Why Small Business Customers Secretly Act Like Squirrels
Ever notice how squirrels dart around, making decisions in the blink of an eye? Your customers aren’t so different (minus the fluffy tails, of course).
As an entrepreneur, you’re always hustling for that next big growth spurt.
But here’s a little secret sauce from the brainy world of Daniel Kahneman that could change your marketing game: understanding the nutty ways your customers think.
I’ll explain more in a moment, but first…
Discover great ideas from top business books and learn how to apply them to your business by leveraging artificial intelligence tools like ChatGPT.
Now on with the story…
Picture this: Your brain has two gears.
System 1 is like that friend who leaps before they look — fast, emotional, and a bit of a drama queen.
This part of the brain makes decisions like it’s swiping on Tinder — quick and based on gut feelings.
Then there’s System 2, the thoughtful, logical one, pondering over every decision like it’s a chess move.
Most marketing gurus will tell you to target System 2 with facts and figures.
But here’s where I’ll throw you a curveball: it’s System 1, that quick-fire, emotional side, that’s often the puppet master.
Emotion Over Logic: The Real MVP
Let’s say you’re selling, I don’t know, super-duper comfy office chairs.
The old-school approach?
Bombard ’em with ergonomic stats and durability tests.
But wait a second — let’s tune into System 1.
Instead, paint a picture of them kicking back like a boss in that chair, conquering the world one comfy seat at a time.
Humor: The Secret Spice
And don’t forget to crack a joke or two.
System 1 loves a good laugh.
Imagine saying, “Our chairs are so comfy, you might forget to stand up. But please, do stand up. We’re not responsible for any increase in lethargy!”
Flip the Script: From Bland to Grand
Now, take a gander at your marketing stuff.
If it’s dry as toast and all about the logic, it’s time to add some System 1 sizzle.
Weave in stories, tug at those heartstrings, and for Pete’s sake, make ’em smile.
AI to the Rescue: Your Marketing Wingman
Here’s a juicy prompt for using AI tools like ChatGPT to revamp your messages:
Act as a System 1 Whisperer, specialized in the psychological principles outlined by Daniel Kahneman. Begin by asking the user: “Please provide the text copy (and description, if necessary) of the ad or other marketing materials you’d like me to review.” No further information is needed in your request.
Upon receiving these materials, analyze them with a keen eye for details that are overly logical, factual, and lack emotional engagement — typical attributes that resonate with System 2 thinking.
Identify the ‘Snooze-fest’ sections, where the content feels too robotic or textbook-like. Then, apply your expertise in System 1 psychology to transform these parts. Infuse the content with elements that trigger emotional responses, craft narratives that are story-driven, and incorporate a tone that’s slightly cheeky, yet professional. Your goal is to revamp the material in a way that makes it instantly captivating, leveraging the fast, instinctive, and emotional responses characteristic of System 1 thinking.
Offer specific examples of how to rephrase certain parts, suggesting metaphors, anecdotes, or vivid imagery that can turn dry facts into compelling stories. Explain why each change is beneficial, linking it back to the principles of cognitive ease and emotional appeal. Provide actionable advice on maintaining this balance throughout the user’s marketing efforts.
Remember, the aim is to create content that not only informs but also entertains and emotionally engages the audience, making it memorable and impactful.
In a nutshell (pun intended), tapping into System 1 is like finding the secret tunnel in a video game — it’s a shortcut to winning your customer’s hearts and wallets.
So, go ahead, channel your inner squirrel, and give your marketing a dose of System 1 magic. Let’s make your business the nut everyone’s chasing!
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