Ross Johnson: Your Customers Are Crazy

1. Crazy
Your Customers Are
Marketing to Humans
By Ross Johnson @3PointRoss
Wednesday, March 14, 12

2. Thank You
For Coming
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

3. First... some little
known HISTORY.
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

4. How much do you
know about our
presidents?
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

5. Abraham Lincoln and
John F. Kennedy were
both US presidents,
elected one hundred
years apart.
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

6. Both were killed by
assassins who were
called by three names.
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

7. John Wilkes Booth
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

8. Lee Harvey Oswald
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

9. Both of those
names have
fifteen letters.
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

10. Neither killer made
it to trial.
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

11. They were both
killed on a Friday,
sitting next to their
wives.
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

12. Lincoln in the Ford
Theater.
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

13. Kennedy in a
Lincoln made by
Ford.
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

14. Both were
succeeded by a
someone with the
last name of
"Johnson"
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

15. Andrew Johnson
for Lincoln
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

16. Lyndon Johnson
For Kennedy
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

17. Andrew was born in 1808,
Lyndon in 1908
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

18. What are the odds?
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

19. Why haven’t you
herd these facts
before?
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

20. Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

21. Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

22. A bit about me...
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

23. Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

24. Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

25. • Graphic Design
• Computer Science
• Computer Information Systems
• Network Information Technology
Administration
• Social Science
• Business
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

26. Social Science
+ Business
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

27. Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

28. Help You Succeed
Through Design and the Web
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

29. Speaker at
CreateYourWPWebsite.com
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

30. Your Customers are Crazy - Design and Marketing for Humans.
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31. Marketing Success.
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

32. Target Market
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

33. Decisions & Behavior
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

34. There is a problem..
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

35. Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

36. Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

37. We think we are
rational...
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

38. We think we make
decisions based on
logic.
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

39. We think we know
why we behave the
way we do.
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

40. But we are wrong.
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

41. Our minds play
tricks on us and we
don’t realize it.
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

42. Our behavior and
perceptions are
altered by
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

43. Emotion
All decisions are made first
with emotion. Logic is
used as justification.
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

44. Cognitive Biases
Predictable patterns of
thought that lead to
incorrect conclusions.
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

45. Heuristics
Mental shortcuts used to
solve problems. Often
missing key information.
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

46. Logical Fallacies
Reaching conclusions with
out all the facts or a real
understanding of the
situation.
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

47. We don’t realize
this is happening.
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

48. To be great
marketers we need
to understand these
illogical thought
patterns
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

49. Otherwise you end
up promoting
things that don’t
matter.
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

50. In ways that people
don’t understand.
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

51. We differ culturally, but
genetically our minds
are very similar
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

52. Because of this, we
behave in similar
ways.
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

53. But we are blind to it.
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

54. Decisions are Made
Using Emotion.
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

55. Then justified
with logic.
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

56. When logic had
nothing to do with it.
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

57. Let’s look at some
examples of
irrational behavior
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

58. Example #1
Your Customers are Crazy - Design and Marketing for Humans.
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59. Harvard & Alberta
Higher Ed. Study
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

60. True or False:
“When I learn new things I
assume I already
knew them.”
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

61. True!
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

62. Hindsight Bias
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

63. Karl Teigen’s Study
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

64. True or False:
“I base my beliefs on a
strong understanding of
the subject at hand.”
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

65. False!
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

66. The availability
heuristic.
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

67. The more you are
exposed to something,
the more important
you perceive it to be.
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

68. Marketing plays a
large role in available
information.
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

69. KEY TAKE AWAY
We base our beliefs off of what
information is readily available, not
what information might be available.
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

70. Example #2
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

71. Count how many
times the players
wearing white pass
the basketball.
http://www.youtube.com/watch?v=IGQmdoK_Zf
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

72. True or False:
“I am in touch with the
reality around me.”
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

73. False!
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

74. Things you focus on
create your perception
of reality.
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

75. Much of “reality” is
missed & overlooked.
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

76. Commonly seen
things are missed
more often.
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

77. People notice
what’s different,
ignoring what’s
normal.
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

78. Selective Disregard
ie: Banner Blindness
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

79. Confirmation Bias
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

80. KEY TAKE AWAYS
No one perceives true
reality. It’s all relative to
what’s important to them.
People miss or ignore
everything else.
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

81. Example #3
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

82. True or False:
“I am aware of attempts
to influence my thoughts
and behavior.”
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

83. False!
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

84. The Art of Priming
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

85. Aaron Kay, Christian
Wheeler, John Barghand
and Lee Ross.
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

86. Your Customers are Crazy - Design and Marketing for Humans.
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87. Your Customers are Crazy - Design and Marketing for Humans.
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88. People are more likely to
judge a person as
“warmer” after holding a
warm cup (compared to a
cold one)
(Williams & Bargh 2008)
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

89. Job candidates whose
resumes were seen on a
heavy (vs light) clipboard
were rated as better
qualified for a job
(Ackerman 2010)
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

90. The hotter the
temperature in a room (or
outside) the more people
are likely to believe in
global warming.
(Li 2011)
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

91. Everything you see has
associations tied to it.
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

92. Those associations effect
your behavior on a
subconscious level.
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

93. Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

94. KEY TAKE AWAY
The images you show people, the
words you use and the items you have
in your store/office/etc will influence
your customers behavior.
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

95. Example #4
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

96. True or False:
“I think judge the value of
things in a rational,
logical way.”
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

97. False!
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

98. Rational Economics
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

99. We are irrational
about money and
value.
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

100. Relative is Not
Always Relative
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

101. Fancy Pen
Office Max: $30
Office Depot: $15
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

102. iPad2
BestBuy: $699
Apple Store: $684
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

103. What is 15 minutes
of your time worth?
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

104. Your Items Feel
More Valuable
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

105. Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

106. True or False:
The population of
Uzbekistan is
13,260,310
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

107. Anchoring
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

108. The Social Security
Auction Study
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

109. KEY TAKE AWAY
Emotion and logical fallacies get’s in
the way of peoples ability to think
about money in a rational way.
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

110. True or False:
“Other people might fall for these
things, but not me.”
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

111. False!
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

112. The Third Person Effect
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

113. Your Customers are Crazy - Design and Marketing for Humans.
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114. Your Customers are Crazy - Design and Marketing for Humans.
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115. Your Customers are Crazy - Design and Marketing for Humans.
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116. Your Customers are Crazy - Design and Marketing for Humans.
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117. You are “everyone
else” to everyone else
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

118. KEY TAKE AWAY
Most people think they are unique,
independent and avoid persuasion. In
reality, people behave in very
predictable ways... including you.
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

119. In Short...
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12

120. Thank You!
Follow me on the Twitters @3PointRoss
Your Customers are Crazy - Design and Marketing for Humans.
Wednesday, March 14, 12