Much of what works in marketing is successful because it taps into human psychology. Here are six things you need to incorporate in yours.
Marketing Psychology 101: How Understanding The Way We're Wired Can Boost Your Results
Humans have evolved three core mechanisms for decision-making over tens of thousands of years:
• automated
• emotional
• rational
Automated responses
These are our primal, instinctual reactions. Think of them as hardwired shortcuts that helped our ancestors survive. They're fast, efficient, and often unconscious. For instance, if you see a spider scurry across the floor out of the corner of your eye, that instinct to lift your feet and recoil is your brain responding autonomously to a perceived threat.
Emotional responses
These decisions are driven by feelings and gut instincts. They're powerful and often override logic. If you spent a lot of time enjoying yourself playing in the woods as a child, the chances are that whenever you find yourself in a woodland environment as an adult you're going to experience that feeling of warmth and nostalgia as a result of the positive emotions experienced in your youth.
Rational responses
This is the "thinking" part of our brain, the newest addition in evolutionary terms. It involves conscious analysis, weighing pros and cons, and making logical choices. If you're buying a new mobile phone, it will be the modern part of your brain that researches and compares the features available between different models.
Effective marketing understands and leverages all three levels of decision-making.
Read on to discover six principles of psychology you can build into your marketing efforts.
Using Psychology To Gain a Brand Marketing Advantage
Promoting your brand is essential to successfully growing your business or charity.
The focus of your brand marketing should be on raising awareness, establishing credibility, and gaining trust:
If people aren't aware of you, they can't buy from your business or give to your charity.
Even if they're aware of you, they are unlikely to consider you if they're not satisfied by your bona fides.
And even when they're aware of you and recognise your credentials, they won't buy or donate if they don't trust you.
So, here are some ways you can weave psychology into your brand marketing.
Dare To Differ To Get Noticed
The psychology: Our brains are wired to notice novelty and things that break the pattern. Remember our scurrying spider from earlier? If you were sat on the sofa watching TV when that occurred, your ever-observant brain that is continuously scanning for threats would immediately spot it because it would be unexpected, out-of-place, and a sudden change in your environment - conditions which, in some situations, would require a split-second decision to keep you alive. According to the Von Restorff effect, things that stand out from their surroundings are also more likely to be remembered.
Brand marketing application: In a sea of sameness, brands that dare to be different grab attention. This could be through:
Unconventional visuals: Think bold colour choices, unexpected imagery, or unique typography in your ads
Disruptive messaging: Challenge the status quo with your brand voice. Be playful, provocative, or surprisingly honest
Showing up where you're least expected: Think publicity stunts and 'guerilla marketing' that puts your brand in front of people in an out-of-context way
A good example: Sergei the aristoctatic Russian meerkat that has been the face of insurance comparison website Compare The Market since 2006.
Show Up Regularly for a Mere Exposure Advantage
The Psychology: The mere-exposure effect suggests that people develop a preference for things simply because they are familiar with them. Repeated exposure increases familiarity and, in turn, liking. Ever noticed how you never really like seeing yourself in photos taken by others? It's because the face you're most used to seeing is the one that stares back at you from a mirror; when you see your face in photos, your features are reversed and look subtly different. You prefer the familiar version you've grown up with.
Brand marketing application: Consistent brand presence across different touchpoints increases familiarity that breeds affinity. This could involve:
Consistent social media posting: Keep your brand top-of-mind by sharing engaging content regularly
Strategic advertising: Run ads across various platforms and channels to reach your target audience repeatedly
Public relations: Secure media coverage to maintain visibility
Use Case Studies and Testimonials as 'Social Proof'
The Psychology: Social proof is a powerful principle that says we tend to look to others for cues on how to behave, especially in uncertain situations. Testimonials and case studies leverage this by demonstrating that other people have used and benefited from your product or service.
Brand marketing application: Build credibility and trust by showcasing real-life examples of your product's effectiveness. This can be achieved through:
Customer testimonials: Feature authentic reviews from satisfied customers on your website and in marketing materials
Case studies: Develop in-depth stories of how your product or service solved a specific problem for a customer
Influencer marketing: Partner with influencers who can authentically endorse your brand to their followers
Boosting Your Performance Marketing with Built-in Psychology
If brand marketing is all about getting known, getting known for your quality or expertise, and getting people's trust, performance marketing is all about getting them to take action.
