Marketing is largely about understanding desires and motivations and using that information to help people make the best decisions possible, or in many cases, make the decisions you want them to make.
Confirmation bias is generally defined as a tendency to seek information and to interpret ambiguous or contradictory information so that it confirms one’s existing beliefs.
In business, you can set your prospects’ beliefs for them, and supply them with evidence to support these beliefs. Take Fiji water for example. You think you could pick Fiji water out of a blind taste test with Dasani and tap water? I’ve actually conducted this test and found most people cannot. However, Fiji has told you through their marketing that it comes from the purist of pure water springs. When you take that first sip, you immediately look for confirmation that you were right to believe what they told you! “mmmm, that’s some pure water!”
6 ways to apply confirmation bias to marketing:
- People give preference to early info. The first items in a list, the first images in an ad, the first communication they receive: this is what people best remember. Even in a situation where no single item is of more importance than another, people still give positive bias to the first item. Your communications and advertising should all take advantage of this fact.
- People focus on favored beliefs. Consumers who want to like a particular company, brand, or product will generally fail to seek and apply information that is counter to their beliefs. You have to find creative ways to identify these consumers that don’t like your brand, or really like your competition. Once located, you must decide how much money you spend to reshape their beliefs. (Social media is a great place for these tactics).
- People give preference to existing beliefs. New information is hard to incorporate into existing beliefs. If your company has built a reputation as a high quality, high priced product, consumers will not be receptive when you tell them about a more affordable line available within your company. This is where spinoffs or subsidiaries begin to make sense.
- People overweight positive confirmation. When consumers begin to give you information about them, or you purchase that data, keep this in mind. I call it the “mind reader principle”. People look for information that validates their beliefs about themselves. A mind reader says nothing unique during a reading: all the predictions and “insights” would apply to any person in any situation. As a marketer, you must do the same. Give your customers information that positively confirms their self-identification and makes them feel good about themselves. “You’re right company ABC, I am feeling a little tired this week because I have kids at home and a husband at work, but I’m a great mom and will do whatever it takes to stay on top of it all…How did you know? I think I would like to buy your 5 hour energy drink.”
- People actively look for positive examples. Simply put, use testimonials. A testimonial won’t sway people one way or the other; a testimonial will solidify their belief that they were right to begin with.
- People see what they expect. When introducing a new product, always shape the experience! Build expectations that align with what you want people to believe. Don’t be surprised when those beliefs become “reality”. An example; if you are starting a landscaping company, prior to your sales calls, send a flier with 20 things homeowners should look for in a reputable and trustworthy landscaping company. Low and behold…when you follow up…your company will offer everything on that list!
The Danasty 