Why It's Tough to Change Decisions

The minds of our prospects are often made up before we have a chance to stimulate their emotion and present our message. Emails go away in a click. People bounce instantly from a website. The mind is made up.

There are plenty reasons why our copy and creative hit roadblocks. Some days our message just doesn’t connect. We have to work smarter, and know that changing the mind is often an uphill climb. So today I offer seven reasons why it’s often tough to change a decision, along with ideas you can use to overcome each area of resistance. 

1.    Childhood Experiences: At an early age, like a sponge, we start taking in information, all a part of life experiences. We take away feelings about many things. We form opinions to keep us safe. It’s the primitive brain. So make sure you consider how your product or service reassures and keeps your prospect safe.

2.    Long-Term Memory: Deep-seated long-term memories stick with a person for their entire lives. To minimize a bad memory, another memory must be created to neutralize it. It’s a tall order to change a memory of any kind. But if you’re going to get through, you must create a new positive memory, especially if you need to overcome a bad memory.

3.    Perception Rules: For some people, changing an ingrained perception is impossible, even if their perception is wrong. And when you probe more deeply, most people won’t recall why their perception rules exist in the first place. This one is tough to overcome, so acknowledge to your prospect that you’re challenging their perception.

4.    Internal Conflict: Reason and emotion are in opposition to each other. Emotion most often wins. You must interpret your offer for the metaphorical left brain, setting you up to win over with emotion in the right brain.

5.    Regretting a Past Decision: People reflect on past decisions that disappoint. Regret and remorse set in. A person’s gut reaction is usually a product of bias. You need to assure, likely in a guarantee, that you stand by your product and make things right, if necessary, so your prospect doesn’t dredge up past regrets.

6.    Intuition: Intuition is activated before our minds consciously understand, based on stored emotional memories that a person keeps secret in their sub-conscious. Therefore intuition often guides decision making without much conscious deliberation. Keep your prospect focused on your message and set up a logical flow so intuition doesn’t creep in and move your prospect off your message.

7.    Noise: With the noise of competitive marketing messages across media at every turn, the mind becomes confused and numbed, which results in sticking with a past decision. That’s why you must stand out. Have a strong unique selling proposition and use stories to solidify new long-term memory.

Like it or not, the human mind works in mysterious ways. Today more than ever, it’s tough to change a mind.


Gary Hennerberg

After a lot of years in marketing and sales, this is what I know works:

Stories sell. Think unique. Stimulate emotion. Close deals. And here are a few other gems from my new book, “Crack the Customer Mind Code.” Know the persona, interpret your offer and let your prospect give themselves permission to buy. That’s how the brain is wired. It’s how people think.

What else? When I’m not breaking down complex topics (or ones marketers over-complicate) into easy-to-grasp stories that sell, I crunch numbers. Manage projects. Write. Teach. Lead.