In order to be effective, a marketer needs basic knowledge in the field of client psychology. Understanding how consumers think is a vital tool to make customers buy and to help your advertising campaign sell. Your marketing message should both reflect the value of the offer and affect the target audience.
Yes, the quality of the product and its price are essential, but there are things that are even more important to be able to convert your visitors into buyers. The ultimate decision of a person to buy is predetermined by motivation. In order to motivate a customer, one has to know which emotional triggers to pull. Marketing professionals know those major triggers that increase the customer's desire to buy goods.
In this article, we are going to share some secrets of the use of psychology in marketing. Below you will find a list of emotional triggers that can inspire a customer to make a purchase.
- Provoke interest
It is commonly known that people tend to do whatever is necessary in order to remove the barrier between what they know and what they want to know.
Make your readers wonder, puzzle them, awaken their curiosity – these are very effective techniques that will help you increase sales. This strategy helps with content distribution and can be used effectively in emails.
People are more inclined to perform a certain action if it is justified and there are rational reasons for doing so. Do your best to explain why your offer is beneficial to your potential buyers. To increase the rate of conversion of visitors emphasize the ways in which it exceeds the offers of your competitors and how it can solve your customers' problems by addressing certain pain points.
Studies in client psychology and marketing have shown that the main and most powerful incentive in the behavior of most people is the desire to feel pleased, happy and satisfied. This driving force induces us to act and determines the majority of customers decisions. Use this trigger in order to make your marketing more effective and your conversion rate - higher.
Identify your customers’ main needs and help them to get rid of them. Make their journey easier; eliminate trouble and discomfort. If your product or service can really solve particular problems, the customer will feel a very strong desire to buy it.
Consider presenting your product as a means to remove obstacles on the way to achieving something a person wants. This is a very effective trigger in marketing psychology because people instinctively try to avoid discomfort.
- Lack of something
If the product is somehow limited, it becomes more valuable in the eyes of a customer. Create this sense of urgency and it will cause your customers to make decisions faster means your visitors into buyers conversion rate being higher. To use this trigger in your marketing campaigns, consider creating a limited product series and restricting access to it. This will motivate customers to buy it quickly, as the sense of shortage is a powerful tool for affecting the customer’s behavior.
Numerous studies have proved that when it comes to choice, customers always choose the easier way of accomplishing something and always give preference to the option that requires minimum effort. How is this information applicable in the field of marketing and client psychology? Show the consumers how your solution is the simplest and easiest way to achieve the thing they desire. It will work.
- Tell stories
If you want to build rapport or establish a strong emotional connection with your customers, you have to tell them stories. This will have a very positive effect on sales. When we are reading or listening to stories, our brain works differently. More areas of the brain are activated, and information is absorbed and processed in a much better way.
People are social creatures in all areas of life. Marketing is no exception. We want to belong, interact and communicate with others. We feel comfortable, safe and secure within a community. Working with others helps us to achieve our goals.
Creating a community around your brand is the right thing to do to achieve high conversion rate of visitors into buyers. Tell your followers stories, and share ideas about your brand and its ideology. Make them believe the same things you believe yourself. A sense of belonging is one of our inherent needs; use it to your own benefit and turn it into a powerful marketing tool.
- Keep up-to-date
Share relevant news with customers and talk about things that are happening now. This is undoubtedly one of the most important tools of a marketer. Arrange interesting and topical events. Try to keep track of what takes place around the world. This will improve your marketing campaign.
Why is competition important? Because often, we can only truly appreciate or know the value of something by means of comparison. You have to know what your competitors are doing. Study their experience; compare prices and range of service. Comparison is important both for customers and for you as a company.
- Feeling of significance
A sense of significance is one of the basic human needs. If you want to convert random visitors into your loyal customers / buyers, show them that they mean something to you. Show true care for your customers and surround them with attention. This can be done by means of offering various bonuses, discounts and special offers. Continuously try to think of other psychological triggers to help clients feel significant.
- Sense of novelty
People love new things. The new and the unknown can cause a flood of dopamine in our brains. Electronics manufacturers use this trigger to promote the latest digital services. This is one reason why some major companies around the world produce new generations of the same device with slight modifications.
How does it work? Very easy – just present all your products as innovations. This is how psychology works in marketing and client service. You can effectively use this technique in your marketing campaigns. If you are new to the area and customers don't really know who you are, use social proof to eliminate any doubt. (More about social proof can be found in the next section.)
- Social Proof
Social proof is not only one of the most effective emotional triggers in client psychology and effective marketing and conversion of visitors into buyers, but it is also an essential component of any marketing campaign. Consumers place more trust in businesses when they see positive feedback from other people and previous customers. Place recommendations and reviews from your customers on your landing page – it will definitely help you convert more customers.
As you can see from these 13 strategies, the more you know about client psychology, the better your marketing campaign will be and the higher rate of conversion of visitors into buyers you would achieve.