Yesterday we ended with talking about an activator that isn't a hot button, or a false beta.
False Betas
If the prospect is interrupted but not engaged, that’s a False Beta. For example, in a crowded airport, you hear a voice from behind you call out your name. You turn and realize that the person calling your name was actually calling to someone else who apparently has your same name. What do you do? Do you still engage thatperson in conversation? Do you ask them what they want? Of
course not. In this case you are interrupted but not engaged–-a False Beta.
Celebrities are used in advertising because they are familiar and therefore register in many people’s reticular activators. But since the celebrity often does not connect with the product it's a false beta.
A False Beta is an Activator that is strange, shocking, creative, or unusual and will interrupt the prospect. But when the brain cannot immediately find additional, clarifying information, it quickly reverts to Alpha Mode. Result: False Beta
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Adult B2B Marketing Tip of the Day - How NOT to interrupt your prospect
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