This marketing causes brain "blindness"
Published: Tue, 12/11/12
,
How many times have you spent minutes scanning a supermarket
shelf in search of a specific item?
Maybe you couldn't find Fruity Pebbles in the cereal aisle ... or
Maybe you couldn't find Fruity Pebbles in the cereal aisle ... or
saffron among the spices ... or, as was the case with me on Sunday,
corn starch among a slew of baking supplies.
When this happens, you feel blind ... and, to a certain extent, you
When this happens, you feel blind ... and, to a certain extent, you
are.
A.K. Pradeep describes this condition in his book, The Buying
A.K. Pradeep describes this condition in his book, The Buying
Brain: Secrets for Selling to the Subconscious Mind, as "repetition
blindness." The occurrence happens when the brain sees too many
of the same objects. And, since it can't determine variations,
everything gets blended together.
For example, let's go back to the cereal aisle at your local grocery
For example, let's go back to the cereal aisle at your local grocery
store. The boxes have similar colors, shapes, phrases and graphics,
right?
Well, it's this lack of differences that makes finding a specific brand
Well, it's this lack of differences that makes finding a specific brand
a slow process.
Here's Pradeep's explanation on how your brain works in this
Here's Pradeep's explanation on how your brain works in this
situation:
"We're biologically programmed to seek differences. To seek out
"We're biologically programmed to seek differences. To seek out
things that enable us to make sense out of the environment we find
ourselves in and to navigate our world safely and productively. When
the brain is presented with a series of repetitive images -- even if
there are some differences among them -- repetition blindness sets in.
The brain no longer "sees" each individual image as it would if that
image stood alone, or with only a small number of similar/identical
images."
Of course, the grocery store isn't the only place where repetition
Of course, the grocery store isn't the only place where repetition
blindness occurs. It happens in all types of comparison situations.
And, obviously, marketing is not an exception.
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For business professionals with the courage to market their
And, obviously, marketing is not an exception.
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For business professionals with the courage to market their
businesses differently ...
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As a consumer, you know this. Every day you subconsciously tune
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As a consumer, you know this. Every day you subconsciously tune
out most marketing messages, while giving your attention to a select
few.
The messages you reward with interest have distinctive differences
The messages you reward with interest have distinctive differences
or target a desire you're actively thinking about, correct?
Too many business owners and entrepreneurs ignore this fact when
Too many business owners and entrepreneurs ignore this fact when
creating their marketing. They look to competitors for ideas and then
try to match whatever they see.
When you take this approach, you create more repetitive images in
When you take this approach, you create more repetitive images in
your prospects' minds. You disregard the brain's biologically
programmed preference for differences. And, as a result, your message
drowns in a sea of sameness.
Last week, I shared six simple ways to create new content for old
Last week, I shared six simple ways to create new content for old
websites. If you need new ideas for differentiating your business from
your competitors in the coming year, I encourage you to review that
article again. Here's the link:
http://www.writewaysolutions.com/blog/1906/6-ways-to-create-new-
http://www.writewaysolutions.com/blog/1906/6-ways-to-create-new-
content-for-old-websites/.
Please feel free to share this e-mail with the people in your network.
Best of success,
Tom Trush
Please feel free to share this e-mail with the people in your network.
Best of success,
Tom Trush