{"id":7594,"date":"2020-02-03T17:25:51","date_gmt":"2020-02-03T17:25:51","guid":{"rendered":"https:\/\/createhealth.com\/psycho-logic-and-the-magic-of-nonsense-an-audience-with-marketing-maestro-rory-sutherland\/"},"modified":"2020-02-03T17:25:51","modified_gmt":"2020-02-03T17:25:51","slug":"psycho-logic-and-the-magic-of-nonsense-an-audience-with-marketing-maestro-rory-sutherland","status":"publish","type":"post","link":"https:\/\/createhealth.com\/us\/psycho-logic-and-the-magic-of-nonsense-an-audience-with-marketing-maestro-rory-sutherland\/","title":{"rendered":"An audience with marketing maestro Rory Sutherland"},"content":{"rendered":"

We recently sat down to hear Rory Sutherland share his wisdom. If you\u2019ve not heard of Rory, he\u2019s widely held as an advertising legend. He\u2019s the Vice-Chairman of Ogilvy and founded their behavioural science practice.<\/p>\n

As a healthcare marketing agency who holds the mantra \u2018mindset matters\u2019<\/a>, we were particularly interested to hear what insights Rory might share about the interaction between customer psychology and clients\u2019 marketing.<\/p>\n

He was in town to talk about his latest book, Alchemy: The Surprising Power of Ideas that Don\u2019t Make Sense<\/a>, <\/em>which we were fortunate enough to walk away with a copy of.<\/p>\n

The book\u2019s argument flies in the face of a commonly-held marketing belief and practice: that campaigns need to be built around factual, rational insights. Because we are rational animals. Right?<\/p>\n

Well, not quite.<\/p>\n

Behaviour change in healthcare marketing<\/h2>\n

Emotion vs. rationality<\/strong><\/p>\n

Rory\u2019s talk revolved around the idea that, actually, much of our human behaviour doesn\u2019t make a lot of sense. We make irrational decisions far more than we might like to think. Our \u2018monkey brain\u2019 likes to thwart our attempts to act in measured, logical ways.<\/p>\n

The audience erupted into laughter time and again, as Rory gave plentiful relatable examples of our odd behaviours and preferences.<\/p>\n

One case in point that we enjoyed was about queuing. Following logic and reason, the factor that dictates our queueing experience should be the length of time we spend in said queue.<\/p>\n

Actually, studies show that\u2019s not true. Our satisfaction is more closely correlated with \u2018less important\u2019 factors such as the speed we are moving, whether or not we can see the front, and whether or not we know how long we are going to be waiting.<\/p>\n

Some brands get it right<\/strong><\/p>\n

Uber knows this information and used it cleverly. Instead of trying to reduce wait times, they thought outside the box and embedded a tracker map into the app instead. It turns out people are happier about waiting 10 minutes while tracking the car, than wait 6 minutes without a tracker. Our \u2018monkey brains\u2019 are wired to hate uncertainty more than waiting.<\/p>\n

Nurofen also knows what they\u2019re doing. Not only do they use red pills, which are proven to have a more powerful effect than other colours, they also split their painkiller into a range \u2013 for periods, aches and pains, and headaches. While the products are almost chemically identical, they sell well. Why? Because an expensive, red, and specifically branded painkiller does <\/em>work better. We unconsciously put more faith into it, which moderates our body\u2019s response to the drug.<\/p>\n

Many criticised Nurofen for this marketing decision, claiming it was dishonest and ripping people off. But we actually support their decision \u2013 if sub-dividing their painkillers makes them work better through placebo, surely that can\u2019t be a bad thing? Sometimes we don\u2019t have a 50p headache, we have a \u00a33.50 headache!<\/p>\n

Some brands miss a trick<\/strong><\/p>\n

Other brands rule by sound logic only and miss the point completely.<\/p>\n

Take the Kindle. It is objectively a smarter choice. It is lightweight and can store many, many books. Digital formats mean less wastage. It\u2019s better for travelling, and cheaper than buying paper copies long-term. You can also adjust font size and brightness, making it very accessible.<\/p>\n

But the fact of the matter is, physical book sales are better than ever.<\/p>\n

This is because Kindle failed to realise that people have a strong emotional connection with books. Their smell, the tactile interaction, childhood memories of bedtime stories all imbue books with intangible value. Physical books make perfect gifts. Kindle books? Don\u2019t work for gifting. Once again, our emotions overrule our logic.<\/p>\n

In Rory\u2019s words, <\/strong>\u201cWe get a lot of things wrong because we don\u2019t understand what they\u2019re <\/strong>really <\/em><\/strong>for<\/strong>.\u201d <\/em><\/strong>Indeed.<\/strong><\/p>\n

So what does this mean for marketing?<\/p>\n

It probably means that our slavish pursuit of products and campaigns that follow rational assumptions about your target audience is misguided.<\/p>\n

Instead, Rory campaigns for more nonsensical ideas. Ones that catch us right in the feels \u2013 whether we\u2019re laughing, crying or even momentarily stunned. Ones that use unusual framing to make us take a fresh look at the world.<\/p>\n

After all, \u201cAppealing to the emotions of decision making isn\u2019t cheating and it does work.\u201d<\/p>\n

The \u2018monkey-brained\u2019 marketing \u2013 that talks to parts of our decision-making we like to ignore \u2013 is the stuff that triumphs. As a healthcare marketing agency, just like Rory, we think brands need to be a bit braver in embracing this.<\/p>\n","protected":false},"excerpt":{"rendered":"

We recently sat down to hear Rory Sutherland share his wisdom. If you\u2019ve not heard of Rory, he\u2019s widely held as an advertising legend. He\u2019s the Vice-Chairman of Ogilvy and founded their behavioural science practice. As a healthcare marketing agency who holds the mantra \u2018mindset matters\u2019, we were particularly interested to hear what insights Rory […]<\/p>\n","protected":false},"author":1,"featured_media":7341,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[63],"tags":[],"class_list":["post-7594","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-create-news-us"],"acf":[],"yoast_head":"\nAn audience with marketing maestro Rory Sutherland - Create Health - Healthcare & Medical Marketing Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/createhealth.com\/us\/psycho-logic-and-the-magic-of-nonsense-an-audience-with-marketing-maestro-rory-sutherland\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"An audience with marketing maestro Rory Sutherland - Create Health - Healthcare & Medical Marketing Agency\" \/>\n<meta property=\"og:description\" content=\"We recently sat down to hear Rory Sutherland share his wisdom. 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