The Hidden Brain Part III
Understanding People's Choice Preferences to Enhance Your Characters & Movie Pitch
There are far too many brands of everyday products. That’s a common 1st World problem we hear people constantly complain about. But why do we have so many things to choose from? Well. For one, Western Countries are rich, and with more money comes more options. But there’s more to the story. Most companies that provide us with the usual stuff like toothpaste, sodas, and shampoo are matured businesses. Because they have market dominance, gaining new customers is a huge struggle as most have been obtained.
Due to these circumstances, big businesses like P&G look for opportunities to grow their sales by segmenting their customers to a very granular level, resulting in far more options on the shelves. Segmenting is when you differentiate your product or service lines to serve a distinct set of customers rather than one monolithic cohort. This can result in higher sales if you do it well.
But what’s interesting is that this practice involves a deep understanding of how people make choices when purchasing products or services. You can see it displayed on the shampoo bottles in all the retail stores if you pay close enough attention to the subtext of the label and how the bottles are presenting themselves. Those are reflections of people’s preferences in how they choose things because they’re speaking to how people want to choose their products.
Neat. But how does this apply to making a career in storytelling? Well, if advertisers can help convince prospective customers to buy their products by figuring out the underlying incentives behind their choices then you can do the same with the audiences that read or watch your content and the people you’re trying to strike deals or partnerships with.
Hello, again, and welcome back to the final installment of “The Hidden Brain” series, where we explore the most important takeaways for enhancing your stories and social interactions from, Six Minute X-Ray by Chase Hughes, one of the leading experts in body language and human behavior.
Last time we covered how people prefer to show themselves to others and how to identify that in the individuals you encounter. We also talked about utilizing this information to enhance your story characters and interactions with strangers when trying to forge stronger relationships in your movie-making pursuits.
But today we’re going to cover human choices. What are the common motivators behind the choices we make? How do we identify them in individuals we meet or create on page, and how can all of this information aid us in obtaining the things we want/need to enhance our stories, careers, and personal life?
Well, I’m glad you’re as curious about these things as I am because we’re going to go over all of this in great detail. So grab some coffee, tea, or a beer (or all three!) and pay attention since this will fundamentally change how you view yourself, your stories, and everyone around you.
The Decision Map of Humans
Yup. Like our social needs, how we decide can also be mapped out and lumped into neat little categories. This is torture for readers out there who desire to be different. But as I mentioned in the last blog, we may share a lot of commonalities in our behaviors. But given how many varying outcomes happen from the moment of conception to where you are right now, it’s safe to say that all of us are as rare as anything can be since there is only one of you who could have gone through all of those possible outcomes to become you…At least, this is what we know right now. Who knows. Perhaps there are infinite copies of you somewhere out there.
Anyway, like our primary and secondary social needs, we have particular preferences for why we make decisions. That’s why businesses can sell different versions of their products/services. They’re catering to their customer’s decision preferences.
So, let’s review these categories to see what they are and how to use this information to convince people to buy our scripts, novels, movies, partnerships, or anything else we’d like to sell. Just remember. Like primary and secondary social needs, we tend to shift between these categories, even though we generally prefer one or two when making most decisions. But none of us are boxed into these, as circumstances can play a huge role. So you know…It’s a little complicated.
#1 Deviance:
These people base their choices on what will make them stand out or break social/cultural norms. They seek to deviate away from what others normally wear or think. Most of their decisions boil down to what they believe no one else will make.
So AOC’s “Tax the Rich” dress at the famous Met Gala is a kind of deviant decision-making. That’s arguably why she became so popular in the first place. It was her messaging and choices while campaigning, which were deviations from the norm. It’s the same with Bernie Sanders or any other “populist” politician. Love em or hate em, their actions made them stand out, which meant their choices were deviant-driven. Granted, this doesn’t mean these people are always making deviant choices. They’re just making them when it comes to political decisions and PR.
