The Irrational Truth About Your Audience (and Why Advertisers Are Way Ahead of You)

Let's face it: your clients, customers, and donors are irrational. They're just like you. And when was the last time you made a major life decision based solely on a pro and con list? Sure, we like to think we're logical. We weigh the options, we compare features, we analyze the data... But is that really why you bought your car, chose your neighborhood, or said "I do" to your partner?

Nope. We run on gut feelings, instincts, and the occasional nudge from our social circles. (The exception? When we genuinely don't care about the options. That's when we pull out the spreadsheets to compare health insurance plans.)

Here's the funny thing: we know we're irrational, yet we somehow assume our audience is different. We bombard them with product benefits and logical arguments, convinced that'll seal the deal. If that were true, grocery store shelves would look a whole lot different. Forget the bright colors and cartoon mascots – we'd be staring at a list of ingredients and nutritional data.

I learned this lesson years ago while running political campaigns. We had these brilliant policy wonks crafting detailed position papers on every issue imaginable. Healthcare, climate change, economic policy – you name it, they had a 10-page treatise on it. And guess what? Nobody read them. (Except maybe other policy wonks.) These papers were crucial for credibility, but they rarely swayed voters. Because, like it or not, elections – like most decisions – generally aren't decided on logic.

So, what's the takeaway for you? Two things. 1. Do your homework: Make the logical case. Compare your features, highlight your benefits, and demonstrate your value. But don't expect this alone to change behavior. 2. Get inside your audience's head: Figure out what really motivates them. Is it the desire to belong? The need for approval? The warm fuzzies of helping others?

Advertisers have known this for years. They tap into our emotions, our aspirations, and our deepest desires. They understand that we're not computers – we're complex, messy, wonderfully irrational human beings. It's time we strategists caught up. Embrace the irrationality.