Marketing psychology is, of course, a huge subject, but whatever the size of your business it pays to give some attention to how your customers think and act. Here are ten quick tips. I advise you not to use them as a checklist,or try to implement them all. Instead, use them to gradually hone your marketing messages.
- Customers’ are emotional beings. People will want a product if it appeals to an emotional need: to look good, feel good, to be admired, to feel they are in control or up to date, and so on. Marketing psychology has to appeal to people’s emotions. What emotion would your product satisfy?
- Customers justify their decisions with facts. People usually realize that buying on emotion alone is not sensible, so they will search for facts that confirm their choice to buy is a good one. Does your marketing show the benefits that the product will bring to the customer?
- Customers love themselves. People see the world according to how it affects them. Marketing psychology should satisfy people’s need to feel good about themselves and the decisions they make. Do your describe your product in a way that enhances their view of themselves?
- Customers want value, not cheap. Value is the difference between what customers think the product is worth and its price. Psychologically, a product’s worth is altered by its benefits, its availability or scarcity, and the emotional need for it. The price is seen in terms of what others are or have asked. Provided the perceived worth is high, a higher price will be accepted. Does your marketing demonstrate that your product worth what you are asking?
- Customers are people. People’s psychology responds to a degree of personal approach, because they perceive a relationship with you. They are reassured if other people, especially people like them, approve of your product or your company. Does your marketing introduce a personal touch in the written copy, with photographs or with testimonials, etc?
- Customers enjoy buying. Buying, we have said, fulfils psychological needs. People feel good if they can happily contemplate the benefits of what they have bought. They feel satisfied if they got good value for money and were treated well. Does your marketing help your customers to meet their needs, or do you just sell to them?
- Customers are cautious. People avoid risk and seek reassurance. They want to deal with reputable people, offering good value products, in a safe environment. Does your marketing portray an image of you, your products and your methods that gives your customers confidence?
- Customers want convenience. People want their purchase to be easy. They will look further if they feel your offer is too good to pass up and is unlikely to be bettered - or even offered – elsewhere, and if you make the buying process easy. Do you convince your customers that yours is a great deal, and that they can buy now, quickly, simply and with confidence?
- Customers like to try out stuff. It is natural to want to make sure something will do the job you say it will. If you are selling online, you may have to be creative in how you allow customers to experience something of what it would be like to own the product. Can you fulfill people’s psychological need to try out products or see them in action?
- Customers make up their own minds. People want to feel that they are in charge of a situation, making their own decisions and not being forced. At the same time, they want information to base their decisions on. Do you help people make decisions, or badger them with facts?
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