Positive Consciousness Permeation

 In Branding, Business, Marketing

At first mention of the above title, one might think it’s a bit verbose.
While it may make you stop and ponder for a brief moment, let me thoroughly explain where I’m coming from in the circulation of this term.

As Homo Sapiens, we are genetically wired to mentally build barriers to things that cause concern and create more mental bandwidth for information that we deem to be positive.

“Positive emotions promote discovery, creative actions, and ideas. These, in turn, build that individual’s personal resources; ranging from physical and intellectual resources to social and psychological resources. Importantly, these resources function as reserves that can be drawn on later to improve the odds of successful coping and survival.”

Says Barbara L. Fredrickson, Doctor of Philosophy at the University of Michigan.

“A key idea in these models is that having a specific action tendency comes to mind is what made an emotion evolutionarily adaptive.
These were among the actions that worked
best in getting our ancestors out of life-or-death situations.
Another key idea is those specific action tendencies and
physiological changes go hand-in-hand.”

Succinctly put, every hour of each day we are subconsciously categorizing whether the information we digest is positive or negative and simultaneously acknowledging whether to mentally flee or engage with the material.

Permeate, according to Mirriam Webster is defined as, “to pass through the pores or interstices of.”
The idea from a marketing standpoint of consciousness permeation is to craft content and information that breaks through our own biological safeguards that naturally exist.
Just as Inception Marketing promotes, the battlefield is won or lost in the mind.

While it may seem daunting, here are a few methods that I’ve seen to be successful.

1. The Occam’s Razor approach.

Occam’s Razor is a principle from philosophy that states that if two explanations for an occurrence are present.
The one that requires the smallest number of assumptions is usually correct. Another method of saying this is that the more assumptions you make, the more unlikely an explanation.

Think about this for a second, the longer someone goes on and on about a product or service, the more we build up negative notions in our mind on what the individual is trying to sell.
Don’t waste the individuals time, great products sell themselves, our job as marketers is to shine the light and get out of the way.
Case and point, have you ever heard of a used car salesman with a “shy” or “reserved” personality?

Marketing Application – Don’t clutter your content, get to the point quickly.
The average person sees over 5,000 advertisements PER DAY, we only make extra time for things we enjoy or deem necessary.

CUT THE CLUTTER – GET TO THE POINT

2. Choose the appropriate timing.

Why does a salesperson make the majority of his or her cold calls on Friday afternoons? Catching the right person in a positive mood can make the difference between a discussion and sale or being shut down.

Plan your content to be received by the individual when he or she is going to be the most receptive.
Immediate positive actions signal Search Engines and Social Media Platforms to increase the spread of the content that was just released.
With algorithms controlling the spread of information, it’s imperative that the algorithm picks up early that people are impressed and excited about the information shared.
While it’s extremely aggravating, it’s the world we live in.

Marketing Application – Study your demographic, learn when they are going to be the most receptive to product education or value propositions.

Let’s continue this discussion! Feel free to email me at chad@plateaucreative.com.

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