Stronger branding through better understanding
How behavioural science shapes the brands we love and the products we choose
When we first learned about behavioural science at Ink, it was like a light going on. Here was a discipline that explained why so many of the methods we’d been using as strategic copywriters for years actually work.
We already knew they worked, of course, because they got results for our clients. We just weren’t always able to say why exactly. Behavioural science changed that because it shows that there’s solid scientific research to back up so many of our tried-and-tested writing techniques.
So yes, some cognitive biases came as second nature to us writers. But others were a bolt from the blue. And learning about them has definitely changed how we approach new projects – bringing even more rigorous thinking, from brief through to final amends.
Following on from our previous two articles (find them here and here) on behavioural science, here are three more cognitive biases that have influenced our approach…
#7: The lag effect
Studies suggest that we are more likely to retain information when it is repeated over a period of time – rather than straight away. Say, for instance, you want to remember three items on your day’s ‘To Do’ list. If you read them once, put them aside then read them again an hour or so later – you’re more likely to recall them than if you read them several times in one sitting.
This has obvious applications for things like studying for an exam. (In fact, it could be called the anti-cramming technique). But what about marketing? As strategic copywriters, we’re always trying to get our readers to remember the most important pieces of information about a brand, product or service. The lag effect would suggest that a rapid-fire repetition isn’t going to cut it. Instead, repeating planned and measured messages in phases is a better technique to get customers to remember them.
This is an important lesson for branding. Like Rome, great brands aren’t built in a day. Instead, they become powerful icons in a customer’s mind over time – through carefully reinforced messages and, vitally, tone. And this is where so many brands fall down. They might get the overall messages right, but the tone can get all mixed up across different media or when different writing teams get involved.
The best fix for this is, of course, a solid piece of tone of voice positioning work, backed up by training, examples and potentially a bespoke AI tone of voice guardian. All of these elements need to flex for your audiences and, crucially, evolve over time to remain fresh and relevant.
#8: Choice overload
Being able to choose what we buy is fundamental to being a free consumer, right? But what if the options become too much? What if they become so overwhelming, we make no choice at all – and simply walk away? This is choice overload. And in an age of evermore information – and ill-considered AI-generated content – it is becoming an increasing problem.
And it may be a challenge that we as marketers might not be able to fix directly. Often, the endless number of listed options come from product development. And, of course, when asked, customers will generally say they prefer more choice not less.
But what we marketers can do, is nudge our customers in a certain direction. Let’s say there’s a product with a huge range of colour options. We could make things easier for our audience by telling them what the most popular shades are this year for instance (this would tap into another cognitive bias, social proof that we examined in a previous article).
Or perhaps we could highlight emerging colour trends or this season’s predicted hottest hues. This can create the best of both worlds: the availability of choice but a clear direction that helps keep things simple.
#9: Suggestibility
While good, reasoned arguments may win debating classes, they don’t often win over consumers. Harvard professor Gerald Zaltman suggests that 95% of our purchasing decisions are subconscious and not driven by rational thought.
This is not a new concept. In fact, as far back as the 1890s, an American psychologist called Walter Dill Scott suggested advertising should target emotional responses rather than rational arguments. As Don Draper said, “advertising is based on one thing… happiness.”
A pair of jeans may be hardwearing and therefore promise good value for money. But great denim ads don’t concern themselves with details like that. They sell image, style, desirability, the rebellious spirit. So, a bit of scene-setting (or storytelling) can go a long way in marketing.
But, as with so much in behavioural science, it comes down to context. Dyson may have made cleaning appliances desirable items – status symbols even – but not everyone choses a Dyson, even if they can afford one.
Some people go for the unexpected option because they like to be seen as not following the herd. Others will opt for the model with the very best cleaning statistics regardless of the brand, because a spotless home is a point of pride for them… or simply perhaps because they fear germs.
There’s no one-size-fits-all
The point is that successful marketing, like human behaviour, is an intricate mix of reason and emotion. And behavioural science gives us a powerful tool to understand (and therefore have the chance to connect with) our customers, their needs, wants, desires – and their perfectly imperfect logic.
Want to find out how behavioural science could reshape your communications – or learn more about our tone of voice, AI or strategic copywriting services?
