Successful marketers know how to use psychological principles to understand their customers, in order to deliver exactly what those customers need and want. All it takes is a little psychological insight, and you're ready for roll. Psychology is power, and applying the following principles to your business can define a whole new approach, and lead to more marketing success than you ever thought possible.
2. We all have the same primitive part of the brain.
3. We all have the same primitive part of the brain.
It’s called the
amygdala, it controls
our gut reactions &
emotions
4. We all have the same primitive part of the brain.
It’s called the
amygdala, it controls
our gut reactions &
emotions
It works much faster
than our conscious
mind
6. Emotions make a more lasting imprint than rational thoughts.
We have gut reactions in 3 seconds or fewer.
7. Emotions make a more lasting imprint than rational thoughts.
We have gut reactions in 3 seconds or fewer.
Emotions are processed 5 times faster than conscious thoughts.
8. So keep this in mind when it comes to your marketing:
People don’t buy products or services.
Source: http://www.fastcompany.com/3032675/hit-the-ground-running/5-psychological-tactics-marketers-use-to-influence-consumer-behavior
9. So keep this in mind when it comes to your marketing:
People don’t buy products or services.
Source: http://www.fastcompany.com/3032675/hit-the-ground-running/5-psychological-tactics-marketers-use-to-influence-consumer-behavior
People buy answers to problems, solutions to needs,
pathways to wants or a secret door to their heart's
desires. It’s not a costume, it’s becoming a superhero.
10. Aim for the
gut reaction
Use words and images that
create excitement, urgency or
even low-grade anxiety.
Marguerite’s cat Bombalurina,
takes a selfie
11. Promote exclusivity
Near the top of Maslow’s hierarchy of
needs pyramid sits self-esteem. People
want to feel important, like they’re part of
an exclusive group. That’s why advertising
copy sometimes says: "We’re not
for everyone."
Source: http://www.fastcompany.com/3032675/hit-the-ground-running/5-psychological-tactics-marketers-use-to-influence-consumer-behavior
12. Help customers break “action paralysis”. Research by professor Robert
Ciadini showcased how adding a minimum to a request increased
donations for the American Cancer Society by 78%
Set minimums
Brandon’s dog, Riley,
jumping through hoops and
throwing shade
13. Remove the stress of potential roadblocks
Remind your customers how easy it is to get started (no
payment for the first month, etc).
14. Invoke the power of labels
Most people would say that they don’t like to be labeled.
Individualism is certainly a strong trait that many people
believe in …or think they believe in.
15. Fact is, labeling and encouraging
association to a specific social
group has shown to increase
people’s participation and
interest.
16. In a behavioral study examining voting patterns, researchers found that
people who were randomly labeled as “politically active” were 15% more
likely to vote.
17. Despite the fact that they were
randomly chosen, the label ended up
affecting their actions.
Label your customers as a part of a
superior group and their actions will
reflect those characteristics.
19. But don’t overdo it in your marketing; the jury is still out on
whether a sexy bikini-clad motocrosser eating a
cheeseburger gets more conversions.
(Ladies, send any photos of that nature to Bill, our COOl, at
Bill@MovingTargets.com, he would love to see that.)
20. Our brains process images 60,000 times faster than text.
90% of all data that the brain processes is visual.
27. Natural selection favored humans who were able to quickly
identify threats to build relationships. We’re all able to do that
today by simply reading facial expressions.
28. Human beings are hard-wired
from birth to identify the human
face.
29. Part of the brain that processes images is right next to
the area that processes emotions.
30. All images of faces grab
our attention, but babies
light up emotion
receptors.
31. Consider using a face that looks toward your call to action.
Close-ups work best and eye-tracking studies show we’ll look
where they’re looking.
32. Speaking of calls to action…
If a call to action creates urgency or fear, people will block
it out unless they have specific follow-up instructions.
33. Here’s how
1. Prime to act with a sense of urgency
2. Give instructions on what to do in order to get started
3. Assure that peers already use the service for their own benefit
34. Color matters
There is more to color choice than what looks good.
Different colors send different signals to our brains.
36. Personality/Emotions:
- Evokes strong emotions
- Encourages appetite
- Increases passion and
intensity
In Marketing:
- Increases heart rate
- Used by restaurants to
stimulate appetite
- Creates urgency; often
seen in clearance sales
-Used for impulsive
shoppers
37. Yellow
Personality/Emotions:
-Increases cheerfulness,
warmth
- Causes fatigue and eye
strain
- Makes babies cry
- Stimulates mental process
and central nervous system
- Encourages
communication
In Marketing:
- Represents optimism,
youth
- Used to grab attention of
window shoppers
- Shows clarity
38. Blue
Personality/Emotions:
-Associated with
water/peace
-Most preferred by men
-Represents calmness or
serenity
-Curbs appetite
-Increases productivity
In Marketing:
-Signals productivity
-Often used in corporate
business because it’s not
invasive
-Creates sense of security
and trust in a brand
42. Got it? Let’s recap
1. Trigger emotional responses
2. Sell benefits, not features
3. Promote exclusivity
4. Make it easy on your customers
5. Use images to contextualize and
reinforce copy
6. Tell stories
7. Support call to actions
8. Colors are more than just pretty
things to look at
Editor's Notes
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label maker
I voted
Bitty Bear is particularly drawn to images of danger, sex, and food.