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Episode One : Whats going on in your buyers mind?

Title: Understanding the Buying Process: Getting Inside the Minds of Your Ideal Prospects

Introduction: In the world of business, we often encounter challenges such as a shortage of leads, underperforming sales, or prospects who disappear before closing a deal. So, how can we address these problems effectively? The solution lies in attracting the right audience and gaining insight into their thought processes. In this blog post, we will explore the wisdom shared by Jason Tanner from Zero Noise Marketing on how to understand your ideal prospects and achieve higher close rates, predictable leads, and increased revenue for your business.

First Principle: Cost-Benefit Analysis When engaging with potential customers, it is crucial to understand that they, like all buyers, are primarily focused on making the best possible decision. Every individual engages in a cost-benefit analysis, aiming to maximize benefits while minimizing costs. This process is ingrained in our brains and guides our decision-making across various aspects of life. Prospects take their time, especially when considering significant investments, to ensure they feel comfortable with their final decision. As they progress through the buying process, their questions and search queries become more sophisticated, indicating their growing knowledge and understanding.

Buying Stages:

  1. Awareness: The initial stage is becoming aware of a problem and realizing that there is a solution available. Prospects may recognize the problem but not yet be aware of an affordable and accountable solution that suits their situation. Increasing awareness among potential customers is crucial.
  2. Comparison Factors: Once prospects acknowledge the problem and the availability of solutions, they start considering various comparison factors. They develop a framework, whether mentally or through charts, to evaluate the options effectively. The aim is to make an informed decision that aligns with their needs and preferences.
  3. Decision Point: At this stage, prospects eliminate options that do not meet their criteria and narrow down their choices. If there is a clear winner among the remaining options, they select it. However, in cases where the choices are closely tied, prospects rely on their relationships with the vendors or service providers to make the final decision. A strong relationship can give you an edge over your competitors.

Outro: In the next video, Jason Tanner will delve deeper into the first stage of the buying process: awareness. By understanding how this stage works, you can effectively shorten the sales cycle. Stay tuned for insights on accelerating your business growth. To stay updated on our latest ideas, visit Zero Noise Marketing’s video section at zero-noise-marketing.com/videos. You can also subscribe to our YouTube channel for more valuable content. Thank you for reading, and have a fantastic week.

“The Bride”.  A an example of an experimental, or concept album project from 2022.  Painted in acrylic. (Private collection)

Building Confidence Through Language: A Guide for the Collector

One of the biggest barriers for aspiring art collectors is not a lack of taste, but a lack of confident language. People know what they are drawn to, but they often struggle to articulate the ‘why’ behind their emotional connection. Providing them with a basic vocabulary can be transformative.

By explaining core artistic concepts, we can bridge this gap. An artist’s newsletter or a gallery brochure could break down:

  • The Architecture of Composition: How lines and shapes lead the eye and create a focal point.
  • The Emotional Weight of a Color Palette: Why a limited, muted palette feels different from a vibrant, high-contrast one.
  • The Role of Value in Creating Depth: How the interplay of light and shadow builds a believable world.

It’s like being given a phrasebook in a foreign country; suddenly, you can navigate and connect with more assurance. Consider Edward Hopper, whose stylized realism simplifies scenes to their emotional core. Understanding this allows a collector to explain why the work feels so dreamlike and memorable. This knowledge doesn’t replace the emotional response; it validates it.

The Dialogue Between Feeling and Form

Great art speaks to us on two levels: the immediate, gut-level emotional reaction and the deeper intellectual appreciation. You might feel the perpetual warmth and light in a Monet, which immerses the viewer in the sensory experience of a moment. Conversely, you might sense the rugged, stoic soul of the landscape in a piece by Canada’s Group of Seven, which evokes a feeling of profound solitude.

These feelings are universal, but the ability to discuss why we feel them builds a stronger connection. From a marketing perspective, this education slots perfectly into the buyer’s journey. During the “comparison” phase, an artist who also educates their audience is building a relationship of trust and authority, making the final “decision” more likely.

Conclusion: A Bridge of Shared Understanding

Art, in its purest form, is an act of communication. Whether through the calculated narrative of a storyteller or the freeform expression of a poet, the artist extends an invitation to the viewer. By providing the language to understand this invitation, we empower collectors to move beyond simple preference and into the realm of true appreciation. It transforms a simple transaction into a meaningful connection, where the viewer doesn’t just own a piece of art—they become part of its ongoing story.

About the Author

Jaeson Tanner is a Marketing Thinker at Zero Noise Marketing and a narrative artist once in a blue moon. You can see his work on Instagram at @jaeson_tanner.