What Was I Thinking?!

How many times do you ask yourself that question? Or better yet, how many times have you asked, “What were they thinking?” From bad self tanners to questionable commercials for medications with horrible side effects (why do those always pop up during dinner? Why?!), there tends to be a lot of head shaking and eye rolling.

John Green pizza gif
John Green knows me too well.

How many times do you ask yourself that question?

Or better yet, how many times have you asked, “What were they thinking?” From bad self tanners to questionable commercials for medications with horrible side effects (why do those always pop up during dinner? Why?!), there tends to be a lot of head shaking and eye rolling.

Or at least that’s how it is at the House of Sass (aka, my desk).

So, on May 12, when a bunch of us discussed things like KFC’s edible nail polish and Budweiser’s America campaign, a thought came to me: Why not have these kinds of discussions regularly … and on video?

Our newest team member, Taylor Knight, is super skilled in the art of all things video — and hopefully you can tell that by some of the latest ones we’ve been posting. So with a video maven like Taylor on my team, a whole lotta opinions of my own and the blessings of a few others who seem to like my antics, the video series “What Were They Thinking?” was born.

We launched last Friday, with me taking a second crack at the KFC edible nail polish (because, yes, I am still annoyed by it).

[brightcove videoplayer=”4920630532001″ playerid=”4057790005001″ playerkey=”AQ~~,AAAB3F0Fgjk~,iLMUk1o09xryy1Ypo80LdwzRrrPX3phQ” width=”480″ height=”270″ autostart=”false”]

Now, this is not just a platform to holler about marketing I think is ridiculous (though I will do that from time to time). It’s about asking the question of “What were they thinking?” and exploring everything from the innovative to the truly bizarre.

No bad ideas gif
Naaaaaaah. We’ve got this.

Have an idea for something I should be covering? Email me, tweet at me @Sass_Marketing or leave a comment below!

Why Facts Don’t Matter

Why do politicians and their followers dig in their heels and cling to their beliefs even when there is overwhelming factual evidence to the contrary? Everyone has, and is entitled to, an opinion. But what about facts? Most people aren’t going to change their opinion because now more than ever facts…

Triggering the Unconscious Mind for Unthinkable ROIWhy do politicians and their followers dig in their heels and cling to their beliefs even when there is overwhelming factual evidence to the contrary? Everyone has, and is entitled to, an opinion. But what about facts? Most people aren’t going to change their opinion because now more than ever facts don’t matter.

Why? It’s less politics and more science about how the brain responds.

Let’s begin with this: You build your opinions to keep you safe. It’s the primitive brain. Psychologists call it “motivated reasoning,” “confirmation bias” or “cognitive dissonance.” Still, in an exchange with someone who has a mistaken belief about any topic, and when the facts are laid out to them thoughtfully and without being confrontational, the conversation often hits a brick wall.

It’s the same with any of us selling a product or service, or raising money. If there is a wall surrounding an opinion, it’s not going to move easily because most people resist changing their opinions.

Why? At an early age we start taking in information, all a part of life experiences. We takeaway feelings about many things. Remember the Maya Angelou quote? “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” We accumulate life experiences. We turn raw, meaningless data into judgments, views and opinions.

And we’re stuck. Just like politicians and their voter followers. The other side is always wrong. Once something is added to a belief system, it is defended from change.

And as marketers, we’re stuck with the challenge of changing people’s opinions who haven’t drunk your Kool-Aid yet. The human mind instinctively, unconsciously and earnestly resists change.

What to do?

Remember: You’re trying to create new long-term memory grooves. Which means you may need to approach more slowly and deliberately, working your way through, first, glance-and-forget messages, then short-term memory, and finally, the most desired of all, the coveted long-term memory.

My recommendations:

  1. Understand underlying feelings
  2. Build trust
  3. Make it simple to understand
  4. Stories can help
  5. Stir emotion

Give your prospects plenty of opportunities to feel good about themselves and their decisions, and you may be able to open the door with enough facts to change an opinion.