Jonah Berger’s new book The Catalyst: How to Change Anyone’s Mind delves into the topic of marketing persuasion. He points out that, in chemistry, catalysts don’t produce change through force, but by reducing barriers. Berger calls his framework REDUCE: reactance, endowment, distance, uncertainty and corroborating evidence. Reactance points to how people like to push back when being sold something, which can be neutralized by offering a menu of options. Regarding uncertainty, Berger notes that customers must endure switching costs when moving to new products and services. Freemium is one way to overcome this barrier.
- Jonah Berger points out that catalysts don’t produce change by force, but by making things easier to happen.
- REDUCE stands for reactance, endowment, distance, uncertainty and corroborating evidence.
- Th audience for your marketing isn’t thinking about how you’re right, they’re thinking about how you’re wrong.
“But in sales or marketing, we often end up trying to push what we have rather than being customer-focused. Rather than trying to make what we can sell, we often try to sell what we can make. We think about what we already have and how to sell that.”