How do things become relevant? Why is this important?
Relevancy defined: The condition of being relevant or
connected with the matter at hand. Things that we find relevant we tend to be
connected too. We notice
more of the same cars on the road of which we buy or are looking to
buy. When we are working on a project we notice things outside that project
that apply to the project.
So why am I telling you this? Why is this relevant?
The purpose is to help you understand why people
promote the way they do, and how the big chains have got it figured out. Why social media is a
powerful tool, and how you can leverage all of this to your ventures.
There is no return on investment (ROI)
on customer engagement. Turning a onetime customer into a life time customer
sometimes, sorry, always cannot be measured. What can be controlled is the
amount of effort and work you put into being seen while maintaining a respectable
public image and providing excellent customer service.
We have advertisements not because they want you to go
buy right after seeing the advertisement, well of course that would be a bonus
for the company advertising. They do them because they want to embed into your subconscious
mind that what they are selling is good and they want you to be familiarized
with their products and services.
That’s it. Familiarity.
The more you see things the higher the chances of you buying
whatever it is you see. If you have a product or service, the goal is to have
it seen as many times over as possible.
People hear or see what you are offering over and over
again they will feel a connection and be tempted to give it a try if they haven’t
already.
At the gym I see the same people working out. On Mondays
and Tuesdays, I go to the gym at the same time. After seeing Mike several times
there, I recognized him again at the supermarket and I felt like I’ve known Mike
really well even though prior to the supermarket I did not know his actual name
or spoke more than 3 words to him.
The same goes for networking events, and how I met my
co-founder of my philanthropy group. After seeing him several
times we felt a strong connection and a motive to work on a project together.
If you haven’t yet seen Focus with Will Smith, it is a
great Hollywood movie. It is great because it shows how powerful our
subconscious is and how it can be manipulated with the right tools.
Now I am not here to tell you to go manipulate others
to buy whatever it is your selling. What I am telling you is that there is more
to being persuaded than what we perceive consciously.
Before I get into social media, the importance of
engagement and being seen I want to pull up psychological studies to prove my
point.
In Scientific
American researchers have coined the term “reconsumption” theory.
Based on the studies conducted by Cristel Russel and Sidney Levy professors from
the university of America and university of Arizona they have reached a conclusion
that people choose to do the same things because “the brain recognizes the reward it will receive”.
What I found fascinating is that people that did
things over and over again “gained
insight into themselves and their own growth, subconsciously using the do over
as a measuring tool to identify how their life has changed”.
Can we control people’s behaviour?
Another tool for relevancy is the subliminal message
that happens effectively below our awareness. I am not
talking about listening to positive affirming tapes and hearing over and over
again “I will have a six pack”. I am talking about the stimuli that happens in
our surrounding but we actually are not acutely aware of it happening.
An example: a commercial playing in the background
while you are talking to someone or
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