Uniqueness, Belonging, and Marketing to the Individual by @mattwallaert #dsclt16

The fact is, if you don't feel special and unique- you get depressed. At the same time, if you don't feel like you're part of a group- you get depressed. In other words, we all want to be both unique and similar. How can we be both?

We do this by switching between what we identify with based on where we find ourselves. 

In fact, we don't just "like" or "dislike" things. We also sometimes like or sometimes dislike things. It's a matrix: like & dislike vs sometimes & always. 

We can use this when it applies to our marketing efforts. For instance, if someone dislikes your company, they might always dislike it or sometimes dislike it. Your message will change based upon this.

Unstable Dislikers: will move on to the next thing, later.

Unstable Likers: will eventually move o not the next thing, too.

Stable Dislikers: can help tell you what you can do better. This can be an advantage.

Stable Likers: are your brand ambassadors. These are a big asset to your company.

What does this have to do with marketing? People buy according to their identify: "We are the people who..." You need to market to people according to their identity. 

Part of marketing to soemone'es identity is to identify how they fit into the matrix. Don't try to make someone become a "Stable Liker." Market to them, where they are located in that matrix. 

For example, an unstable liker would be interested in snackable, brief content.