Hooked. How to Build Habit-Forming Products by Nir Eyal
Book review “the Buyer on the hook “have You ever thought about why we all use generally the same products and services? We buy products in the same supermarket. We refueled the car at the same gas station (or, at least, in one of the network stations). We prefer clothes of certain brands. We use smartphones and tablets of the same manufacturers. We buy furniture of the same factories. And even frequented the same cafes and restaurants.
All this is the result of the formation of the us company or self-employed a particular set of habits. Because of these habits, we become fans of certain products and services. If your phone then be sure to IPhone. If inexpensive, high-quality furniture, IKEA. If the social network, Facebook. But if photos, Instagram.
On the market a lot of alternatives. And some of them may have, at least, not worse. But for some reason we become committed to any specific brands. What’s the matter? How these companies can so easily influence the minds of consumers? How these brands form buying habits and even addiction? What distinguishes them from the rest? All this and much more you can learn by reading a new book from the publishing house “MYTH” “Buyer on the hook” authored by NIR Eyal and Ryan Hoover.
Who is this book for?
For entrepreneurs, businessmen, experts in marketing and sales. For all those who wish to understand how certain successful companies achieve such a strong effect on consumers. This knowledge can be used to expand and improve their own business, and for a more rational use of certain products and services.
Knowing how habits are formed, how to attract attention and to win consumers, entrepreneurs and businessmen will be able to significantly increase sales. And to stabilize the development of the company. After all, when you are surrounded by numerous fans, followers, loyal customers – conduct business and to plan further development becomes much easier and more interesting.
The same applies to the clients themselves. If you know which hooks to use known and unknown brands to attract your attention and create addiction to their products and services, you can more effectively counter those or other actions and dependencies. For example, finally, get rid of dependence on social networks.
In General, the book NIR Eyal and Ryan Hoover’s “Buyer on the hook. Guide to creating products that form habits” will be of interest both producers and consumers.
What awaits you inside?
And inside you will find eight relatively short but no less rich and fascinating chapters. Each of them devoted to specific questions, which together allow to solve the problem of creating unique products, forming habits of consumers.
The first Chapter will tell you about the area habit. You will understand that the formation of habits of the target audience is not profitable for all companies. Many product manufacturers and service providers simply do not need the addiction of consumers to their products. For example, insurance companies do not need to form the habit to buy a policy of their clients. Because this action must be made once a year (or even less).
At the same time, many companies can greatly benefit if you can give your target audience a certain kind of habits. A simple example – Bank customers. The more regular consumers of the Bank services more valuable to these consumers. After all, in the future, each of the clients for your life can bring great financial benefit to the Bank.
From this Chapter you will learn why many investors are so fond of the question “You are creating a vitamin or a painkiller?”. In addition, you will learn to distinguish between “products-vitamins” from the “products-pain relief”. And realize that many products first (while the person just starting to use them) are the only “vitamins” and later become “analgesic” (when it becomes addictive and people already cannot imagine life without them). A simple example of a social network.
Additionally, you will understand why it is so important to give customers a healthy habit, not addiction.
The second Chapter will introduce you to triggers. The trigger is “the Executive mechanism of action”. That is, the large button on the website, a banner ad on a social network, a link inviting you to register to some event are all examples of triggers. They point to the need to perform a particular action. Another example of a trigger – an alarm clock that makes you get up at six in the morning for a run.
Also the second Chapter will acquaint you with internal triggers, which are not visible, but exist at the level of our subconscious. They are utilized when it comes to getting used to any product. Read more get acquainted with them by reading the second Chapter of the book “the Buyer on the hook.”
The third Chapter is devoted to one of the components forming the habit – action. The action is a very important stage. It is in this time a person tries a new product or service. Without action habit may not appear. That is, the trigger causes a person to perform an action. But also, be aware of two components – opportunity and motivation.
Motivation is the force of human desire to obtain something or avoid something. And even if the motivation is strong, the person should be able to perform the action. It often happens that the trigger is triggered the motivation too, but the opportunity is missing. Therefore, entrepreneurs need all the strength to simplify their products and services to a customer had a real opportunity to use them.
The author talks about the six factors that, one way or another, act on the opportunity – money, physical load, mental effort, time, social acceptability and uniqueness. The lack of any of them may affect the ability to use the product or service.
The fourth Chapter of the book “the Buyer on the hook” is dedicated to variable compensation. This is another important stage, through which must pass the client to create a new habit. The rewards can take many forms. It may be of public importance, the growth in personal mastery, the possession of important information and etc. Details in the Chapter No. 4.
In the fifth Chapter we will focus on investment in the product. The more the buyer invests effort, money or time to a particular product, so that it becomes more valuable. The author gives a model of use of investments from IKEA. This furniture manufacturer offers its customers to collect the purchased kit. This can be a table, a shelf, and maybe something bigger – kitchen, bed, wardrobe. Interesting point – the buyer is more appreciative of this furniture, because he invests in it. In this case, the time and effort.
The sixth Chapter sums up all the previously written. In addition, you will learn about the four models of companies or businesses which use absolutely different approaches to forming habits of customers.
And what devoted the last two chapters of the book “the Buyer on the hook,” you will learn after reading. All for today. Enjoy reading!
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