Understand This Human Behavior To Boost Sales

human behavior

What’s up ? This is THE stephane ANDRE !!! I watched an Olivier Roland’s video  and I learned some good stuff.

There is human bias that needs to get around to get your company up to the next level. What’s interesting with marketing is that it exposes human behavior. Marketing allows us to understand good and bad human behavior

Lazy

This one of the most common human misbehavior. Take the example of a registration page for online training. There are 200 prospects interested in this training who gave you their emails to know the start date.

You divide the prospects into 2 groups, group A and B. For group A (100 prospects), you ask them to write their first names and emails and click on the OK button in the form to register. For group B (100 prospects), their first names and emails are already pre-filled in the form, just check the information and click on the OK button. In group B, there will be about 10% more registration compared to group A.

Which means that in group A, there are about 10% of prospects who don’t have enough energy or motivaton to write their first names and emails in the form.

Honest

honesty

This is one of the most common good human behaviors. Take the example of a guarantee of 30 days without conditions satisfied or refunded. Technically, there are plenty of people who could benefit from this guarantee by saying : « I’ll use this product for 29 days and I’ll ask for a refund ». Of course, there are people who do that, but it’s always surprising to see that it’s a small minority. It’s something nice to see.

Psychology

Unfortunately, there are limits in honesty and it’s necessary to understand some human bias to have a good company. Otherwise your company is in jeopardy.

In a detective tv show, there is a perone who is looking for the best detective for his problem. The hero of this tv show is a detective.

The person sees the hero and says : « I did some research and you’re the best in your field ».

The tell him : « You did some research, but what exactly did you do ? ».

The person answers : « It’s simple, I went to see all your competitors, I asked them who was the best detective and they all said it was them. Then I asked them who was the best second detective after them and they said it was you, that’s why I realized you were the best ».

Did you see the human bias in this example ? When you ask a pro who is the best, he’ll answer you : « Me ! ». The pro does this because he wants to sell, he has his personal pride and maybe he really believes he’s the number 1 compared to others.

Which shows that it’s difficult to have the most objective answer possible with this question. By understanding this human bias, you can use a question that gets around that. This question is : « Okay, it’s obvious you’re the best but who’s second best after you ? ». In the majority of cases, the answer is objective.

Price

price

Let’s take another example. An entrepreneur conducts a survey with his prospects to determine the selling price of a product. The question is : « What is the price you would pay to buy this product ? ». If you ask your prospects how they want to help them, they’ll be honest but when you talk about the selling price, it become complicated. When you ask the question about the selling price, they will always tell you a lower price compared to the price they could pay.

There are 2 reasons :

  1. When a person ansers this question, she thinks : « If I tell him I’m willing to pay 100 dollars, he’ll sell it to me at $100. So, I’ll tell him $50 like that it will be cheaper ». It’s a behavior that all human beings do (me and you included).

  2. There are people who don’t know how much they would be willing to pay because they can’t see the product. When they see the product and see what it can improve in their life, they’ll decide whether to buy it or not.

To solve the problem of the 1st reason, ask the question this way : « As you’re one of the people who helped me to create this product, you’ll have a special price, but what do you think the price is that the rest of the world should pay ? ». With this question, the prospect knows that he is going to have a special price so he can give a more objective answer.

To solve the problem of the 2nd reason, there is only one way. It’s showing the product to prospects.

When you do a survey to prospects for the sale price, it’s very important that prospects understand that they’re going to have a special price. Ask the questions : « What price would you pay to buy this product ? » and «  As you’re one of the people who helped me to create this product, you’ll have a special price. But what do you think the price is that the rest of the world should pay ». You will be surprised by the different answers you will have. Test it !

Obviously, it’s not only with this question that you will determine your selling price, it will be just a clue. It’s very useful to understand human psychology otherwise you risk choosing a selling price really too low that should be and earn really less money.

Subscribe to my newsletter and share this article if you think it can help someone you know. Thank you.

-Steph

P.S. If you’re in Miami and you like Caribbean food, go to my cousin’s bistro to eat Haitian food, click here.

