Most of your customers have busy lives and live in a noisy world. Before you can ever present your idea to them you first need to capture their attention and that’s very hard to do considering that there is so much competition for it. In this section, we’re going to teach you how to fertilize the soil ( your customer’s mind) so that they actually notice your idea. This is where the science of behavioral economics comes to our rescue.
You see our brains are what researchers call cognitive misers, which means that we try to be as efficient (lazy) as possible when it comes to making decisions especially on what to pay attention to. This is why we trust doctors who tell us to smoke ( authority bias ) or read reviews/testimonials before buying a product ( social proof ). These shortcuts or attempts to be efficient are known as cognitive biases and as marketers, we can use them to make our customers warm up to our ideas and give our idea seeds a fighting chance in their minds (the soil).
The resources in this section are going to teach you all about cognitive biases and how to use these weapons of influence ( fertilizer the humans don’t condone violence ) to frame your compelling ideas in a way your customer will either consciously or subconsciously notice and accept.
