PEOPLE BUY THE LEAST RISKY OPTION
Not the lowest price.
From your customer’s perspective, it’s extremely frustrating to shop around for a service provider because so few of them communicate clearly. People want to find the positive reasons to hire somebody, but everyone is so unremarkable that it’s stressful for them to pick. Clear communication is not just about good design. Clear communication is about appeasing your customer’s loss aversion!
Daniel Kahneman, PhD won a Nobel Prize for his work on the coveted Prospect Theory. Prospect Theory tells us that “loss aversion” is the single biggest commercial motivator for how people make decisions. It basically means that people want to avoid losses, because losses are 5x to 7x more painful than the same amount of gain - so we’re all very sensitive to loss.
When your customer is shopping around, they are looking for experts that know their pain-points and communicate them clearly - in other words they are looking for somebody that empathizes with their needs. They pick the brand that has:
the clearest communication of brand promise
seems like the lowest risk
looks most trustworthy
It’s because of these reasons people like reviews, and testimonials. They want to establish how well you’re up-keeping your brand promise, how risky it is to spend money with you, and if are you trustworthy - they look to others to see how consistent you are at this and so they read the reviews. But even before reading reviews, the overall brand trustworthiness you put out heavily influences their attraction to your brand.
Building a brand that is aware of loss aversion in your prospect’s mind is at the core of what we do. We position you to lower loss aversion, and be the expert they’re seeking!
Ultimately people want to be told what to do, and they’re hoping you’re going to be the one that does. So how do we do that?
Your brand promise is your packaging, so to speak. It’s the cereal box on the store self that is more attractive to you than the rest. It’s the product that stands out. It’s the thing that entices your customer to call you.
Brand promise is how your customer discerns who you are, what you do, and how good you are at it. With over 5000+ brand promise messages being broadcast to the average person, it’s very noisy out there! Knowing who your ideal customer is, where their watering holes are, and then using purpose-driven messaging that speaks your brand promise to them clearly is the only way to lower their loss aversion, and triggers intrigue to see more.
Your brand promise is weighed by your prospect within milliseconds, and they make a very quick, subconscious determination of whether you are the least risky option for their need.
It’s not about pretty pictures, it’s about understanding your customer’s fears
Do you look like the least risky option?
How your customer reads the worthiness of your brand for their money ultimately rests on that question. How much confidence does your brand identity instill? How well are you speaking to your customer’s pain points - how well do you know what they fear? These are the questions we can help you answer for your own brand, and then we build visual communication material that will really drive it home for your customer making sales almost automatic.