For businesses, this could include making a purchase of a product, or enquiring about a service. For charities, it could include seeking support, applying to volunteer, or making a donation.
Performance marketing drives the actions that move you closer to your goals in the here-and-now. Here are some ways you can lean into human psychology to make people more likely to take the actions you want them to.
Reciprocity: The Power of Giving
The Psychology: Humans have a deep-seated instinct for reciprocity. When someone does something nice for us, we feel obligated to return the favour. It stems from the way early human societies formed, where trust was built on sharing and cooperation. This principle is still deeply ingrained in social interactions and can be subtly leveraged in marketing.
Performance marketing application:
Content Marketing: Offer valuable free content like ebooks, webinars, or templates. This establishes your expertise and provides value upfront, encouraging reciprocity.
Free Trials and Samples: Allow potential customers to experience your product or service risk-free. This builds trust and can lead to conversions as users feel compelled to reciprocate the gesture.
Exclusive Offers and Discounts: Provide special deals to subscribers or loyal customers. This makes them feel valued and encourages repeat business.
Contrast Principle: Influencing Perception
The Psychology: Our brains perceive things in relation to their surroundings. By strategically placing options side-by-side, marketers can influence how we perceive value and make choices.
Performance marketing application:
Product Comparisons: Highlight the superior features of your product by comparing it to less appealing alternatives. This makes your offering seem even more desirable.
Call-to-Action (CTA) Design: Make your CTA button stand out by using a contrasting colour or size compared to other elements on the page. This draws attention and encourages clicks.
Pricing Strategies: Present a premium pricing tier alongside a more basic option. The higher price might seem less daunting when contrasted with a lower one, encouraging customers to opt for the more expensive option.
💡 BONUS TIP: You can make any value appear smaller simply by placing a much larger number nearby. For example: "Join 4,376 other satisfied customers when you buy our training course for just £296 today". Thanks to something known as 'processing fluency' and 'the anchor effect' our brains record the first, much larger number and automatically compare the next one with it; the bigger the difference between the two, the smaller the second number will appear and the more affordable it will 'feel'.
Scarcity Principle: Inducing a Fear of Missing Out
The Psychology: People tend to value things more when they are perceived as scarce or limited. We also fear loss more than we appreciate gain (which would have the biggest emotional effect on you: finding £50 on the floor on your way to the shop, or reaching into your pocket at the checkout to discover the £50 that was in there earlier has now vanished?) The fear of missing out (FOMO) is another powerful motivator.
Performance marketing application:
Limited-Time Offers: Create a sense of urgency by promoting deals with deadlines. This encourages immediate action.
Limited Quantities: Highlight limited stock or exclusive access to create a perception of scarcity.
Flash Sales: Offer deep discounts for a short period to drive quick conversions.
Example: Ever used an online hotel booking site? Spotted how they display notices like "23 others looking at this room" and "Only three rooms left at this rate"? This can trigger people to make bookings for fear of missing out on availability and price.
By understanding and applying these psychological principles, performance marketers can significantly influence behaviour and drive better results.
And, guess what? These principles can be used together to increase their impact!
Marketing psychology: key takeaways
Adapting your promotional brand and performance marketing by sprinkling it with a generous helping of psychology can have a hugely positive impact. Remember:
Incorporating psychology into your marketing isn't about tricking people, it's about understanding how the human mind works so that you're able to create more effective, relatable, and persuasive campaigns
Different audiences will respond in different ways. For instance, younger people might be easier to influence with scarcity by triggering a FOMO response whereas older audiences may respond more favourably to authority and expertise
It's iterative. You need to keep testing and refining to find what works for you (which won't be the same as what works for other brands)
Strike a balance between emotional and rational appeals. People are more likely to make decisions based on feelings, but then justify them with logic
It's not just about quick wins. Whilst it's true that psychological principles can drive immediate results when used in your performance marketing, you really should be using that as the gateway to creating lasting relationships based offering genuine value and positive experiences.
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