Psychology In Marketing


DeathtoStock_Staycation-04.jpg

Did you know there are actually proven, psychological methods to convince people they want to buy something? Author, Robert Cialdini, has written on methods to sales psychology and how to influence your customers into saying yes. His seven principles on selling can be summarized as:


RECIPROCITY

means that when someone gives us something, we feel compelled to give them something in return

How companies take advantage of this phenomenon is usually by giving a free gift or a sample with a purchase. For example, you can give customers a booklet on how to use your product, give them free sample for every purchase above a certain number, or even give them a surprise sample related to what they bought to drive even more sales.


COMMITMENT & CONSISTENCY

people want to appear like they are staying true to their word once they have started towards a commitment

How companies take advantage of this phenomenon is usually getting customers to commit by signing up for an email newsletter or taking samples. Brands like Warby Parker allows you to try products first before you buy, and brands like Nordstrom allows you to have a seamless experience to return anything you don’t like with no hassle, both of which pushes customers to buy.


LIKABLE PEOPLE

people are more likely to say “yes” to people they like or admire

How companies take advantage of this phenomenon is usually by getting celebrity or “influencer” endorsements and by having a cohesive brand that their core customers identify with. Customers are even more likely to buy products recommended by their friends, so allow easy linkage so that satisfied customers can share their purchases. Another easy way to drive sales is to recommend similar products based on what customers are currently searching for.


AUTHORITY

People generally respond well to authority so a brand that is associated with an authority figure like a verified expert, will also be associated with having that similar authority

How companies take advantage of this phenomenon is usually by working with celebrities, having expert give their opinions, or having testimonials. You don’t need to get big names to talk about your company or organization right now, but having customer testimonials or other leaders in the same industry as you speak about your business can help convince your customers to buy from you.


COMMUNITY APPROVAL

We are social creatures and we often value recommendations or warnings from people we trust

How companies take advantage of this phenomenon is usually by having ratings and reviews on their products. This shows that other people are buying the product and are satisfied with the results. You can also utilize your social media to source reviews from your audience, which will naturally inspire trust from potential consumers.


SCARCITY

People are motivated by fear of missing out on an opportunity

How companies take advantage of this phenomenon is usually by announcing when sales are almost ending, when stocks are running out, or by releasing products that are limited-edition or seasonal. If you know that you can’t have Girls Scouts Cookies any other time of the year, you are much more willing to buy them as soon as you see it!


VALUE-DRIVEN

People are willing to support brands that share their values

How companies take advantage of this phenomenon is usually by building a community around their core customer base. In this case, a brand will have to accept have the labels placed upon it and maybe will alienate some people. Think about the communities that have formed around Nike-wearers who wear the apparel but also identify with the brand’s social-activist stance.