How to Click with Your Target Audience? – Applying Cognitive Style
Keyword – Cognitive Style – Cognitive Ability
The understanding of the use of Psychology in attracting clients is on a rise. This rise of understanding and Psychology is especially true in the area of Cognitive Psychology – a study of mental processes.
But, most of the efforts around Cognitive Psychology fall into the category of cognitive ability, bounded by, mainly, intelligence tests. It is important to establish that understanding cognitive abilities is an effort into measuring human brain power. Trying to convert this information into usable business tactics is a step too far. And, even with the application of the ideas behind cognitive ability; trying to match the placement and marketing of products with the abilities of the target audience; there is still an added step of applying the learnings from the testing effectively.
Your aim must be to click with your audience. And, you won’t achieve this click by mimicking the abilities of your clients. You need to take an added step and understand the cognitive style of your clients.
Let’s give a simple example.
Learning & Performance
What happens when a teacher in a classroom seems to be using the right tactics that a student grabs? Or, what happens when a manager puts in processes that the team picks well?
Simply, people learn and perform better when the cognitive styles of the people using the systems are matched.
Our aim here is to apply this understanding of cognitive styling to digital marketing and business in general.
Starting with What Your Customers Wants
How do you find out what your customers want? Do you take interviews, discussions, and test groups?
The said ideas have their own place. But, times have changed.
As a digital marketing agency, the first thing we do is dive into search patterns. This gives an exact indication of what people are searching for on a month by month basis. We simply call this keyword research.
Further information that can be derived here is the overall interests and opinions of the target audience – all broken down through the initial research into search patterns. We talk further about this here with a blog on understanding AIOs – Activities, Interests, and Opinions.
Then, through an added interpretation of the said AIOs, a further understanding of the cognitive styling of your target audience can be debunked.
Cognitive Style Models
In order to make this process of cognitive styling simpler, you have the option to use different models.
From models that concentrate on singular behaviours; e.g. convergence and divergence patterns in individuals; to further complex shapes; e.g. bipolarity among humans; your options are endless. Here, I suggest working on a model that brings elements from various areas to give you a general direction for your efforts. But, in order to do so, you must understand and learn the needs of your business in your first place. I will let you think about that yourself.
At Marketing Voice, we bring together our efforts to concentrate on customer profiling, the use of appropriate language, and micro-moments that keep bringing back the audience. To learn more about how we do this and how can you apply cognitive styling to your business, get in touch today.