There are two main principles of behavioral change: 1. Ease and 2. Motivation.
Buying your product is behavioral change in one of its smallest forms, so before your customers can buy from you, they must find you.
That’s the “ease” part. And that refers to both digital and non-digital forms of finding you.
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If you have ever been to a new place and your stomach started to crumble. You know now it’s time to eat, so if you are like most people, you will check if there are nearby restaurants where you can have some food.
When you don’t know any of the restaurants, you find yourself inclined to enter the one with the most crowd and dismiss the ones that don’t have many customers. You don’t think, and you just find yourself checking the menu of that crowded restaurant.
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I went to Turkey this summer, it was my very first time visiting Istanbul, and so everyone told me to take my big suitcase. I was skeptical and wanted to take my smaller case. I mean, what would I buy? After all, I am traveling mainly for sightseeing and a change of scenery. Plus, I live in Dubai, and shopping here is not too bad.
After a small debate with myself, I took my big suitcase and wondered whether it would even be worth it… And it is!
Turkey is one of the most beautiful places I visited. Amazing weather, good food, and great people. And… well, lots of great shopping too!
I love authenticity, so I told myself that if I bought, I might as well buy Turkish brands. Part of me was curious, what was the fuss all about? Why does everyone come to Turkey for shopping? What is so special?
Three things: Style, Quality, and Price!
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If the desire is what makes customers buy, then what is desire?
The million-dollar question, “How can I tap into the desire of my customers?”
But before we talk about “how”, let’s first explore “what” is desire.
If I want to simply summarize desire, I would in two categories:
1. Desires that are based on biological triggers
2. Desires that are influenced by mass advertisements
Making money is not that straight forward, or else, the phrase “money doesn’t grow on trees” wouldn’t exist.
There is only one way to make money - that is by selling a product or service to customers who would value it and pay the price you have asked for.
Customers are human, and the most fundamental part of us as a human is that we buy for a reason.
We buy to satisfy our hopes, dreams, fears, and emotions.
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Do you remember the last time you were told to memorize something?
I can’t. Can you?
Memorizing is a thing of the past, and hence why we can sometimes even don’t memorize our way home from work. We rely on Google Maps. Some of us do, not all.
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We are all the same but different. I always think that. I know that
We have emotions. We are driven to take care of those we love. Survival comes first. We all feel sad, we feel doubtful and we feel courage. We might even think the same things. But then again, we are different.
What I like might be different than what you like, and that could be for the very simple reason that I come from a different cultural background than you, because I had different challenges, or grew up in a different neighborhood. It could be because of the school I went to or the languages that I speak. My job, my friends and the way I live could make me different than you, and similar to those who belong to the same school, to the same culture or the same neighborhood.
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You communicate through all your senses, but when it comes to online services, you communicate using visual cues and the power of the written word.
Don’ t underestimate the power of that written word.
Especially if your website is bilingual.
Nothing is worse than a bilingual website that doesn’t speak the language of the locals. Nothing is worse than a bilingual website that is built on Google Translate.
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What is the bystander effect?
Good question.
In simple English, the bystander effect means that in times of distress or when the time comes when”someone” needs to take action, if there are a lot of people present, everyone will assume “someone” else will take action, and no one will take that “action”.
People would think,
“Someone is taking care of it, so I don’t really have to do anything about it.”
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Speak to the “new brain”, and not only your customers will be satisfied with your product or service, but also become repeat customers and buy again and again.
Remember when I was talking about the reason we do stupid things, and then think, “What the hell was I thinking?”
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