When you start thinking about your next marketing campaign, try relying on some of the essential psychological principles in order to make your offer more appealing and approachable to your audience. The fact is that delving into the minds of your clients and determining how they tick, as well as knowing what the best ways to convince a person to take a particular action is vital for your campaign because it greatly increases its chances of making an impact.
So, where is it that psychology and marketing cross paths? It’s all about knowing what drives your clients (and people in general) and how to properly play on it. The internet is a very important place where you can set up your game, as it is where things easily go viral, and spread extremely fast if they do.
You don’t really need to be a psychologist to get the gist of most of the psychological techniques that can improve your marketing campaign. It only matters that you do it within the boundaries of law and ethics, and respect your customers. In this article, we are going to discuss some of the best psychological methods to attract your customers’ attention.
Play on your customers’ curiosity
One of the main things that drive consumers is their curiosity. This is well-explained by the renowned behavioural economist George Loewenstein, in his information gap theory. What it says is that, basically, people have an urge to do something to fill the gap between what is known to them and what isn’t. According to Loewenstein, that way the feeling of deprivation disappears.
So, this curiosity, stemming from the pleasure of uncovering new ideas, is what drives people to take action and engage deeper with the content that you provide them with. This is why, for example, the marketing tactic of placing billboards with a cryptic statement or an unanswered question is great, because people will want to know what lies behind it.
Start small (or big)
A great approach to gaining your target audience’s interest is starting small, and then progressively extending what you ask them to do. There are a lot of ways to do this. For example, let’s say that you are a non-profit organization. You start by asking your user’s email address. Then, you keep them up to date with everything going on within your organization, your actions, and events. After drawing their attention, you can ask them to donate. At this point, they will probably do it gladly.
There is an alternative approach as well. Don’t start small, but start big. Start with a big request, something that may even be absurd, and get turned down. But then, make a much smaller and more reasonable request. This is when your customers will most probably agree to your terms, as it will sound like it makes much more sense than what you originally asked of them.
Pay attention to what is happening inside your company
The psychology that you use doesn’t necessarily have to be applied only to your customer base. You can approach your organization from a perspective that will make sure that the productivity and efficiency of your employees are at its best. Getting yourself a timesheet calculator can do miracles for your field management, as well as time and attendance of your employees.
Basically, you’ll be able to always be up to date with what is going on with your business ventures as well as your employees. You can schedule tasks and verify them when they are done. How does this affect your marketing, you might ask? It’s pretty simple. You’ll be creating a much more constructive and coherent system, where everyone will be able to give their best. This ensures that your marketing campaigns don’t get formulated, tested, and implemented under pressure. You will enable your whole team to have the time and willingness to take part and come up with the best approach to marketing your products or services.
Do your best to grab your customers’ attention
Grabbing and directing the attention of your customers is essential. Let’s say that you have a successful blog running. If there is a certain item that you want them to pay attention to, use an attractive call-to-action, image, or video, to make properly engage with them. It needs to be something that stands out from the rest of the content.
This is why it is essential that your every webpage is clean and designed so that navigating it comes almost naturally. If you overstuff your page with ads, and various kinds of content, in most cases it will confuse your visitors, and make them not want to bother scrolling through and reading the really important content bits. We live in an era where people are bombarded with information from all sides, so their attention spans are short, and they simply won’t bother digging through a cluttered website to find what they are looking for. Therefore, your goal is to design your pages so that important items fully grab their attention, and make them interested in what you have to offer. Appeal to their senses with the kind of content that simply cannot escape the eye.
One doesn’t need to be a psychologist to understand how important it is to implement certain psychological tricks and methods into their marketing campaigns. A lot of it lies in the emotions of your customers, so you need to learn to appeal properly to them while staying within legal and ethical boundaries. Your customers are curious, and you need to know the right ways to grab their attention. Of course, the psychology in your marketing campaign won’t do you all that good if the psychology within your organization isn’t your priority as well. You need a dedicated team that will come up with great ideas.
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Nick is a blogger and a marketing expert currently engaged on projects for Media Gurus, an Australian business, and marketing resource. He is an aspiring street artist and does Audio/Video editing as a hobby