In movies, we see this person all the time. Airheads is a great example. The story follows three band members of a hair metal band, desperate to get their careers off the ground. So, of course, they hijack a big studio and hold everyone hostage to blast their music out on the radio. Sure, the choice is motivated by desperation, but they could have just as easily stalked a producer relentlessly or passed their tapes out on the streets. Instead, they did something that would make them stand out like a shiny new coin because, deep down, that’s what they want. It’s not about fitting in or making a wise investment. It’s about being remembered.
Now what about in the real world? How do you know when you’re speaking to someone who primarily makes deviant choices? The easy way to tell is if they’re physically showing you with their appearance. Are they dressed like everyone else in their social circles? This doesn’t necessarily mean loud “look at me” clothing. If the groups they belong to dress like that but the person wears “quieter clothing” that could be a sign of deviant choice-making.
The problem with physical appearances is that they never give you the full picture. To really figure someone out, you have to ask the right questions. Current event topics can be a great way to do this. Start talking about a big story you’ve heard regurgitated a million times online. Typically, opinions will aggregate into three buckets:
There’s one popular opinion of the story, another popular opinion that is, more or less, opposite of the other, and, then there’s the synthesis between the two that provides a more balanced opinion. If the person you’re speaking to chooses neither of these opinions and instead gives you one that you haven’t heard before or that often, then that could be a sign that this person is oriented towards deviance when they make decisions. They’ve listened to the same regurgitated stories from all sides, and even if they agree with one side or the other, if they’re deviant, they’ll likely choose to express an opinion that not many people support, let alone express.
So let’s say you’re talking to a deviant decision-maker at a film festival. How do you convince them to work on your film? It’s simple. Emphasize the following points in whatever it is that you’re selling:
No one else is doing this.
This will make you stand out.
Everyone thinks x when it’s really y.
The controversy is huge and so is the payout.
It doesn’t matter if you’re trying to get them to help you with your movie or fold some clothes. If you can convince the person that this decision is not made by most and will make them stand out, they will be much more likely to commit. But remember. Like dialogue in stories, subtext is key. If you’re too “on-the-nose”, they’ll smell a “salesman” trying to manipulate them. So lean more on language that implies the outcome they’re searching for rather than being direct about it.
#2 Novelty:
Novelty decision-makers are the kind of people who base their decisions on how new something is. They’re the early adopters of technology trends and will often reflect this in the things they wear. They’re all about novel experiences.
A perfect example is Andrew Yang, who ran for President in 2020. His entire ethos was about doing something new. That’s why he’s a huge advocate for data rights, UBI, and ranked-choice voting. While they’re not necessarily new ideas, let alone ones that he came up with, the fact that he’s pushing for these things suggests that he is trying to bring something new to the political arena.
That’s also why he never wore a tie at the debates. He wanted to align himself with the fashion trends of Silicon Valley, namely the button-down with jeans and no tie. Interestingly enough the modern suit was seen as progressive and new during Industrialization and the Early Modern Period. Now it’s old and conservative. So when you see professional people in tech industries reverting to more casual wear, that’s an implicit rebellion against the old in favor of the new, modern way of dressing.
In movies, we see novelty decision-makers in the form of characters like Data from The Goonies or Doc from Back to the Future. They’re not interested in standing out or fitting in. Rather, they’re interested in new things. This is why we see them tinkering around with new inventions and proudly displaying them.
These are obvious examples, though. What about other characters who don’t seem to fit the bill? Mason Baylor from Batteries Not Included is certainly a character who doesn’t appear novelty-based until you examine the details. This character is a lofty struggling artist who suddenly finds his muse, again, when the crumbling apartment complex he’s living in is visited by robot aliens who begin to fix the place.
Unlike the other tenants, Mason is the one who first recognizes how they can be utilized to save their complex from getting bought out by a major company. He’s driven by novelty, which drives his curiosity about them, leading him to discover why they were here and what they wanted. His orientation towards “newness” leads him to find the solution to their problem.
It’s a fantastic movie. But back to reality. How do we spot these kinds of decision-makers in our everyday lives? Sometimes, people wear it, but a lot of times, they don’t.
