so.
We fuel our own dreams, which is exhausting and invigorating at the same time.
The question to ask with motivation is: What is fueling this persons behavior?
There are five levels to the Hierarchy of Needs and your potential customers motivation falls somewhere between them.
Lets take the example of a hotel.
Hotels range from seriously terrifying at $30 per night to extremely exclusive at over $3,000 per night.
Understanding your customers motivation would help you figure out where to align your brand.
Beyond these elements, they arent going to be too picky.
If your customer has their belongingness & love needs met, theyre going to be looking for luxury accommodations.
Finally, if their esteem needs are met your customer will be looking for exclusivity.
Regulatory approach
Some people are very cautious while others actively seek out risk.
Some people prefer to bargain shop while others are happiest in designer boutiques.
Very often our regulatory approach is less of a conscious choice and more of a subconscious focus.
…Preventionfocusedpeople, in contrast, see their goals as responsibilities, and they concentrate on staying safe.
What if Im not stylish enough?
Do I need this color?
What are the consequences of not buying this jacket?
No one has this kind of jacket, Ill be a trendsetter.
I cant wait to walk around in this, Ill feel so confident.
Neither prevention or promotion focus is better, they are simply different.
They both have unique strengths and weaknesses.
For a prevention-focused strategy, aim to highlight the practicality of your offering.
Show visuals of people better off after using your product or engaging with your service.
Bringing it all together
Goals + Motivation +Regulatory Approach = Your Customers Unique Purchase Profile.
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