I would argue that we are in a modern Renaissance period. Often times the people who live during these leaps forward fail to recognize it as they live it. I’ve been reading the book the Mind of the Market by Michael Shermer and one of the things he mentions in the book is it took roughly 99,000 years for us to grow from bands of 10-100 people to empires of 100,000 to over a millions of people. From 1900 – 2000 there was a giant leap in technology, manufacturing, and general growth of knowledge. In this last leap the amount of information, production, and learning has grown but I believe we are losing something in the process.
I learned about a new modeling site that I found pretty interesting.
Here is what they do from their site:
Zivity is where over 50,000 people just like you rub elbows with models, photographers and video artists in an ad-free social network.
We think your voice is sexy. So, our VIP Subscribers use dollar-backed votes to pass royalties to the creators of their favorite content.
To me this is a very interesting concept. First I like to put myself in the mind of the site creator. Let’s say I want to build a website centered around models.
My first problem is how do I entice models and photographers to put pictures on my site? Fame, money, something else? Quite a challenge…
Yes, can you hear that sound? Imagine fingernails going accross a chalkboard…
No, I’m not trying to torture you, but even just imaging this sound will cause most people to squirm.
Why is that?
I thought about this last night, can I tap into the same visceral feeling that this sound makes when connecting with my target market? Only not in a negative way but a positive way?
So I began my research:
In this study they found that the middle frequency of sound produced this result, although they still did not know why. But they did speculate:
They ventured that perhaps the sound bears a resemblance to a former predator in mankind’s remote past, one that we’ve forgotten on a conscious level but not innately. They pointed to the fact that the sound is similar to the warning call of a macaque monkey. Ultimately, we still don’t know why the sound has the effect it does.
Now I like this guys take on why:
The answer came to me like a blinding flash. I was eating something at a picnic and I dropped it on the ground. I wiped it off and continued eating. (Oh, you do *SO* do it too!)
As I was chewing, suddenly I heard SKKKKEEEEEERRRCH!!!!! …as I bit down hard on a tiny stone. I think every single hair on my body stood on end, and my jaws froze instantly.
THAT’S IT! Fingernails-on-blackboard: it sounds exactly like the destruction of tooth enamel. We’re instinctively programmed to respond instantly. Of course! It’s so sensible and obvious. Every little kid knows it. I remember many incidents from my own childhood. Why didn’t we adults ever realize? The scraping of fingers on a blackboard is the classic, high-frequency violin-like waveform of hard dry surfaces moving with chaotic stick/slip motion. And that could very well be why our instincts are programmed to repond to it so strongly.
It’s the sound of body damage; but it’s a particular type of body damage for which there is no pain …yet no healing.
I like the second one.
A few questions I wanted to ask…
- How can you tap into these types of feelings to connect with people? For instance, let’s say you are a stylist or a consultant for men who need help with style. What type of ancient emotions can you design into your sales copy that will not make us cringe but make us want to buy?
- Since I agree with the teeth hypothesis how can you use the ‘no healing’ instinct to connect with people in your target market?
Yes, I know kind of out there but I like to stretch my mind at times.
I’ve been wanting to do a post like this for a while but I never quite had it worked out in my head:
The latest post over at SocialMediaToday is a mst read for awesome tactics for anybody or company engaging social media:
- Commitment and Consistency
- Social Proof
I’ve been listening to the book Predictably Irrational, Revised and Expanded Edition: The Hidden Forces That Shape Our Decisions
(amazon link… you hear a low whisper, buy now).
In the last chapter the author Dan Airely talks about a study he did involving how people order food or drinks.
Essentially what he found is when we make public what we would like, even in this close trusted environment, that this effects each individual persons order.
But in strange ways. The first person to order is generally more happy with what they order, essentially because they got what they wanted. But as you go down the line what you find is people tend to have a strong need to be individualistic.