Driving Under the Impression (DUI)
The theme about truth is elusive and what seems to be the reality is often illusion. The current truth is very difficult to replace in the eyes of the general public. This situation is evident in the case of new operator entering the market. To replace the alleged truth in any business takes a proper attack on all fronts. The need for a good product is evident. Also the marketing need to be up a notch from the usual.
But I claim that it matters little if any who has the better product. At this point at least. The general public could be under impression - illusion. To make a point clear please take a moment with the figure below.
The figure is pretty dull. It has two horizontal lines in it with fins appended and pointing into different directions. The bottom one is obviously longer than the upper one. This we see and we believe what we see.
Those of you who know this can easily tell it's the famous Müller-Lyer illusion. The catch is that if you measure these you will find out that they are of equal length.
Now you know that they are of similar length but you still see that the bottom one is longer. Your system won't allow you to see them equal even thou you know they are. The most remarkable thing is that if you take the time to learn to mistrust your impressions about vertical lines with fins attached to them and are able to recall the illusory pattern and your knowledge about it you are able to not be fooled by this again. But you will still see the other line longer!
Unfortunately this game of impressions is at work when we enter the market as a new player. To be able to deliver superior product for better price should matter but it is not always enough to win the market. Or even get you started. To educate people about the benefits of making you the choice of this type of need takes time. Like it takes time to train your brain to fight the Müller-Lyer illusion. I write about it but every time I look at it I see the bottom one longer...
Even if we get the reviews and the research to back our claim it's not enough. Not always. Your potential customers still settle for the inferior product for a bigger price. This alone can drive people to frustration. We have to accept the fact that even changing the brand of milk your family consumes can take time. What should not be accepted is to accept this as a permanent state of how things are. Is the general public stupid for spending more on worse per spent euro to return benefit ratio? Yes and no. Some always are just stubborn and stuck on their ways. Others are just under the impression. People move about on autopilot. This is DUI - driving under the impression.
We as marketing professionals should be able to play this game or at least understand the dynamics. And not to give in. Aim to create images that tell more that thousand words and write the story that brings everything alive better than thousand pictures. A tall order. But we need to strive for this. We own this to our potential customers. They should be given a choice.
I wish this makes you think. Are you surrounded by such illusions in your everyday life. Does what seems to be actually co-exist in check with what is. You need to consider this.
But I claim that it matters little if any who has the better product. At this point at least. The general public could be under impression - illusion. To make a point clear please take a moment with the figure below.
The figure is pretty dull. It has two horizontal lines in it with fins appended and pointing into different directions. The bottom one is obviously longer than the upper one. This we see and we believe what we see.
Those of you who know this can easily tell it's the famous Müller-Lyer illusion. The catch is that if you measure these you will find out that they are of equal length.
Now you know that they are of similar length but you still see that the bottom one is longer. Your system won't allow you to see them equal even thou you know they are. The most remarkable thing is that if you take the time to learn to mistrust your impressions about vertical lines with fins attached to them and are able to recall the illusory pattern and your knowledge about it you are able to not be fooled by this again. But you will still see the other line longer!
Unfortunately this game of impressions is at work when we enter the market as a new player. To be able to deliver superior product for better price should matter but it is not always enough to win the market. Or even get you started. To educate people about the benefits of making you the choice of this type of need takes time. Like it takes time to train your brain to fight the Müller-Lyer illusion. I write about it but every time I look at it I see the bottom one longer...Even if we get the reviews and the research to back our claim it's not enough. Not always. Your potential customers still settle for the inferior product for a bigger price. This alone can drive people to frustration. We have to accept the fact that even changing the brand of milk your family consumes can take time. What should not be accepted is to accept this as a permanent state of how things are. Is the general public stupid for spending more on worse per spent euro to return benefit ratio? Yes and no. Some always are just stubborn and stuck on their ways. Others are just under the impression. People move about on autopilot. This is DUI - driving under the impression.
We as marketing professionals should be able to play this game or at least understand the dynamics. And not to give in. Aim to create images that tell more that thousand words and write the story that brings everything alive better than thousand pictures. A tall order. But we need to strive for this. We own this to our potential customers. They should be given a choice.
I wish this makes you think. Are you surrounded by such illusions in your everyday life. Does what seems to be actually co-exist in check with what is. You need to consider this.
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