Ever had a “big idea” change the way you see marketing?
For me, it’s been the Fogg Behavioral Model. I stumbled upon this gem while taking a landing page class over at Udemy. com.
Using this model has helped me clear the marketing fog (Pun Intended) and rethink the marketing process.
The Fogg Behavioral Model will help you:
- Better understand your customers–which means more sales
- Increase conversion rates and generate more leads
- Feel like a marketing genius (seriously)
Below, you’ll discover exactly what the Fogg Behavioral Model is and how you can use it to improve your marketing and grow your business.
The Fogg Behavioral Model Explained
The Fogg Behavioral Model is the brainchild of Dr. BJ Fogg, Stanford University professor.
His premise is this (Taken from his website):
The Fogg Behavior Model shows that three elements must converge at the same moment for a behavior to occur: Motivation, Ability, and a Prompt. When a behavior does not occur, at least one of those three elements is missing. ” -Dr. Bj Fogg
In other words, you have to express the three pieces of behavior in a way that creates an ideal environment for buying/action. If you don’t have all three pieces in the correct order, your customer bounces.
Here’s the formula:
Clearing The Fogg
The biggest revelation of the Fogg Model isn’t the formula itself.
I mean, the formula seems pretty obvious when you think about it.
The revelation is in the implications.
If you’re writing copy for your website or landing page, you might think you need to “motivate” your customers. But what if your customers are already motivated…?
Instead of writing about how easy your service is to use (which is what they want), you write an entire website talking about how bad their problem is…
There’s a huge mismatch here. And it’s one that will lead to failure.
The Fogg Behavioral Model reminds you to ask one simple question – “Where are my customers at right now?”
How To Use The Fogg Model And Clarify Your Marketing.
Put yourself in your customers shoes.
Do they need to be reminded of how bad things are right now? Or do they already know that, and are just looking for someone to point out a solution that’s easy and accessible?
Where are they in the customer’s journey?
This simple–yet important distinction–will turn your whole way of thinking about marketing upside down.
Here’s a list of questions you can use to get to the heart of this:
- What is the awareness level (motivation) of my customer? Are they keenly aware of the problem they face? Or are they completely blind to them? How motivated are they to fix it?
- Are our customers looking for solutions? Are your customers ACTIVELY looking for solutions to their problems? If so, are the solutions easy to understand? Is the process laid out simply and easily?
- Do we make contact/buying easy? Is the “click here now” or “buy now” button obvious? Is getting a hold of us easy?
The answers to these questions will force you to look at the marketing picture you’re painting and view it from a clearer, more focused angle.
Marketing Is Seeing
Marketing isn’t about flailing around and shouting, “Look at me!”
It’s about tapping into what’s already there. It’s about seeing the things others can’t–and shining a spotlight on it.
The Fogg Behavioral Model helps you do this.
I’m confident that if you direct your marketing in this light–and by extension your website and other assets (creative design)–you’ll improve your marketing by leaps and bounds.
For more on the Fogg Behavioral Model, go here.
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