16 Marketing Mind Tricks
When was the last time you walked into a shop to buy one thing and walked out with a basket of stuff you “really needed”? I might know all the tricks, but I’m still a sucker for that at the biggest craft and the biggest stationery shops. So much so that even if I just went in for a roll of cotton, I still grab a basket.
So what are they doing to trick us into buying more, and are there some equally useful tricks we can use in our own marketing? Absolutely, but I have to swear you to total secrecy.
- Be Confident.
People naturally associate confidence with expertise. So next time you’re networking, walk right upto someone you haven’t met before and boldly introduce yourself, also make direct eye contact (and hold it), give a firm hand shake, smile and laugh loudly. And be bold and confident about what you do. You might be surprised at the difference it makes. - Use natural speak.
And don’t be afraid to swear a little. OMG, I hear you say. I’m not talking about dropping the F-bomb in every sentance, but if you would naturally be very expressive in a casual situation, then be that naturally expressive person in the business setting also. People are drawn to genuine, and trying to be something you’re not will come across as fake. - Find the right “Trigger” Words.
There are a few persuasive trigger words that should be used throughout your maketing copy, such as “you“, “because,” “new” and “free“.
By using “you” you’re speaking directly to the customer and this develops a personal relationship. “Because” triggers a reactive state, adding legitimacy to requests. “New” and “Free” simply trigger the brain’s reward center. - Use Sensory Words
I’m not talking about fluffing your copy with words like “high quality” or “state of the art”. Sensory words describe and create a feeling in your customer on a more subconscious level. Try finding ways to evoke your customer’s sense of taste, smell, sight, hearing and touch. This technique is best used when you’re writing endless product descriptions for your online shop. Try getting creative like Croc did when they described their shoe as having a flexible sole that helps avoid foot pain and blisters when walking on hard tile floors. - Evoke Emotion
Make them laugh with you, make them laugh at you, make them cry, make them worry, make them look at the world differently. If you can evoke an emotional reaction, you will connect with your customer on a more personal level. - Get them nodding.
Not nodding off – nodding in agreement. It’s actually quite hard to change from agree to disagree or visa-versa. So regardless of what you’re selling, get them to agree with you first. It can be anything, but try making it semi relatable to your business. - The Balanced Argument is more Persuasive.
People are not silly, they know nothing is as good as it seems. But if you don’t mention the other side of the coin in your arguments, people will be less likely to believe you. Know and understand your weaknesses instead of fearing they will undermine you. - People believe it if they can touch it.
But you’re a service industry you say? It all comes down to the art of using emotional design, storytelling & imagery to build the stage for your story. If your client has experienced a situation where you would have been their saviour, they are more likely to remember you for next time. This is why swimming pools and airconditioners sell best in hot weather, financial services are popular mid year, and hospitality has a rush on in December. - 60×60 Upsell Rule.
There’s a time-tested rule that says your customers will buy an upsell 60% of the time, up to 60% of the original purchase price. Once someone reaches the point where they will buy from you, then you have their trust, so it’s in that brief moment you have the ability to sell more. “Would you like fries with that?” - Frame the Negative in the Positive
Not everyone sells nice stuff, but if you think carefully you can put a good spin on pretty much anything. Have a think about the last funeral prepay advert you saw, it was all about making the family feel happy and stress free. Find the good in what you do and sell that. - Too Much to Choose From.
It’s a basic fact that the more choice you have, the harder it is to make a decision. Instead of promoting that you’re a “one stop shop”, try focusing on the fact that your a a specialist in one or two areas. - Rinse and Repeat
The average person needs to see a message 5-7 times before they will retain the information, and may need to see it over 10 times before they make contact with the thought of purchasing. So a single letterdrop, 2 adverts in the newspaper, or even 3 digital adverts will only use up your budget without providing results. Plan your campaign, spread it over a long time period, and while you can alter the adverts keep the same message on repeat. Remember, if your customer needs to see your digital advert at least 10 times, this means you need to have it appear at least 60-70 times. - Rare Creates Urgency
Limited time, Limited availability, Limited stock … yes it really does work, but for a limited time only. Don’t overuse it or people won’t believe you. - It’s all in the Story
“If I look at the mass I will never act,” said Mother Teresa. “If I look at the one, I will.”
People love a good heartfelt story, and any industry can use them. You don’t have to be collecting donations for a sick kids charity. Instead of explaining your products or services in great complicated detail with lots of statistics and tables, try creating a couple of case studies. You don’t need to be specific about who the client was in each situation, and you don’t need to go into too much detail. By telling the story of the problem and how you solved it, followed by how it made the client’s job easier or life better, you’ve involved your prospective client. - Offer Social Proof
It simply comes down to wanting what the “Jone’s” have. Ask your clients for a 5 start review on Google. If you’re working in the area, then promote to the neighbours. How beneficial would it be for a coffee shop to offer a discount morning coffee to every local business? - 87% of people believe everything if there’s a percentage in it.
Well, that’s what I’ve heard anyway
This article contains my opinions, based on many years in the printing, marketing and advertising industry.
AndyK
Graphic Artist & Designer
AndyK Design
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