Do your customers have an easy time flowing with you?
One of my positions with an organization I volunteer in allows me to create and promote incentives and competitions for members to be recognized.
We were have a hard time deciding how the points should add up for one promotion. One opinion was to count all things equally while another said more difficult items should get more subjective credit.
The point I was trying to make was that we had to make it fair or people wouldn't do it. We ended up deciding to keep the judging subjective. Several experienced members would subjectively weigh all the items against each other and pick a relative winner.
Flow experiences are the intersection of skills and challenges. If your skills are high and the challenge is low, you may get bored. If your skills are low and the challenge is high, you may get anxious. Flow is the happy medium between the two extremes where high skill and high challenge intersect.
When the rules are easy enough for people to navigate, flow has a chance. Considering a sporting event, that's what allows it to be recognized as a challenge that holds our interest. Otherwise it's just a bunch of people pointlessly fighting over a ball. Without knowing the rules, that's probably what it looks like to you.
For the member promotion example I mentioned, the rules have to not only be clear but they have to be fair. No one is going to play a game where the outcome isn't predictable with some amount of certainty. It's difficult to get into a flow state that with a poorly defined challenge.
The marketing application is that your message will be most effective when it helps create a flow experience for your prospect. Your ideal customer will be one who is at the skill level to recognize the solution your product offers.
People buy when your product helps them overcome a challenge. And the particular challenge will be determined by their current skills.
One of my positions with an organization I volunteer in allows me to create and promote incentives and competitions for members to be recognized.
We were have a hard time deciding how the points should add up for one promotion. One opinion was to count all things equally while another said more difficult items should get more subjective credit.
The point I was trying to make was that we had to make it fair or people wouldn't do it. We ended up deciding to keep the judging subjective. Several experienced members would subjectively weigh all the items against each other and pick a relative winner.
Flow experiences are the intersection of skills and challenges. If your skills are high and the challenge is low, you may get bored. If your skills are low and the challenge is high, you may get anxious. Flow is the happy medium between the two extremes where high skill and high challenge intersect.
When the rules are easy enough for people to navigate, flow has a chance. Considering a sporting event, that's what allows it to be recognized as a challenge that holds our interest. Otherwise it's just a bunch of people pointlessly fighting over a ball. Without knowing the rules, that's probably what it looks like to you.
For the member promotion example I mentioned, the rules have to not only be clear but they have to be fair. No one is going to play a game where the outcome isn't predictable with some amount of certainty. It's difficult to get into a flow state that with a poorly defined challenge.
The marketing application is that your message will be most effective when it helps create a flow experience for your prospect. Your ideal customer will be one who is at the skill level to recognize the solution your product offers.
People buy when your product helps them overcome a challenge. And the particular challenge will be determined by their current skills.
About the Author:
Louis Burns compiled a copywriting model that allows anyone to learn copywriting fast. Follow his NLP Marketing Blog.
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