The Psychology of Marketing & Cognitive Dissonance: Why Some Customers Push Back

In this episode of MAP IT Marketing, we’re diving into marketing psychology and the fascinating way our brains resist change—something known as cognitive dissonance. When people are presented with ideas or information that don’t align with what they already believe, their natural response is to push back. And this plays a big role in how people respond to marketing messages.

If you’ve ever wondered why some potential clients don’t “get” what you do, why certain offers fall flat, or why some people seem to double down on old ways of thinking, this episode is for you. Understanding cognitive dissonance will help you craft messaging that feels safe and familiar while still nudging people toward action.

What You’ll Learn in This Episode:

• What cognitive dissonance is and why it impacts the way people make decisions.
• How big cultural and societal shifts create resistance, and how that translates to marketing.
• Why your goal in marketing isn’t to change people’s minds, but to attract those who are already aligned with your message.
• How to reduce friction in your marketing so people feel confident moving forward with you.
• Practical ways to help potential clients overcome doubts and take the next step.

Key Takeaways:

• When change happens too fast, people retreat to what feels safe—even if it’s outdated or no longer serving them.
• If your marketing message feels too far ahead of your audience, they might reject it instead of moving toward it.
• Your job isn’t to convince everyone. It’s to connect with the people who are already close to saying yes.
• Storytelling, clear messaging, and familiar touchpoints help ease people into new ideas without triggering resistance.
• If you try to be too innovative or make things unnecessarily complex, you might lose people before they even get started.

Want to go deeper?
If you’re ready to refine your content marketing strategy so it truly connects with the right people, join my Content Marketing Reset—a one-day online session followed by a month in my coaching group. Podcast listeners get a special discount. Just email me at rachel@identifymarketing.co.nz, and we can have a quick chat to see if it’s the right fit for you.

I’d love to hear your thoughts on this episode. Let me know what resonated, what questions you have, or if there’s anything you’d like me to cover in future episodes.

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