You might run into a novelty decision-maker who is also very frugal with their spending so they may not be interested in buying new things that cost a lot. This is where gauging their opinion matters. If you really want to see if a person bases their choices on novelty, ask the big open-ended questions. Why do we make movies? How does one find success? Is the World plunging into turmoil or are we headed to a better place?
Novelty-decision makers will likely give you answers that have themes expressing “newness”. They’ll say, “We make movies to make sense of the new and unknown.” or “Success is going out and exploring the World to find the path that will lead you to it.”. So when trying to convince someone who falls into this camp, you should emphasize points such as:
This is an off-beat film that I’m not sure anyone has ever done before.
The film’s very much experimental and unusual to say the least.
With your help, we can create a new spin on the existing genre.
This is like nothing you’ve ever seen before.
It’s a new concept touching on modern themes that haven’t been explored.
So, identify if they’re a novelty decision-maker by asking the right questions. When you pitch, stay on ideas that suggest “new.” That will keep them engaged and interested.
#3 Social
These individuals base their decisions on whether it will facilitate their ability to fit in with others. The best way to spot a social decision-maker is to look for people who wear things that hide flaws and impress or please those around them.
Just look at Martha Stewart. Most of the time, we see her in friendly bright clothing that’s fashionable and modest. That doesn’t mean she’s like this behind closed doors. But this does indicate that she makes choices that seek to show people she’s likable and normal. That’s part of her branding, just like Mike Rowe, from, “Dirty Jobs”.
An interesting example from an old movie is School for Scoundrels. It’s about a guy who has trouble dating and being the cool guy, so he joins this “alpha male” course run by an insane teacher. It’s pretty entertaining so definitely worth checking out.
But in the context of this blog, let’s focus on the main character’s choices. His entire motive stems from wanting to date this woman and not be ostracized by his peer group at work. In other words, he wants to fit in and be accepted. So all of his choices will be those that say, “Hey. I’m a cool guy that you can hang out with.” This desire to be accepted even pushes him to change his wardrobe based on the environment because it maximizes his ability to fit in and be liked.
To identify someone like this in a social setting, you handle it like you do with every other category. First, examine how they’re presenting themselves. Are they dressed for the occasion? Is their outfit modest but tasteful? Does it try to hide flaws like their weight or scars? Does it scream, “Hey, I’m approachable and friendly!”? These could be strong indicators. However, the best indicator is to examine whether or not the person dresses similarly all the time.
So maybe they dress in torn jeans and faded tee shirts at their favorite rock concert, but when they go to Disney World, their wardrobe is exactly what you’d expect the average Disney tourist to wear. You know. Mickey Mouse hat, tee-shirt, and all. People who orient their choices based on social aspects typically dress “the part” for the occasion. So look for those signs.
But you shouldn’t judge a book by its cover! Dig deeper by asking questions, specifically ones that are related to the proposition you’d like to present them with. Again, for us, it’s making movies, so ask them why they got into filmmaking and what they love most about it. A social individual will emphasize connecting with interesting people, team building, and being on set interacting with others.
So when you go in for the pitch say things like:
We have a great crew full of wonderful people
This movie can really resonate with everyone.
My 1st AD dropped your name because they said everyone loves working with you.
There’s definitely gonna be film screening/party by the end of it
I’ve worked with these people for years. They’re fun to hang with.
Just remember. Focus, focus, FOCUS on community and belongingness. Of course, everyone wants to work on a kickass film, so don’t skimp out on the synopsis and how promising the movie will be. But if you want to seal the deal, let them know that if they join your team, there’s a guarantee they’ll fall into the fold and work with people who will stay connected to them long after the shoot. Just. You know…Don’t be direct about it. Using subtext is your best friend!
