Marketing and psychology have at least one thing in common: they both deal with people. When you’re dealing with people, you’ll improve in leaps and bounds if you’re able to better understand the human brain. Here are 6 useful insights that combine psychology and marketing, to assist you and your business.
We are wired to make impulse decisions
People of all demographics make impulse decisions, and this includes an impulse purchase. This has to do with the reward centers of the brain and how we want to satisfy them immediately when we can. In marketing, this means that keywords and phrases like ‘Now’ and ‘Must go’ and ‘Only for a limited time’ will tap into this basic psychological impulse.
Our brains process images quicker than text
The human brain processes images 60,000 times faster than text. Visual marketing is key to any marketing success. With websites, it’s easy to incorporate images and text into your layout, in order to convey information faster to customers.
Color plays a big role
Much of our decision-making stems from an emotional response, and color taps directly into our emotions. People tend to associate the colour blue with ‘trust’ (think Facebook and Ralph Lauren) and many other colours cause a specific response in people’s brains. Make sure you consider what colours you are using and why when designing a website.
Consider the ‘anchoring effect’
People tend to rely on the first bit of information they receive when faced with a decision. This means that an initial piece of information will cause someone to form an impression of the website they are visiting or the store they are about to enter. This is called the ‘anchoring effect’. Take it into account when you consider what kind of first impression you want to offer up to your customers.
One ‘yes’ usually means another ‘yes’
Lay down your requests like a trail of breadcrumbs. A simple ‘yes’ to an email subscription could easily lead to a purchase later on. Utilizing the ‘foot in the door’ technique means adopting an old marketing ploy of salespeople, beginning with ‘Could I borrow a moment of your time?’ and ending with ‘Just sign your name here.’
A decision is an emotional response
As much as we like to think we are rational beings, our emotions often reign supreme when it comes to decision-making. Neuroscientist Antonio Damasio studied people who have suffered damage in the emotional regions of their brains and made an important discovery: people who couldn’t feel emotions, couldn’t make decisions. It’s a good idea to take a potential customer’s emotions into account when selling your wares: will they buy the product because it could offer assistance somewhere down the road, or because they’ll look good in it, thus making them feel good immediately? Experiment and discover which marketing technique works best.
Psychology is immensely important in almost any field, but it’s indispensable in marketing. Each customer is an individual who’s had a good day or a bad day, and if they’re browsing your website, they ought to find something that appeals to them. Learning how the brain works offers insight into how a person makes their decisions and what influences them.