Do you know the secret to successfully marketing a product? It’s human psychology. Understanding how people see the word, take in the sounds, words and images around them, crucially affects how effective a marketing strategy can be. Now, not all entrepreneurs and advertisers can be brain scientists at the same time. Therefore, check out these amazing tips based on the latest psychological research that will help your products sell better:
The mind trusts particular words
As any SEO consultant who has labored over choosing the right keywords will tell you, the brain trusts the right words. The “right words” can mean a lot of things. Psychological research has shown that consumers are more likely to trust brands or products associated with words like “guaranteed,” “certified,” “authentic,” “official” and even “loyal.” We all know the huge role trust plays in product marketing and retaining a loyal customer base. That’s why it’s important to get the text on your website and advertisements just right. The landing page of your website, in particular, should be optimized with the appropriate keywords to keep the target audience engaged and scrolling. While there’s more leeway for social media posts, social media advertising will require more textual scrutiny.
Customers base price evaluations on the first number they see
The renowned psychologist Daniel Kahneman once said that the first person to offer a price in a negotiation is the one at the advantage. Take this situation for example: a customer who wants to buy bread sees a giant poster advertising a loaf of bread for ten dollars. She goes inside the store and sees that the actual price for a loaf of bread is five dollars. Now she is more likely to buy the bread, thinking it comes at half the price, entirely because she already has a price expectation ingrained into her brain by the poster she saw. Customers tend to similarly “anchor” price expectations to all products. So Kahneman’s advice for businesses to increase sales is to show prices on landing pages to anchor customer expectations.
If the brain had said “yes” once, it’ll say “yes” once more
Researchers and sales people call this phenomenon FITD, or the foot-in-the-door technique. It simply means that customers who have agreed to do something, sign up for a newsletter for example, are highly likely to respond positively to similar requests once more. So the customers who have bought from you once are the ones most likely to do so again. These customers will be the most likely to accept promotional offers, “like” you on Facebook, share your Instagram posts and so on. Therefore, you marketing strategy will greatly benefit by targeting this particular audience.
Visuals are processed faster than words
Apparently, we “see” the word, and don’t necessarily take up the time to “read” it. Images play a powerful role in how advertising reaches its intended audience. People are genetically-wired to process images faster than text, possibly because writing systems are a relatively new innovation in human history. Sure, it’s a fascinating fact, but what does this mean for your marketing plan? Obviously, use images more often on the official website, social media posts and advertising. Keep text to an essential minimum. The words should flow smoothly to allow for quick reading and processing. Do not overload everything with pictures, though. Everything should be done in moderation to be effective.
Some of the above may surprise, others you may have already heard in the advertising industry. Either way, read it all again once more to see how you can incorporate research-based facts to your product marketing plan.