More Mismatch More Sales!
🚀 Use contradictions to sell more than ever before!
Howdy Readers🥰
Procrastination-1, Productivity-0. The sweet tears of lazy victory 😢😢
In this newsletter, you will find:
🧐More Mismatch More Sales!
🌟Elevate, Engage, Excel: WhatsApp's Ad Innovations for DTC Brands
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🧐FIX MISMATCH INCREASE CONVERSIONS!
Imagine this! You’re sitting at a café, sipping that overpriced latte, when you overhear someone passionately advocating for environmental sustainability while sipping from a single-use plastic cup. The irony is palpable, this is where Cognitive Dissonance comes in.
Cognitive Dissonance is the mental discomfort experienced by a person who holds two or more contradictory beliefs, values, or perceptions at the same time. My favorite example of this in marketing comes from Apple:
Apple's "Think Different" campaign was a masterstroke. It encouraged consumers to see themselves as unique and innovative, while simultaneously promoting a product bought by millions. Sounds contradictory, right? But that's the beauty of it.
Leveraging cognitive dissonance can be a powerful tool in marketing. But beware, it's not a one-size-fits-all strategy. Let's dive into the conditions where it works best...
1/ The Right Kind of Contradiction
Cognitive Dissonance should be used to highlight a positive contradiction. Not just any contradiction.
Research shows that consumers are more likely to change their behavior when they notice a positive contradiction in their actions. For instance, a health-conscious person might switch to a healthier diet after realizing they've been eating junk food.
So, understand your target audience's beliefs and values before you try to leverage this effect.
2/ The Right Kind of Message
The message should be subtle and not make the consumer feel attacked. It should gently nudge them toward realizing the contradiction in their actions.
A great example of this is the "Real Beauty" campaign by Dove. It subtly highlighted the contradiction between women's perception of beauty and societal standards, leading to a positive change in their self-image.
3/ Your Customer's Self-Awareness
People with high self-awareness are more likely to experience cognitive dissonance as they are more in tune with their beliefs and actions.
However, people with low self-awareness might not even realize the contradiction, making the strategy ineffective.
Here are 3 nifty strategies leveraging this effect:
1/ Exploit Product-Service Dissonance
As a DTC brand, you control the entire customer journey, enabling a seamless, personalized experience. Highlight the disconnection between consumer expectations and what they receive currently from the industry/competitors.
For instance, if your brand offers personalized skincare products, emphasize the contradiction between this tailored approach and the generic approach of traditional skincare brands. This could make consumers question their current purchasing decisions and consider whether they're truly getting the best product for their specific needs.
By creating this dissonance, you can position your brand as the solution, driving consumers to switch to your personalized offerings.
2/ Leverage the Dissonance between Price and Quality