Do you recognize the blissful ignorance effect in your mediation marketing?
April 28, 2008 ·
Is it possible to give too much information about mediation or your services in your marketing?
Maybe so.
Consider this University of Iowa study and the so-called Blissful Ignorance Effect:
“We found that once people commit to buying or consuming something, there’s a kind of wishful thinking that happens and they want to like what they’ve bought,” said assistant professor of marketing Dhananjay Nayakankuppam. “The less you know about a product, the easier it is to engage in wishful thinking. But the more information you have, the harder it is to kid yourself. This can be contrasted with what happens before taking any action when people are trying to be accurate and would prefer getting more information to less.”
The study focused on products, but I couldn’t help but wonder if the conclusions teach us something about marketing services as well. While I’m always cautious about generalizing beyond the research scope, it sure is tempting to consider it.
What do you think? Leave a comment with your opinion.
Found via Guy Kawasaki.
Copyright © 2008 by Tammy Lenski. All rights reserved.
Tammy:
ABSOLUTELY!! (Sorry for yelling!) If I explain Mediation in general terms during a telephone inquiry, the client normally seems excited and “ready to go”. If the client then asks me to send them some written material they can review - I need to be judicious. When I have sent a brochure, professional experience and qualifications, it usually converts into a mediation. If, however, I also include a copy of the Agreement to Mediate, (which is by necessity written with a legal overtone), and, in addition, the confidentiality agreement for the clients review, I almost never hear from the client again. The legal language scares them because there is not someone there at the time they are reading it who is knowledgeable and can take them through all the steps and “clauses” and explain why they are to their benefit, and not to their detriment.
I absolutely agree that clients want to feel good about what they are about to do. They certainly don’t want to enter in to an endeavor with great trepidation. This is compounded in the Mediation field, because normally you have only talked to one of the participants, and the only explanation about mediation to the other participant or spouse are the legal contracts sent in advance. These documents can be “off putting” if the Mediator is not present to explain the protections the various clauses provide. This was an important “lesson learned”.
The University didn’t have to do a study! I could have told them that. Of course, it’s just my humble opinion!
Best regards,
Mark
Hi, Mark! Your example of the ATM sent in advance is a really good one. I used to do that too, in an attempt to be helpful, and sometimes it was more anxiety-inducing than anything.
My takeaway from Iowa’s study, similar to your experience, is that there’s a point at which helpfulness can begin to undermine inadvertently.