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How To Have Too Many Clients

too many clients

What’s up ? This is THE stephane ANDRE !!! I watched an Olivier Roland’s video  and I learned some good stuff.

The trick is that you have to have more people who want to buy your product than products available. This trick is also valid for service.

This trick is that you have to develop your audience to make sure there are so many people who know you that it’s not possible for everyone to buy your products/services. Here is an example.

Imagine that you have a bakery. As there are several bakeries in the neighborhood, your turnover is limited because of the local radius. People don’t go kilometers (miles) to go to bakery, usually they go tho the bakery closest to home.

Social media for your company

social media

There is something to boost your audience/clients through the internet. It’s to develop your bakery’s presence on internet with a blog, a podcast or a YouTube channel. With a YouTube channel, you can show what you do every day with vlogs. You make a video when you get up at 4 in the morning to make breads and cakes, which means that you film the process (knead the dough, the oven, etc.). All these videos, you can publish them on YouTube, Facebook, Instagram and other video support.

To start, you will publish these videos to your local clientele, then to a national level and then to an international level. This is an important first step but it can be quickly copied. To differentiate yourself from other bakeries, it’s necessary that you have an extremely good cake with a secret recipe. You can make videos of this cake with a secret recipe but you don’t show the whole process, all the ingredients. It’s a cake with a secret recipe like Cola-Cola.

Tell a story about this secret recipe to make it mysterious. It must be a true story like : « It’s a recipe from my mother’s grandmother » or « It’s a recipe I accidentally created ». With this story, this storytelling, people of the neighborhood will know you better and you’ll become a local celebrity. And what’s interesting is that there will be people from other cities coming to your bakery because you’re the baker who has this great YouTube channel.

With a website, you can sell your breads ans cakes online in other cities. Because of your presence on internet, local newspapers will do an article about you because there is buzz. And you can display these articles in your bakery in a very visible place so that all clients can see them. All this will boost word of mouth.

2 options

options

After a while, you will not be able to satisfy the request and it’s at this moment where you have to ask yourself these 2 question :

  • Open another bakery. You will work more, earn more money and recognition.

  • Increase prices. You limit your time for the quality of life or the quality of your products because you’re an artisan.

In London, there is this Japanese restaurant, The Araki , which has 3 stars in the Michelin guide. There is a waiting list of several months to eat there. The Araki has one menu only of £300 and only 10 seats. It’s really interesting to read their « Booking Policy » .

I know that this can’t be applied in all professional fields but it gives you the possibility to have more clients.

Subscribe to my newsletter and share this article, if you think it can help someone you know. Thank you.

-Steph

P.S. If you’re in Miami and you like Caribbean food, go to my cousin bistro to eat Haitian food, click here.

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Feed Your Brain Is Important

feed brain

What’s up ? This is THE stephane ANDRE. I watched an Olivier Roland’s video  and I learned some good stuff.

To be successful in the areas that interest you, there is an important principle that is to nourish your brain in a healthy way. It’s the same principle for your body. If you eat fast food burgers every day, you’ll become fat, your self- esteem will decrease, your energy will decrease, your libido will decrease and your lifetime will decrease.

If you feed your brain every day with the « burgers » of information, I mean news (newspaper and tv), you’ll have a negative state of mind. The information of these newspapers or these media are 95% negative and 80% of this information, you’ll forget them in 15 days. These are events where you have no impact on it, it uses your brain’s energy for noting and because of this negative information, you become more and more worried.

Good food for the brain

The most efficient and accessible way is to read books of excellent quality. When you read books of excellent quality, you have access to the best brains in the world for an affordable price, or even free if you go to a library. With books, you also have access to the best dead brains. It’s not because the person is dead that this person has to stop giving us value.

Purpose of reading these books is to allow you to have a solid foundation for achieving your goals. To start, you need to create a list of books and use the SMART goal method (SMART => specific, measurable, accessible, realistic and defined over time). If you want more detail, go to a search engine like Google of DuckDuckGo and enter : SMART goal.

For example, you can give yourself the goal of reading a book a month. I advise you to write a summary page for all the books you read. Scientific studies have shown that when you write the summary, you will remember more things and you will memorize more things than if you only read the book. Here are 2 scientific studies here  and there .

