Marketing

Fact V Fiction: People Will Behave Realistically
By Tom Hughes
Oct 4, 2007 - 9:57:05 AM

Article courtesy of Tom Hughes HUGHES Advertising, LLC

The real truth is that people behave according to their perception, and perception is far more important in marketing than reality. In fact, most experienced marketing experts agree, perception is all there is.

People make purchase decisions according to their beliefs rather than according to the facts. They perceive their own truths, and as any good marketer should know, these truths are much more powerful than facts anytime.

Just what exactly is a BELIEF? According to Webster's it is "A state or habit of mind in which trust or confidence is placed in some person or thing."

There are actually FIVE different conditions that we call belief.

1 PERCEPTION ... awareness
2 NOTION ... a gut feeling
3 OPINION ... is a firmly held notion
4 BELIEF ... is a firmly held opinion
5 CONVICTION ... is a firmly held belief

Notice that none of the five variations on the concept of belief has anything to do with reality.

Most people treat a belief as if it's a thing, when all it is is a feeling of certainty about something. A belief is a feeling of certainty, not a statement of fact. A trusted and credible service isn't a success until it is believed to be trustworthy and credible by prospects. Until then, the facts are meaningless.

REPETITION V BORING

Fact is (whether you believe it or not) by getting through the conscious censors and into the unconscious mind, repetition makes marketing effective.

Repetition may be the single most powerful factor in successful marketing.
Why? Your prospects have many things to do besides pay close attention to your marketing. Instead, they ignore it in droves. That's not necessarily good, but it definitely underscores the need to repeat it over and over.

Don't judge your marketing by your own boredom level or that of your coworkers, associates, friends, and family. They pay more attention to your marketing, and require less repetition to understand your message, so it's natural that they might become bored easily.

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Disclaimer

The content expressed on this website and in the article above represents the opinions of David A. Williams. Williams is neither an attorney nor public insurance adjuster, but is an expert, consultant, and writer specializing in the field of automotive collision repair and valuations. The information provided herein is not intended to be a substitute for legal or insurance advice. Because collision repair is a continually evolving science, any text, materials or links found herein are provided without claim or guarantee to their accuracy or completeness.