Hack the Process Podcast and I discussed misconceptions about our driving behaviors and regulatory fit theory.
Which emotion is stronger: Losing $5 or finding $5? Traditional marketing would tell you loss is always a more effective driving emotion.
But in reality, not everyone is driven by avoiding pain in every situation.
For example, some people workout to lose weight and reduce their risk of health problems. But other people work out to become stronger, to feel amazing, and to look their best.
So if you’re only using pain avoidance to drive your marketing messages, you might be doing more harm than good.
A few years ago, I was thrilled to join host M. David Green on the Hack the Process Podcast. One of the topics David and I discussed in depth was the truth about regulatory fit theory (and how it changes depending on the individual and the situation).
Whether you’re a small business owner or the owner of a large e-commerce brand, this is something that you’ll want to keep in mind when crafting your next campaign.
In addition to regulatory fit theory, David and I talked about:
- The importance of understanding why our customers do what they do
- How I used behavioral psychology to write my book
- Why manipulating isn’t a good marketing strategy—and how to avoid being manipulative
- How big-name companies can develop the bonds small businesses have with their customers
And if you want to begin your journey of growing your business using behavioral marketing, purchase the Mindstate Marketing Starter Package now.