.

Check the book’s quality

books

To start, reading reviews on books that interest you on Amazon is a good place to start. It’s clear that it’s not done by experts but you can see people who like and hate the book. It’s up to you to do your own analysis of the numbers of positive and negative comments. If there are a lot of comments (at least a hundred), it’s a good sign.

It’s possible to access lists of books complied by people who read a lot of books. It’s obvious that these lists will never correspond at 100% to your objectives but it allows you to find pearls. If you want to train in business and personal development, Josh Kaufman’s Personal MBA  is excellent. It’s not necessary to like all the books of Personal MBA but most are extraordinary.

Action

Here is a simple exercise that I propose to you. Find 5-10 books of excellent quality that can help you achieve important goals for you. Determine a deadline (1 year) and calculate how many books you should read per month and how much time you have to spend every day reading.

I’m curious to know the books you found. Share this in the comments section and let’s go .

Subscribe to my newsletter and share this article if you think it can help someone you know. Thank you.

-Steph

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Boost Your Marketing Based On Science (Part 3)

tate tougue bitter sour sweet salty

I watched an Olivier Roland’s video and I learned good stuff.

Click if you didn’t read Part 1  and Part 2 .

Taste

Taste is a bit of an amalgam of 5 senses because it’s necessary to use 5 senses to have the full sensation of taste in the brain. It’s enough that it misses 1-2 senses so that the flavor modified. When a brand works to be recognized by several senses, it improves the credibility and the memorization of the brand.

An effective sensory marketing is based on the coherence of the senses to increase the positive evaluation of products, stores and visiting intentions. This multisensory experience increases the probability of creating strong and lasting emotional connection with the consumer.

Cognitive ergonomics, pricing, distribution and sales

cognitive ergonomics

Rules of innovation, presentation product/service and a good selling price increases the turnover and improves a brand’s perceptions. Consumers spend more time in a store when the place is thematized, theatrical or with a sensory experience.

Creating nice design for the brain helps a product to succeed in a market. Certain specific packaging’s elements attract the attention and interest of the brain. Imaging and iconography provike emotional evocation, color awakens somatic makers, writing gives meaning to the product and the brand gives the product qualities linked to its essence.

The preception and the price of a product/service by the brain have important consequences on the amount of purchases. An inapproritate price compared to consumers perception on the price-quality ratio can cancel a sale. A consumer refuses to pay for an expensive product if the quality seems low. With a price too low, a consumer thinks that the quality is bad.

The psychological price, which is the price that a consumer is willing to pay to buy a product/service, is the fundamental basis for the price policy.

Pay creates an impression of pain in the brain and there are several solutions to decrease or avoid this feeling : payment term, credit, deferred payment, product/service presentation like Premium, billing per month rather than per hour, price below a fixed price ($ 299.99 instead of $ 300.00).

When stores are thematized, theatrical or with a sensory experience, it increases the presence time of consumers as well as the interest. The result is an increase in turnover and an improvement in the brand perception of the store.

Subliminal relationship

subliminal messages

Since antiquity, communication has used many subliminal techniques to be more persuasive. Subliminal communication target directly the brain’s subconscious. Ads is still based on Aristote’s rhetoric method to improve credibility and Cicero. Here are Ciceron’s recommendations  : It’s necessary to prove the truth of what you say, it’s Logos. To reconcile the benevolence of the listeners by using the Ethos and to awaken in them all the emotions useful to the cause with Pathos.

  • Logos

    This corresponds to the choice of logical and rational messages. Theses messages show indisputable arguments about the quality of the product/service on an innovation that other brands don’t have.

  • Ethos

    This is to give confidence or seduce consumers.

  • Pathos

    It’s about message based on emotions.

Communications can be based on hedonism to look for inner well-being or joy like luxury or sex. To trigger strong emotions and enter in the memory, messages can be violent as for example advertisements on the road safety.

Subliminal communication target directly the brain’s subconscious, bypassing the barrier of reasoning. Even though subliminal communication is prohibited in some countries, many methods are allowed and used in advertising.

Advertising entertainment is an advertising based on the spectacular using humor or art with the harmony’s rules like Golden Ratio , Vitruvian Man , eroticism, etc.

