The brain is very good at very fast processing and instant decision making – what we often call “gut instinct”. Generally when meeting someone new we can make our decisions as to whether we like them or not within on tenth of a second of seeing a face for the first time. What’s more we rarely change these decisions.

Gut instinct is what we all use for complex decisions, so that is what the advertisement should allow the reader to use. In many cases there is no need to offer samples, trial runs and the like, even though you may feel that this is what the reader will need. Just offer the reader the chance to get straight on and do it.

Indeed I have come across companies that have been run for years on a process of encouraging potential customers to phone in to discuss their needs, on the grounds that otherwise no one will buy anything. But then, on analysing their sales these companies find that their customers are finding ways around the formalised approach in order to get a quick purchase.

What is happening is that the customer is saying “give it to me now” and the seller is saying, “no I must talk to you first,” or “no you must see a sample first.”

However there is a time when you might want to offer a choice – and that is where you are selling something that is very simple to understand.

In such circumstances you can offer your potential customer some facts and, as along as these facts are kept very simple, you can then give the recipient of the advert the time to digest the information and get a clear picture. This helps them weigh up the issues and then feel that they have done their “research” properly, and they are now ready for a purchase. .

This should not be thought of as a way of tricking the customer. Much of the time we make better decisions by letting our gut instinct work out what to do and what to buy – unless the choices are very simple. This may seem strange but it is a left-brain/right-brain issue. The right brain is brilliant at making instant holistic judgements – which is exactly what is needed in complex transactions.

The only time when it is not a good idea for the purchaser to make such a decision is when the whole sale is pitched at the emotive level – for example when selling cars, jewellery and the like. In such cases the customer’s instinct might not serve you well since it will be rendered ineffective by the over-arching emotions. If you want your customers to make the right decision, don’t combine emotion and gut instinct – but if the issue of whether the decision is right for the customer is not to be considered, then emotion plus an appeal to gut instinct can be exceptionally powerful..

Source: Ap Dijksterhuis University of Amsterdam. Science vol 311 p1005

From the basics of mailing lists and email lists to the finer points of copywriting, from setting up a blog, to researching the addresses of potential clients… that is what we do. Hamilton House Mailings 01536 399 000

www.hamilton-house.com

Hamilton House Mailings Ltd reg number 2444392 VAT 354907535GB. Phone 01536 399 000.