None of us really needs complicated statistics to prove that as humans, we’re all pretty lazy. Right now, I bet you’d rather be tucked up in bed in your jim-jams, scrolling through the Uber Eats options. We all love to be comfortable and we all love convenience. So, how exactly can you use this laziness to your advantage in your content?
Get to know the two systems of thinking
Psychologist Daniel Kahneman introduced the idea that there are two systems that all of us use when we’re making a decision: System 1 and System 2.
System 1: This is the fast decision making system that we use every single day. It’s the system that helps us decide whether we want that chocolate bar at the checkout, those very expensive shoes in the shop window or the latest iPhone. System 1 is all about the emotional pull – it doesn’t matter that those shoes will cost you a whole week’s pay, you’re willing to lay the cash down because they look so pretty.
System 2: This is the slow decision making system that we use when we make big decisions like choosing universities, buying a house, or how we’ll go about asking for that promotion. Our brains don’t like using System 2 because it takes more effort; we need to actually use our logic and weigh up the pros and cons before proceeding.
Both systems are important. Of course, different situations will call for different systems but most of the time, we use a combination of both. For instance, buying a home will heavily rely on System 2; a new house means long-term financial, social and even environmental consequences. There’s a lot to think about! Then again, the house you decide to buy will likely have features that you saw in a glossy magazine or that your friend had in their house. Your System 1 thinking is still there, making the easy decisions for you, within that bigger decision.
Your content marketing needs to appeal to System 1 thinking
System 1 Research believes that most people make more emotional decisions than rational decisions. They believe that there are three ways your brand will be appealing to System 1:
- Fame – Does your brand come to mind?
- Feeling – Does your brand make people feel good?
- Fluency – Is your brand recognisable?
If you have those three down-pat, the rest will come.
This is where you use your content to get in your consumer’s way. Chocolate bars at checkouts are a great example. Everyone knows they can get a chocolate bar there and they know that the brand they like is likely to be at the register. They already know chocolate makes them feel good (you don’t need a degree to know that) and since every register usually has the same selection of chocolates, it’s guaranteed they’ll recognise the brands. From there, all they have to think is … I want a chocolate bar. No other research needs to go into it, no other thought. It’s an easy decision. A lazy decision built on emotions but it’s a decision nonetheless.
Your content should be conveniently targeted to your consumer at every turn. Show them beautiful pictures of your finished product, give them helpful advice, be funny and authentic, show them why you do what you do – make sure you’re impossible to ignore. They might not need your product right now but when they do, they’ll remember your brand, they’ll remember how it makes them feel and they’ll recognise your brand as an authority, making any decision a no-brainer, literally.
System 1 is your way in but System 2 will get you over the line
Some decisions, like buying a chocolate bar, only really need the first system. Others, like buying an iPhone, rely heavily on both. iPhones in particular sell because of the emotional side of things. Those beautiful pictures, the clean design, the celebrities using them; all of these things drive people to the Apple store. For some people, that will be enough to get them to hand over their money – but it is a substantial amount of money and that’s where System 2 comes in.
Providing specifications, the details, the nitty gritty is important. Even if your target market recognises your brand, you won’t be the only one trying to sell to them. Give them all the details so they can compare and weigh up their options. If you don’t have content and information available that appeals to that System 2 way of thinking, you’re likely to lose the sale.
Want to know more about how your content can appeal to both System 1 and System 2 thinking? Incredible Communications can help. Email us at http://www.incrediblecommunications.com.au/#contact or call 0414 711 107.