Have you ever disliked someone who agrees with you? Ever? Think really really hard
So what is False consensus bias?
As humans, we tend to believe that our thoughts, our feelings, our emotions, our point of views etc are correct and they are the most accepted form of that particular concept. What we believe is the truth and that is all that really matters. This bias is so strong that it makes us argue with people who disagree with us or present a completely different point of view than the one we acknowledge and keep close to our hearts. This is essentially what makes our personality, our attitude, our belief system and a whole lot about us.
So how do sales and marketing guys use this concept? When we are strong in our opinions, how can they influence us into buying what they want to sell us? The way this is achieved is via a 2 step process. Known as Pacing and Leading. Pacing is the process where one aligns with others thoughts and interests and accepts them and acknowledges them so as to win the trust of the other person. Once this is done, Leading is the next step by making suggestions.
- How is this done in the marketing / online world. Some examples of Pacing?
- Show that you belong to the same community
- Show that you share the same pain (or at least used to)
- Show empathy
Once this is done, the buyer will trust you as you trust his beliefs.