#4 Conformity
These people want to know if they’re making the same choices as everyone else within their preferred social group. They aim to maintain their connection to the tribe, so they often veer away from radical shifts in their style and views. There’s a huge concern shared about the social implications of their decisions. This is similar to social decision-makers with the main difference being consistency. Social-oriented decision-makers will change their styles and attitudes to match the occasion and group. But, conformity decision-makers will present themselves consistently on every occasion based on the groups they value most.
A great real-world example is any rockstar who remained consistent in their style throughout the decades like Marilyn Manson. As edgy and radical as he dresses, his choice to do so remains consistent after all these years. Even his music hasn’t changed much. Meanwhile, if you look at The Beatles, they seem to have changed a lot throughout their careers. Manson seeks to create new music, of course, but in a way that conforms to a specific group whereas the Beatles sought to create new music that didn’t fit into any particular category, at least not consistently. You never knew what they would come up with.
We see this behavior in movies, of course. Take SLC Punk, for example. It’s a story that follows punks in Salt Lake City, Utah during the 1980s. The characters actively defy social norms in favor of Anarchy. But their attempts to be different lead them to adopt a version of conformity, driven by this hidden desire to maintain their place within the tribe of punks.
The Adams family is another great example. Like in SLC Punk, all of these characters never deviate from how they normally dress or act, which creates a stark contrast between the family and the rest of the World. They could be at the beach or camping and they would still dress and act like gothic people from the early 20th Century. Moreover, they seem to emphasize consistency and tradition, which are signs that they’re driven to conform to the tribe they value most (their family).
It can be difficult to know if you’re speaking to a conformity decision-maker since we often equate boring outfits with this type of person. But in reality, there isn’t a specific style that defines them. They can dress like a goth, a math teacher, a supermodel, or anything else. So it isn’t about the specific outfit. It’s about the style, whether it’s tethered to a particular group, and how consistent their choices are within different environments. Their decisions are based on the tribes they belong to and how aligned they are with them in style and attitude.
But always dig deeper by asking the right questions like, “What’s your favorite movie?” It’s a simple question, but it can be powerful. If you’re given an answer that matches how they present themselves, it could indicate that they’re conformity-oriented. For example, one of my friends dresses like a comic book nerd (comic book shirts, dark cargo pants, long hair, glasses, etc.). That’s because he is! So when you ask him what his favorite movies are, he’ll rattle off a list of comic book movies. That completely aligns with the way he looks.
So if you need to convince someone like this emphasize things like:
This is exactly your kind of movie, which is why you’d be perfect
You’ve seen this movie before, but we’re going to do it better
We’re not interested in redefining the genre. This will be a classic x movie
A great tactic is to focus on the tribe they care about most and connect that to the movie you’re making. So maybe you’re talking to someone who is big on vintage 90s gadgets and is huge into old-school 90s action movies. But you’re making a modern romantic drama with very little action. Reference 90s movies when explaining your film. That’ll open the person up more to the idea of helping you out.
#5 Investment
When making many decisions, these people always ask what the return on their investment will be. They will over-analyze a choice, weighing multiple points against each other. For them, buying things that will last long and provide maximum value is what it’s all about.
It doesn’t matter if they dress edgy or formal, as it’s all about how well they maintain things like their phone, wallet, glasses, etc. If it looks like time, energy, and consideration were put into them, then you could be speaking to an investment decision-maker since they tend to invest in purchases. They don’t just use them.
Nick Hendricks, played by Jason Bateman in Horrible Bosses is a lethal example. This character puts everything on the line to kill his friend’s bosses so that they can kill his boss who is stopping him from advancing in the company. That’s pretty crazy, but it also makes sense for him to do this because of the return on the investment.
With his boss out of the picture, he can finally begin to grow in the company and have a more pleasant experience at his 9-5. That’s a pay-off that will last a long time and it’s costly. Sounds like the qualities of a promising startup. If it was only about the gratification, the character would have just punched him in the face and quit.
Okay, so how do you identify and convince someone like this? To make your movie, of course…No one wants to murder their boss…Yeah.
