Availability Bias
Does your marketing account for availability bias?
In other words, can your prospect remember the last time she experienced that problem you solve?
Is the problem seasonal? Chronic? One and done?
Marketing your product successfully will depend on the availability of your prospect’s problem.
If you’re selling sandals, when’s the last time your prospect walked in the heavy heat of a summer afternoon?
If you’re selling energy supplements, can your prospect remember the last time he zoned out during an important meeting or slept through his alarm?
If you’re selling fire insurance, can your prospect remember the last time she heard about a house fire in her neighborhood? (Can you?)
As Richard H. Thaler and Cass R. Sunstein write in their excellent book Nudge,
“A good way to increase people’s fear of a bad outcome is to remind them of a related incident in which things went wrong; a good way to increase people’s confidence is to remind them of a similar situation in which everything worked out for the best.”
Make sure your marketing speaks to this “availability bias” of your audience.
Because the more “available” your prospect’s problem is?
The more “available” their attention will be.
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