Stop Lighting Buyers’ Hair On Fire: Insights Must Do More than Excite – They Must Incite Someone...

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StopLightingBuyer’sHaironFireInsightsthatIncite…NotjustExcite

@TRiesterer

YOUR SOLUTION

PreferenceStability

YOUR SOLUTION

PreferenceStability

Anticipated Regret /Blame

YOUR SOLUTION

YOUR SOLUTION


Cost of Action/ Change

PreferenceStability

PreferenceStability


Cost of Action/ Change

Selection Difficulty

YOUR SOLUTION

CONTEXT

INSIGHTS THAT INCITE

CONTRAST

TESTED AND PROVEN

CONCRETE

Zakary Tormala, PhD

Persuasion expert and exclusive

research partner to Corporate Visions

CONTEXT


TESTED AND PROVEN

Which conversation drives more effective persuasion?

A message from a bank that says your company might fail if you take their money

A message from a bank that focuses on your critical business needs and the benefits of taking their money

A

B

Condition 1 Respond to Stated Needs Condition 2 Value Added Services

Condition 3 Unconsidered Needs LAST Condition 4 Unconsidered Needs FIRST n = 400

$10 Million line of credit at a competitive rate

Serving the community for over 75 years

Understand the needs of small business



Experience with your type of business

Tailoredservices

On-staff experts



On-staff experts

42% fail due to underlying problems

Ensure no hidden problem areas for max results

!


Serving companies like yours for over 75 years

42% fail due to underlying problems

Ensure no hidden problem areas for max results

On-staff experts to review your operations

!

• How compelling • How thorough • How clear• How unexpected (or unusual)• How unique (or different)• How good or bad

• How likely to choose this lender• How likely to accept the pitch and go with this offer• Overall rating of the lending firm• Overall attitude toward the lending firm• How likely to choose this firm over other competing firms with similar rate• How willing to choose this firm over another one offering a lower rate• How much more than the proposed rate would they be willing to pay this firm

Uniqueness and Quality Ratings

Choice and Attitude Measures

Condition 1 Respond to Stated Needs Condition 2 Value Added Services

Condition 3 Unconsidered Needs LAST Condition 4 Unconsidered Needs FIRST n = 400

Which one happens most? Which one wins?

Presentation Uniqueness

2

3

4

5

6

Standard Solution

Value Added Solution

Unconsidered Needs Last

Unconsidered Needs First

Statistically Significant Uniqueness Improvement

50%

Presentation Quality

5

6

7

8

9

Standard Solution

Value Added Solution

Unconsidered Needs Last

Unconsidered Needs First

Statistically Significant Quality Improvement 10+%

Presentation Persuasiveness

4

5

6

7

8

StandardSolution

ValueAddedSolution

UnconsideredNeedsLast

UnconsideredNeedsFirst

Statistically Significant Persuasion Improvement (10+%)

“Highlighting unconsidered needs is unexpected, which can boost persuasion,

but this only helps when it happens at the beginning of the message. When it happens at the end, it’s too late.”

Dr. Zakary Tormala, Stanford


CONTRAST

TESTED AND PROVEN


A message for a new product that first tells you what’s wrong with your existing product

A message for a new product that leads with the best, most different new features and benefits

A

B

Feature Benefits ConditionNew Smartphone Features:• Latest security improvements

eliminate hackers looking to gain access through applications.

• Automatic app shutdown closes unused apps and increases battery life by 30%.

• New photo and video compression feature shrinks size of data-hogging content to enable you to keep more of your favorites on your phone.

• New high resolution image and expanded screen size improves ability to run professional applications you use in your business right on your phone instead of a second device.

Contrast ConditionCurrent Smartphone Issues:

• Today’s smartphones are susceptible to hackers through your keyboard app, giving people access to your data and the ability to turn on your camera.

• With today’s smartphones, unused apps running in the background are responsible for 70% of battery drainage, leading to frequent charging and decreased battery life.

• On current phones, photos and videos hog storage capacity, which means you often have to store files somewhere else or periodically choose photos and videos to delete.

• Current screen sizes and resolutions keep people from being able to maximize all the programs they want to use and run on their phone, requiring them to have a second device like a tablet for things like business applications.

New Smartphone Features:• Latest security improvements

eliminate hackers looking to gain access through applications.

• Automatic app shutdown closes unused apps and increases battery life by 30%.

• New photo and video compression feature shrinks size of data-hogging content to enable you to keep more of your favorites on your phone.

• New high resolution image and expanded screen size improves ability to run professional applications you use in your business right on your phone instead of a second device.

What did we measure impact on?

Purchase IntentInterest and likelihood of making a purchase

Attitudes and ChoiceWillingness to switch and willingness to pay more

AdvocacyLikely to tell others and recommend a new product

Product PerceptionsRepresents innovation and a clear improvement

3

4

5

6

7

8

Future Only Current then Future (Same Screen)

Current then Future (Separate Screens)

Current and Future (Side by Side)

+14.63% Interest and likelihood of making a purchase

Purchase Intent

3

4

5

6

7

8

FutureOnly Current thenFuture(SameScreen)

Current thenFuture(SeparateScreens)

CurrentandFuture(SidebySide)

+14.06% Willingness to switch and willingness to pay more

Attitudes and Choice

3

4

5

6

7

8




+12.46% Likely to tell others and recommend a new product

Advocacy

3

4

5

6

7

8




+13.40% Represents innovation and a clear improvement

Product Perceptions

Contrast can improve all of these!

Purchase IntentInterest and likelihood of making a purchase

Attitudes and ChoiceWillingness to switch and willingness to pay more

AdvocacyLikely to tell others and recommend a new product

Product PerceptionsRepresents innovation and a clear improvement

+14.63%

+14.06%

+12.46%

+13.40%


TESTED AND PROVEN

CONCRETE


Sharing surprising information that puts the prospect at unexpected risk

Sharing surprising information that puts the prospect at risk and provides possible solutions to resolve it

A

B

RISK-ONLY CONDITION

RISK + RESOLUTION CONDITION

• How important to you personally was the information you read on Vitamin D intake?

• When you read about vitamin D in the study, how anxious did it make you about your own vitamin D intake?

Measuring Emotional

Responses

3

4

5

6

7

8

Emotional Response

Risk + Resolution Risk Only Resolution Only

12% improvement in impact

• How likely would you be to change your behavior based on the information you just read?

• How likely would you be to take some sort of action based on the information you just read?

• After reading that information, would you purchase vitamin D supplements?

• How often would you eat vitamin D rich foods?

• These days there are many different kinds of vitamin D rich snacks. How interested would you be in purchasing some of these snacks?

• How likely would you be to try to persuade others to take vitamin D supplements?

Measuring BehavioralIntentions

3

4

5

6

7

8

Behavioral Intentions

Risk + Resolution Risk Only Resolution Only

9% improvement in impact

CONTEXT


CONTRASTUNCONSIDERED

NEED FIRST CREATES URGENCY

CONCRETE

COMPARE CURRENT VS FUTURE STATE

CREATES VALUE

RESOLVING THE RISK WITH SOLUTION CREATES ACTION

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Stop Lighting Buyers’ Hair On Fire: Insights Must Do More than Excite – They Must Incite Someone...

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Transcript of Stop Lighting Buyers’ Hair On Fire: Insights Must Do More than Excite – They Must Incite Someone...