There are probably two reasons why you clicked through this link:
- You were curious as to what content we'll put out based on the headline
- You're really bent on unhooking your deductive reasoning
Many would probably say, why would anyone want to do that? Well, unhooking your deductive reasoning in this context is not about letting go of all sense of rationality. After all, deductive thinking is necessary because we live in a highly logical world. In a way, you need deductive reasoning skills to navigate through this realm. There's just one problem. Only relying on logic means you're using only half your brain's power (left brain) the entire time. Unhooking your deductive reasoning means tapping into your intuitive, creative, artistic, and emotional self a.k.a. your right brain. Only then can you fully harness the power of magical thinking to give your business the competitive edge it needs. You and I will both agree that the success of your business in your category relies heavily on effective advertising. That's especially true for tight and saturated markets like the residential home service. If you want to come up with killer advertising that sweeps the legs of your competition, use your right brain. It begins with unhooking your deductive reasoning. We'll teach you how you could do that here. Keep reading.
What is Meant by Deductive Reasoning?
For the purpose of this section, we'll define and view deductive reasoning from the angle of business and advertising. Deductive reasoning is a class of logical thinking, that's also referred to as top-down thinking. It often begins with a general idea or fact before reaching a specific conclusion. For example, a consumer reading an offer that says "free in-home diagnostic fee" would conclude it's a good deal. Or a roofing ad that says they use eco-friendly shingles would meet the same positive conclusion from consumers. Deductive reasoning means your logic meets the information first, which then analyzes if they're passable or not. There are three common types of deductive reasoning:
- Syllogism. A conclusion is drawn from two assumed premises. For instance, imagine someone that thinks all things cheap is good. If they found an ad for a free in-home diagnostic test, they’ll automatically assume the offer is good. Sadly, that's not always the case, and nothing ever comes for free.
- Modus ponens. A conclusion is drawn from two premises, with one being the cause, and the other being the effect. For example, you think selling cheaper will make customers choose your solutions. In response, you lowered your prices but your sales remained meager at best. It is true that all things being equal, customers will prefer cheaper prices, but that is not the only factor.
- Modus tollens. The inverse of modus ponens, this is when you reach a contradiction from the two premises. For example, you think that since competitors offer the same products cheaper, you must match them or lose market share. You then lowered your prices but found that not only did sales not improve, they declined.
There’s nothing wrong with deductive reasoning. However, you’re missing the point when you appeal to your market’s logic through your messaging and advertising._Why?_Because every consumer, despite all sense of rationality, will always buy based on emotions. In other words, the business that makes them "feel good" becomes the frontrunner among their choices. Only creativity can give you that sort of advertising, and that’s only possible when you unhook your deductive reasoning. Heck, don't even take it from me. Listen to what David Ogilvy, the Father of Advertising, had to say:“Big ideas come from the unconscious. This is true in art, in science, and in advertising. But your unconscious has to be well informed, or your idea will be irrelevant. Stuff your conscious mind with information, then unhook your rational thought process.”According to Nobel Prize Winner, Dr. Roger Sperry, your creativity, emotions and intuitiveness come from your right brain. A place where deductive reasoning is absent. If you want to craft the best advertising for your business, use fact-based creative and emotional ads. Wizard of Ads™ happens to burst with the creativity to develop the killer, conversion-driven advertising your business needs. Book a call.
Creative Problem Solving
As a residential home service business, you are deemed a problem-solver by the general populace. For an HVAC business, you're a bringer of heat and producer of cold air. For plumbers, you're the magician of sinks and sewer lines. While roofers might not have the same panache as these businesses, people know that they keep houses element-free. The thing is, regardless of your line of work, the way you'll fix problems will generally be similar to competitors. Additionally, the customers will also normally share similar problems within your category. Now how customers choose your solutions over others will depend on how creative and persuasive your messaging is. More importantly, how desirable your value proposition is compared to competitors. You need to create a perfectly fair competitive advantage or an offer that far outweighs competing service providers. Creative problem-solving is about defining the facts surrounding the problems that customers face. This is where "stuffing your conscious mind with information" comes in. Indeed, you have to understand every pain point, pleasure point, and underlying felt need that customers have. This is the only way you can leverage your solutions. "Unhooking your thought process" is what helps you come up with creative approaches to solving your customers' problems. No, it’s not necessarily in terms of service but about how you’ll get your message across. In other words, inform your customers how you plan to solve their problems and explain your valuable offer. Below are some ways you can unhook deductive reasoning and come up with creative solutions for your customers.
