How to lure an ordinary browser into a helpless purchaser.

Hello everybody!

Today we are going to speak about How to lure an ordinary browser into a helpless purchaser.

So, today we will speak about:

1. 2 types of decision making.

2. Some Smarketing (Smart marketing) lifehacks.

3. Summing up the useful data.

But at the beginning: 5 seconds on short brainstorm!

Baseball and bat together cost $1.10 (Figure 1). A bat costs one dollar more than a ball. How much does the ball cost?* *DO NOT hurry up with the answer!

Figure 1. A ball cost VS A bat cost.

IN FACT: The ball costs 5 cents: $1.05 for bat plus $0.05 for ball give a total of $1.10.

Something in the brain makes us give the wrong answer to this simple task. Instead of counting, we assume that 10 cents is a good price for the ball, and we split the amount of 1.10 dollars into 1 dollar and 10 cents, respectively.

So, what is the reason of this mistake?

There are two types of systems in our brain: the implicit and the explicit systems (Figure 2).

Figure 2. The differences between the implicit and the explicit systems.

The implicit system is needed for quick decision-making based on skills and reflexes. The explicit system is included in the work when thinking about serious issues, for example, when solving non-standard situations: implicit system – a kind of autopilot of decision-making. Most of the actions a person does on the machine. We do not hesitate to get out of bed in the morning, make coffee and do the usual actions. The implicit system works deeper, too. The implicit system is powerless here. It works solely on the basis of previous experience. Spoiler-fact: many of the customer's purchase decisions are also made automatically. The implicit system is also responsible for this.

The explicit is a pilot. It is included in the work in complex and non-standard situations. There was no experience, it needs to be invented again. This is what explicit thinking does.

In fact, all decisions are made by both systems as a result of working together. And the good example here is Buying new clothes is something in between. In general, a person roughly understands what he/she needs, but when he/she comes to the store, he/she thinks a little about specific models. If, of course, you do not take into account shopaholics, sweeping everything indiscriminately – this is a vivid example of shopping on the machine.

And for this discovery Daniel Kahneman received the Nobel Prize in Economics in 2002.

How to lure an ordinary browser into a helpless purchaser, of course, is the professional topic of the marketing specialist.

And these are some gimmicks (or ploys), that they use (Figure 3):

1. The easer way is the best way: following the path of least resistance is the easiest for each of the people so the fewer thought actions (and any actions in general) need to be taken, the higher the probability of purchase. To offer a ready-made version of decision Place DISCOUNT pointer on the price tag.

There is actually an action or it is not – the tenth question. Perhaps in a neighboring supermarket exactly the same powder costs much cheaper and without any shares. But it doesn't matter.

You come to the beverage store to buy lemonade and quench your thirst. On the window there are several beautiful bottles. All brands of lemonades and juices are not familiar to you, except for one – "Oops-Oops". With a probability of 95%, without hesitation, you will take the "Oops-Oops" and go to the box office to pay. Perhaps among the remaining brands there are drinks tastier, more useful and cheaper, but you are not interested. In order to find out, you need to connect an explicit system. And this means – to study, think and count, in a word – to spend the resources of the body. But you went the easy way and took "Oops-Oops" – this is quite natural. And not only because "Oops-Oops" is a well-known brand, but also because it was easier.

2. Frame it: using a frame that was over laid on discounted item. The point is that this product should be striking at once.

3. The Placebo effect: DO NOT forget about packaging for the commodity. The same product with and without framing provides a different reaction. If you give the patient a piece of sugar and say that it is a potent painkiller – in many cases it will feel better. In this case slogans work well. "Oops - Manage the Dream". A car (Oops) is a product, a dream is a framing.

4. Using of non-verbal handling techniques. For example: using a smiling cute face. Human is a socialized individuum. We actively respond to the faces of other people.

5. To sum it up: more pleasure and less suffering from buying need to be provided! making a purchase decision is a struggle between two sections of the brain. If pleasure outweighs suffering, the client will buy. If on the contrary, suffering takes over – will not buy.

Figure 3. The gimmicks of Smarketing.

And now it is time to voice the main idea of the article. No spontaneous purchases exist. By affecting the implicit decision-making system, such things can be easily managed. You need to make every effort to make the client think as little as possible about making a purchase and do everything on the machine.

But for the general public there are good news (Figure 4): you can resist being turned into a helpless purchaser.

And here are some recommendations:

1. To know all (or the main) ploys of Smarketing (Smart marketing)!

2. To be here and now not only by body but by the brain as well!

3. To be a wise buyer!

Figure 4. Some recommendations on how to resist being turned into a helpless purchaser.

So, no more to say! Thank you for your attention!

If you have any questions do not hesitate to ask and we shall gladly answer them because this is Ни_Точка Ещё Ни_Точка!

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