5 Psychological Marketing Tricks You Need To Start Using Now
When it comes to building relationships with your customers and essentially getting them to purchase goods from you, the battle doesn’t necessarily happen in-store or even on your ecommerce website. The real battle happens inside your customer’s heads. Selling, at least for the most part, is all about psychology – the little triggers that spark desire, trust and most importantly, the willingness to part with cash.
One key part of being a great marketer is understanding how (and why) people think and act the way they do. It’s much harder to create compelling content marketing, for example, if you don’t know why it would be compelling to your audience in the first place. Before you jump into the tactical nitty-gritty of marketing, it’s really helpful to understand how people operate. Which is essentially what the entire field of psychology attempts to explain. Understanding some key principles of psychology can take your marketing from good to amazing, all because the right audience is reading and identifying with it – and most likely converting on it, too.
One of the keys to good marketing is understanding psychology. Think about it – psychology is the study of human behavior. A huge part of marketing is figuring out who your target audience is and what they want. You want to determine what your audience wants and how you can give it to them, not to mention how you can convince them that your products or services are exactly what they need. All of the online marketing strategies that you are using are based in psychology in one way or another. You’re trying to build a relationship with consumers in order to build trust and loyalty so that they will buy your products or services.
But this is a somewhat obvious connection, and a bit of a vague one too. In order to truly use psychology to your advantage, you should use a number of marketing tricks based on psychology. Here are some psychological marketing tricks, you need to start using, if you are not :
The psychology of colour is interesting because it relates to persuasion. It also has many elements that can complicate its effectiveness, such as personal preference, experiences, cultural differences and context. However, in relation to purchases, up to 90% of snap judgements made about products can be based on colour alone. This being said, it’s not accurate to say that certain colours will make your customers buy your product. But it can make a difference as to how your customers perceive the product, and also your brand’s personality. When choosing colour, think of the customers you want to attract and how you want your brand to be perceived.
Color has a huge impact on our behaviour and should never be underestimated in the context of marketing. People make up their minds about a product within 90 seconds and 62%-90% of that decision is based on color alone. Color can not only set you apart from competitors but also influence mood and feelings.Colors are a powerful ally to marketers but there is no clear cut answer as to what the best colour is for conversions. One button color might outperform another purely because it contrasts more with the other page elements and not because of the color itself. This is known as the Von Restorff effect which means that if it stands out, it’s given the most attention and remembered.
The name of colors used in marketing also affects how they are perceived. Fancy names do significantly better than their generic counterparts. There is not a one size fits all when it comes to color. The important thing is to test and continue to optimize.
Information Gap Theory
You understand what the information gap theory is and how it applies to marketing, but how exactly can you use it to your advantage? You might think that it comes into play with the title of your content. It can certainly be effective when used in the title, but it doesn’t necessarily have to be used here. One place where it should be used, however, is within the introduction. The introduction is where you should attempt to establish the gap between what readers know and what they want to know.
The key to getting visitors to read your blog is to use the information gap theory. There is a way to boost blog traffic by using the information gap theory. These sentences establish a goal. Which is basically, getting visitors to read your blog, boosting blog traffic and improving your online marketing. As well as presenting the solution to that goal – using the information gap theory and using psychology. But leave a huge gap in terms of how you get from point A to point B. This is the information gap that will pique the curiosity of your readers, leading them to continue reading.
The theory of reciprocity is another very simple principle that everyone understands. It describes the need for a person to give back when something is received. For example, let’s say you suddenly find yourself in need of a quick stay at a hotel in the place where you just landed. But don’t have much time to go browse the availability. Maybe you would post that on Facebook asking if any of your friends are staying at a hotel. If one of your friends does answer the calling, you’re probably going to want to return the favor somehow, whether by paying or his next stay or by letting them know that they can give you a call if they need something since you owe them.
