One of the most important keys in marketing is understanding psychology. Before you jump into the tactical nitty-gritty of marketing, it’s really helpful to understand how people operate. Understanding some key principles of psychology can take your marketing from good to amazing, all because the right audience is reading and identifying with it (and most likely converting on it, too).

To help you attract, convince, and convert more people with your marketing, you should know the following lessons about psychology.

Priming

Have you ever played the game where one person says a word, and the other immediately responds with the first thing that comes to mind?

That’s kind of how priming works. You’re exposed to one stimulus, and it affects how you respond to another stimulus.

What’s this got to do with marketing? Lots. Using subtle priming techniques, you could help your website visitors remember key information about your brand — and maybe even influence their buying behavior.

If you’re trying to make use of priming in your marketing, think about the small details. They could be the difference between someone buying your highest product price point and bouncing from your page.

Reciprocity

The concept of “reciprocity” is simple — if someone does something for you, you naturally will want to do something for them.

In your marketing, there are a lot of ways to take advantage of reciprocity. You don’t have to be rolling in dough to give something away; it can be anything from a branded sweatshirt, to an exclusive ebook, to a free desktop background, to your expertise on a difficult subject matter. Even something as simple as a hand-written note can go a long way in establishing reciprocity. Just be sure you’re giving away the free thing before you ask for something in return.

Social Proof

Most marketers are aware of this concept already, but it was too important to leave out from this list. If you’re not familiar with it, social proof is the theory that people will adopt the beliefs or actions of a group of people they like or trust. In other words, it’s the “me too” effect. Think of this like an awkward middle school dance — few people want to be the first one on the dance floor, but once a few people are there, everyone else wants to join in.

 

1 Comment
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