Psychological Marketing

There are many key components to being a successful marketer. One of them is understanding how (and why) people think and behave the way that they do. It would be really hard to create a motivating ad for someone if you don’t know what it is that motivates them in the first place wouldn’t it? Understanding some very basic principles of psychology can really help your marketing go from good to amazing. There are 5 basic principles to psychology that you should be using in your marketing strategy:

Priming- Here’s how this works: You are exposed to one stimulus, and it affects how you respond to another. It’s that simple. For example, if you ask someone to follow a word you say with the first word that pops into their head, they will respond to whatever you say with their semantic association to that word. I would say “banana” and you would say “yellow”. In marketing practices, you could benefit from priming because you can subtly help people remember your brand better. Think about the smallest details; they could make a huge difference.

Reciprocity- If someone does something for you, you will naturally want to do something for them. In marketing, there are a lot of ways to make this work in your favor. Giving away freebies is a great way to make people feel like they should do something to “pay you back” in a way. And it could even be something as simple as a piece of candy or a pen with your business’ name on it.

Social Proof- This is the theory that people will become very similar to the people closest to them and that they trust. In other words, this is a desire to conform. Use social sharing and follow buttons on your blogs that display the number of followers you have. That causes people to fall in line and follow you too.

Scarcity- The rarer an opportunity or product is, the more people are inclined to purchase it. You just have to be very careful with how you word this one. You have to make it sound like there used to be a lot of a product but now there aren’t due to popular demand. You can’t make it seem like there are only a few products total because that is all you had to begin with.

Anchoring- People base decisions on the first piece of information they are given. That means that if someone normally buys shoes for
$50 and they see some on sale for $35, they are going to buy the cheaper shoes because they think they’ve gotten an amazing deal. But on the other hand, if someone who normally pays $20 for their shoes sees those $35 sale shoes, they aren’t going to be as impressed. That’s why online sales have the sale price listed next to the original price, which is exactly the principle you want to follow.

As you can see, there are many different ways our psychology can affect how we purchase products or services. Which means that as a marketer there are almost limitless possibilities to how you can use this information to your benefit. You just have to know the science behind it all.

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