If they’re a filmmaker, talk to them about this lower-end camera you’re thinking about purchasing and ask if they think you should buy it. An investment decision-maker will tell you to buy the cheapest camera that has the highest functionality, quality of image, and will last the longest. Pay attention to the reasons why they think you should buy it or not and probe further to get a true understanding of their reasoning. That will tell you a lot.
If you want to increase your odds of getting a, “Yes” from people like this, you should go about your pitch similarly to how you might pitch a producer or investor. You want to focus on the cost versus the payout and any aspects of your film that suggest it has a real chance of working out. And back it up with some data!
By that, I don’t necessarily mean hard numbers as much as I mean real tangible proof. So mention ballpark costs for the film. Show that there’s a community of people hungry for this specific movie. Mention that this local or national actor with some acclaim under their belt is attached to the story, or show that the proof of concept you made is getting a lot of views. These are all fantastic things to show them.
So when you have that conversation, focus on points like:
This movie won’t cost anything to make.
We already made a trailer for it that has 30k views on Youtube!
We’re currently negotiating with x actor’s agent to get them attached.
All pre-production is done and we’re ready to go. We just need your help with x.
We already have an interested investor or distributor.
The main theme here is, “probability of success”. Does your movie show promise for this person? Can you convince them that their investment in time and energy will pay off? If you can’t do that, then you probably can’t convince them to help you, at least not in any significant way.
Okay, now for the final category. Finally!
#6 Necessity
George Costanza, from Seinfield. That’s all you need to know about this type of decision-maker. No seriously, George Costanza is the ultimate necessity decision-maker. He will always ask, “Is this a necessary purchase or choice I should be making?” That’s why his wallet was so old and worn. If he already has a wallet that does the job, why does he need to go out and buy a nice new shiny one?
Like an investment decision-maker, they’re methodical in their approach to making decisions, weighing all their options before choosing. But unlike the investment person, this individual will always hang onto things for a very long time and almost always take the cheapest option. So they’ll buy the off-brand cereal or the lower-end computer models.
To convince people like this, focus on what can be the best bang for their buck. And in movie terms that means having all of your ducks in a row so that they know when walking on your set, everything will be organized and seamless…Well, mostly. You want them to know that your movie is a great opportunity with limited effort. So emphasize things like:
We have a bunch of extra high-end gear, so if you need anything we can make it work.
We have a full crew that’s experienced, but nimble so we can be in and out.
Of course, we’ll pay you a standard rate.
We can work around your schedule (if possible and necessary, of course)
Also, show some real promise with the movie like you would with an investment decision-maker. Show them any kind of data or information that can at least suggest this might have a chance. Whatever it is, show it. That should be the first thing after the synopsis. If you can demonstrate that working on your film will be easy enough and have the potential to advance them in any way, there’s a good chance you’ll gain a new partner.
Conclusion
We all have something inside that gets us to take action and make decisions. Salespeople and marketers know this well, and if you think otherwise then perhaps you should be questioning your brand choices. Did you buy those shoes simply because you saw them on display, or did you buy them because of their design and color?
Maybe it was the price or the specific features? Or maybe it was all of these things and more. But then you have to ask…Why those attributes and not others? If you ask yourself these questions like an annoying child asking, “Why?” then, like an onion, you can peel back these superficial layers and get to the heart of your decision. You bought those shoes because you wanted to stand out, feel newer, fit in with any crowd, fit in with one specific crowd, obtain the best long-term investment, or because you just needed a pair and they were the cheapest.
That’s basically what it boils down to despite how complex we are and the enumerable variables out in the Universe, which, of course, also play a huge role. That’s why it’s best to consider these as guiding weights to help inform the way you pitch your ideas to people.
So when you meet that person for the first time at whatever function, pay attention to what they’re wearing because that’s a reflection of their decisions. Watch how they present themselves, and take note of their opinions during the conversation. It’ll clue you in on their choice preferences and with that knowledge, you’ll begin to hear a lot more “Yes’s” than “No’s in your life.
Hope this piece was helpful and as always, best of luck in your creative endeavors!
Story Prism
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