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The Law of Dissatisfaction: How to Motivate Prospects (or the 7%-38%-55% Rule)

The Law of Dissatisfaction: How to Motivate Prospects (or the 7%-38%-55% Rule)

Dr. Albert Mehrabian, Professor Emeritus of Psychology, UCLA, is greatest recognized for his 7%-38%-55% Rule. It states that 55% of communication is attributable to non-verbal behaviors like physique language and facial expressions; 38% of communication is attributable to voice, together with quantity, tone, pitch, cadence, and high quality; and solely 7% of communication is attributable to the phrases used.

Regardless of persuasive proof, corporations proceed to pile on the Net textual content within the useless hope that engines like google will index it and somebody would possibly truly learn it, though the fact is that 70% of Website online guests merely scan for headlines, bulleted factors, and captions.

As an alternative, the best approach to ship a advertising message is a Net video utilizing an expert performer who is aware of methods to use his or her voice, expression, and physique language to drive the purpose residence.

“However Wait, There’s Extra …”

Grey field model 1: Textual content + Button

I’ve observed a proliferation on the Net of the sad-old direct advertising components that you just see in gross sales pitches for journal subscriptions. Can you actually count on folks to take you significantly once you undertake this Barnum and Bailey method to advertising?

It’s a components that flies within the face of Dr. Mehrabian’s analysis and each different usability research that warns in opposition to over-burdening Website online guests with an excessive amount of textual content. Your search engine optimizer might imagine it is nice for driving visitors to your touchdown web page, however I am going to wager in the event you test your logs, 50% of that visitors disappears in underneath 5 seconds.

This format is an outdated gross sales approach that does not work in a Net atmosphere, the place folks discover it troublesome to learn giant quantities of textual content. It is usually a tactic that insults your buyer’s intelligence.

A Pink Flag Advertising Formulation

If ever there have been a pink flag telling folks to avoid your organization, it is a Website online presentation that features the next:

  • Big daring headlines
  • Copious quantities of textual content
  • Shiny yellow highlighted key phrases
  • Images of smiling semi-ugly clients
  • Images of smiling semi-pretty nonexistent employees
  • A number of ineffective free crap
  • A great deal of bulleted factors with large pink test marks
  • Quite a few testimonials on pale yellow backgrounds and quotations in Courier with extra unhealthy images
  • Extra additional daring, underlined, pink textual content
  • The phrase “However Wait, There’s Extra” providing extra ineffective free e-books you will by no means learn and particular bonus presents you do not need or want
  • A number of “Click on Right here To Order” buttons
  • And, lastly, the value buried on the backside of over 4,689 phrases

Your entire presentation may very well be made in two minutes utilizing a price efficient video delivered by an expert, however that would not be search engine pleasant, wouldn’t it? By no means thoughts that it is the easiest way to promote your services or products.

White offset field model 3: Picture solely

Decreasing Video Load Instances

Which brings me to the problem of load instances. Everyone knows that video and audio recordsdata take longer to load than textual content; nonetheless, there are numerous ways in which load instances may be lowered and stored to a minimal:

  1. Modify the scale of the video.
  2. Select an alternate codex to compress the file.
  3. Design your presentation with easy, minimalist backgrounds so the variety of pixels that change from body to border are lowered.
  4. Lower the body price.
  5. Alter the audio settings.
  6. Modify the quantity of video that’s preloaded.

We additionally know that there’s a class of Net surfer who is not going to look ahead to movies to load. It is a truth of life, I admit it, however from a advertising and gross sales perspective it actually doesn’t matter.

Right here’s why: Websites guests who is not going to wait an affordable period of time for a presentation to load may even not learn your copious quantities of textual content. The reason being easy: They don’t seem to be motivated sufficient by what you promote, and in the event that they aren’t motivated they’re not potential clients.

If They Aren’t Motivated, They’re Not Prospects

Two issues inspire all potential clients: a sense of dissatisfaction, and a want for change. All good promoting creates a targeted storyline with a singular message that stirs the emotional dissatisfaction within the viewers and presents an answer that may provoke change.

Thank goodness persons are insatiable for what’s new and improved. We’re a species motivated to continuously try for extra: extra money, extra energy, extra success, extra stuff; and when we now have extra stuff, we would like higher stuff. We’re in a continuing state of want. The advertiser’s job is to entry that want and push that motivational button in order that the viewers takes motion.

