Some companies are so successful even if they invest less in advertising than others. Have you ever wondered why? Studies have shown that emotions trigger buying actions that we justify through reason. But the buying process is more than that. In a consumer society, buying has become a habit rooted in our day to day routine. What does that mean? First of all, this provides a whole new perspective. The era of aggressive ads is almost over.
To instill desire in the mind of the users, the practitioners of such strategy went through a series of steps. For starters, they chose wisely their trigger. Think of a feeling (boredom, enthusiasm), an event (receiving an email), or a time of the day (lunch or coffee break). The right trigger will prompt an action to take place. The first benefiting from this action wins.
There are two kinds of triggers: external and internal. Technologies meant to create habits start with alerting future clients at certain times of the day. This serves to set up a context. By repeating the procedure, consumers begin association triggers with states of mind. When the context happens again, they will think about the product or service that made them feel good at that time and will act.
The action the consumer has to go through with involves two features. One of them is motivation, and the other the ability to complete the action. For better chances of you user to act in the desired way, efforts must be minimum, while motivation must be at its peak. What motivates consumers? A possible reward.
If a reward would determine your user to act, then maybe, if it changes from time to time, curiosity will bring in more interest. What if your coffee would taste differently every time? Maybe you would become addicted to the idea of tasting something new. Still, changing the reward will not work always. It will only work if we count on curiosity to stir interest. But if we want to create habits, then we must remember something. People come back to a product when they know what to expect and are happy with the outcome.
As soon as you got your clients’ attention and got them used to rewards, you need to put them to work. Any relationship is based on investments from both sides. Obviously we don’t mean anything material. We are talking about actions that enhance the clients’ interaction with your product or service. So, when they will be ready, clients will be asked to create an account, invite friends or to define preferences. That way, a website can gather information about the client to create new features that will make the experience more and more interesting.
Once accustomed to being rewarded for their activity, clients will keep coming back. Again and again. But the habit building process is a double-edged sword. On one hand it can consistently improve the life of the individual. On the other hand, it can become a useless addiction. Therefore, this technique should be used with care.