On television, print and online, marketers invest advertising budgets, creativity and time in communication messages that elicit emotional responses from consumers.
With these efforts, marketers hope that they will improve the consumer’s affection for the brand, persuade potential audiences to buy the product, and encourage existing customers to continue buying. Of course, their success depends on their ability to influence consumer behavior; This makes marketing a psychological exercise for the consumer.
Robert Rosenthal, author of the book Optimarketing: Marketing Optimization to Electrify Your Business (Optimizing marketing to stimulate the growth of the business) says that most marketers are not psychologists but know how to use psychology to attract consumers. “Wise and experienced marketers use psychology legally, conform to ethical standards, and show respect to attract users and motivate them to buy.” Here are some ways marketers can help do this.
Brings emotional ideas
Studies show that marketing messages work better by highlighting the results consumers can get from a particular product or service rather than listing a dry list of components and features.
Repositioning the competition
Adjust how consumers perceive the competitive landscape. You can reinforce the idea that your product brings about a different, higher value proposition in their lives, making your product or service an obvious choice.
Satisfy customers’ ego by making them feel special when buying a product.
Psychological fear of loss
Emphasize the consequences if not taking action. People tend to avoid loss rather than trying to achieve something. This mentality is often employed in the form of a “free trial”. For example, you can try the service for 30 days, then cancel your subscription if it’s not for you. But, most will continue to use the service to avoid the possibility of “losing” too much instead of looking at the possibility of “getting” the savings without paying the subscription fee.
Build an army of fans … and “enemies”
People like “feeling of belonging,” which is why most people associate themselves with a certain group, community or belief. In psychology we call it “social format theory”. But it would be unrealistic to expect everyone to like you. Polarization creates brand loyalty and rejects other “factions”. The bottom line here is don’t try to market to everyone but create your loyal community.
When small commitments turn into big wins
In the book Influence: The Psychology of Persuasion (Influence: The Psychology of Persuasion), author – Dr. Robert Cialdini, professor of marketing and psychology at Arizona State University (USA) cites one of his six persuasive principles is “Commitment and consistent”. Science has shown that when people make certain choices, they use decisions in the past to determine actions in the future.
Marketers do this by getting potential customers to agree to small requests in advance, be it signing up for periodic emails via email, following on social media, attending seminars or downloading eBook death. After a few successful attempts to get people to “agree”, you will increase the level and the prospect will respond positively to larger commitments like a purchase or a service.
Long Ho / Entrepreneur
* Source: Businessman +