Change your Fate and Make Smart Decisions by Keeping Your Message Simple and Clear, Use Salient Features to Improve the Customer Experience | Shirley Chio

Keep doing what you’re doing, just make smart decisions. Whatever choice you make, you can always change your fate. Good decisions come from experience and experience comes from bad decisions. Keep in mind that you are what you read and what you watch. The art of strategic thinking is more about experience and learning from it. Decisions are generally about actions that are expected to take place in some future desired situation and yet many haven’t realized that speed is not necessarily an ally of good, effective decision making but literally having sufficient information.

Psychological traps are likely to undermine business decisions and one of them is perspective which often results in decisions that were flawed at the time they were made. People live in a noisy world with lots of information competing for their attention and distractions like these may just be yelling for simple choices and messages. In fact, choices should not be as difficult as a math exam while advertisements not even provide options or suggestions that make target viewers think. The cue here is as simple as please don’t make me think.

Clear experiences are easy to notice and navigate. Creating them makes people better understand what they are having at the moment as well as help them decide what actions they need to take and how. As a marketer, you need to understand that people can only use information they noticed. Indeed, nobody counts the number of ads you run but only remembers the impression you make. So it leads us to asking what makes an experience great? I guess it would be the art of designing the experience where a little psychology and behavioral science may help create an experience that sings.

The first step is to frame communications so you can drive customer actions and make it an additional section on the customer journey map. Design decisions. Make it easy. Make it attractive. Make it social. Make it timely. Structure your thinking. Analyze your journey. Find areas for improvement. And yes, efforts would be less intense if you use a scorecard to help pinpoint problems whenever an experience is broken on the journey.

Simple solutions may work especially at times when it visually stands out from its background. When it comes to choice, you need to reduce the number of options available including the complexity for the customer. Smooth it out to increase consideration, create higher engagement and encourage more sales. Moments where customer perception of time doesn’t match reality are key indicators of choice overload. In fact, research shows that the amount of choices and the perception of time are very much related to each other which makes the individual moments interconnect in ways wherein a single touchpoint does not work in isolation.

Capitalized on the momentum that comes with being one of the fastest growing industry and take note that it is only considered fast if you can grow your business that way. I’ve seen fire and I’ve seen rain with my line of virtual assistant work. The human brain prefers to pay attention to the salient elements of an experience and that could be the one element in your ad or content which makes it easy for people to process information and as a result, makes the experience clear. To do this, you need to know what elements make something visually salient such as luminance, texture, contrast and scale.

Salience creates cognitive ease and makes an element prominently or emotionally striking, like it seems to jump or maybe blend with the background. A good example of a clear message are easy to notice road signs for drivers. The context of a customers experience affects how likely they are to find an element salient. Clear system, large signs, contrast and scale may help it stand out but still takes time finding which also makes the product even less so. That is why there are funnels and landing pages to take care of that.

in retail and digital experiences, salience can be manipulated by changing where and how they are shown. Keep everything simple and clear. For example, to build credibility, marketers and entrepreneurs often use graphs and bullet points in an attempt to improve the audience experience and understanding. Although this technique nicely puts facts and figures into context to prove a point, it also serves to confuse them more. Know that your content and posts in social media are part of the presentations and messages that may serve you only if you keep things simple and clear.

When you keep things simple and clear the way Apple usually delivers a presentation, expect a 100% engagement and quite a big number in sale. Note the salient features of your text, visual and sound designs to make it appropriate and interesting for your audience. It is because what really matters to users is not necessarily the nature of the object but the meaning they attached to it. Oftentimes, marketers get swayed and do not cover this anymore. Just keep everything clear and simple. That simple!

Shirley Chio
Your Arm Extension | ShirleyChio.com
Social Media Content Marketing Lead Generation
Customer Retention & Relationship Management
Let Me Help You Build Your Brand Online!
(Work from Home Virtual Assistant Philippines)

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