This is the fourth in a series of blog posts on behavioral convergence. Please visit the firstsecond , and third blog posts in the series for more information.

Theory is all well and good, but how do we apply behavioral convergence in order to give our marketing plans super powers? There are five fundamental principles that all need to converge for a formidable marketing campaign:

  • Profile
  • Tell a compelling and identifiable story
  • Back your case with peer support
  • Lead your customer through the process, eliminating “No’s”
  • Challenge

Each business will need to apply these principles in their own way, but the basic methodology remains the same. First step is profiling, which is already common practice in marketing. You must identify your target groups and rank them in order of preference. Each group has its own profile, and each profile should be drawn out like an onion – with a single person at the core. This person should be given a name and the first layer is about them: age, sex, status, geographical data, and economic status. The next layer is about their lifestyle. The next layer describes their habits, and the next, their habits that are connected to your business. After creating this profile, map what you have into two areas: where you can meet the client (i.e. where you can advertise, display or find them), and where you can invoke the emotion which you will carry through your language, creatives and messaging.

Now that you know who your client is, you can tell them a story. Your story will be your bond with your client, and they will need to identify with it. For any one product there may be multiple stories. For example, with Leverate’s social trading platform Sirix Social we see two clients: the novice and the expert.
The novice story is the comfort of being able to watch and copy someone more experienced in trading having seen their history, while being able to analyze their strategy and learn how to trade more successfully. The expert, on the other hand, takes gratification from being copied, and has the ability to analyze other traders as they would the markets and build a portfolio and strategy around copying other successful traders in the same way as they would build a portfolio of instruments.

The product stories can be told in blogs, web content, marketing messages, social media and most important today – video. We have become a people of “watchers” rather than “readers”. This means that even written content needs to be able to be scanned by the eye. Although we believe we have no patience, where relevant we are willing to read detail, although generally this must be helped by the content’s organizational structure. Note how this blog has been split into 4 easy sections, including bullet points and short paragraphs.

Peer support is commonly recognized in the form of customer testimonials, and although these are important, there are a number of other ways we take comfort when our peers say: “This is good – it’s OK!” including:

  • Social media – including the number of followers and engagement
  • Seeing the numbers of users
  • Articles written by independent parties

If I wanted to sell you a bar of soap, I could say: “Would you like this bar of soap?” Your response would be yes or no. Alternatively, I could ask: “Would you like bar ‘a’ or bar ‘b’?” I have now eliminated a no option. Once you have chosen, I can lead you further: “Bar ‘b’ is a great choice for you because of your skin texture. It is complemented by moisturizer ‘b’ as well.” Now I am leading you through a decision process and telling you the next step. In e-commerce sites, registration should be simple and broken into logical short steps, then take you to a purchase, through the purchase and recommend the next step. Simple.

Building a challenge into your customer journey is a little more complex and you will need to discover what best suits your needs. The simplest example of how we can accomplish this is through “gamification” or “loyalty programs” where virtual or real rewards are given for accomplishing tasks. It is also a great way to educate your clients into how to use your product or website. In a separate article I will explore the benefits and application of gamification in your user journey.

Please feel free to contact me or comment if you wish to discuss or understand anything further and thank you for reading.

Nicc Lewis

VP Marketing –