• Drift Help Center
  • Partners
  • About Us
    • About Us
    • About Us
    • About Us
    • Leadership Team
    • About Us
    • DEI
    • About Us
    • Careers
    • About Us
    • Leadership Principles
    • About Us
    • Newsroom
drift logo
  • Product
    Everything starts with a conversation
    Drift Conversation Cloud

    A single platform for personalizing conversations at every stage of the buyer’s journey.

    Qualify and convert visitors
    Conversational Marketing
    Build quality pipeline
    Conversational Sales
    Deliver customer support
    Conversational Service
    powered by
    Integrations
     
    Conversational AI
     
    Reporting & Analytics
  • Use Cases
    • For Marketing
      • Generate High-Quality Leads
      • Power ABM Campaigns
      • Personalize Web Experiences
    • For Sales
      • Jumpstart Conversations
      • Improve Sales Efficiency
      • Engage Target Accounts
    • For Service
      • Automate Customer Support
    • By Industry
      • Financial Institutions
      • Manufacturing
      • Professional Services
      • Technology
  • Case Studies
  • Resources
    Learn
    Blog
    Books & Reports
    Events
    Webinars
    Podcasts
    Explore
    Test Drive Drift
    Live Demo
    Conversion Rate Calculator
  • Plans
  • Log In
  • Let's Chat
drift logo Let's Talk
  • Product
    • Product
    • Drift Conversation Cloud
      • Conversational Marketing
      • Conversational Sales
      • Conversational Service
      • powered by
      • Integrations
      • Conversational AI
      • Reporting & Analytics
  • Use Cases
    • Use Cases
    • For Marketing
      • For Marketing
      • Generate High-Quality Leads
      • For Marketing
      • Power ABM Campaigns
      • For Marketing
      • Personalize Web Experiences
    • Use Cases
    • For Sales
      • For Sales
      • Jumpstart Conversations
      • For Sales
      • Improve Sales Efficiency
      • For Sales
      • Engage Target Accounts
    • Use Cases
    • For Service
      • For Service
      • Automate Customer Support
    • Use Cases
    • By Industry
      • By Industry
      • Financial Institutions
      • By Industry
      • Manufacturing
      • By Industry
      • Professional Services
      • By Industry
      • Technology
  • Case Studies
  • Resources
    • Resources
    • Learn
      • Blog
      • Books & Reports
      • Events
      • Webinars
      • Podcasts
    • Explore
      • Test Drive Drift
      • Live Demo
      • Conversion Rate Calculator
  • Plans
  • Log In
  • Let's Chat
  • Drift Help Center
  • Partners
  • About Us
    • About Us
    • About Us
    • About Us
    • Leadership Team
    • About Us
    • DEI
    • About Us
    • Careers
    • About Us
    • Leadership Principles
    • About Us
    • Newsroom
Log In

The Lollapalooza effect

November 1, 2020
Like what you’re reading?

Stay connected and get The One Thing delivered straight to your inbox.

Subscribe

Hi all –

In order to win, especially in this challenging climate, you must be able to answer why now, and why you – why people should start using your product or service now, and why they should choose your company over every other competitor.

Decision-makers fall into four categories:

  1. Practical: Responds to logic, can’t be pressured, makes rational decisions
  2. Action-oriented: Responds to scarcity, time running out, makes quick decisions
  3. Social: Responds to social proof, follows others, doesn’t want to be left out
  4. Emotional: Responds to photos of people

Click to Tweet This

That means, in order to win, your marketing, your customer communication, your demos, and everything else, has to be prepared for and hit on all four personality types. If you do this effectively, you’ll get multiple psychological biases to work in the same direction.

Charlie Munger calls this the “Lollapalooza effect.”

Amazon does a great job of appealing to all four categories. If you look at the Amazon product detail pages, they have practical information, social proof, emotional cues, and triggers for action-based decision-makers. They have an answer for everyone – and a reason why every decision-maker would want to buy that particular product.

At Drift, instead of choosing between doing one thing or another, we often say “do both.” In this case…make it all four.

That is how you win.

– DC

Get The One Thing

Habits, mental models and tools from Drift's CEO and our favorite role models delivered right to your inbox every single week.
Sign me up
drift logo
  • Product
    • Platform
    • Conversation Cloud
    • Conversational Marketing
    • Conversational Sales
    • Conversational Service
    • Conversational AI
    • Integrations
  • Learn
    • Resources
    • Blog
    • Drift Insider+
    • Conversion Calculator
    • Case Studies
  • Support
    • Drift Help Center
    • Partners
    • Professional Services
    • Security & Compliance
    • Contact Us
  • About Drift
    • About Us
    • Diversity Equity Inclusion
    • Careers
    • Leadership Team
    • Newsroom
    • Brand Assets
    • Drift Store
  • Get Drift
    • Pricing
    • Test Drive Drift
    • Drift for Startups
    • Mobile App
    • Video Mobile App
    • Drift for Chrome
    • Get a Demo
Terms Privacy Policy Drift Status Sitemap © Copyright 2023 Drift.com, Inc.