Uncertainty Accepting, an Underlying Current in your American Market

So far, I have touched on equality and independence, and now I will move the heuristic discussion on to the metric of Uncertainty Avoidance (UAI). If you want to dive deeper into the psychology of different markets, I learned the majority of these topics from The Web Psychologist, Nathalie Nahai. You can find her website here.

Despite what the media may have us believing, the USA (as a whole) actually ranks pretty high in our willingness to accept uncertainty. This makes sense because we are, after all, a nation of immigrants with a higher genetic propensity for dopamine seeking behavior (see The Molecule of More by Daniel Z. Lieberman and Michael E. Long). We appreciate flexibility, innovation, the entrepreneurial spirit, and we tend to turn our nose up at rigidity in institutions, laws, or structures. In practical terms this means we like websites and platforms where we can explore (think Reddit and search bars). We also like to interact with information how we please, instead of being forced to approach a brand in one way. Give your audience at least a couple of options, such as blogs, YouTube, podcasts, social media, or websites.

As a small business, you don’t have to do everything, but the American market appreciates the ability to dive deeper when their interest is peaked, so make sure at least one of your offerings gives them the ability to do that in some way. It can be relational (getting to know you or your business more intimately) or more complex insights into ideas (educational blogs or videos for example) or both!

How Independence Shapes Your Market

It’s no secret Americans value independence. We were born from the idea of personal freedom, after all. Internationally, we rank the highest - just above Australia- in how strongly we prize autonomy, and we form our identity around the individual, rather than the community. If your customer base is American (or maybe Australian), then, it is critical to acknowledge the idea of independence as a foundational orientation in your marketing strategy.

People in America are expected to have enough freedom and equality (as I mentioned in my last blog) to take care of themselves. The onus is largely on the individual to be self-sufficient and find a way to meet their needs. With that also comes an expectation for sovereignty over one’s own life (and time). We value personal time, privacy, and the ability to travel. Because we place less emphasis on communal ties, we tend to be riskier and are often motivated by things that benefit us as an individual. This explains a higher level of competitiveness and adventure, a tendency towards tangible or visible expressions of achievement, a love of the rebel spirit, and the desire to feel unique. We like things that make us look and feel good as an individual (though there is a high level of variance in what those things are).

The American tendency towards independence works well for all small businesses in the sense that there is always a market for what you are selling out there. It can also present challenges—if your brand involves encouraging people to ask for help or sacrifice personal time for the community, for instance. Like any good therapist, though, it’s important to meet the client where they are. Speak the language they understand and relate to first, understand this coding drives their decision-making, and open them up to different ways of being as you build a relationship with them. You’ve got this, you self-sufficient rebel.

Market Heuristics: How Culture Influences your Audience

If you have ever traveled to a foreign country, you may have found yourself confused about how to navigate cultural differences and how they come up in every day interactions. A common shock in many countries, for instance, is how open many Americans are when talking to strangers. With a country as diverse and sprawling as ours, though, you don’t have to travel internationally to see the way culture influences how people react to things. The bluntness of New England—the superficiality of LA—the “polite” South. These are all stereotypes born from cultural differences and priorities. Generational differences, too, can be a challenge to reach across in our own communities. Gen Z is often seen as being unable to focus or commit to anything; however, they have been raised with a high level of customization. Is it possible that perspective can help us to understand and work with them better?

Heuristics are how our brains cruise control on decision-making, and the cultures we come up in set the code for what those heuristics look like. If you live in America, there are some general cultural norms you can be aware of as a starting point, and then further research your specific market niche from there.

The first one I’ll touch on is equality. America ranks pretty high in terms of the level of equality they expect for the least of us. This may seem obvious, but when fleshed out, it clarifies a lot of unseen motivators. What appears to be entitlement, for instance, may be the flip side of the same hidden beliefs that allow us to fight for the freedoms of communities we don’t even know. Whatever your market, who has the least power in the system? If you work in education, it is likely the child. In any market, the casual or passive consumer is often the least powerful within the community. Understand that in our culture there is a low tolerance for exclusion at these levels or a high expectation for fair treatment regardless of the level of power people hold in the system. This idea shapes people’s subconscious expectations of fairness, and even influences what qualities are attractive in a brand. Think of the ways we respect companies and people who share their expertise and give followers tidbits of education on their socials for free. Being aware of this influence is the first step towards working with it in a way that works for your business. How can you express equality in your market?

What does it really mean to engage your customer?

Have you ever thought of what the actual definition of “engagement”is? The term has range. It can signify anything from betrothal to military combat, and for somebody who owns or works with small businesses (outside of the wedding world), it probably brings to mind social media and marketing metrics. One thing that is true across the board, though, is that engagement signifies another level of commitment. It’s something we use to acknowledge the presence of a deeper level of intimacy or relationship. We move from being separate entities in our own little worlds, to interacting with one another in some way.

What does this mean for marketing? There was a time when businesses were able to get in front of their customer with the service they provide and do great work. That was enough. Today, the quality of your work still matters, word of mouth still works, AND people have access to infinite options. The spaces they keep coming back to are the ones that are committed to them as people and interested in building a multi-faceted relationship. Nobody wants to hang out with that one friend who only shows up to the barbecue to sell everybody their latest batch of essential oils. Engaging your customer means showing them you are committed to a relationship with them and earning the right for them to return the favor. How can you do that with your brand?

The Emotional Brain: Connecting to Your Market is Good for You and Your Business

Connecting emotionally is an important way you can build a relationship with the people you serve with your small business services and products. Forming this relationship not only makes their experience more fulfilling, but it also helps to keep you attached to the purpose of your work. That’s because the best ways to connect emotionally with your audience is to show people experiencing authentic emotions that trigger mirror neurons for those observing them or to tell a story.

Finding ways to hone in on genuine experiences to share or tracing a story from the work you do lets people in on why what you do matters, and if you are like most small business owners, it also gives you a breath of fresh air and reminds you of why all those tasks that are piling up in the notes section of your phone are actually for.

A Case for Video Reviews: Why Small Businesses Should Use Real Customers for Ads

Do you remember the first time you ever had a to record yourself talking on camera? I do. I was incredibly awkward. In my defense, I went my whole childhood never having to do anything of the sort, aside from “I love you, dad!” videos to my dad when he was deployed. This is no longer true. Most people under the age of 30 are relatively comfortable on camera. As a small business owner, this is incredibly valuable—especially if you provide a service or product that truly brings people value.

With social media ads and market manipulation running rampant, people have not only gotten better at speaking on camera, but at recognizing when they are being sold to. Our brains, designed to pick up subtle signs of trustworthiness in the human face, have learned to recognize when a smile is genuine or paid for. Because of this, your best ad is an honest one, and video makes it even easier for your customers to recognize that truth. Don’t be shy, ask your customers to shoot you a video review. If they appreciate what you’ve given them, they will probably be more than happy to support.