There is a way to strategically use psychological principles throughout your marketing copy, in your blog posts, on your website, or even just in small email blasts, to guide your customers towards making that decision. Here’s a little info drop about how the human mind works and what motivates behavior. This will help you connect with your audience on an influential level, leading to higher engagement and importantly, conversions.
7 psychological principles to win your customer’s heart and mind:
1. People feel compelled to return a favor. ‘Give to get!’ People often feel obliged to return a favor, making them more likely to engage with or purchase from a brand that offers them something valuable first. Have you ever felt inclined to invite someone to your party after they invited you to theirs? Or felt compelled to give a gift in return for one received? This is reciprocity at work. When it comes to your customers, try offering free content like lead magnets, samples of products, or consultations/strategy calls to build goodwill.
2. Scarcity increases perceived value. The perception of limited availability creates urgency. Have you ever rushed to buy a product because it was advertised as being on sale for a limited time, or because the website showed a “low stock” alert? People are more likely to make quicker decisions when they perceive that an offer or product may soon be gone. You can use time-limited offers, exclusive deals, and low-inventory alerts to encourage quicker decision-making from customers.
3. People follow the behavior of others. Consumers tend to follow the actions of others in their circles, especially those they perceive as similar or authoritative. For instance, we’re more likely to choose a restaurant that has a ton of positive reviews or follow a video testimonial recommending a product, especially if it’s from someone we look up to. Showcase customer testimonials, reviews, and endorsements from your partners to build credibility and trust with customers before they press the purchase button.
4. Customers trust experts. Customers trust brands and individuals who demonstrate expertise and hold authority in their industry. A health-conscious consumer may choose a supplement endorsed by a nutritionist or doctor, or an educated expert in that area. Share your certifications, case studies, and in-depth articles to position your brand as a knowledgeable thought leader.
5. People prefer doing business with relatable brands. Create a personable image by sharing relatable content, engaging with your audience on social media, and maintaining a friendly tone throughout your interactions. Highlight your behind-the-scenes with your team or tell comical/emotional stories about your origin story to your audience! Overall, be authentic.
6. Small commitments lead to consistent behavior. Commitment and consistency go a long way. Once someone has committed to a small action, they are more likely to stay consistent with future actions. Encourage customers to subscribe to newsletters or follow on social media to nurture long-term engagement and eventual conversions. Use opt-in content or weekly emails to keep you top of mind.
7. Fear of loss outweighs desire for gain. People tend to focus more on what they might lose than what they stand to gain. This principle can be seen when customers respond to offers framed in terms of avoiding losses, such as “Don’t miss out on this deal!” or “Act now to avoid missing this opportunity.” Set favorable price points, offer discounts, and emphasize what customers stand to lose by not acting, creating a compelling motivation to take action.
The Art of Persuasion in Marketing
Start using these psychological principles to create marketing strategies that resonate deeply with your audience. Ready to guide them towards making decisions that benefit customers and your business? Just contact HangTime27 and our team will steer the marketing ship for you.