This is the third video in this little power play of buyer psychology and how to use the right psychological channels in your advertising and marketing campaigns. So in the previous two videos, we covered the sort of two halves of that. I want you to go back and watch those, if you haven't and otherwise let's continue. Cuz the next thing we're gonna do on this one is talk about the information process, the consumer information process and what the steps of that are and what you need to do with your marketing and promoting so that you can bring people from, you know, the beginning of that process, all the way to taking action and becoming a customer or a buyer of your product and service. 

All right. So let's dive right into the consumer information process. Now I wrote some notes over here so that we can stay on track with this video in the previous two videos that kind of lead us to this discussion. We talked about the consumers, you know, the thinking approach to your messaging and the emotional approach to your messaging and how to talk to those two different types of buyers. Or, you know, if you flip that, how to use that depending on your type of product or service, is it more sold emotionally or is it more sold with information, facts and figures cognitively either way the consumer has to go through this information process. Now in the past, I've done some videos on this. I like to think of this as kind of the ramp. And one way to, to contemplate this is if a buyer or your potential customer just hears about you for the first moment, that's like the first step of the process, right? 

And then the last step of the process is the, you have money in your bank. So they purchased something, right? So the beginning is exposure. And then the end is transaction by, you know, a confirmed sale. And along that is a, what I call a ramp. That's the way I like to visualize it. Right? So as we raise the stakes of that relationship, there are hallmarks. So let's go over the hallmarks. The first one I already said is exposure to information. And the information in question is your brand. The first thing you have to do as a marketer is expose massive amounts of people to your brand. That's mission critical because we need the most number of eyeballs exposed to the brand to get folks to the next one, which is a selective attention, right? We get them exposed. Then we need to grab their attention and get their focus. 

That's the next step. Then we've got to get them to understand what it is that you sell, do or offer. They've got to move into a comprehension phase. If you will like an understanding phase, right. Then they got to move into agreement. And let me look at what I wrote about this, right? Uh, yeah. You've got to create some credibility. They've got to agree with the value. I guess that you're, you know, I think that's the best way to say they have to agree that you have to create some agreement past the understanding that somehow or another, what you're offering your product or service kind of fits into their life or their needs. Right? And then we gotta get into retention and retrieval. They've gotta be able to, um, remember you and retain the information, right? And here's why this is so important. They may not have the problem that you solve at the moment that they're at this phase, but we need them to retain and be able to recall, you know, all the comprehension and awareness so that when that problem rears its ugly head and pisses them off or causes them some sort of pain in their life, you are top of mind and they can get into the next phase, which is the decision making phase, right? 

You're gonna start getting into the deciding to make a purchase. And that means you may. And that phase be up against some competitors and so forth, right? So that's why we want that retention to be strong. We want them to remember all the good things about your brand. If you go back on my channel here, you're gonna hear things like about reputation, marketing and social proof and all the other psychological triggers that we need to use along the way in this process. So that we get a positive outcome, which is of course a new customer. Okay. So we gotta get 'em through the decision making process. And then the last thing, and it's like the decision making process is kind of the killer with all this, right? We get the person to decide, but it doesn't mean anything if they don't take the last step, which is action. 

And we constantly are mentioning that you've got to have a call to action in your marketing, but you can't have a call to action at the beginning because it's not congruent with where the person's at. If they're at awareness or they're in the earlier phases that we just outlined, the call to action is not appropriate. But if they're in the decision making process, after retention, after comprehension, after awareness, if they're in that phase and you hit 'em with a call to action, then it makes sense. And then you get the deal and the call to action might be by now pay now book. Now, you know, any of those final steps that confirm them being one of your new customers or clients, right? So that's the process I like to illustrate it that way. Like in terms of like a ramp, cuz it's kinda like raising up the other way that, you know, it's been pretty trendy over last so many years is to think of it like you're filtering or funneling down. 

Um, you know, either way, however that you know, works for you visually is fine, but just know that all those steps you can't escape, right? You, you, you literally have to take people along that way. And that means that your marketing, your ads, your website pages, where you're landing people, the email messages along the way have to address the needs of each one of those parts of the process, right? So each, each part, each step along that way, each hallmark needs to be addressed in your marketing campaign. Your campaign literally needs to hit all of those in order to be successful. You can't go from zero to a 100 and you know, that's a fantasy and a mistake that a lot of folks made that they think they're gonna throw like some offer out. And nobody's even aware of the brand. Nobody even understands what the brand does. 

Nobody understands what the product does. Nobody understands that what their need is or what the benefit is or any of these things that are in the interim steps. Well, of course that type of ad is just gonna fall on its face and you're just not gonna get a good take rate on it. You're gonna lose money probably. And the ROI is gonna be very low because you didn't address the other pieces that are required to get people to the point where they're gonna take action. So remember the playbook, apply it to your marketing campaigns. You know, I know this is gonna take a little bit of patience. It maybe is not what you wanted to hear, but it's what you probably needed to hear and go back and visit the previous two videos to this video, where we dive into those two psychological channels that you can tap into all three of these together. We'll get you much further down the road. Go ahead and like this video for me that helps the channel and subscribe.