At its most basic, you give something to consumers and they’ll be more inclined to do what you want them to do, whether it’s buy a product or sign up for an email list, to name a few possible actions. One of the most effective ways to get visitors to continue reading your content and to sign up to your email list is to provide substantial content, such as eBooks or whitepapers, that they can download for free. By making sure that the content you post is of high quality and is relevant to your audience, your readers will begin to appreciate your brand. They may not begin buying products or paying for services just yet, but they will be more likely to share or like your content via social media or even sign up to your email list.
If you offer a service of some kind, then offering potential customers a free trial is a great way to eventually make a purchase. They’ll be much more likely to make the purchase after you’ve essentially let them borrow it for a while. Exclusivity makes people feel special. Consumers will often feel like you are going out of your way to help them out and nobody else, which means that they will be more than likely to take advantage of that deal.
FOMO is one of those terms you may have heard the youth of today throw around online, like LMAO (Laughing My Ass Off) FOMO stands for Fear of Missing Out. Something like FOMO could influence how consumers act with your brand. There’s nothing that will instill action into a consumer like the fear of regret. Just think about how often you’ve made a purchase when an item was on sale simply because you thought to yourself, “when is that item ever going to be on sale again?” This is FOMO in action. FOMO is a very strong psychological tool that you can use in order to boost your sales.
This is often used for sales. When you promote a sale and use the term “for a limited time only,” this will induce FOMO within consumers since this could be their only chance to buy certain products at a discount – even if they don’t need the product immediately, or at all. Limit the Supplies – Another FOMO marketing term often thrown around with good effect is “while supplies last.” Consumers will hurry to make a purchase before they miss out because you’ve sold out. Many businesses will use this term in order to clear back stock. It’s a clever way to clear older inventory that they are trying to get rid of anyway since newer inventory is going to replace it.
This is similar to the limited supplies strategy, except that you limit the quantity of products you are selling instead of just holding the promotion until you run out. This use of FOMO marketing uses exclusivity – consumers will feel good about being one of the few who were able to get in on the deal.
Research suggests that people are wired to respond to those who appear authoritative. This transfers over and can be implemented into your marketing techniques. If you’re associated with any professionals, whether you have a secret scientific ingredient or you’ve been endorsed by health professionals – place the information prominently on your site and marketing material.
The same goes for any awards you may have received. Consumers are more likely to choose a company with big names and awards attached to it, as they’ll associate it with quality.
People like to feel special. They want to be treated differently to everyone else and to feel like their individual needs are being met. A tailored experience caters perfectly to this. If it’s more relevant to the consumer, they are more likely to engage. This is due to human’s “desire for control” and to prevent information overload. By getting a personalized experience, there is a perceived sense of control over content that is manageable, which reduces the perception of “information overload.”
Another way to reduce pain is to bundle your products or services, so that customers can purchase in one simple transaction rather than several painful ones. If you’re not familiar with it, social proof is the theory that people will adopt the beliefs or actions of a group of people they like or trust. One easy way to make the most of social proof is on your blog. If you’re not already, use social sharing and follow buttons that display the number of followers your accounts have or the number of shares a piece of content has. If those numbers are front and center and you already have a few people sharing your post, people who stumble on your post later will be much more likely to share.
Being attractive has its benefits and it can increase your likeability and your trustworthiness. The same can be said for website design and as marketers we should stick to the conventional rules of beauty. You may have heard of the Golden Ratio which is a design concept concerning proportions in areas such as architecture, art and design. The Golden Ratio can be used to determine the most visually appealing font size, proportions, column widths, margins and line heights. In the desire to make an attractive or ‘different’ website do not forget or abandon the basic principles of web design.
But you don’t have to just put out an amazing product in order to create the effect. That product is an impression you’ve made on the consumer – and you can make a good impression that acts as the effect using other methods as well. For example, if you create amazing content for your blog that is extremely helpful, it will paint your brand in a positive light that could translate to sales. The same goes for the way that you engage with consumers on social media. If you leave a great impression, they’ll be more likely to try one of your products or services.