What if you can understand and control your customer’s mind? What if you can influence, persuade and motivate your customers to buy from you? Well, I’m not talking about a magic trick or lay down a lesson of motivation. It’s about understanding the different reactions made by the human mind in various situations. I’m going to briefly discuss 3 key aspects of psychological secrets that you can apply in your promotion efforts for a certain increase in customer response. They are,
- Because / Reason Why
What is it? Curiosity can be defined as “the desire to know the unexplored” in simple terms. People want to know things that many others don’t know. They like to discover the ‘secrets’ that only some people know. The desire to know is a compelling force in marketing, so we have:
- Secrets of the Diet Industry Uncovered
- What Time Share Companies Don't Want You To Know
- Mysteries of A Youthful Appearance Revealed
- The Hidden Keys of Car Buying
- How to Diet Successfully or
- A Guide to Buying Cars
for example. First set of titles surely outshines the second set of titles because the former takes advantage of curiosity. You must design your advertising in a way that arouses curiosity. Getting to see the powerful of curiosity? (When compared the two sets above)
Telling people a valid reason for your action is another great influencer in human behavior. People will trust you if you can offer a reason for what you are doing. Say you offer a 50% discount on your digital cameras for the last 10 days in this month. People are too smart today and start to think it’s probably because you want to get rid of your defective products or because its 2 days before the expiry date (in case of food items). Wouldn’t you and I think the same way when we see a similar message?
Give them a true believable reason. For example, let’s say you have a slow time of the year and you want to increase your business during this period. Make a special, limited time offer. Offer to throw in an extra free bonus or a special discount simply because it's your "slow time" and you need to pay your staff anyway.
Don’t you think people will believe it? If you can give a solid reason for a particular action, people will have no doubts about what you say - there is simply very little room for doubt.
People are greedy - not only for food but for everything in life. People has “what’s in it for me” syndrome. They want to know how your product can benefit them. People will buy benefits and not features. Benefits are “what people get” and features are “what the product has”. In case of a mobile phone, people like to see the benefits like,
- Can store over 200 photos
- Supports every color you can see
and not a list of features like,
- Has a memory of 6000k
- Supports 16-bit colors
You must convince people that they are benefiting by buying your product. Tell people how your product can make their life easier. Tell them how it can save their time. Tell them how it can make them popular. List and stress as many benefits as you can.