Have you ever wondered why some marketing strategies resonate with people while others fall flat? It’s not just about the tactics or the platforms. It’s about understanding the deep-seated psychology of how humans are wired. As entrepreneurs, this knowledge is our secret weapon.
The Universal Wiring of Humans
We all have it – that innate wiring that dictates our reactions, decisions, and behaviours. It’s the reason why certain advertisements make us tear up, while others make us reach for our wallets. But here’s the catch: most of us aren’t even aware of this wiring.
Why do we choose to ignore this wiring?
The answer is simple. Recognising these inherent personality elements can be unsettling. It’s easier to ignore them, believing that doing so shields us from unnecessary stress and anxiety. But in reality, by ignoring them, we’re letting them control our decisions.
Why you should learn this?
If you know how all humans are wired, you can spot these elements, you can leverage them, and you can use them to induce buying behaviour in your customers. In short you could unbind and rewire them to resonate with them on a deeper level.
Take example of Retail Therapy: Why We Buy What We Don’t Need
We’ve all been there. After a particularly stressful day or a bout of sadness, we find ourselves wandering the aisles of our favourite store or scrolling through online shopping sites. Before we know it, we’ve made purchases that we hadn’t planned on – a new pair of shoes, a gadget we don’t really need, or yet another decorative item for our home. This phenomenon is commonly referred to as “retail therapy.”
But what drives this behaviour? At its core, retail therapy is a coping mechanism. The act of buying gives us a temporary high, a fleeting feeling of control in a world that often feels chaotic. It’s a way to treat ourselves, to find a momentary escape from whatever is weighing us down.
Why do we choose to remain oblivious to this behaviour?
Acknowledging that we’re using shopping as a crutch means confronting the underlying emotions that drive us to the store in the first place. It means admitting that we’re feeling vulnerable, stressed, or unhappy. And that’s not always easy. It’s simpler to justify the purchase as a “treat” or a “reward” rather than a means of emotional escape.
The Power of Paradigm Shifts
Before diving into this, think back to a time when for centuries, monarchies ruled the world, with the divine right of kings being the accepted norm. Then came a shift in this paradigm, leading to the birth of constitutional democracies. This new perspective emphasized a government “of the people, by the people, for the people,” unleashing unprecedented levels of human potential, freedom, and prosperity.
This shows the power of shifting a paradigm when a standard, perspective, or set of shared ideas are challenged & the framework for our understanding of the world gets changed. Throughout history, most significant breakthroughs have come from challenging the existing paradigms.
Your Goal as an Entrepreneur
Your goal is not just about finding right business strategies or understanding market dynamics.
- It’s about recognising the paradigms that influence us and our customers.
- It’s about being open to shifts in these paradigms that can lead to quantum improvements in their lives.
- It’s about reshaping perspectives and influencing the very paradigms through which the audience views the world.
When you understand the inherent wiring of your audience and challenge the the status quo, instigating paradigm shifts in their perspectives, you pave the way for a vast expanse of opportunities, joy, and satisfaction for both you and them.
We will go through the step by step process of doing this in the current series. Stay tuned!