Understanding the psychology behind which customers make buying decisions can give you a great edge over your competition. You can then use consumer psychology to promote your brand and increase conversions. Keep reading if you want to grow your business through psychological strategies for effective marketing.
By knowing what goes through the mind of customers through different buying stages, you can anticipate their behaviour and provide them with what they need. This in turn can go a long way towards building your brand and securing loyal customers.
Psychological Strategies for Effective Marketing
Let’s take a closer look at 6 psychological strategies to boost your sales.
The Likelihood Of Impulse Purchases
We have all been there where we’ve convinced ourselves that there will be no more unplanned spending only to see something that we liked and completely neglected our resolutions. We went ahead and bought that item.
Businesses can take advantage of the obsessive-compulsive behavior in humans to increase sales by promoting impulse buying.
For instance, one clever way you do this is to use the word “now” in your advertisement. This creates urgency in the minds of the potential customers and causes them to think that if they do not act now they will miss out on any deals.
Asking For Small Requests
Keep in mind here that we are focusing on asking customers for a small request. The importance of this is that if customers agree to do something small for the business, they are more likely to agree to something else.
This is called the “foot in the door technique”.
By asking potential customers to sign up for a new trial, or for an email request, they are more likely to agree to a larger request such as making a purchase.
Look at it this way… instead of going from step 1 to step 10, you take the customer through the various small steps until they finally purchase your products.
And after all, there are 5 steps to making a purchase. These are recognition, information search, alternative evaluation, purchase, and post-purchase evaluation
Visually Stimulating Marketing
Naturally, our brains are better able to process video as compared to text. This is not surprising in this age of social media as research has shown that posts that include video are 650% times more likely to result in reader engagement than those that only have text.
Secondly, it is important to understand how the different colours affect the human psyche and ultimately buying decisions. Colours play a significant role in impulse decisions and purchases so including the right colours in your products can make all the difference.
Another way to use visually stimulating marketing is by the use of language. Savvy marketers will use words such as guaranteed, 100% original, certified, loyal and authentic in their ads. This immediately causes a sense of trust and can prompt choppers to make impulse decisions.
Evoke Emotions The Right Emotions For Your Customers
Humans react strongly to feelings such as joy, sadness, and excitement. The clever marketer can use this to their advantage by crafting ads that stimulate such strong emotions in favour of the business.
This can result in impulsive purchasing.
Secondly, self-esteem is important to everyone. By boosting people’s self-esteem, you can increase sales and promote impulse buying. For instance, marketers can help customers feel worthy and important. One easy way you can do this is to promote memberships and then offer privileges to members.
Conformity
Conformity is the act of following the norms of a group. This can be used to influence someone to do something they wouldn’t normally do, or to make them more likely to agree with your point of view.
Foot-in-the-door technique
The foot-in-the-door technique is a way of getting someone to agree to a small request, so that they are more likely to agree to a larger request. This can be used to get someone to agree to a meeting, or to sign a contract.
Door-in-the-face technique
The door-in-the-face technique is the opposite of the foot-in-the-door technique. This is where you make a large request, and then when the person says no, you make a smaller request. This can be used to get someone to agree to a meeting, or to sign a contract.
Reciprocity
Reciprocity is the act of giving something to someone, in order to get something in return. This can be used to influence someone to do something for you, or to agree with your point of view.
Social proof
Social proof is the idea that people are more likely to do something if they see other people doing it. This can be used to influence someone to buy a product or to agree with your point of view.
Authority
Authority is the idea that people are more likely to do something if they believe that the person telling them to do it is an expert. This can be used to influence someone to buy a product or to agree with your point of view.
Scarcity
Scarcity is the idea that people want something more if it is rare. This can be used to influence someone to buy a product or to agree with your point of view.
Benefits of Psychological Strategies In Marketing
There are many benefits of using psychological strategies in marketing. By understanding how people think and what motivates them, businesses can more effectively sell their products and services.
Some of the most important psychological principles in marketing include social proof, authority, and scarcity.
Social proof is the idea that people are more likely to do something if they see others doing it. This principle is often used in marketing campaigns, such as when a company uses testimonials from satisfied customers.
Authority is another important psychological principle. People tend to trust and obey those in positions of authority. This principle can be used in marketing by using endorsements from experts or by using language that conveys a sense of authority.
Scarcity is the idea that people value things that are rare or in short supply. This principle can be used in marketing by creating a sense of urgency or by offering limited-time discounts.
By using psychological principles in marketing, businesses can more effectively sell their products and services. By understanding how people think and what motivates them, businesses can create more effective marketing campaigns.
How Is Psychology Used In Advertising?
Psychology is used in advertising to influence the way people think, feel, and behave. Advertisers use psychological principles to target their messages to specific audiences and to influence the way people process and respond to information. By understanding how people think, feel, and behave, advertisers can more effectively persuade them to buy their products or services.
Final word
Marketing is all about understanding customer psychology and what drives them to make purchases. The savvy marketer can then use this information to trigger impulse buying. Done the right way, it can greatly increase sales and conversions and improve the bottom line.
