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The climate change clues hidden in art history

dan103065 — Thu, 15 Apr 2021 14:42:10 +0000

“Those elements can probably tell you more about climate than a thermometer does,” says Adamson.

Art offers a window into our past, present and future climate that science alone can never offer, precisely because it reflects our frustrations, hopes and anxieties about nature. It helps understand something an iceberg survey alone will never accomplish: whether ice is a victim or a villain.

Retrieved from: https://www.bbc.com/culture/article/20200528-the-climate-change-clues-hidden-in-art-history

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WHAT CAN THE ARTS DO IN THE FACE OF CLIMATE CHANGE?

dan103065 — Thu, 15 Apr 2021 14:37:39 +0000

Unlike the “awesome solution” art, the stripes and hourglass may not be hopeful or positive symbols, but their interactive element gets people involved. The arts helped shine a light on issues in the past, and now in the 21st century, it could help define global ecological citizenship.

Retrieved from: https://pursuit.unimelb.edu.au/articles/what-can-the-arts-do-in-the-face-of-climate-change

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When People buy vol.2

dan103065 — Thu, 19 Mar 2020 09:26:16 +0000

Last time we talked about people buying when they hurt and want to feel good. Today We are going to have a closer look at emotions and logic in humans buying decisions.

1, Emotional buying decisions

In this section we are going to discuss emotion and how it plays a major role in people’s buying decisions. While technology and data offer plenty of opportunity for marketers, they are causing many to forget they are marketing to humans (not robots).

And, unlike robots, humans are emotional beings that make emotionally-charged buying decisions, especially when the product or service they’re buying falls under the “pleasure” category that we discussed above.

People don’t buy a cherry red Maserati because it’s the logical thing to do –– they buy it because it’s makes them feel something.

The same can be said for a $10,000 speaker system or a $500 pair of Denim Jeans or a $300 plate of caviar or a $1,000/night stay at a luxurious resort.

These decisions aren’t logical, they’re emotionally driven.

So, when selling a product that is pleasurable to your customer, be sure to consider triggering their emotions. Make them feel something.

If you’re looking for some tactical ways to trigger emotions in your customers via email, sales pages or anything else that involves the written word, I recently wrote an article called 100 of the most powerful words in marketing, it offers specific words that evoke these types of emotions.

Also, for more strategies and tactics, here soon I will start sending out emails on this type of stuff to Sticky Notes, my email list. Please, feel free to join!

Now… where were we?

2, Justification with logic

In the previous section we discussed that when people make purchases to move them closer to pleasure they will make their buying decisions based off emotion.

Well, there is an interesting concept to add to this.

When Mark goes out and makes the emotionally charged decision of spending $60,000 on a brand new Maserati, sooner or later he will have to answer the question, “Mark, why the hell did you spend a small fortune on a cherry red Maserati?”

This is where the concept of logic enters into the picture. Generally speaking, while people make emotional buying decisions, they will justify their purchases with logic.

If Mark was giving an honest answer to this question, he would say…

“Well Dave, I bought the cherry red Maserati because I’m going through sort of a weird mid-life crisis having just turned 50… and it makes me feel younger and is an example to my friends and family that I’ve officially made it. And, also, I have always wanted a cherry red sports car.”

But, instead, Mark’s answer would look something more like…

“Great question Dave, this year’s model offers great gas mileage. And, not to mention, it has been relentlessly crash tested and is super safe for the kiddos. Plus, I wanted something nicer than my last vehicle to pick up clients. You know, I want to leave a good impression on them.”

While both Mark and Dave know that Mark’s answer is complete and utter horse shit, this type of logical way of justifying an emotionally fueled buying decision has become the norm.

So, what does this mean for you as a marketer? While you should market your product to your customers by evoking their emotions, you should give them strong and sturdy facts and studies that help them justify their purchase(s) to their friends and family.

from “The psychology of selling” by Cole Schafer
https://www.honeycopy.com/copywritingblog/the-psychology-of-selling

The post When People buy vol.2 first appeared on Novum Investments.

When people buy vol.1

dan103065 — Mon, 02 Dec 2019 20:01:51 +0000

People buy when something hurts or when they want to feel good.

When it comes to your customers, the cold hard truth is that as soon as you think you’ve got them figured out, they’ll surprise you and keep surprising you until you’ve dwindled your marketing budget down to nothing –– leaving you standing with a heavy box of unsold products and an empty pocket. With that said, while I would never trust a marketer or a salesman who claims they possess some magical marketing formula, I do believe there are small commonalities we can find in human behavior that can give us a deeper look into why they buy what they buy.

At the most basic level, it’s important to understand that most people buy for one of two reason –– they buy to move closer to pleasure or to move further away from pain.

We will use wine and a bad hangover as an example. Let’s say you just found out you got a $10,000 promotion for being a stellar employee. You’re so happy you want to shout but you don’t want to scare any of your colleagues in the office. So, instead, you call your wife at lunch to tell her… and she screams for you.

On the way home from work you stop by the liquor store to pick up a couple bottles of wine to celebrate with your beloved. Instead of buying the $20 bottle of wine, which is probably the logical decision, you buy the $100 bottle because you think the higher price indicates that it tastes better… and why not? You just got a promotion.

That night the two of you have a blast –– grilling out, drinking, having sex and drinking some more.

In the morning when you wake up, you have one hell of a headache after a night of one too many glasses of wine. You look to see if there is any Advil in the house. There’s not. So, you run to the closest gas station and willingly pay a significant up-charge on a very small bottle of Advil to make the pounding headache go away.

In this short story, you paid for two very different things for two very different reasons.

For one, you paid a bunch of money for wine, to bring you and your wife closer to pleasure.

And, two, you paid for an overpriced bottle of Advil to bring you and your wife further away from pain.

Nearly every purchase we make as people can fall into one (or in some rare cases both) of these two categories.

$100 bottle of wine? Pleasure.

$10 bottle of Advil? Pain.

Mercedes Benz? Pleasure.

Car seat for your kid in the Mercedes Benz? Pain.

Vacation? Pleasure.

Rogaine? Pain.

I will end this first section covering the psychology of selling with the following piece of advice. People buy to move closer to pleasure or further from pain (or in some rare instances both) –– so when marketing your product or service be very aware of why your customer is buying what you’re selling. Now, people are obviously complicated beasts with big beautiful brains, so the psychology of selling must go much deeper than strictly pain and pleasure… let’s talk about how emotion plays a role in buying behavior.

(from “The Psychology of Selling”, by Cole Schafer) https://www.honeycopy.com/copywritingblog/the-psychology-of-selling

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