How Marketing IS A Psychology Game

Hey You!

Welcome back to where we fill you in on the latest topics at The Attention Seeker (ATTN).

This newsletter is coming from Ashley Short, the ATTN Internal Brand Exec.

This week we are discussing the psychology behind marketing.

Today's topic is one of my favourites, so lets dig in!

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The Psychology Behind?Marketing

Normal people like you and I don't realise how much psychology is involved in marketing a product, service or person.?

We all fall into marketing traps.

Daily.

Coke or Pepsi?

Our choice is most likely based on their marketing tactics.

Just like the choice to use Apple products over Samsung products.

Luckily for you, I have a secret Masters in Psychology, so I am here to dispel the marketing tricks and let's be honest - Ther pure genius as marketers just like myself manage to pull people in.

And yeah, you could say you buy a product or service because the product is just THAT good. But how did you know that product even existed?

Because of the marketing of that product.

Let's break this down a little more.

Imagine your going to buy some eggs. You pick up two different egg cartons.

They are the exact same price and size.

One says that the eggs are Cage Free while the other carton doesn't. Now just because it's written on the carton doesn't mean it's 100% true.

But this wording on its own is enough to influence a lot of people's behaviour into buying the Cage Free eggs.

Why? Because they think the brand aligns with their values of looking after animals' wellbeing. The idea of an animal in a cage is enough for some people to choose the eggs that say "free range" even though we may have no proof that the eggs are cage-free when we make the quick decision.

I mean sure, you can google if the companies actually have cage-free chickens, but who actually does?

To be honest, I don't. I probably should, but I take the packaging's word for it.

This is subliminal messaging at it's finest. Here the egg company is alluding to communities it wishes to be a part of without even explicitly saying it belongs to a type of community. I, for one have never picked up an egg carton that says, "We are part of groups that fight against animal cruelty". Have you?

No, we assume it subconsciously, thinking shit. These people must be trustworthy because they clearly value the right things and go above and beyond to do what's right. I then subconsciously think, "I like this brand, I want to align myself with this brand", but without even actively thinking about it - I grab the Cage Free carton.

Suddenly, I have brought into the story that the company is cruelty-free.

This is just one example of how marketing uses psychology to get us to buy a product or service. Pure genius, really.

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Whether it's a product, a service, or a person - it's all the?same

What I've gone over today with the egg carton example is no unique situation.

The same psychological tricks are used with services and people like influencers or personal branding. Brands align themselves with values that may or may not align with your values, and that's how you choose if you like them and if you would use their product or service.

On the surface, this is storytelling, but the psychology behind it goes much deeper than that.

Storytelling is a strong tool that taps into your emotions. Marketers use relatable stories to create empathy and connection. Psychology teaches us that stories build lasting bonds beyond transactions. Aligning a story with a brand's values makes personal branding a way to inspire and empower consumers.

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There's much more to it...

But marketing and psychology doesn't stop there. Just like the egg example, the storytelling doesn't have to be explicit. You can tell a story without saying a full story.

Let me explain,

Influencing with Authority

Take positioning yourself with Authority online. Personal branding can establish you as a credible source, a thought leader with extensive knowledge in your field, and give you a professional demeanour (for example, your wording when you post and the clothes you decide to wear). This urges your followers to seek guidance and recommendations from you.

Here, you have told the story that you are a person of authority without explicitly saying, "Listen to me; I have authority," and instead have woven the story into your branding.

Geez now that is smart.

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How things have?changed

During a discussion with another team member, Vanessa, who has also done courses in Psychology, we recognised the significant shifts in psychology and marketing over time.

This requires brands to carefully choose communities aligned with their values, a challenge given the ease of consumer access to information today.

Unlike a decade ago when options were limited, physical stores and online platforms now offer abundant choices.

While celebrities once epitomised brands, today, reliability and relatability take precedence.

Post-pandemic, people seem to prioritise emotional awareness and everyday normalcy. This is why we align ourselves more now with people and brands being authentic.

Honestly, in this Newsletter, I have only touched the surface of how psychology can be used to market what your business offers. If you want more info on psychologies marketing potential, come for a chat at The Attention Seeker.

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Stansplaining Podcast

Our weekly podcast

In our latest podcast episode, we spoke to Charlie Gallagher. He's 18 and already hitting the Internet by storm. Check out the episode to find out more!

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Until next week!