How to Sell Certainty in an Uncertain World

Are you wondering how to use certainty as a universal influence technique to convince people who are facing the fear of uncertainty?

1.    About CERTAINTY (Check out the Universal Buttons SCAFR model by David Rock)

Certainty refers to the general preference for stability and the ability to make accurate predictions about the future, avoiding surprises and unexpected scenarios. It also involves resistance to change, as choosing to stay in the comfort zone acts as a protective mechanism. This preference is about survival and is a powerful mechanism. People prefer to play it safe and stick to certainty, but we also need to consider that changes and evolution usually mean taking risks without knowing all the details and the clear outcome.

Certainty is also a constantly activated survival mode. If you are uncertain whether the berries in the forest are poisonous, you probably wouldn't eat them because you could easily die.

Disclaimer: Our need for certainty varies based on culture, age, personal tendencies, financial situation, and family status. However, we all have a personal connection to the concept of certainty.

QUESTION: If someone has to choose between something that is certain and good, and something that is slightly better but with a high rate of uncertainty, what do you think their choice will be? Most people will choose the more certain option. The risky choice often needs to be justified by a significantly bigger improvement to outweigh the associated risk. Exceptions occur if the individual is in a desperate situation or has nothing else to lose.

2.    About UNCERTAINTY

Uncertainty is Worse Than a Certain Negative Outcome

Uncertainty is considered to be worse than a certain negative outcome. Getting fired is bad and makes you feel blue, but wondering if you are going to be fired feels worse. Getting a divorce might feel bad, but wondering whether you are beloved or respected feels worse.

If you have children, it is perfectly normal to be less open to uncertainty and less inclined to take big risks. Uncertainty often leads to slowing down, hesitation, procrastination, avoidance, or disengagement.

Therefore, the button can also work the other way around. By highlighting the uncertainty of one choice, you can reinforce the normality and known choices provided by another option.

Change typically involves uncertainty. As mentioned previously, some countries experience higher levels of uncertainty than others. After establishing this, the population needs to be further segmented based on different criteria. Anything can be achieved if addressed properly and tailored to the appropriate audience.

Let’s make uncertainty less intimidating!

3.    Examples

Let Them Try the Product

In the digital environment, this strategy is commonly used. Think of applications that offer a free trial period or a free package (like Duolingo, WeTransfer and LinkedIn). These strategies also work because they allow and encourage you to try and use the service before upgrading and paying for something you know you will like. By providing these packages, they reduce uncertainty. Find the right proportion of what you give away for free, or people will get comfortable with what you offer and won’t consider the upgraded paid version.

Free Returns

Similarly, products that offer free returns if you don't like them also reduce uncertainty. Businesses that encourage you to order more products and keep the ones you like with free shipping also thrive because they find ways to reduce uncertainty. People feel safer and experience pleasure when they understand and are certain of details, while they feel fear and resistance when they don't understand. Reduce the level of their perceived risk.

No Permanent Decisions

When people know it's not a permanent decision and they can return to the decision point, they are less resistant to trying out new experiences, whether it's a product or a service. I have also seen this approach in pet adoption. While I don't necessarily agree with it, I understand the reasoning.

Re-frame Uncertainty As a Possibility

Present uncertainty as a fertile ground for something certain or at least less uncertain.

Leave a Little Space for Curiosity to Emerge

 Encourage questions and exploration, allowing customers to discover the value of the product on their own.

 Create an element of mystery or intrigue that invites users to learn more and engage deeply with the product.

Emphasize WHY and HOW they are not losing anything

People prefer to keep what they already have.

Fear trumps reward: the threat of loss is often a more powerful motivator than the promise of gain.

Let them experience the product in innovative ways

Volumetric Capture: A New Dimension in Storytelling - Volumetric capture captures objects or environments in three dimensions, creating content that can be interacted with in a 360-degree space. While specific examples in marketing are still emerging, brands like Nike could greatly benefit from this technology. Imagine a campaign where customers can experience products in a fully immersive 3D space, adding depth and interactivity to the brand narrative.

Did You Find Value in the Information Provided?

If you are interested in this domain, I recommend ordering my book, Influence Made Simple, which I published a couple of months ago. Simplifying complex information is no easy task, but I promise you will find at least five key takeaways from this book.

Check availability and choose the marketplace that suits you best: Carturesti, Meleti or Amazon. If you are in Bucharest and a fan of Cărturești libraries, you can find the book on their shelves.

Check out the site for more information regarding B2B courses and consultation on implementation.

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