A great story we all know
Let’s take a look at one of the most famous hero stories of all time: Jesus. Do you know what attracts people to this character? Among the good sense advice that he gave and the actions that he took, we are seeing in his story something that you can find in both ancient theater plays and in Marvel comics also: the ability to trust your path no matter how hard it might be.
We always forget that the reality of our mind is very different from the reality that we experience and you might wonder how can you deal with people whose reality is worse than what they imagine, or better. Each group needs a different approach in order to obtain a calibrated audience for your products or services.
Stories are full of information
Edward Fredkin, computer pioneer and digital philosopher has stated two fundamental laws of physical information in his book Finite Nature (1992): 1. All information must have a digital means of its representation; 2. An informational process transforms the digital representation of the state of the system into its future state.
If behavioral economics was on everybody’s lips in the past, a new discipline with old roots is starting to win the spotlight: cyberpsychology. The increasing consumption of interactive media has asked for this application of behavioral science principles. The study of human mind and behavior while interacting with technology has become a key focus for educational, organizational, health, and of course, commercial reasons.
It is not a consequence of cyber-bullying or cyber-attacks, but a consequence of normal or everyday behaviors being exposed online. The processes, motivations, outcomes, and intentions are for the first time stated by random people without being asked and that’s why data were collected in the past without any questions or warnings.
And full of tactics also
We can know what can empower minorities, how or when social movements are being organized and what can we do in order to participate in social change. Do you pay attention to what pays attention to you or are you in an un-requited love relationship with your audience?
It already seems that being a marketer becomes quite complicated when you combine social science theory with digital practices, but we assure you that we are all tapping into our instinctive knowledge of these fields even before posting a picture with our cat.
Scarcity, reciprocity, anchoring, effort heuristic, autonomous authority, social proof, likability, familiarity, visualization, loss aversion, dissonance mitigation, representativeness and consistency are among the most used tactics when it comes to creating the right type of effort for your customer to put when interacting with your business or product.
The reciprocity principle
The right combination of tactics can give you a blueprint for launching ideas that will touch multiple KPIs. What happened after acquiring and retaining customers? It used to be to persuade them to spend more, but this won’t work when we are all entering in the upcycling era. People used to buy-to-throw and now we are re-learning to produce and market for those who want to buy-and-keep.
This is the best time to convert digital psychology, which in marketing and sales sees people as clients, to cyberpsychology, where we improve products and interactions based on real-time feedback from humans, not clients. Being a client is just one of the many temporary roles of a human being and this is why it is important to address each role in order to get a 100% conversion.
We tend to forget that not only businesses want good conversions but people too. Proof that you put time and effort into improving the relationship with your clients is always built on a reciprocity principle. And don’t forget that tapping into familiarity at the right time can bring both parts a great win.