You must understand the mind and how people think and make decisions. I created the Mind Molecule in 2014 for my book on Patient Engagement to show how decisions could be influenced through personalized messaging.
Most decisions are made in the emotional mind. I can show you why and how to influence decision-making in a person’s decision stream.
We get distracted easily. Our attention span for a task is only 8 seconds so you need to get your message across fast. There are many speedbumps that impede your message and I will guide you through them if you get stuck.
Engagement Journey – Consumer’s Mind
I take the Buyer’s Journey and go deeper and call it the Engagement Journey. It is comprised of 5 decision-making steps. Your messaging should align and support each step with crafted experiences at each step. At step 5, get you full engagement – conversion.
This decision-making process not only works for making buying decisions, it works for people with making good health decisions to fight chronic diseases. It is all about how we think and behave with a consumer’s mind.
There are 5 basic process steps to make an effective communication when connecting with your audience. The Engagement Journey or Buyer’s Journey is placed in Steps 2 through 4. Try this with your new email campaign or positioning deck. This process works as an outline for your story.
A check list for engaging communications
- Visually appealing
- Stimulate curiosity
- Easy to understand
- Emotionally connecting
- Engage the person to act
- Quick to absorb – scannable