Psychology and marketing
Sam Sudipta - Digital Agency Owner
Growth Marketing Strategist & Digital Media Expert | Helping Businesses Grow | AI-powered Digital Marketing | Websites | Videos | Strategy, Branding, Ads, Social Media, Content Creation
The brain is the control center for every process in your body, and similarly, with decision making. As a marketer, I always try to understand the way my consumers think, feel, analyze, and make decisions. My goal is to convince people and make a calculated emotional appeal so that I can convert them into lasting customers.
An important component of successful marketing is understanding how and why people think and act in certain ways. All of your marketing efforts should stem from this understanding.
Psychological marketing is now the cornerstone of any successful marketing campaign. In this article, you’ll learn some psychological principles you can leverage in your marketing and influence your prospects' buying decisions.
1. Authority
How did McDonald’s manage to gain billions and billions of customers, and grow to one of the largest franchise chains the world has ever seen? The answer is simple: authority marketing!
Authority refers to the theory that consumers trust people who are in charge.
Markings of authority can be expertise, titles, uniforms, or recommendations that establish you as thought leaders, experts, or sources of credible information.
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2. Liking
Brands are starting to realize that in order to earn customer loyalty in this age, you can’t behave like a brand; you have to be their friend. If your customers feel that you can relate to them, and understand the problems they are facing, they can begin to think of you as a friend. It’s only natural that we respond to things that we like in a positive way.
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Liking can be instilled by:
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3. Price Sensitivity
Understanding how your consumers react to different price levels shows your awareness of your price point, consumer demand, and your active marketplace.
You should track competitive product prices and analyze which target consumer bases react better to offers or discounts.
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4. Urgency Scarcity
Urgency Scarcity is leveraged by implying that other shoppers will grab the chance to buy this product. Scarcity instills a sense of urgency in a shopper by creating FOMO (fear of missing out).
Psychologically, fewer opportunities = a threat to our freedom. We react against this in order to preserve our established privilege.
By utilizing urgency scarcity; like “limited time offer” or “temporary discount,” you can spur people into a decision, making them act immediately.
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5. Exclusivity Scarcity
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In order to show Exclusivity Scarcity, you could:
a.? Highlight lines of products that are one–of–a–kind.
b.? Place product tags like “limited edition” or “short supply” over your scarce products.
c. ? Send exclusive updates.
A lot of brands embody this type of scarcity and a lot of people identify with this feeling of exclusivity. Brands that capitalize on this behavioral principle make it harder for people to get the products they want, making their products more desirable.
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6. Social Proof
Social proof is how we look at the actions and behaviors of others to figure out what we should do.
Your consumers feel assured about your products or services by reading positive reviews of other consumers who already purchased from you.
In marketing, Social Proof can be shown with copy promoting things like:
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7. Commitment and Consistency
Commitment is the key driver of consistency. People will sometimes even go against their own beliefs to be perceived to be consistent.
You could deliver notifications that remind your customers about what they have in their carts or encourage them to sign up for newsletters, campaigns, or offers.
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8. ? ? ? ? ? ? Just Imagine Technique
Help your customers use their imaginations to think about how they could use your product. The key to utilizing this principle is to think about the lifestyle your target audience wants to lead. Then, create content that showcases how your product will lead to that dream lifestyle.
For example, Teva regularly posts high-quality user-generated content on its Instagram profile, helping followers imagine how they could use Teva products to make their outdoor adventures even better.
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Understanding the psychology of marketing can help you create tailored, more effective content that your audience loves. It is advisable that you begin each marketing campaign by humanizing your end user instead of considering them as your source of revenue. This is ground zero for any smart marketer.
Finally, it is up to you to find your own secret recipe for success. What works for one business doesn’t always work for another. Study your customers. Find out what they need. Then find the best possible way to close the deal.
Ready to create some killer marketing campaigns?