How Can We Learn To Seduce Better?
As we ironically move towards more exotic versions of bubble tea, it should be clear by now that white flour is akin to candy and true whole wheat (or other grain) is actually healthier for us. It shouldn’t come as a shock as to why Yakun breakfast set A is my number one top pick for a hearty breakfast. However, we should be surprised that the bakery industry is trying its best to weasel their way into what is socially popular, but not necessarily socially acceptable. Imagine my horror when I see “whole grain” bread that has white flour as its main ingredient. Now, imagine my outcry when I see a loaf of white bread suspiciously stained brown in caramel colour. Totally unimaginable. As customers and consumers, we do not want to be tricked.
We want to be seduced.
Given the low cost of a razor or an inkjet printer, chances are the manufacturer lost money on our purchase. We know for a fact that a mere razor or a mere inkjet printer cannot function without its respective parts of a blade and ink cartridge. Nonetheless, we still fall for gimmicky marketing tactics. We intentionally choose to give in to last minute discounts and early bird specials such as “Receive a free printer when you purchase 2 or more ink cartridges!” We do so, because it doesn’t make us feel bad or wrong. More importantly, we do so, because it makes us feel good.
It is the very same reason why we say no to an online purchase of $20 with additional $5 shipping fee, but yes to an online purchase of $25 with free shipping.
We’re concerned about the instrumental value of money, but I believe we’ve overemphasized its role. It has been shown time and time again that money can be a demotivator. However, it is crucial for us to bear in mind that being a cheapskate benefits no one. Cutting prices do not necessarily build customer loyalty and paying a bonus do not necessarily build employee loyalty too. When money becomes the only thing that is measured, we often reduce people to numbers.
Just because it is easily measurable, doesn’t mean it is the most important thing to measure.
We’ve witnessed in one way or another how things that are important are commonly things that are immeasurable too. These ephemeral, soft things are the traits that usually differentiate one organization/individual from another, that lead to one preferred choice when all the metrics appear to be the same. It can be as simple as a genuine smile on the face, a surprise birthday gift voucher or the trust and freedom to try something new.
The subtle little details left unintended or outsourced are by and large the game changer.
Sometimes we’re blinded to the obvious. In the case of bubble tea, I believe the game changer lies not in the fanciful try-hard varieties, but within the basic characteristic of the tea. As fickle-minded homo sapiens, we would be enticed to try different innovations of bubble tea from different stores, but we would always return to the store that has the best tea. O’Sulloc Tea House hits the spot for me. Yes, they have a financially unsound spacious layout. Yes, they have unnecessarily large windows. But what makes them truly different (and better!) is that they promise a good tea and actually deliver it. I am utterly seduced.
