stop lighting buyers’ hair on fire: insights must do more than excite – they must incite someone...
Post on 13-Feb-2017
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PreferenceStability
Anticipated Regret /Blame
Cost of Action/ Change
Selection Difficulty
YOUR SOLUTION
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
$10 Million line of credit at a competitive rate
Serving the community for over 75 years
Experience with your type of business
Tailoredservices
On-staff experts
$10 Million line of credit at a competitive rate
Serving the community for over 75 years
On-staff experts
42% fail due to underlying problems
Ensure no hidden problem areas for max results
!
$10 Million line of credit at a competitive rate
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
Which conversation drives more effective persuasion?
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
FutureOnly Current thenFuture(SameScreen)
Current thenFuture(SeparateScreens)
CurrentandFuture(SidebySide)
+12.46% Likely to tell others and recommend a new product
Advocacy
3
4
5
6
7
8
FutureOnly Current thenFuture(SameScreen)
Current thenFuture(SeparateScreens)
CurrentandFuture(SidebySide)
+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%
Which conversation drives more effective persuasion?
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
• 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
INSIGHTS THAT INCITE
CONTRASTUNCONSIDERED
NEED FIRST CREATES URGENCY
CONCRETE
COMPARE CURRENT VS FUTURE STATE
CREATES VALUE
RESOLVING THE RISK WITH SOLUTION CREATES ACTION
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