What is it?
Not to be confused with cognitive dissonance, selective perception is basically a fancy way of saying that we tune out what our brain deems irrelevant to our needs.
- An elderly man will flip right past a magazine ad for makeup, while his granddaughter may tear out the same ad and hang it on the wall of her bedroom.
- An athlete may take note of an ad for a new “grab-n-go” high protein snack while his friend glances right past it.
In marketing we can leverage selective perception by featuring user generated content & key phrases. Creating ads that the target market relates to, such as this one:
This ad brilliantly laid out a situation that many in their target market can relate to: hearing impaired adults & youth with influence over the health decisions of their hearing impaired parents.
For a written example: look at the testimonials used on this page. Not only do they show credibility and build trust, they either resonate with the reader who excitedly books a call, or they don’t and the reader moves on to something else.
- Collect key phrases from your happiest customers using a survey.
- Then look for phrases that you can use in your next ad campaign that will rhyme.
- Use Facebook and Google Ads to test which of your rhymes works best with attracting happy customers.
Read more on selective perception:
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