Jackie Zach
December 21, 2024
In this episode of the Make More Work Less podcast, Jackie Zach and Mike McKay discuss the four factors of selection that influence decision-making. These factors—control, fear, distinction, and story—are crucial in guiding individuals to make effective choices. The first factor, control, emphasizes giving the person you’re communicating with a sense of control, often through no-oriented questions, which helps them feel empowered in the decision-making process. The second factor is fear, specifically the fear of missing out (FOMO) and the fear of better options (FOBO), which can paralyze decision-making. By invoking these fears, marketers can encourage prompt action by focusing on scarcity and the consequences of inaction.
The third factor is distinction, which involves demonstrating how your solution uniquely fits the person’s needs. This could be through personalized offerings or highlighting specific features that set you apart from competitors. Finally, the use of a story is a powerful tool in decision-making. Stories create emotional engagement, making the experience more relatable and memorable. By setting up a narrative with characters, conflict, and resolution, businesses can guide customers through their decision-making process, appealing to both logic and emotion. Together, these four factors—control, fear, distinction, and story—help individuals make choices that align with their desires and overcome obstacles, leading to more effective decision-making in both personal and business contexts.
Are you ready to help your prospects make better decisions regarding your product or service? Click here & take advantage of a complimentary business strategy session to discover the opportunities in your business today! http://makemoreworkless.actioncoach.com/mmwl-diag-and-questions/
Podcast Transcript:
Jackie Zach: Welcome back to the Make More Work Less podcast! I’m Jackie Zach, here with my co-host Mike McKay, and today we’re discussing a fascinating topic: the four factors of selection. Hi, Mike!
Mike McKay: Hi, Jackie!
Jackie: I jumped right in there, didn’t I?
Mike: Yes, you did! Scott McCain spoke at the global conference, and he shared some interesting insights. He introduced us to his book Iconic, which focuses on branding, and discussed what goes beyond branding—how people actually make decisions. He outlined four factors that influence decision-making. The first one is giving people control.
Jackie: Right. So, control is the first factor?
Mike: Yes. If you’ve listened to our previous podcasts, you might be familiar with Chris Voss and his book Never Split the Difference, which talks about asking “no-oriented” questions. For example, I could ask, “Would it be a terrible idea to explain these factors?” By framing the question this way, I give you control, and you get to say “No, it wouldn’t be terrible.” People like to feel in control, especially when making decisions. The goal is to educate and empower them, not sell them something.
Jackie: Got it. What’s the second factor?
Mike: The second factor is fear—specifically, the fear of missing out (FOMO). This ties into the law of scarcity: if you don’t act now, the opportunity could be gone forever. There’s also another fear, the fear of better options (FOBO). This happens when we hesitate to make a decision, hoping for something better, even though that option may never come. This can paralyze decision-making. Sometimes, when you have two equally good options, it’s best to just make a choice instead of endlessly weighing the pros and cons.
Fear is a powerful tool. In marketing, you can use it to push people to act: “This is the best option you have,” or “If you don’t act now, you’ll miss out.” It’s about helping people overcome the fear that might keep them stuck, giving them the control to make progress.
But offering too many options can overwhelm people, especially if they’re all good choices. Instead, give them two solid options—this helps them feel more confident in their decision.
Jackie: What’s the third factor?
Mike: The third factor is distinction—how your solution stands out as the best fit for their unique needs. This is where clarity is key. It’s about highlighting what makes your offering different, whether it’s a specific feature or aspect that sets you apart from others. If you’re offering a custom product, for example, you might differentiate yourself with a unique design or feature, making it clear why it’s the perfect solution for their problem.
Jackie: And the final factor?
Mike: The fourth factor is story. People connect with stories because they evoke emotions. For example, when asked about a favorite memory, people don’t just say, “I rode my bike down the street.” Instead, they share a story: “The first time I learned to ride, I was so excited. My parents let go of the seat, I took off—until I hit the curb and broke three teeth!” Stories always have conflict, which engages the listener.
Every story has three parts: characters (protagonist and antagonist), conflict, and resolution. If the conflict is set up well, the listener will crave the resolution.
For us, we use the three-act structure: Mess, Turning Point, and Success. First is the emotion behind the decision. Then the conflict: two options—one hard, the other scary. Finally, the resolution.
If you set it up correctly, the listener will ask, “What happened next?”
The conflict is the most important part of the story, especially in marketing. Focus on clarity, emotion, and the challenge. The resolution comes after that. This is the essence of using story in marketing.
So, these four methods help someone decide by giving them control, whether through “no”-oriented questions or statements like, “My job is to help you decide if coaching fits your needs. Your job is to decide if you want to solve your problems or stay where you are.” Ultimately, they have control.
Jackie: Right. Buying decisions are 80% emotional and 20% logical. So, are you tapping into the emotions behind the decision?
Mike: It’s usually about overcoming negative emotions. Clients might say they want something, but the real emotion could be pride, victory, or superiority.
By understanding the emotion your clients are after—whether seeking or avoiding—you can use control, fear, distinction, and story to help them make the best decision.
Jackie: Right. And if you need help, click the link below to talk. Until next time, Mike.
Mike: Go kick some ass.
Jackie: Alright, bye!