The Problem With Eyes
I read recently that a study has found that we don’t see things all the time. Brain activity has peaks and troughs (about ten per second) and when it’s in a trough we don’t see.
Then there is inattentional blindness.
You know, the thing that happens when a man in a monkey suit walks across a two-ball basketball counting game (it happens all the time, but people fail to see monkey-man because they’re so busy counting the number of passes).
And then there’s the problem that my wife can’t find her keys or her phone or her address book (often her address book).
Because I understand the psychology of looking at stuff I know that her strategy is a reckless one. It’s no good putting stuff down any old place and relying on your eyes to find it when you start looking. You might momentarily have your attention elsewhere, or be in one of those brain activity dips when you happen to walk past it.
Then you get cross because you can’t find it and, when someone else points out where it is, you get even more cross because you’d looked there.
So I always put the things I might lose in the same place. I always know where they are. [One other option is to attach everything you own to a piece of string; that way you always know where it is... on the string.]
What has all this got to do with consumers? Well, when we do something in our business we see it. We know it’s there because we thought about it.
But that’s no guarantee that your customers will see it.
So one of the most important skills in understanding consumers is to recognise that they don’t see your world and your products in the way you do. If you have a physical shop it is really useful to stand back and watch where they look and, in particular, where there attention lingers.
If you only sell on-line there are only two things you can do:
- Learn how consumers’ minds work and what influences them (I wrote my EBook The Secret of Selling to help with this).
- Trial different approaches to how you present your information and measure the response.
Now, if I could only find my keys, I’d go to the bank like I’ve been meaning to for three days.
I agree with what you are saying. In my business it is obvious to me that i’m doing everything i need to do to make my customers happy and to attract new customers. at least thats how i see it. in the past i have done surveys to find how my customers see things, and i’m always surprised if a customer only thinks i’m average in some respect. then i have to decide if i need to make a change,or do i need to refer the customer to someone else.
Don Shepherd
Central Oregon Expert
Love the story to illustrate the point. It is so true. I was looking for the ketchup in the refrigerator one day. I looked all over the shelves and couldn’t find it. I closed the door and opened it again and there it was right on the front of the middle shelf. Crazy
Lisa McLellan, Child Care Expert – Babysitters, Nannies, and Au-pairs
I’m thinking of putting my daughters in a study on sight since they just can’t see that coat on the floor.
I think it’s called “selective vision”
Thanks
JC href=”jc
I wish I couldn’t find the keys…the money would stay in the bank!
On a more serious note, great analogy and it makes all the sense in the world. If they can’t see us it doesn’t matter what we are selling.
Jennifer
The Harwood Center – Tinnitus, Chronic Illness, Fers, Phobias, and Anxiety
This post is spot on. Most people market as if they were selling to themselves. Of course we never are. In my field of product design, we have many clients that want us to design products for themselves rather than buyers – never works.
Christian Haller
http://www.christianhalleronline.com
Philip,
Great post. You wrapped it up with some very useful information for our websites. Also, as a bonus, you informed me of why I sometimes lose things. Hmm, maybe I’ll use that string idea…
Health, Fitness — Darryl Pace
Great idea. I’m going to attach everything I own to a piece of string!
Great stuff as always, Philip.
JJ Jalopy.
Life Coaching and Home Business Advice with JJ Jalopy
When I go into my office, my phone, keys, wallet, change, etc… all has a tray it goes onto. That’s the only place it ever goes. Everyone should have a “catcher” somewhere convenient for all this kind of stuff.
And the same for remotes…
Seize the Day,
Rob
Sales Eagles Soar Above the Competition!
Personal Asset Protection For Small Business Owners
“Recognise that they don’t see your world and your products in the way you do”… The foundation of effective communication in general in my opinion.
Now, where did I leave my brain again?
All the best,
Yann
Good point.
I’m like Rob, I have a catch all dish on my desk. But, the rest of the desk is a total mess.
Lynn Lane
http://www.Warriorofsuccess.com
I also have a place where I put things like glasses, purse, notebooks, etc. Then I don’t have to think about finding them and have more brain waves left to write blogs. And to pay attention to how my customers see me and my business.
-Pat
Business Owners Fast Track to Internet Profits
Really fascinating stuff!!
David Power
Expert in Hypnosis, Success Thinking and Practical Parenting
David Power’s Hour
Philip, Great advice. I listen to a customer choice of words and watch their eyes when I ask them if they like a new flavor. If they say it is good then I know it needs work. If they say, Oh my God! and, or their eyes roll back in their head, I know I have a winner. Mark
Marketingscoops
GlacierIceCream
Hi Phil,
Yes i so know what your talking about! Its those pathways the brain creates and of course is familiar with repeated patterns or habits so if you do something the same way numerous times then of course you train the mind to ‘see’ where your keys or whatever are
Great post!!
Duane
Discover Secret Persuasion
Techniques that Work Like Magic by Tapping Into the Psychology of
the Mind with The Persuasion Expert Duane Cunningham!
Oh this is SO true. How we dont’ even see what is right in front our face. It’s all about focus, frame and perception. It’s another level of hypnosis. A another great reminder to declutter so we can SEE what is around us better.
Best regards,
April Braswell
Dating Expert and Online Dating Coach
Phil,
Good point in alerting us NOT to rely on our eyes to find things.
Putting the same daily items at the same spots make “finding” them so much easy. Just like doing grocery shopping….
John Ho
Numerology Expert Helps Understanding Personalities for Better Influence & Persuasion (WordPress)
Numerology Expert Helps Understanding Personalities for Better Influence & Persuasion (Vox Blog)
Phil,
This post was eye-opening – literally! I have often been looking for something and obviously walked right past it the first time around. When I went back a second time I saw it. NOW I know why! How Interesting!
It’s comforting to know I’m not crazy – just momentarily “blinded.”
Great post!
Pam
Great Minds, Great Wealth: How to Raise your Return, Reduce your Risk, Cut your Cost
Eye eye. Hi Phil. Looking forward to your next update in Marketing Consumer expertise. I’m sure it’s just the time difference between the US and the UK.
Best regards,
April Braswell
Dating Expert and Online Dating Coach
Great post! So true [especially with my daughters!
Thanks
JC JC
So true. I have a basket just inside the door for my keys. If they go anywhere else, Im lost.
The idea of looking at your business thru your customers eyes is golden.
But sometimes it is difficult because they will tellyou something you don’t wanat to hear andyou will need to be thick skinned…….
http://www.sunnymarie.com
http://www.sunnymarie.wordpress.com
Philip, I figured out many of my posts are not showing up because I put have put 2 links after my name. Sorry about that. I have commented on all your posts but I am not sure how many showed. anyway, I watch a customers eyes when they sample a new flavor. If they just say good then I know it needs improvement. If they say, “Oh my God’ and their eyes roll back in their head then I know I have a winner.. Mark
Marketingscoops
Philip. this is such up to date and brilliant stuff!! Thanks so much..Im glued here!!!
Expert in Medical Hypnosis, Success Thinking and Practical Parenting
David Power’s Hour
Hi Phillip,
This is great info. I know I need GPS on my keys. But I like the point you make on brick and morter stores where customers look. I know contractors like to design things on what they think will work but what do they know about selling.
Thanks,
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