Marketing Psychology: What You Need to Know
One of the most important things to know about marketing is that the field isn’t something that is new and many of the tactics we use aren’t new either. Instead, they have progressed just as humanity has progressed. Still, consumer psychology is a vastly underrated field that few people take seriously enough.
The truth is that people see some 10x more ads per day in 2019 than they saw just 30 years ago, and that has had an impact on the psyche of people.
With so many advertisements out there, it can be difficult to weed through the rest and find the best, but those that you do find will all have a few things in common – things we can trace back to basic psychology.
People Care About How You Help Them
Whether you are marketing highly targeted software or floor cleaner, people really only care about themselves and how you can help them. Their pain, and relieving that pain, is the most important thing. Your marketing materials can no longer only list features. Instead, you need to focus on the outcome. What will people get by using your products or services? Be specific and explicit – it is the best way to reach an audience and command their attention.
Prime Them For Those Results
The images and words that you use in your marketing and sales material matter. Focus on providing a positive experience that allows your clients to see what they want – whether that is an increasingly agile system, a clean floor, more money, a nicer car, or less back pain. No matter what it is you sell, you need to prime your audience with the images and words that they want to feel. Focus on the positive.
Keep Your Name In Their Minds
Do you give out swag? Consumers love it when they get little things they can use – coffee mugs, pens, notepads, or even candies with your brand’s name on it will allow you to stick into their minds. However, there is a rub here: you want that association to be positive. Spend a little more to get pens that actually write.
These promotional items can be cheesy, so make sure that you are effective when designing and handing these out.
Keep Up With Social Proofing
Social proofing is a psychological term for people going along with the herd based on the recommendations of people that they trust. This is why companies are willing to spend millions on celebrity endorsements for smaller priced items like bottled water or chewing gum. Social proofing has taken on a new meaning in today’s age – almost all celebrities do paid advertisements on their social media accounts – and they work.
Think about the types of social proofing that will work for your industry. Maybe find a spot on a podcast or an influencer’s Instastory or have a voiceover from someone that people may just recognize. It will make an impact.
Consumers are getting smarter and we need to continue to improve our marketing to keep up with them. In today’s social media and internet filled age, everyone can look up what they need with just a few taps of their fingers – so you need to find a way to stand out.
For any company using marketing tactics, no matter what they are, you need to understand the psychology behind them. Whether you use that psychology to make decisions about marketing and sales or you use it when you are determining which part of your business to develop first, knowing and understanding even a fraction of the psychology behind purchasing can help you.
Of course, there are bumps in the road and sometimes psychology does get something wrong. Using information like what you can gather from MRP, you will be able to work your way through the swamp much more quickly than you can imagine – and perhaps find your go-to tactics to easily convert more sales. Psychology isn’t always a science, it can sometimes be an art – but with the right tools, you can make some of the best masterpieces.