Decisions, Decisions: How You Can Nudge Your Customers (Attendees, Sponsors, Stakeholders, et al.) to Influence Themselves
Dave Bullard, CFEE
Owner
FanFirst Events and Influence
Syracuse, NY, USA
In this fun and fast-paced seminar, Dave Bullard, CFEE, shows you how behavioral economics – no, wait, don’t leave just because we said the word “economics!” – can help you earn more from whatever you sell and help you run a better event. You’ll learn how people make decisions and the best ways to influence those decisions. We know that the words “fun” and “economics” rarely appear in the same sentence, but Dave says that this talk will be heavy on small, non-scientific words and real-world ideas you can use right away. The world’s biggest businesses use these ideas and so can you. There’ll be a few games that will even help you learn a little about yourself and how you make decisions.
An explanation:
Economists thought for decades that people, if given enough information, would make rational decisions. They were wrong, and several economists and psychologists proved it well enough to earn Nobel Prizes.
In general:
- We make decisions quickly, based on our biases
- We prioritize avoiding losses over maximizing gains, even when the odds favor going for gains. A loss of $1000 hurts 2.25 times worse than a gain of $1000 feels good.
- The way a loss or gain is framed (through marketing or other means) has a much greater influence on the outcome than you would think.
- People can be "nudged" (a nudge is not a mandate -- it must be cheap and easy to avoid) to change their behavior.
Given all of that (and much more; too much for a simple seminar), what is the best way to present information that improves sales or changes consumer behavior while remaining ethical? That's what we'll talk about.