Brands works with emotions to influence the consumers brain to make purchase. Consumer’s brain is attracted by brands whose history is reminiscent of known myths memorized in the unconscious (copy by somatic markers).

Brands need to create a story, an original epic that can be told in the community and be told for several generations.

Community and social networks

community

Community and social networks influence the consumer’s individual consciousness, which make it a collective consciousness. A consumer has access to a huge amount of information from different sources in real time. This information comes from all over the planet. This access to information allows the consumer to make comparisons before buying. With interactivity, a consumer becomes a neuro-consumer-actor. We’re living the creations of a new behaviororal generation of neuro-consumer multiprogrammed, it means people who consult several media at the same time.

We’re slowly entering a world where zapping replaces logic and reflection. A world where people prefer sequential information based on emotion rather than linear information based on conceptual reasoning.

Several factors influence the purchasing behavior : free economy, uberisation or participative economy of purchases, return of auctions, the wait of the proposal of purchases of the last minute, used to choose from several references as with Amazon (70 millions products), geolocalisation use of different sales channels (social networks, internet, smartphone, etc).

There are methods to meet these new expectations, permission marketing and digital marketing desire.

  • Permission marketing

    Permission marketing allows communication only with prospects who have given their agreements.

  • Desire digital marketing

    The digital marketing of desire is based on quality content and the pratice of « one-to-one ». « One-to-one » is the creation of a personalized relationship with each consumer and to develop this relationship.

Consumers saturated by the advertising of digital marketing gives a very limited confidence to the brands coming from traditional communication. They prefer to seek advice from people who have already tested the brand, product or service.

Use a viral marketing, buzz or word of mouth to spread positive communication on social networks across communities can seriously increase sales. This viral marketing, buzz or word of mouth is based on the oldest media in the world : the rumor. With the development of internet (website, blog and social networks), recommendation becomes more important than the communication.

Share this article if you think it can help someone you know. Thank you.

-Steph

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Boost Your Marketing Based On Science (Part 1)

brain

I watched an Olivier Roland’s video and I learned good stuff.

Let’s see what neuroscience found on things that influence people to buy.

The book of Michel Badoc and Anne-Sophie Bayle-Touroulou « Le neuro-consommateur » (in french)  helps us better to understand this.

It’s a book that has been written for other researchers and academics. This is why this book is very interesting for entrepreneurs and consumers.

Here are the elements from this book to boost your marketing.

Until now, marketing and communication are based on the rational purchasing decisions and perceptions of advertising messages by the consumer. But neuroscience shows us that a huge part of our actions come from the subconscious part of our brain.

For A.K Pradeep  and Martin Lindstrom , only 15% of purchasing decision are rational. Current marketing studies limited in the accuracy of customer behavior. What customers say doesn’t always match what they do. Responses collected during a market study can be influenced by context, which disturbs responses. With neuroscience, we can directly communicate with the brain to try to improve marketing.

Here the elements found in neuroscience on the unconscious behavior of consumers.

  • Age et gender

  • Memory

  • Emotions and desire in the decision

  • 5 sens

  • Cognitive ergonomics, pricing, distribution and sales.

  • Subliminals relationships

  • Community and social networks.

Let’s go, we’ll see that in detail. We’ll start with age and gender because these 2 create behaviors and attitudes, sometimes, difficult to understand by a person who doesn’t belong to the same category.

Age

reptilian limbic neocortex brain

Reptilian brain

It’s the center of instincts and the satisfaction of primary needs. This mainly affects young children. They respect the leader who is the mother or the father but also the strongest person who can protect them in case of external danger.

Limbic brain

It’s the center of stress emotions, instinctive behavior and memory. This mainly influences teenagers. They are mainly attracted by new brands / products and original fashions that can distinguish or oppose them to adult fashions.

Teenagers are often interested in causes or subjects with a lot of emotions : social, humanitarian, ecological, fair trade, etc. They prefer emotional communication over rational information.

neocortex,

It’s the center of anticipation and decisions. This mainly affects adults.

