By now we know: to be successful, an advertising campaign must exploit the principles of psychology. Whether it is a campaign on traditional media or on the Internet, in fact, what matters is to understand and satisfy the needs and desires of your target.
Here then, from the blog of Marketo, a list of 7 discoveries of psychology to be exploited to more effectively address their potential buyers, that we also share.
1) ARCHITECTURE OF THE PERSUASION
The first psychological rule for an effective campaign is to use the graphic skillfully. In any communication medium (a dem, a landing page, a website, etc.), in fact, the graphic construction of your message must be created ad hoc to guide the user to the action in the simplest way possible (click on call to action, reading an article, visiting a site, buying, etc.).
This is possible through the use of graphic elements such as lines, arrows or curves that guide the viewer explicitly to the call to action, as well as shapes, colors and dimensions that give the different elements of the message a different visual weight and a priority.
2) BEHAVIOR GUIDED BY EMOTIONS
Most people are convinced that they make a purchase decision rationally, but they do it - unconsciously - based on their emotions. Later, he gives explanations to rationalize his purchase.
For this reason, it is not only important to inform potential customers about their products and services, but also to persuade them by giving them emotions. This can be done using emotional images and texts, as well as the storytelling technique. You can take an example from many TV commercials, which do not think to show a product to make a "hard-sell", but to build a story around it.
Engaging your target emotionally you are much more likely to generate your "emotional conversion".
3) SOCIAL PROOF
"Social proof" means the concept that people are more likely to do something if they see others have done it or are doing it. In other words, it is called the "peer pressure effect".
Social proof can be used in web marketing to encourage the purchase of a product or service: for example, by collecting user reviews or publishing statistics that demonstrate what actions users have performed.
4) AVVERSION FOR SCARSITY AND LOSS
At the base of human behavior, according to Psychology, there are some drivers, that is, the reasons why we act in a certain way. In addition to pain and pleasure, which are the main causes, there is the concept of aversion to scarcity and loss.
This means that when people are faced with the limited availability of a product or the possibility of obtaining it at more advantageous conditions for a given period of time, they are not only more likely to buy, but they also do it much faster. According to Psychology, they want to avoid the pain of a lost opportunity and try the pleasure of winning a deal.
The principle of aversion for scarcity and loss can also be incorporated into web marketing strategies, through promotions that express the urgency of a countdown and the sense of scarcity of a "limited edition" and "not to be missed ".
5. RECIPROCITY
It is also part of human nature to dislike being in debt to others. This is the basis of the "Principle of reciprocity".
To effectively exploit this discovery of Psychology in web marketing, we need to offer something of real value in exchange for the action that the target is asked to accomplish. In this way, users will consider the request acceptable and willingly satisfy it. It is a real exchange.
For example, to ask users to sign up for a site or a newsletter it is a good idea to guarantee them a welcome discount code or access to exclusive content.
In this way the company can gather information on its potential customers without annoying them.
6. COMMITMENT AND COHERENCE
And we come to the Principle of commitment and coherence, according to which human beings have a profound need to be seen as reliable and faithful to the given word.
In fact, most people do not like to say one thing and then do another: for this reason, because users are publicly involved in something inherent to the company (for example, they participate in a points collection, or do just Like on Facebook or Follow on Twitter), they are more likely to follow it to the end and become its customers.
7. ANCHORAGE
An anchoring means the human tendency to make decisions by relying on the first information inherent obtained ("the anchor"). The reliability that is attributed to this information allows buyers not to go into the purchase decision.
In the same way, when users have to choose between various options, they are looking for a base from which to start ("the anchor"). An example: a promotion offers a discounted product, showing the initial price crossed and the discounted price; users see the original cost, which becomes their anchor, and based on this they evaluate the convenience of the offer and decide to buy.
CONCLUSIONS
Taking advantage of the web marketing campaigns, these techniques derived from the principles of consumer psychology allows to achieve greater user engagement and a higher number of sales.
And do you use psychological triggers in your posts or in your marketing communications? Which triggers do you use most often?
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