If you're looking to get ahead in marketing, it's not enough to know what customers want. You also have to understand how their minds work. In this post, we'll explore the psychology behind persuasion and trust so you can use them in your marketing strategies.
The Psychology of Persuasion
It's not enough to tell people your product or service is great—you need to convince them. To do this, you'll have to use the right psychological tricks. Here are some of the most important ones:
Inspirational appeals—a common strategy involving fear, love and other emotions to get people on board with your message. For example, "you will be happy and successful if you buy this product" or "the world will end if you don't buy this product."
Consistency—consumers like things that match their personality traits and values. If you can connect your product with something in a customer's life (such as their hobbies), they'll be more likely to engage with it and purchase from you because it feels like a natural fit for them.
Social proof - this is another strategy that plays off what consumers already enjoy doing or believe. In short, when someone sees other people doing X activity, they assume they will enjoy X activity too since it comes across as fun/exciting/interesting, etcetera.
The Psychology of Trust
To build trust, you have to be willing to do the following:
Provide value. When you provide value for people, they will naturally be more inclined to trust your recommendations. You can provide value by sharing useful information and helping others solve problems through blog posts or articles on your website.
Seek feedback. You may not always get good customer feedback, but you must ask for it nonetheless because it will help build trust in the long run by showing them that you care about what they think about your product or service.
Underscore your values. The things you stand for, such as honesty and inclusiveness, can be a positive influence when interacting with customers online.
Cognitive Biases and How to Use Them
Cognitive biases are systematic errors in thinking. They're a type of mental shortcut used to make decisions more quickly, but they can often lead to incorrect conclusions.
In this section, we'll cover some common examples of cognitive biases that marketers might encounter, so they're prepared when they come up—and see how those same biases can be useful!
Herd mentality. Other people influence people. If someone in the room says something is good, it may influence others to think it is also good. This is called the "herd mentality" and can be used to your advantage when designing marketing messages.
Anchoring bias. Customers will base decisions on prior experiences or information they already know about a product or service before deciding whether to buy something new.
Confirmation bias. Customers tend to select what they want rather than considering options that might be better suited for them because they are more familiar with their choices.
Loss aversion. The pain of losing is greater than the pleasure of gaining. The fear of loss influences customers more than the hope of acquiring gains. The best marketing messages follow the pain -> agitate -> solution framework.
The key to becoming a successful marketer is understanding how the psychology of people works. This will allow you to develop an effective marketing strategy that appeals to different types of consumers and helps them make decisions they would not have made without your influence.