Consumer psychology has been touted by many business and marketing teams as one of the must-learns when trying to push out you branding out in the world. They are right. By trying to understand the way your buyers think, you will have ways to position yourself to create an advantageous position for your products and services. Playing with how people think is important as you need to create a unique angle for an idea that somebody may have thought of before. The problem with some of these “psychology” tips is that they’re too hard to apply. Here’s many of them simplified.
Have Ideas that Appeal to Emotion and Impulsiveness
People like to talk about dopamine marketing without seeing that nobody cares what dopamine marketing is. There is no value to calling it like this, much so that it should be called appealing to emotion. It’s simple: use people’s feelings to make them buy. This is easier said than done, but what you do is to stroke people’s ego and use their impulses in purchases.
If your brand is something that you believe can bring happiness, market your product with happy customers, positivity and utilizing the “aww” factor, much like how radio stations use memes to create engagement to get their name out, and then allow curious people to search their name and “enjoy” their product, even if they’re fully unrelated to such subculture. Use feelings of happiness, guilt, fear and sentimentality to your advantage. These are among the strongest felt emotions out there and you can expect action or engagement from these.
The Illusion of Scarcity and Why Premium is Good
This is a topic that is near and dear to my heart because I used to hate reading about it. Topics tend to not explain properly how to achieve scarcity properly. Making your product scarce is not as easy as simply limiting how much you can get out there. The thing is, creating the illusion is hard and one good way to create a perception of scarce is to make the people who opt-in feel like they’re one of few. An exclusive “club” of people who got the product.
Amazon likes to play with this by adding how many units of a certain product are left in stock. This creates a sense of urgency to the buyers. Adding a timer is a pressure for the audience to buy, or else miss a great deal. Add a progress bar that fills up until the product has been bought by a hundred customers. If a hundred customers buy, sell again a hundred the next day. This makes your buyers sit and simmer – keep thinking about how they can get their chance again tomorrow. Create an artificial demand and make them see that it’s an exclusive set of people who get your products.
Serial Position Effect, a Strong Start and a Stronger Finish
Consumer psychology is a fascinating thing to see in action, and this is no better demonstrated than your copy. Have you ever wondered why websites put the image or video on top first and add a strong kicker in the end of a copy? That’s how they take advantage of serial position.
Humans are biologically lazy. The human eye ends to remember the start and the end of something better than the parts in the middle, with the brain trying to create fillers for missing parts in the middle. This also works when you are creating a copy. The write-up should have a strong opener, a catchy featured image or a video that preempts the entire article to help the customer understand better. The conclusion should always contain a kicker at the end – strong, ties the entire copy and hammers the point home.
Consumer psychology keeps on growing and the techniques are virtually endless as long as you understand how your audience thinks. Anticipating decisions, playing around with exclusivity and hammering the point better at the start and the end – these are strong moves that you can do to get your customer to buy. The key to being successful is knowing how to play with your customers and providing value to getting their attention.