With internet, we can see several big differences in the generational behavior of consumers. There are Digital Native and Digital Immigrants and these 2 categories require different approaches.

digital native immigrant

Digital Natives

These are the people who grew up with computers, smartphone and internet. They prefer to have jerky information without verb and without object complement. They can read in parallel information on several different media. They don’t need to structure their thoughts and they can have a random read mode. They feel emotions much more with colors and designs rather than structured text. They want things to go fast.

Digital Immigrants

They prefer a linear processing of information. They like the text’s logic. They wish to receive the information in a slow way with consistency in the structure. They want to keep their privacy and are wary of the information’s distribution on internet. They sometimes want to work alone.

Gender

gender male female

There is a distinct difference between the behavior of female and male consumers.

Female

The left hemisphere of the brain is more developed in women and they’re subject to the hormones influence. We can see more of this phenomenon when a woman becomes a mother. A woman like to communicate more that a man, she likes to talk and be listened to. She needs shares her ideas, feelings and emotions.

She’s very well oriented in time. A woman is less emotional than a ma but she is more sensitive because she has the sens of smell, hearing and touch more developed than a man.

Male

The right hemisphere of the brain is more developed in man and they’re subject to the influence of testosterone. A man is more emotional than a woman, but he expresses less his emotions. He likes action and competition. He’s very well oriented in space, which allows him to find shortcuts. The man’s view is very developed and is eroticized. This explains why the man is attracted by the nude, jewelry, makeup and clothes.

For these reasons, it’s easier to mee a man’s expectations compared to a woman’s expectations.

Differences

difference

Male

As you can see, man primarily uses his view to select a product or service that he can use to show his strength and seductive power. He likes offers that give short-term profits. He prefers simple and direct communication. He prefers images rather than text. Price is more important for the man than for the woman.

Female

A woman is more complex in her expectations. She processes information in a way that is both rational and emotional. A woman is not attracted by nudity. She is attracted by a neat person with harmonious clothes and neat hands. In the case of a salesman, a woman has no preference for a man of a woman. This is influenced by several elements : voice, smell, facial expression, capacity to listen and quality of answers of the salesman.

A women prefers written and documented communication. She likes social media because she can express her ideas and meet people who share her points of view. She filters rational messages through her emotions. She likes positive communications. Before selecting a product/service, she will compare it with competitors and get information with her friends, co-workers and other people with experience.

A woman is less impulsive than a man even if a purchase can serve as an antistress. For a woman, the touch’s quality and the smell can influence a purchase like clothes.

This is the end of the 1st part.

Share this article if you think it can help someone you know. Thank you.

-Steph

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The Only Thing To Be Successful In the Long Term

 long term success

I read a Nerd Fitness article  and I learned good stuff.

Sir Winston Churchill said : « Success is the ability to go from one failure to another with no loss of enthusiasm ».

I’m sure you’ve heard this quote . But there’s something that nobody told you about that quote. This thing is the « GRIT ».

What’s this

definition

The meaning of the word « grit » is : « passion and perseverance for a long-term goal ».

We discovered after several years of case studies that intelligence wasn’t the most important element to have success in school, at work and in life.

The most important element to be successful is grit and personality. It’s essential to have the courage to go through all the challenges and failures to find a new solution to achieve the goal.

Psychology Professor at University Of Pennsylvania, Angela Duckworth shows in her studies that   :

« Smarter students actually had less grip that their peers who scored lower on an intelligence test. This finding suggests that, among the study participants – all students at an Ivy League School – people who are not as bring as their peers compensate by working harder and with more determination. And their effort pays off : The grittiest students – not the smartest ones – had the highest GPAs ».

And  :

« At the elite United States Military Academy, West Point, a cadet’s grit score was the best predictor of success in the rigorous summer training program known as « Beast Barracks ». Grit matter more than intelligence, leadership ability or physical fitness.

At the Scripps National Spelling Bee, the grittiest contestants were the most likely to advance to the finals – at least in part because they studied longer, not because they were smarter or were better spellers ».

These findings suggest that the achievement of difficult goals entails not only talent but also the sustained and focused application of talent over time.

There is also this article by Thomas Friedman in New York Times: Need a job ? Invent one .

