18/04/2024
16 of the most common behavioral barriers in marketing and sales
✅ 1. Hyperbolic Discounting: Our brains are hardwired to value immediate rewards over long-term rewards.
✅ 2. Choice Overload: Options are good - to a point. Too many options can slow down decisions, make customers feel anxious or uncertain, or completely stop them from buying or engaging.
✅ 3. Social Norms: A shared standard of acceptable behavior in a group, community, or culture. We want to adhere to social norms, so sharing that a behavior is 'normal' can help get more folks to adopt it.
✅ 4. Status Quo Bias: People don't like to change the way things are because they don't want to run the risk that a new way of doing things might fail.
✅ 5. Affect Heuristic: We tend to make decisions based on our emotional state.
✅ 6. Goal Gradient Effect: People are motivated by how far they have to go until they meet their goal - not how much they've accomplished so far.
✅ 7. Capability: People need to have the psychological or physical ability to do what we're asking them to do.
✅ 8. Friction: These are the barriers that stand between a customer and their goals. Friction can frustrate people, but it can also get them to slow down and pay attention at key moments.
✅ 9. Uncertainty: When we feel anxious and fearful because we don't know what's going to happen. Eliminating uncertainty can help people make better decisions faster.
✅ 10. Cognitive Overload: Our brains can only handle so much information or stimulus at one time.
✅ 11. Behavioral Scripts: Shortcuts that help us navigate everyday situations, like eating at a restaurant (we're 'supposed' to start with drinks and end with dessert).
✅ 12. Zero Risk Bias: We prefer options where risk has (seemingly) been eliminated.
✅ 13. Loss Aversion: People hate to lose. When something is framed as a loss, it can repel customers.
✅ 14. Value Exchange: Customers need to feel that requests for behavior change, data, or other info are being reciprocated with an offer of value from the business.
✅ 15. Opportunity: External elements that make it easy to perform a task. Can include tech like smartphones, high-speed internet, or wearables.
✅ 16. Motivation: How motivated are our customers to do what we're asking them to do? This could be internal motivation or external rewards & incentives. cc:
Jen Clinehens
