The whole point of marketing is to try to influence people
But the catch is that you can’t influence people without understanding them. That’s why it’s vital to first learn the psychology of customer behavior for a marketing campaign to be successful. What drives people? Why do we tend to make some decisions and not others? And most importantly, what can you do so that people don’t just choose your services but become loyal customers and recommend you to others? Here are 4 psychological triggers you can use in your marketing campaign.
People want what they can’t have
As soon as something (or someone) becomes unavailable, they immediately want it. It’s irrational and yet normal. When an object (or person) becomes the object of other people’s desire or seems unattainable, exclusive, or difficult to obtain, we crave it even more. Such is human nature.
How you can use it
Make your products or services more desirable – remind potential customers that other people are also interested in your product. For example, customers are already signing up with me for April! But I still have the opportunity to take one person to promote, translate, teach, and so on.
All purchases target satisfying the needs
According to psychologist Abraham Maslow, people have needs that they constantly strive to satisfy. The hierarchy of needs is represented by a pyramid, with the basic needs at the very bottom of the pyramid and, in theory, being satisfied first, and less important needs being satisfied (or not satisfied) after the basic needs.
First come the physiological needs (food, health, water, and sleep). After that comes the need for safety and shelter. Once these are fulfilled, people seek to satisfy their social needs (to love and be loved; to feel belonging). Then, people want higher self-esteem, self-confidence. Finally, there is a need for self-actualization or growth.
How you can use it
Your brand should satisfy one of the following needs:
Think about what it is that you help customers achieve. Does your service give people the opportunity for self-actualization? Do you help clients feel more successful? Always remind customers how you are helping them meet their needs.
People are more worried about losing than gaining something of equal value
Imagine that you lost $1,000 in a game, your day (or maybe even your week) would probably be ruined. And if you won $1,000 in a game, you’d celebrate it .but you’d be much more upset about losing the money than happy about gaining it. People hate losing things, whether it’s goods, money, or opportunities. Once we acquire something, it becomes hard to give it up. We are more worried about losing than we are about gaining something of equal value.
How you can use this
Instead of constantly telling customers what they will gain by buying your product, think about what they will lose by not buying it. Or tell them how your product will help them avoid losing what they already have. And it’s not just about the trivial “Don’t miss out!” e-mail subject line. Formulate your offer in a way that makes your customers sad that they don’t have your product. Just don’t exaggerate or overdo it. Otherwise, your efforts will backfire and you will lose the trust of your customers.
Finally, you can use loss aversion to cross-sell or sell related products. For example, almost every time people buy an Apple product, they buy an AppleCare warranty because they’re afraid of what will happen if they don’t: a broken or lost product that can’t be fixed (a lot of money down the drain). Loss aversion is what makes people spend the extra money for an extended warranty.
People remember stories, not facts
Vivid stories are remembered better than lists of facts and figures. A study found that after listening to several one-minute monologues, 63% of people remembered a story, and only 5% of people could recall the statistics given. Uri Hasson of Princeton argues,”A story is the only way to activate parts of the brain so that the listener turns the story into his own idea and experience.” So if you tell a story right, your listeners can become your customers.
How you can use it
Engage storytelling. The “About the Company” and “About Us” sections of the site will work perfectly to achieve it. Instead of bragging about your accomplishments, use this page to humanize your brand. Tell the story of how the company started, present the team members.
For example, a store with an unusual name, Squirrelpick, shares the story of how its name originated. Marketing is an ever-changing field. Trends, technology, and expectations will become different over time. But there is one thing that won’t change (at least not anytime soon): the human brain.
Take advantage of the peculiarities of human perception. Even if people figure out your trick, they’ll still fall for it.
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