Relationship Relevant Marketing Episode 7: 9 Influential Variables that Drive Engagement and Buying Decisions

January 2, 2017

9 Influential Variables That Drive Engagement and Buying Decisions

What makes a customer, client, or prospect click on your link?  What interests them enough to read your content or watch your video?  What are the influential variables that matter most?  The 9 influential variables.

What interests them enough to read your content or watch your video?  The 9 influential variables.

What are the influential variables that matter most?  The 9 influential variables.

The answer, as you have undoubtedly surmised: The 9 influential variables in the list below!

When your prospect is seeing content flash by like lights on a highway at 160 MPH (257 KPH), your chances of engagement are going to depend on two things: their intent at that moment in time, and their subconscious mind and all the stuff that's happening at that level of consciousness!9 influential variables

Below is a list of 9 influential variables that individually or collectively influence decisions your customers, clients, and prospects are making.

These variables are primarily operating in the background of their subconscious mind.  They are used to formulate the split-second decisions your prospect makes when they see your content or offer.

  • Familiarity: Is your content/experience resonating with them?  Is it familiar in the context of addressing their needs, wants, desires, and aspirations in life?  Does it align with their values and beliefs?  Can they identify with you?  In other words, is the message familiar to them in some meaningful way such that they can see the benefit (see “Visualization” below)?
  • Validation: Are you validating their value as a person?  Does your content make them feel important? Do you speak to them as a person, does it ring with empathy?  Are you validating their existence?  Are you letting them know that they matter?
  • Consistency: Has your message, content, and experience flow set a tone of consistency?  Are you giving them a reason to believe you are real in the way you behave?  Can they expect an ongoing stream of relevant value from you?
  • Mitigation of Pain: Does your product or solution mitigate their fear of pain or loss?  Do you give them hope?  Have you created content that paints the picture of pain leaving their life?  Does your experience-flow move them toward the joy of gain?
  • Visualization: Is your content giving the customer a graphic image in their mind of having solved their problem?  Can they see themselves happier and more successful having used your product?  Can they see themselves using your product, sharing your content, looking forward to your experiences?
  • Loss Aversion: Are you creating a message of urgency?  Are you showing them that solving their problem now is far preferable to suffering any longer?  Are you creating the reasonable expectation that what you have to offer, in whatever form, will help them?
  • Call to Action: Have you told them what you want them to do?  Have you given them the sequence of actions to take to solve their problem?  Have you told them how to recognize the results or benefits of your product?  Have you told them what to do when they get the results?
  • Affirmation: Did you affirm the correctness of their decision by praising them for taking action?  Did you reassure them they made the right decision?  Are you training them to “like” making ongoing decisions to consume your content, experiences, and/or products?
  • KLT: Know, Like, Trust.  Although this variable is at the end of the list, it is by no means the least important.  All of the prior variables contribute to KLT.  If you can address all of those variables in your content and experiences, then you will have developed a level of KLT that gives you the edge over the competition and keeps you engaged with your customer.