Most people will also look at your competition before buying, and you want them to remember you when they're ready to make a decision. Here's how.
The availability heuristic is when we make a decision based on a recent experience or information. It's right there in our brain. A mental shortcut. So we use that to make decisions.
How do you use the Availability Heuristic in your marketing?
You remind us of the problem we face. Now it's in our head and we have the need to solve it. We remember that problem YOU can solve for us.
Example:
Don't miss out taking sharp, detailed photos in any light.
In the example above, I'm highlighting the problem most people face when they use their camera: the quality of the photos decreases when it's night time.
Describe your offer using one sentence that has both the problem and the solution in it:
Problem is missing out on good photos.
Solution is taking sharp, detailed photos in any light.
Keep it short and relevant.
Keep your communication about your offer short, relevant, and easy to remember in case they're not buying right now. Cause most people will look at your competition first, and you want them to remember you when they're ready to make a decision.
You don't have to use one sentence if it limits you from communicating everything that's relevant. Do keep it concise, though.
Need help with that? Send me a message and let’s get started.
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