Making you feel slightly

[Shishirgano9]

“The human brain loves novelty. An unfamiliar, unusual, or unexpected element in a presentation intrigues the audience, jolts them out of their preconceived notions, and quickly gives them a new way of looking at the world” While in a TED talk, novelty is used to educate, entertain, and delight, in a sales context, novelty, in the form of a hidden enemy, has three benefits: Clarity: it provides your customer with crystal clear clarity around the problem you can help them solve by giving form and substance to the emotional pain the enemy invokes.



Reciprocity: reciprocity is the practice of responding to a paraguay cell phone number list positive gesture, action, or behavior with a similar sentiment. In this case, the incident of micro-learning created by revealing the hidden enemy makes the customer more likely to give you just a little bit more of their attention. Credibility: it positions you, your organization, and your product(s) as the de facto solution to solve the problem. In the hazelnut spread example, Kraft provides clarity by crystalizing your fears around the specific hidden ingredient in Nutella.



They’ve also taught you something you’ll likely find valuable,smarter and generating slightly more affinity to their brand. And while Kraft doesn’t explicitly state what ingredient in their own spread replaces Nutella’s palm oil (it’s sunflower oil by the way) the very fact that they’re calling it out implies that they’ve taken a different, “higher ground” approach. With so many vendors vying for customers’ attention, many are destined to get lost in a sea-of-sameness.