In this article, there is a quote from Tony Wagner, Harvard Education Specialist : « Today, because knowledge is available on every Internet-connected device, what you know matters far less than what you can do with what you know ».

As you can see, it’s not the amount of information that is important to be successful but what you do with this information. It’s the same principle to have a healthy body. I know people who know a tremendous amount of information about how to lose weight and how to build muscle. But there is a problem, they’re all overweight and from year to year, they take on more weight and they need to take more medicines.

What is necessary is to use the information that you have every day. It’s useless to know all the answers and look for the perfect workout. Start with what you have now and day after day, you’ll improve your knowledge on the field.

How do I do

how much

Here is my case. As you already know, I plan my workout program throughout the year to gradually increase the difficulty (periodization). I have failures (very often) and I adjust. Every week I search for small changes and tactics.

Tracking my workout helps me tremendously to adjust the difficulty without creating any injury. I use an application on my smartphone to track my workout, it’s Jefit.

I know that all my life is going to be like that. Learn more, have more failures and find new tactics to progress.

It’s true that says it like that, you think it’s boring but it’s very motivating to see progress made week after week. Small details are important to your body. Often the people around you don’t see you making progress. They don’t see that your body is changing but you know you have more strength and better health.

What looked annoying is actually motivating. I like to see small changes on my body because I know that the accumulation of small changes make a great transformation. It’s the same principle as a video game, the main character is gradually becoming stronger and stronger.

When I look my workout’s tracking over several months or several years, I see that I have done great transformation. The amount of weight lifted has increased and my endurance has increased.

When I check my workout’program of the day, I stop to day to myself : « It’s going to be painful today, oh no ! » but « Mmmh, it’s going to have a little new record today ! ».

That is why I began to « document » the evolution of my body. If you watch my videos every day, you’ll not see any difference but when you watch the videos I made 6 months or 1 year ago, you see that the differences are really visible. And it’s the same for you.

Build the grit

grit

For several years I had several (one ton) failures and I searched to find small changes and new tactics to change my body little by little, week after week. I did all that to create « my new standard » and « my new identity » to have the best possible future in my life. All these small improvements on my body have developing more grit and perseverance.

Here is how to build your grit yourself :

  1. Determine your new « identity ».

    The more specific your new identity, the easier it will be to prove it to yourself. For example : « I’m the type of person who never miss a workout » and « I’m the type of person who always eats a healthy meal at lunch » and/or « I’m the type of person who works on his own business as soon as I have free time ».

    To always have these identities in mind put post-it in several places in your house like on the calendar, the phone and the mirror of your bathroom. You can also have it in the wallpaper (lock screen) on your smartphone.

  2. Have small victories every day to prove it to yourself and motivate you to do that

    Follow your evolution and highlight your small victories to see that you are in the right direction. Make a daily challenge that takes you between 5 and 15 minutes. Once this challenge is successful, it’s a small victory in addition.

  3. Increases the difficulty of your challenges every 30 days

    For a month, for 30 days, you’ll have small victories. Once you have 30 small victories, make a party to celebrate these victories and increase the difficulty of your challenges for the next 30 days.

    Attention, our will’s strength is limited so use all this will to build this new healthy habit.

  4. When you have created you « new standard », it’s time to improve it.

    Improve your « new standard » by making small adjustments. Make slow and steady progress to win. If you make drastic adjustments, you will have more failures than small victories and this will make you want to give up.

  5. When you fail in something , be sure to fail differently next time

    Failure doesn’t mean that you have a bad or a weak personality. It’s just mean that you didn’t have all the knowledge and experience to succeed. Learn and practice more on the field to continue towards the best.

It’s not important where you’re from, where you’re going that’s important.

I warn you already that this a path with more that 1 billion challenges but it’s the price to pay for a better lifestyle. To achieve the lifestyle of your dreams , you will create 1 billion versions of yourself, all better than the previous ones (it’s like an update).

The most important thing is that you shouldn’t let anyone tell you that you can’t accomplish anything in you life (this also includes you parents).

If you know you can do it, do it !

What is the little victory you have recently made, and what the next ?

Share this article if you think it can help someone you know. Thank you.

-Steph

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