Psychology is an everyday principle. The principle is usually used in relationships and communication, but it can also be used to improve marketing.
Due to the constant overload of messaging today, the concentration of people can lose within a short period of time, namely about eight seconds. Therefore are people more desensitized to a lot of information around us.
Many people have learned to reduce the amount of attention they give to the content they come across. Reach audiences faster and more effectively by using psychology.
People have three types of brains: mammalian, reptile, and human. 95% of people’s behaviors are determined by mammalian and reptile brains. It takes time to make rational decisions, people prefer to make decisions based on emotion.
Robert Cialdini is a professor of Psychology and Marketing. He came up with the seven principles influencing techniques which are explained further below. The mammalian and reptilian brains respond exceptionally well to them, that’s why these principles are so valuable.
Cialdini Principles: The Seven Principles of Influence
- Take advantage of scarcity. As a result, avoid postponing or delaying something. Provide the additional motivation to order or buy a product or service directly. Use daily or weekly deals and limited stock.
- People trust experts and someone who knows what they are doing. By nature, we follow someone with authority. Use known people, titles, experience, and knowledge.
- People look at what others have done when they don’t know what to do. Implement Social proof by showing reviews, review stars, top 5 products or services, or how often an action has been done. Use this to encourage people to make a purchase. Let customers tell their stories.
- Use sympathy with physical attractiveness, similarity, compliments, and contact and cooperation. Create sympathy by being vulnerable and creating positive brand associations. Offer good support and emphasize similarities.
- Give people something, with the expectation of getting something in return. This is called reciprocity. Apply this by gift giving, blogs, checklists, or free trials. Offer something of real value to the recipient.
- Get people to show interest in or like something. This increases the likelihood that they will remain consistent in this behavior. Use micro-conversions to achieve larger conversions. For example, a Welcome Back pop-up or a Save as Favorite button. Provide a Mailing list subscription and a Thank you page.
- Provide unity to create a group feeling. Make people feel part of a group. This will make them more likely to be influenced by that group. Create more loyalty and remind the target audience of that shared identity. Engage with your customer and reward ideas.
In conclusion, psychology can be an important aspect of marketing. Want to improve marketing but need some help? Professional Public Relations can be of service!