In The Yes Advantage, we introduced B2B to 9½ behavioural biases we proved impacted their buyers’ decisions. Created in collaboration with Behavioural Scientist and The Choice Factory Author, Richard Shotton, it’s the world’s first B2B-specific study on how Gen X and BETA decision-makers respond to different cognitive shortcuts.
Until now, we’ve looked at each bias like they’re tools in a neatly labelled toolbox – pick one up, give it a twist… job’s done. But human thinking is often messier and far more interesting than that.
But as valuable as those insights are, the devil lies in the details. The practical truth behind these cognitive quirks is quite simple: biases rarely influence alone; it’s using them together that makes things go bang.
After a recent Breakfast Briefing on our report’s findings, I was asked if any of the biases paired well with each other. An interesting question, and one I thought I’d explore further. So, here are four bias pairings (plus one ‘amplifier’) that can help your brand’s message, campaigns, and experiences hit harder – and stick longer – in buyers’ minds.
Standing out isn’t risky when it’s backed by substance. It’s reassuring. Combining the Halo Effect and the Red Sneakers Effect creates a magnetic authority that hits a sweet spot in persuasion.
First, we need to break down each bias to understand why. Think of the Halo Effect as the warm glow that spreads across your entire brand, starting from one great impression. Demonstrate excellence in one area (design, innovation, or thought leadership, for example), and that glow rubs off on everything else – shaping how buyers perceive your offering.
The Red Sneakers Effect, on the other hand, is essentially the quiet power of breaking the rules. When we see a brand confidently step off the beaten path and pull it off, we can’t help but assume they know what they’re doing. Using these two biases together portrays a brand that’s different enough to stand out, yet dependable enough to be seriously considered.
Imagine…
A cybersecurity firm launches a campaign that ditches the fear-mongering clichés of its category. Instead, it uses clean design and calm, evidence-based messaging: “Less fear. More facts.” The confident break from industry norms (Red Sneakers Effect) draws attention, while the company’s credible data and track record (Halo Effect) make that boldness feel earned.
You wouldn’t buy anything from a salesperson who couldn’t list the specific benefits of their product. There’d be no information to ground your decision in. Using ambiguous language and ‘industry-leading’ claims in B2B turns your buyers off in the same way. Using Concreteness and Precision helps to remedy this.
Concreteness helps buyers grasp abstract concepts (the sort of thing businesses deal with, day in, day out) through sensory details or specific examples. Precision combines neatly with Concreteness by anchoring claims in measurable fact. Simply put, Concreteness gives claims form, while Precision sharpens the focus. Less “trust us”, and more “see for yourself”.
Imagine…
Instead of saying, “We help companies boost productivity,” a SaaS platform reframes its value as: “Our clients cut sales cycle times by 27% in the first four months.” Then it supports the claim with a visual case study (think a simple chart, a quote from a sales director, or a snapshot of a demo).
The Precision of the numbers builds trust, and the Concreteness of the story makes it real. For B2B buyers who have to justify every choice, it doesn’t just sound credible; it’s defensible.
‘Birds of a feather.’ ‘Cut from the same cloth.’ ‘Like attracts like.’ All common idioms. All describing our innate habit of favouring the things that resonate with us most. And it’d be silly to think B2B buyers operate any differently.
Buyers believe their peers, and by using Tailored Social Proof (TSP) and the Illusion of Effort, brands can show how they can work hand in glove with their audiences. TSP shows proof from people in peers in the same shoes, while the Illusion of Effort makes buyers feel valued. Like they took the time to understand their world. Put together, you’ve got empathy in motion.
Imagine…
A marketing automation company sends a prospect a personalised microsite, “How manufacturers like you drive ROI with automation.” It features industry-specific metrics, logos from similar firms, and a short video from a peer’s operations lead.
The Tailored Social Proof makes the case relatable, while the Illusion of Effort (even if the microsite was auto-generated) signals care and competence. The prospect’s instinct: “They get us.”
You’ve probably heard about the ‘sea of sameness’ in B2B and how you want to avoid it at all costs. Leveraging the Isolation Effect and Extremeness Aversion as a pairing is how you do just that.
It might sound contradictory given what the two biases represent. The Isolation Effect makes your brand the odd one out on the shelf. A pop of colour in a black and white photo. Conversely, Extremeness Aversion reminds us that buyers shy away from anything that’s too different from the category. The trick? Be distinct enough to be remembered, but familiar enough to feel safe.
Imagine…
In a product comparison chart, one vendor subtly highlights a key differentiator. Perhaps it’s a unique feature or guarantee using a pop of colour or a standout icon (Isolation Effect). But the pricing, structure, and tone remain familiar and within the expected range (Extremeness Aversion).
The message is clear: “We’re not the same as everyone else – but we’re not dangerous, either.” That balance of intrigue and reassurance is often what nudges B2B buyers off the fence. Together, these biases guide strategic distinctiveness. You want to stand out just enough to be memorable without crossing the line into risky.
Think of each of these pairings as a group of musical chords. Use them in isolation and you’re strumming an acoustic guitar. But layer in simplicity by Making it Easy? Now you’re shredding on an electric guitar that’s plugged into an amplifier.
Every one of these combinations becomes stronger when you make things as easy as possible for your buyer. When something’s easy to understand, easy to choose, and easy to act on, it reinforces the positive feelings sparked by the biases above.
Ease turns interest into intent, and intent into action.
It’s a common fallacy that, at this point, is well-known in B2B (or at least should be). “Rational buyers make rational buying choices.” Thing is, they don’t, and The Yes Advantage proves it. We’re all complex people with complex motivations at the end of the day. However, understanding these behavioural biases makes that complexity manageable.
To lean on the music metaphor one last time – the real magic happens when you arrange these mental shortcuts into a song that plays to your customer journey. The next time you’re designing a campaign or refining a message, ask yourself:
“Which biases are we combining, and what kind of music are we making this time?”
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