Marketing Psychology 101

If you read my earlier post, I mentioned ways on how you can validate your business idea. Assuming you’ve done this task, let’s now go to more exciting part – how to attract your clients.

Marketing has so many areas that are all interconnected yet can be stand-alone strategy for your business. For today’s lesson, let’s discuss Persuasion.

Persuasion: is something meant to get you to do or believe something

The definition looks dodgy, right? Persuasion has a scammy feel to it. It’s like when you go to a shop and persuaded to buy something that you ended up hating. So, as an entrepreneur, should we not persuade our customers to buy from us? Should we just build our business and let them see how amazing it is?

My answers to the last 2 questions – no and no.

As a heart-centered, soul-centered, introvert business owner, I understand that marketing is part of entrepreneurship that we don’t really want to do.

We are doing our business to help others, to bring money in our household, to connect, and we want to change the world. We believe that our offer is something unique, or what the world needs, or can change lives. Isn’t that enough for our customers to buy from us?

The truth: NO. You might have the best product or service in the world but if your ideal customer can’t see its value, then expect to hear crickets. And I don’t want you to ever experience it because I’ve been there and I know the feeling. The humiliation, the pain, the sadness of creating something and no one appreciates.

I learned a lot from my experiences and I’ve done lots of trial and error. Selling and Marketing are really Science. You need to understand your customer’s psychology to ensure your business’ success.

Consider this as your crash course to Marketing Psychology 101. Learn how to get people open their wallets and hand you their money (in an ethical, legit and honest way).

1. Prestige

Your customer doesn’t want to be healthy. She wants to be sexy.
Your customer doesn’t want a nice lantern. She wants a lantern that will make that judgy neighbor jealous and say, “Oh my gosh, what a beautiful, amazing Christmas lantern she has. She must be really rich.”

THAT is what they really want.

One of our most predominant human desire is to be better than everyone else. We want to increase our social status. When offering your product or service, include on your sales pitch how your offer can elevate your customer’s prestige status.

Use words or phrases that include prestige boosters on your sales pitch, for example:

1. “Have the luxury that you deserve.”
2. “A special gift only for our top 10 buyers!”
3. “Exclusive to members only.”

2. Believability

Your customer should believe that your product or service can solve their problems. And how can you communicate it to them? By giving real testimonials of other consumers who bought your product or service and had a great feedback.

Believability is all about making them believe you and believing that your offer can be beneficial to them.

How it works:

1. Show approval from experts
2. Endorsements from celebrities
3. Approval from past and current customers
4. Share your own result

3. Curiosity

When something doesn’t make sense, we’re drawn on it. Our brain wants to know a lot of things and if there’s any information gap then it’s our nature to solve it.

You have to make them curious to continue looking around. Make sure that your sales page, social media posts, advertisements, and other marketing copy has a curiosity hook and inspire them to keep reading.

Make sure to tickle their imagination that create a feeling of:

1. “I must know what happens next!”
2. “This can’t be true.”
3. “What does that even mean?”

4. Urgency

Might be weird, but we all know how we want more when we know that it’s the last piece of the lot. Urgency works when the things we want is of limited quantity or will be gone after a certain time.

Customers also want instant gratification. No wonder those ‘lose 10 pounds in 1 week’ and ‘earn 15k in 2 days’ attract lots of attention.

Word of caution though: avoid creating fake urgency. There’s nothing more yucky than marketers who keep on saying ‘last 30 minutes’, ‘2 spots left’ or ‘50% off only today’ and then see the same advertisement after a few days or so. You’ll lose your credibility and lose your customers fast.

5. Connection

One of the most powerful of all. You can create an amazing website, you can have great offer, you can have the greatest pitch, but if your intended customers can’t relate to your message then all is lost.

Connection is when your customers can relate to you. They can relate to your dreams. They can relate to what you’re saying. They can relate to your problems. And how can they relate to you? You have to share your flaws too.

No one is perfect. But if you are, then you can alienate people. Not that they are jealous, but they can’t relate to your ‘perfectness‘.

Have you heard of Pratfall Effect? In essence, it states that people who are perfect can seem threatening, but people who are imperfect are safe and hence easier to truly like. When people appear to be a little flawed, other human beings are more attracted to them. They are more interesting, more relatable. And that’s what you want to have – connection.

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Try these Persuasion tips to attract customers, get a yes, and see the cash rolling in!

In a few days, I’m sharing something that I’ve prepared for more than a year. A truly special event that can really change my life (and your life too, if you allow it). You’ve been working on your money mindset for quite sometime now and I know that you’re ready to take the next step.

Join our private Facebook group – Pinay Money Mindset to know first of this very special news. Can’t wait!