Brilliant Ways To Unhook Deductive Reasoning
Deductive reasoning reveals the facts, but it's when we unhook from deductive reasoning that we make our creative juices curdle. Of course, as David Ogilvy recommended, feeding our conscious minds come first. That means embracing all the facts, logic, information,and deductive reasoning we can muster. Then once our conscious minds are satisfied, that's when we process the facts to produce the killer advertisement. Here are 5 ways to do that:
Art is in everything. Music, theater, dance, paintings, sculpture and literature. By observing and participating in the arts, we can learn to look at the world from different perspectives. This is not only a personal observation but a scientifically supported fact. In April 2018, the Journal of Business Research published a study on the inspirational power of arts on creativity. Results of the research revealed that participants in touch with aesthetic experiences are inspired and generate more creative solutions. Learning to appreciate works of art enhanced people's creative levels. Even in the business environment, art appreciation resulted in better performance in designing and problem-solving. Art lets people develop a line of thinking outside the box.
Here's what most marketers don't tell you: advertising is business-specific. The way you advertise in the residential home service industry varies greatly from other categories. For one, you're selling externally triggered grudge purchases. That means people don't buy out of an inherent want, they buy from an externally influenced need. That doesn't make them happy, so the only way to appease their raging emotions is through humor. What better way to build our proclivity for all things funny than immersing in comedic reverie? Funny happens when you insert an outrageous suggestion that "doesn't belong but fits" into an otherwise bland narrative. When you make your audience laugh, you tear down their defenses. You soften them up to your business and open their minds to your solutions.
3. Time Pressure
The funny thing about time pressure is that it's all in our heads. Our bodies are perfectly capable of handling way more stress than we give them credit for. It's deadlines that get us all worked up and force us to be relentlessly creative machines. That's one flaw of the logical mind and deductive reasoning. Tight deadlines and steep demands make the logical mind quit. However, when you unhook your deductive reasoning and embrace the panic, you open the floodgates of ideas and creativity. The key is to take a step back, take a deep breath, and relax. This will help you clear your head and allow your right brain to do its job.
"All work and no play makes Jack a dull boy." That's one of the most relevant quotes as to why playing is necessary for creative problem-solving. When you engage in fun things, your brain releases endorphins. This then improves your brain's functionality and stimulates creativity. That said, play that sport you've always wanted. Go on adventures with your friends. Climb a mountain. Touch grass. Whenever your play, you let your uptight and rigid minds relax and let loose. Roy H. Williams perfectly summarized the importance of play in a quote:
"Children are happy because they play. Adults are unhappy because they do not."
When you’re actively using your brain in taking care of your business and coming up with strategies, you get drained. A tired mind will always be less creative. To refuel, you need to take some time off and recover. This can be in the form of a nap, meditation or even disconnecting yourself from work for a while. That's why sleeping on any plan or tactic you come up with is necessary. This gives your brain ample time to go over and refine everything you have in mind. Don't you notice your brain go ballistic on imagination during bus rides? That's because you're in a resting phase. By doing so, you’ll allow your body to recover and also give your brain the chance to generate new ideas. Unhooking deductive reasoning is not about letting go of all rationality nor is it about focusing solely on creative thinking. Logic and imagination are two peas in a pod. They must work together in perfect synchrony to produce the killer ad that’s impossible to say “no” to. Once you’ve filled your brain tank with all information necessary, it’s time to unhook from deductive reasoning. Watch your creative juices flow endlessly. Even with bursting creativity, crafting and articulating the perfect ads still require experience, knowledge, and practice. You can either learn the ropes of business advertising or hire the marketers who can do it for you. Ryan Chute from Wizard of Ads™ happens to be that person. Book a call.