How much does it matter if we “get used to” things?
And how does this impact our business, marketing, and Content?
If that “shiny new thing” has worn off, this explains why!
Oooooh the new shoes, or the freshly rearranged bedroom – Juicy!
The only problem is — It doesn’t last.
Thanks to a little Neuro-chem-tendency we have called “Hedonic Adaptation,” nothing really lasts – good or bad.
But how does this tie into our Content, Marketing and interactions with our audience?
Part 1 — The Downsides of Hedonic Adaptation.
Our brain, programmed to help us survive change, also ticks an end point to excitement.
Ever felt absolutely SURE that buying a particular thing was going to completely change your life?
We aren’t fools, nor are we soooo gullible that we’ve merely fallen for a well-done commercial.
In fact, the initial excitement over said “Shiny New Object” was completely REAL.
And pertaining to its excitement, our trusty brains released the delightful dopamine or the luscious seratonin to correspond to our thrill.
Problem is, it wears off over time.
It’s not us being duped, it’s not being fallible, or even making an impulsive buy.
It’s really just Neuroscience. Or “Hedonic Adaptation.”
We are wired for that excitement to NOT last.
Weird right?
C’mon brain, why can’t I just be happy forever about those $3 bargain earrings I found?
Well, in part because of the survival benefits that Hedonic Adaptation poses.
Part 2 — The Benefits of Adaptation.
We can also get used to some of the sh**ty things.
Initially, something undesirable may seem so awful that we are sure we will never, ever feel happy again.
But much like the saying about Time and Healing, what actually heals us is… Our brain’s neurochemistry.
We are designed to adapt.
We are built for survival, and the capability to overcome both small and large hurdles.
So the super duper high-flying feeling may not last, but the deepest depths of despair will also wane.
That doesn’t mean a problem disappears, that we won’t notice it, or won’t still feel kinda grumbly and unhappy.
But the sharp plummet or the sharp spike will eventually even out over time, and take us back to a sense of relative sameness, where we can carry on.
This might not seem directly related to how we talk to our audience, but it soooo is.
Part 3 — What Does This Mean for Content and Marketing?
Well, for one, you won’t be “Shiny and New” for long!
As much as we tend to “fall in love” with a new author, or someone we follow, the crush does mellow over time.
That doesn’t mean it can’t evolve into a sense of long-term appreciation, respect and enjoyment.
But, it might also disappear into a puff of logic, if we ultimately start to see cracks in the facade.
We want to consider how this works psychologically for our own audience.
A portion of them will love us at first sight, continue on for a while, then lose interest.
Another portion may level off in the initial excitement, but continue to follow us for a long while.
If you’re starting to read between the lines, and are thinking, “Oh! I know where you’re going with this — It’s about consistency, isn’t it?”
Then YES – You are already familiar with Consistency being a bit of a recurring topic with me.
But it’s genuinely supported by understanding Hedonic Adaption.
“Shiny New Things” wear off.
Stable, consistent, reliable… Can potentially convert a fad into a long-term following.
This is a great reason to re-think the urge to follow a shiny new trend geared to capture quick attention, without a plan to sustain the relationship when their initial affection inevitably tapers off!
Consistency is reeeally important, thanks to Hedonic Adaptation.
On the one hand, you DO need to splice in something new once in a while, to captivate and re-ignite interest.
BUT, you also need to be consistent enough to maintain those peeps once the initial crush wears off.
And if you do that successfully and do it really well, you CAN convert fad to following, and veer away from being that “Shiny Thing” that went dull!!
What did you take away from this?
How can you apply it to your Content & Marketing practices?
Get creative with it!
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