Hooked by Nir Eyal
Updated: Apr 2, 2019
Nir Eyal‘s Hooked provides an insight into the importance of psychological marketing. This isn’t necessarily new but it’s worrying to think that many of our favourite products are manipulating us in ways we don’t understand. They test our habits, and worse, actually foster and develop them. He defines a habit as a “behaviour done with little or no conscious thought.”
Hooked is a guide to building habit-forming technology, written for marketers, start-up founders and developers to provide:
• The steps for building products people love and can’t put down
• Practical insights to creating habits that won’t fade
• The behavioural techniques used by social media platforms
The “first to mind” solution wins.
A company that forms strong user habits tends to be successful. A concrete habit is when customers subconsciously link their need to our product without needing us to push them to our product. The first-to-mind solution wins.
The business benefits of habitual consumption are obvious:
• increasing customer lifetime value
• pricing flexibility
• growth through network effects
• competitive advantage (your customers are addicted to your product)
The way to build a habit driven strategy is described as the Hook Model
There are two types of triggers, there is an external trigger (an email from the organisation) or an internal one (checking twitter out of habit). This then leads onto the action, the designer will make the action easy and attempt to boost the user’s motivation to carry out the action. There will be a reward, it is the most powerful way to hook a user. If there are a variety of rewards the brain activates the parts associated with wanting and desire. The final part of the model is investment, this is something that needs to improve the product/service for the next time round. New features, benefit of using service with friends, or even virtual assets within the service. (Like followers on Instagram)
If you are involved in marketing, no matter how small or big I recommend you reading this.
A few questions that we should ponder upon:
• What habits does your business model require?
• What problems are users turning to your product to solve?
• How do users currently solve that problem and why does it need a solution?
• How frequently do you expect users to engage with your product?
• What user behaviour do you want to make into a habit?
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