心理学告诉我们情绪推动我们的行为，而逻辑只证明我们的行为是事实之后的。营销confirms this theory.人类将同样的个性特征与品牌相关联- 选择您喜欢的品牌就像选择您最好的朋友或其他重要的其他品牌。我们采取的选择使我们感到something。
But emotions can cloud your reasoning, especially when you need to do something that could cause internal pain, like giving constructive criticism, or when you need to move on from something you’re attached to, like scrapping a favorite topic from your team's content mix.
There’s a way to suppress this emotional bias, though. It’s a thought process that’s completely objective and data-driven. It's called the rational decision making model, and it will help you即使在带有重大影响的情况下，也要做出逻辑上健全的决策, like pivoting your entire blogging strategy.
理性的决策是一个重要的技能possess, especially in the digital marketing industry. Humans are inherently emotional, so our biases and beliefs can blur our perception of reality. Fortunately, data sharpens our view. By showing us how our audience actually interacts with our brand, data liberates us from relying on our assumptions to determine what our audience likes about us.
Rational Decision Making Model: 7 Easy Steps with an Example
1.验证并定义您的问题。
To prove that you actually have a problem, you need evidence for it. Most marketers think data is the silver bullet that can diagnose any issue in our strategy, but you actually need to extract insights from your data to prove anything.If you don’t, you’re just looking at a bunch of numbers packed into a spreadsheet.
To pinpoint your specific problem, collect as much data from your area of need and analyze it to find any alarming patterns or trends.
Example:
“After analyzing our blog traffic report, we now know why our traffic has plateaued for the past year -- our organic traffic increases slightly month over month but our email and social traffic decrease.”
2.研究和集思广益解决您的问题的解决方案。
Expanding your pool of potential solutions boosts your chances of solving your problem. To find as many potential solutions as possible, you should gather plenty of information about your problem from your own knowledge and the internet. You can also brainstorm with others to uncover more possible solutions.
Example:
潜在的解决方案1：“我们可以同时专注于发展有机，电子邮件和社交交通。”
潜在的解决方案2：“我们可以同时专注于增长电子邮件和社交流量 - 有机流量已经在月份增加了，而电子邮件和社交减少的流量也会增加。”
潜在的解决方案3：“我们只能专注于增长的社交流量 - 日益增长的社交交通比同时增加电子邮件和有机流量更容易。我们在Facebook上也有200万关注者，因此我们可以将帖子推向大量读者。”
潜在的解决方案4：“我们只能专注于增长的电子邮件流量 - 增长的电子邮件流量比同时增加社交和有机流量更容易。我们也有25万个博客订阅者，因此我们可以将帖子推向大量读者。“
力l Solution 5: "We could solely focus on growing organic traffic -- growing organic traffic is easier than growing social and email traffic at the same time. We also just implemented a pillar-cluster model to boost our domain’s authority, so we could attract a ton of readers from Google."
3.为您的潜在解决方案设定成功和失败的标准。
设置一个阈值来衡量解决方案的成功和失败，使您可以确定哪些人实际上可以解决问题。不过，您的成功标准不应该太高。您永远无法找到解决方案。但是，如果您的标准是现实，可量化和专注的，那么您将能够找到一个。
Example:
“如果我们的解决方案之一使我们的总流量增加了10％，我们应该认为这是克服流量高原的实际方法。”
4. Flesh out the potential results of each solution.
接下来，您应该确定每个解决方案的后果。为此，为每种替代方案创建一个优势和劣势表，并将它们相互比较。您还应该在清单中优先考虑解决问题的最佳机会，以解决问题到最糟糕的机会。
Example:
力l Result 1: ‘Growing organic, email, and social traffic at the same time could pay a lot of dividends, but our team doesn’t have enough time or resources to optimize all three channels.”
力l Result 2: “Growing email and social traffic at the same time would marginally increase overall traffic -- both channels only account for 20% of our total traffic."
力l Result 3: “Growing social traffic by posting a blog post everyday on Facebook is challenging because the platform doesn’t elevate links in the news feed and the channel only accounts for 5% of our blog traffic. Focusing solely on social would produce minimal results.”
力l Result 4: “Growing email traffic by sending two emails per day to our blog subscribers is challenging because we already send one email to subscribers everyday and the channel only accounts for 15% of our blog traffic. Focusing on email would produce minimal results.”
潜在的结果5：“通过针对所有新帖子来定位高搜索量关键字来增加自然流量，这是扩大博客整体流量的最简单方法。我们拥有较高的域名权限，Google将80％的人占总流量的80％，我们刚刚实施了一个支柱集群模型。专注于有机会产生最多的结果。”
5. Choose the best solution and test it.
Based on the evaluation of your potential solutions, choose the best one and test it. You can start monitoring your preliminary results during this stage too.
Example:
“关注自然流量似乎对我们来说是最有效和现实的游戏。让我们测试一种仅有的有机策略，我们只能创建具有当前或潜在搜索量的新内容，并适合我们的支柱集群模型。”
6.跟踪和分析测试结果。
Track and analyze your results to see if your solution actually solved your problem.
Example:
“经过一个月的测试，我们的博客流量增加了14％，我们的自然流量增长了21％。”
7. If the test solves your problem, implement the solution. If not, test a new one.
If your potential solution passed your test and solved your problem, then it’s the most rational decision you can make. You should implement it to completely solve your current problem or any other related problems in the future. If the solution didn’t solve your problem, then test another potential solution that you came up with.
Example:
“仅关注有机物的结果超过了我们的成功阈值。From now on,we’re pivoting to an organic-only strategy, where we’ll only create new blog content that has current or future search volume and fits into our pillar cluster model.”
As humans, it’s natural for our emotions to hijack your decision making process. And that’s okay. Sometimes, emotional decisions are better than logical ones. But when you really need to prioritize logic over emotion, arming your mind with the rational decision making model can help you suppress your emotion bias and be as objective as possible.
Originally published Jul 18, 2018 6:00:00 AM, updated July 18 2018
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决策