Psychology is used every day in marketing. From the color of logos, to the messages placed in front of you – I’ve noticed there is always a psychological strategy behind every move. Major companies spend an incredible amount of money researching and studying psychology in order to achieve better results.
This approach works, and it’s something all businesses can take advantage of. I can tell you from personal experience, you don’t have to have a million-dollar marketing budget to see results. You just need to know how to leverage psychology in order to get inside the head of your target customers.
To help you get started, here are four beginner friendly psychological marketing tips I gathered that you can put into action right now.
- Highlight Social Proof
If a potential customer immediately feels comfortable with your business you will stand a much higher chance of converting them. Things like customer testimonials, awards, recognition, media, and press should be in direct view of your customers.
“Customer testimonials are very powerful, and something you should consider adding to your website. I often see many companies using stock images for their testimonials and this does not feel authentic at all. If possible, use images of the actual customers as it has a much higher impact,” says Dr. Brett Moore, DDS, Smile Design Dentistry.
If you do use actual customer images make sure you get a signed release from them, allowing you to use their likeness. Other little trust symbols like the BBB logo and Chamber of Commerce logos are great to use if you belong to those organizations.
- Offer a “Can’t Pass On” Option
Ever notice how many e-commerce companies will offer a few choices, most notably when it comes to quantity. For example, a supplement company might have a product that you can buy in one, two or three-bottle packs. The two or three pack option is usually priced so low compared to the single bottle option that most customers will opt for the larger quantity because it’s too hard to pass up,” explains Tony Fountain, CEO of NOW Entertainment.
Offering several options also increases the chance of converting more customers, as not everyone is going to have the exact same needs. Have several options, but make sure one stands out as the clear best value option.
- Give Something for Free
When you give something free to a complete stranger that is visiting your website you automatically make them feel compelled to have to repay you in some form. This could be anything from giving you their contact information or making a purchase at a later date.
“It all comes down to value. We are able to generate a considerable amount of leads because of the content we provide absolutely free. When a consumer feels like they received value, they are more apt to use us to receive a cash offer for their property,” says Jonathan Rolande of House Buy Fast.
There are several free assets to use — blog content, eBooks, downloadable case studies, podcasts, videos, etc. Test several and see what your audience responds the best to.
- Create FOMO (fear of missing out)
Nobody wants to miss out on a special offer or a deal, which is why so many companies are leveraging the power of FOMO in order to generate more business. Fear of missing out is easy to use to your advantage.
“We are able to get our clients cash for their property within 5 days, and simply using that language in our marketing materials gives us a psychological advantage, as they fear having to wait longer if they go with another option,” explains Jeff Djevdet of Speed Property Buyers.
You can also leverage the reach of social media to promote your FOMO offers. If a sale is limited or if you plan on announcing a special at a specific time, use social media to broadcast and you will see more people take action because they don’t want to miss out.