The Regulation of Dissatisfaction

The job of advertisers is to create dissatisfaction in its viewers. If persons are proud of how they give the impression of being, they aren’t going to purchase cosmetics or food plan books; if persons are proud of their outdated 20-inch tube tv, they aren’t going to purchase a sixty-inch LCD flat-screen TV. If persons are proud of who they’re, the place they’re in life, and what they bought, they only aren’t buyer potential—that’s, except you make them sad.

Most beauty ads function stunning girl, igniting the promise that you can also appear to be a drop-dead superb mannequin if solely you employ the product. This method is predicated on displaying a perfect that the viewers will undoubtedly be unable to stack up in opposition to. The viewers, after seeing what they might appear to be, is not proud of what they do appear to be, and they’re now motivated to purchase into the promise of change.

The Psychology of Opposite Considering

Anybody who’s thinking about advertising and the Net is almost certainly conscious of the sensible Dove Self-Esteem marketing campaign. For individuals who need to excise all video from the Net in favor of search engine marketing ways to drive visitors, it ought to be famous that the unique Dove Net-video has been considered by over 3.3 million viewers and has pushed large numbers of visitors to the Dove Website online, to not point out an unimaginable quantity of free publicity.

On the floor it could appear that the Dove marketing campaign is an instance of the alternative of the regulation of dissatisfaction. The sequence of marketing campaign movies present actual folks with all their flaws and the message that folks ought to be proud of who they’re, and the way they give the impression of being. However what’s the actual underlying message of promoting movies that present barely chubby, considerably wrinkled, and growing old girls?

If ever there was a case of reverse psychology, that is it. Girls could initially be attracted by the sentiment expressed, and it definitely generated a variety of media protection, however when all is claimed and completed, girls will have a look at these advertisements and say, “Hell no, I don’t need to be fats, wrinkled and outdated, and I’m going to do no matter I can to keep away from it.”

Dove has masterfully managed to create a optimistic marketing campaign that also stays true to the regulation of dissatisfaction. Whether or not that was Dove’s intent doesn’t matter: The psychology of opposite pondering works.

Creating Profitable Dissatisfaction

To implement a Net-video advertising marketing campaign that motivates motion, it’s essential to current a storyline that accesses the emotional and psychological subtext of want. Your marketing campaign is predicated on this defining underlying message.

To create this underlying communication, we should first resolve at whom the marketing campaign is aimed. We every have a self picture; in reality, we every have 4 self-images. We should determine which self our services or products serves:

  1. The Public Self is the self we current to the world. If we promote high-priced luxurious items or providers that enchantment to standing, we’re in all probability aiming our presentation on the public self, the one we show to others.
  2. The Personal Self is the self we disguise from the world. If we promote a hidden-pleasure services or products, we should always in all probability direct our presentation to the personal self, the one we hold locked away and hidden.
  3. The Excellent Self defines who we want we had been. If we promote a self-improvement or motivational services or products, we need to entry the best self, the self we desperately want to grow to be.
  4. And the Precise Self defines who we actually are. If we promote a services or products that justifies our actual habits, then it’s the precise self we need to goal.

The dissatisfaction we’re accessing could also be energetic or inactive:

  • Energetic dissatisfaction—like having zits, being chubby, or worrying a few dysfunctional Website online—is a priority that the viewers is conscious of.
  • Inactive dissatisfaction like halitosis, physique odor, or ineffective advertising is an issue that the viewers is unaware of.

To what levels is our viewers capable of acknowledge an issue exists even after we make it energetic? Do our viewers members acknowledge they’re chubby, have halitosis, or want a brand new advertising technique or do they deny or fail to acknowledge the existence of the issue?

Subsequent we have to resolve whether or not the essence of dissatisfaction is normal or particular. Will our viewers settle for with any resolution that comes alongside, or does satisfaction depend upon fulfilling a selected requirement.

Final, we should decide whether or not the dissatisfaction is predicated on a want for one thing or on the avoidance of one thing. We could want an unique sports activities automotive to point out off our wealth and standing to pals and colleagues, or we could keep away from driving a flashy automotive regardless of how wealthy we’re to keep away from displaying up our pals and colleagues.

As soon as we now have analyzed the character of our viewers’s dissatisfaction and the flexibility of our services or products to impact change, we are able to create an efficient Net-video advertising marketing campaign. In case your Website online content material doesn’t join together with your viewers’s want for change, in the event you’re Website online visitors will not be motivated by dissatisfaction, then that visitors is simply congestion, not prospects. 

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