It is often said that humans don’t like to dwell on their thoughts to the point that they might try to avoid anything which might require exerting extra cognitive effort to process. In some cases, humans might even resort to others to think for them, those who are often referred to as “thought leaders”, in our society.
This notion certainly affects the way people think when encountered with new information. It might alter the method in which they analyse information or how they consume new bits of data.
In order to tackle this issue, marketers tend to alter their marketing efforts to make them convenient and easy to process. This gets reflected in content marketing and in info-graphics.
Marketers usually try to visualise data in a manner which is easy to comprehend so that it wouldn’t cause confusion or any unwanted inferences in the consumers’ brain. This also helps to build a concrete positioning and image for their brand.
To avoid confusion, marketers should convey information and visualise the data in a simple manner which doesn’t irritate the consumers. It has to be simple and convenient enough so that it wouldn’t require exerting too much effort.
The information processing methods impact the way consumers view advertisements and marketing efforts. Had the marketers wanted people to actually think about their ad, they need to figure out the optimal choice of words and elements to achieve their goals and engage with their audience.
Although it could be achieved through several ways, one way to convey data simply is through lists. Using a numbered list to explain the data will certainly allow the consumers to process information effortlessly instead of being overwhelmed with the amount of information.
Lists help to ensure a clear understanding of the message which is being communicated. This, in turn, requires the writer to be concise when preparing them to communicate the key and most relevant thoughts on the subject.
In addition, lists make information easily remembered and recalled. Instead of writing paragraphs and essays to teach the people how to perform a certain task, marketers can just list the 3 or 5 key things the audience needs to remember. This will make the data seem easier to be applied, as well as aiding in the data retention, thus creating an additional value for the brand.
Have you ever wondered how to go viral?
(we’ll discuss it in a later post)
Well, one way is to use lists. People view lists as helpful and convenient which makes it more likely to get shared and even to get viral. This is often seen in info-graphics, which are becoming more and more popular for their ability to inform and to communicate a valuable message in a light or an easy manner.
People are drawn to lists innately. When encountered with new information, humans have a tendency to categorise the data in their brain and to derive meaning out of it, so having all of the information listed and organised will surely make the process more convenient and efficient.
Lists help create an easy reading experience. They provide structure and comfort. Also, lists allow for an in-depth understanding of the communicated message.
No matter the nature of the lists, whether it was a shopping list or a list on how to cook pasta, they have a way of standing out and grabbing the user’s attention in a stream of content.
The fact that lists are known to be short, makes people choose and click on them. They also have the effect of leaving the readers more satisfied for lists could be easily finished.
It is up to marketers to utilise content marketing and adjust their content plan to communicate their message in a manner which is convenient to the consumers and adds value to them.
It could be that adding lists to a marketer’s content plan is the ideal way to build credibility, visibility, and achieve business growth.
BBB- Buyer's Black Box 