The Human Mind
Businesses are built by people for people.
Understanding how we take in information,
how we make decisions, and how we decide
what to do or what not to do is critically important
if you want to create and sustain a successful business venture.
Contrast
“The world is full of obvious things which nobody by any chance ever observes.” — Sir Arthur Conan Doyle, author of the Sherlock Holmes books
Key Ideas:
- We are trained to notice Contrast, not to compare what we perceive with things that aren’t there (the root of Absence Blindness). We believe something is cheap when we compare it to something more expensive, but not necessarily if it stands on its own.
- Contrast is often used to influence buying decisions. In businesses, it’s often used as pricing camouflage.
- Take advantage of Contrast when presenting your offer and you’ll improve the way your customers view your offer.
Questions for Consideration:
- What are your prospects currently contrasting your offer against?
- Can you offer an alternate contrast that frames your offer more attractively?