How Some Companies Are Affecting Your Subconscious
While the MacNeill underwriting and sales teams are learning about effective methods to assist our agent partners with increasing their business, we recently discovered a brilliant TED Talk given by Nir Eyal, author of the book Hooked: How to Build Habit-Forming Products.
Marketing companies assume that its easier to twist our perspectives by psychologically spinning their products to make us believe that searching for their product or website was entirely our own idea. However, we are seeing that there may just be a way to squeeze some helpful and positive lemonade out of these tricky lemons.
So here’s how it works:
The Hook is broken down into 4 sections: Trigger, Action, Reward, and Investment. Major companies are able to determine the emotional motivations that are normally associated with different online forums. For example, if you are feeling lonely and want to be around people, you will most likely go to facebook. People who are depressed are proven to be the most frequent checkers of email. If you are feeling a thirst for knowledge you will turn to google, if you are bored you will go to Youtube, and the list goes on from there.
Eyal took us through all four stages, and we realized just how accurate he was. We have become addicted to our emails, facebooks, youtubes, you name it! But what products “serve us and not hurt us?”
“The real problem is that too many products and services out there are not engaging enough,” said Eyal.
Not all companies possess the qualities that facebook, instagram, and youtube possess.
“Think about the products you are forced to use every day whether at work or at school. I think we can do much, much better. What makes these products (facebook, instagram, youtube) so engaging also makes them better. (Some product makers) don’t understand the psychology of good product design……I am particularly excited about companies that use hooks to help people in need.”
Offering support right at the fingertips can be a great way to connect people for happier and more productive lives.
“Truly we can use habits for good,” says Eyal.
In insurance, we have a responsibility to our clients to provide them with life changing service and products. After all, insurance is here to make the thought of a tragedy happening more livable by providing a sense of security. Using a “Hook” in our new insurance technologies can save lives in our industry by allowing people access to knowledge that wasn’t previously available.
A comparative rater like our Quick Quotes tool is a great example because not only does it conveniently cut down on an agent’s time searching for answers for their client, but it creates a shortcut for the insured and a quicker path to coverage.
Ultimately all signs are pointing to change in the way we use technology, because a new era in insurance has already begun. It’s our job to make sure that we can keep up.
Click on the video below to see the entire TED Talk.
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