For a number of weeks we’ve been discussing the irrationality of how and why people think, say “yes” or “no.” Logic rarely enters into people’s decision making processes. Cultural influence, genetic programming, beliefs, and values all rate higher in the decision making process than rational thinking.
Your customers and clients buy what they want and not necessarily what they need. That is a fact. If you sell your product only to your client’s apparent needs, then you are losing sales and thousands of dollars per year in income.
Your customer buys all products and services based on the result of awareness, priming, framing, their core desires, values, beliefs, mental imprints, cultural and environmental influences/pressures, opportunity, means and the final interaction of numerous metaprograms. You read about many of these metaprograms in Psychology of Persuasion. I discovered several others over the years and wanted to share a few of those with you today. I’ll define them for you in just a moment.
Persuasive messages that only include what people need are not as likely to be acted upon as those that focus on building wants and moving the person toward those wants.
Once the person decides they want something they merely need to justify the purchase of the product or service…or idea. Clearly, people are a rationalizing species and not rational How we can help them justify the purchase is where understanding and utilizing their metaprograms comes into play.
So… what are metaprograms?