Gaining attention with the use of stimuli

As a business owner, how do you ensure that the stimuli you’re placing in

front of consumers aren’t ignored, but rather recognized, interpreted, and

stored in their memories? Know how to recognize the three concepts of per-

ception, or processes that consumers go through. And depending on the

process at hand, use specific stimuli to gain consumers’ attention so they can

complete the purchase. The concepts of perception include the following:

 ✓ Selective exposure: Consumers are more likely to notice stimuli that

relate to their immediate needs. Consumers in this phase seek out mes-

sages that are pleasant, that they can empathize with, and that reassure

them of good purchases.

 ✓ Selective distortion: After the consumer has decided to purchase a

product, he tends to only seek out information that reinforces that deci-

sion. At times this information can distort what’s true.

 ✓ Selective retention: Consumers remember more accurately messages

that are favorable to their self-image than messages that are unfavor-

able. In other words, consumers tend to remember the good and forget

the bad.

 By understanding these concepts of perception, you have a better chance of

ensuring that your marketing message isn’t ignored by your potential consum-

ers. When you understand which types of perception are associated with each

stimulus, you can focus on a particular stimulus or combinations of stimuli

that evoke the most favorable perception in your potential consumers. You

can use the process that the consumer uses to direct your marketing message

to them and trigger the stimuli that they need to get the green light for the

purchase.

For example, if you’re finding that the majority of your consumers are in a

selective retention process of perception, you want to draft your marketing

message in a way that’s favorable to their self-image. Think of the cosmetic

dentist down the street. He knows that his patients are mostly interested in

teeth whitening, because it enhances their self-image, increases their confi-

dence, and makes them feel beautiful. He creates a marketing message that

caters to potential patients and places the message in a magazine that’s dis-

tributed to 38- to 45-year-old successful women. Why? He knows they’re look-

ing for ways to enhance their self-image, they know that beauty is important

to success, and his marketing message will reinforce their values and their

decision to have their teeth whitened. They’ll then perceive him to be the

dentist they contact for this service, because he understands them.