You may have heard that marketing and psychology go hand in hand. That’s because understanding how people think defines your marketing strategy and your storytelling. This is why customer behavior is the core of all marketing efforts. 

Every effective and well-crafted copy is based on one or more psychological techniques used by marketing professionals. In this blog, we will present some of the most common ones you can use to craft your next offer. 

Psychological Marketing Techniques You Should Try

1. Scarcity 

Have you ever hurried to buy something because you saw that only three products were left in stock? That’s the illusion of scarcity, and it’s used very often in e-commerce offers. Also known as FOMO or Fear Of Missing Out, this technique is highly effective. That’s because people desire things that appear to be scarce. 

Based on research, buyers also consider a product or service more valuable when there’s a limited amount left. Meaning, that the more exclusive something appears, the more appealing it is to the consumers’ eyes. The scarcity technique is used to highlight an offer’s limitation in either time or stock. For example, a reduced price may only apply to a specific day such as Black Friday or a specific item may only be sold in limited quantities. 

Therefore, a Call To Action (CTA) such as “Don’t Miss Out!” can enhance the illusion of scarcity and urge people to take action quickly.

2. Show, Don’t Tell!

The essence of all businesses is to provide a solution to people’s problems. You may have created an amazing product or service, but nobody is going to buy it just because you said so. Instead of telling them all about the benefits or features, show them how it works. Whether it’s a video tutorial, a live demo, or a social media post, it’s the best way to showcase what you offer. 

Psychologically, it allows the customers to visualize themselves using your product or service and how it will benefit their lives. When you demonstrate the solution people are looking for, it resonates a lot more than a label. Being transparent and upfront about your offer will also make it easier for people to trust and remember your brand.

3. Social Proof

Did you know a whopping 92% of people read online reviews before buying? In fact, seven out of 10 consumers admit that positive reviews and testimonials increase their trust in a brand. These statistics are too high for businesses to ignore. Therefore, sharing what their clients say about them can be highly beneficial for businesses. 

The effectiveness of this marketing strategy, known as social proof, lies in the perception of your brand. The buying behavior of people is highly influenced by the experience of others. A review can resolve people’s objections and increase their confidence in your business. Therefore, social proof can drive your revenue by up to 62%. 

4. Loss Aversion

Loss aversion is the phenomenon where people naturally experience a real or potential loss more severely than an equivalent gain. For example, the pain of losing money is far greater than the joy gained by finding it. 

Humans are wired to avoid loss at all costs, and marketers can use that cognitive bias to their advantage. Loss aversion can be a great motivator for new customers in your business. It can even be combined with other techniques such as urgency, to make your offer more persuasive. 

Adding a time limit to a one-time offer will urge more people to buy, simply because they will not want to lose this deal. However, you shouldn’t overuse this technique, because it can hurt your brand perception. 

5. The Decoy Effect

The decoy effect refers to the phenomenon where customers change their preference between two options when a third one is available. This third option is priced in a way that discourages buyers to choose the lowest price.

It is also known as the “attraction effect” and “asymmetric dominance effect”. The intention of the decoy is not a sale, but an effort to nudge a customer towards a more expensive offer. This trick is particularly effective in pricing strategy, as it gives people the feeling that they’re making a rational decision on their own accord. 

6. Reciprocity

The reciprocity principle was first introduced in the ‘60s to present the benefits of cooperative interaction between two people. Later, marketing specialists applied it to their marketing strategies. But what does it refer to exactly? 

This technique refers to when you offer value to a potential customer first, they feel more inclined to support your business. It is a powerful trick any business can use, especially in their content marketing. Here are a few ways you implement it in your content strategy: 

• Offer a free trial,
• Send a personalized free reward,
• Provide a free guide before the purchase,
• Create a memorable experience by crafting an exciting and fresh offer, or
• Keep nurturing the relationship through frequent interaction.

7. The Baader-Meinhof Phenomenon 

Also known as the “frequency illusion”, this phenomenon refers to the situation when something you recently saw, suddenly pops up everywhere. 

The two reasons behind this phenomenon are: 

1. Selective attention. This means that your brain subconsciously looks for more information about the product or service you came across. 
2. Confirmation bias. This means that every time you find something related to that product or service, your brain confirms that its popularity increases. 

A business can utilize it in their marketing by firstly creating an eye-catching piece of content. This will get the attention of customers and repetitive marketing efforts such as retargeting can reinforce the efficiency of the frequency illusion. The business can then spread its message across various platforms and stay on top of its audience’s minds.

8. Storytelling

Stories matter and they are relevant to marketing, now more than ever! A simple message with a CTA may have been enough to drive sales in the past, but not anymore. In today’s competitive landscape, the consumers’ expectations are extremely high and the number of competitors even higher.

So, businesses need to share their message through authentic and engaging storytelling. Brand storytelling is the most effective when the message: 

• Is authentic, consistent, and relatable,
• Shows a clear opinion about a matter, and
• Evokes emotions.

Always remember that people who feel emotionally connected to a brand have the potential to become returning customers and spokespersons. 

Takeaway

In conclusion, these eight psychological marketing techniques can elevate your marketing efforts and your overall brand perception. However, keep in mind that overusing them could lead to the opposite and hurt your business. 

For more information on how to create irresistible offers, find more related topics on our blog.  

We hope these tips have helped get you thinking about new ways to reach your target audience and increase your conversion rates!

OMI Firm

Having a product or service is one thing; marketing it is another. Learn how to drive the sales you want through building your brand by following us on Facebook, Twitter, and LinkedIn, as well as our YouTube Channel.