Tap Into Mimetic Power

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🌟 Why We Want What Others Want: Mimetic Desire
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Imagine this…

You’ve meticulously planned the ultimate spring break trip with your best friend, covering every detail from hotel choices to the perfect sunset spot. But one thing you didn’t think about? Sunglasses.

You pack your old, trusty pair from Target. But once at the beach, your friend pulls out stunning orange aviators that draw all the attention, including that of a Liam Hemsworth look-alike who compliments her.

Suddenly, those aviators are all you can think about. Yesterday, you didn’t care about them, but today, they’re your obsession. Why? This phenomenon is called Mimetic Desire.

🧠 The Psychology of Mimetic Desire

French philosopher René Girard discovered that our desires are often imitative. We want what others want, whether it’s tangible like trendy sunglasses or intangible like social status.

People look to models—whether celebrities, peers, or social influencers—to determine their desires. This is crucial for marketers to understand because it shows the power of social influence.

🛠️ How to Leverage Mimetic Desire in Marketing

Embrace Popular Trends:
Jump on trends to capture consumer interest. For instance, Pantone’s Color of the Year, like 2024’s Peach Fuzz, can shape consumer preferences across industries. By incorporating trendy elements into your products, you amplify their desirability.

So there’s a good reason why Apple released iPhones in Pantone’s exact chosen shade—twice.

Sell an Experience:
Luxury brands like BMW excel by selling the experience rather than the product. Their slogans emphasize the prestige and superior performance of driving a BMW, aligning with their customers’ desires for status and pleasure. This strategy contributed to BMW’s record-breaking sales in 2023.

Utilize Social Proof:
Use endorsements from respected figures to boost your product’s appeal. At UNIGNORABLE, we showcase successful alumni from our programs as models. Their success stories serve as powerful social proof, inspiring others to follow suit.

As Neal shares in this LinkedIn post, many of the smartest and fastest-growing thought leaders on TwitterX and LinkedIn are alumni of our audience-building programs.

💡 Practical Applications

1. Engage Actively:
   Direct interaction with your audience enhances engagement. TikTok’s algorithm rewards this, increasing your content’s visibility.

2. Utilize New Features:
   Platforms like TikTok favor creators using new features, which can boost your content’s reach.

3. Reply with Videos:
   Responding to comments with videos not only addresses viewer concerns but also creates more engaging content.

4. Create Urgency:
   Highlighting what viewers risk missing out on can drive quick decisions and boost conversions.

5. Craft Unique Hooks:
   Attention-grabbing hooks are crucial on fast-scrolling platforms like TikTok. Use celebrities’ names or striking visuals to capture and retain viewer interest.

The Bottom Line

Unlike basic needs, desires are shaped by social influences. Smart marketers harness mimetic desire by highlighting the desirability of their products through trends, experiences, and social proof. By understanding and applying these principles, you can create compelling marketing campaigns that resonate deeply with your audience.

Google’s new AI model outperforms doctors
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Google Research announced last week that they’ve developed a new AI model for for diagnostic medical reasoning and conversations that improves diagnostic accuracy when paired with a clinician. More surprisingly, their research found that the highest level of diagnostic accuracy was achieved when the clinician was removed from the equation.

The findings could have a significant impact on how patients are diagnosed in the future. The researchers clarify that the study’s purpose is only to demonstrate what’s possible with AI systems, and that further research is required before such a system can be implemented safely and effectively.

5 AI Tools to Supercharge Your Productivity

🚀 Portkey AI: Develop, launch, maintain and iterate over your company’s generative AI apps and features faster.

🌍 Gotalk: Generate lifelike voices in 50 different languages and 8,000 soundtracks for YouTube, podcasts, phone system greetings, and more.

💻 Codebay: Learn Python easily with fun, interactive lessons and your own AI coding tutor.

🧠 Nemo AI: An AI-powered mental health assistant that is readily available for you 24/7.

🔍 GoSearch: Search all company resources in seconds with multimodal generative AI-powered enterprise search.

That’s all for today! While we curate another Growth edition for tomorrow, let us know how you felt about today! And share this with someone who’d love it.🥰