Ahh… the power of the mind! The ability to tap into others’ willpower! Wouldn’t it be nice? We’d all like to believe we have the magic touch of a persuasive personality. After all, the ability to present an argument so concrete that opposing parties change their vantage point IS something pretty powerful. However on a business-to-consumer scale, persuasion doesn’t mean much to your company unless it helps accomplish something. It’s time to start taking a closer look at just how psychology and persuasion can supercharge your marketing techniques.
Psychology has a major impact on a person’s decision making skills; so it’s not that much of a surprise that many marketing techniques are directly linked to psychological theories. Seasoned marketers know that the power lies in the message they’re sending. Something as simple as switching up the syntax of your message could make or break the ability to capture an audience and to convert perspective customers. In this way, marketing and persuasion go hand-in-hand. The goal is to attract the audience. Persuasion plays a huge roll here and, with these psychological techniques, you can rev up the power of your marketing skills.
Persuasion is a balancing act. Push too hard while defending your viewpoint and you risk coming off as forceful and overbearing. Think about it this way: picture the pesky salesperson that won’t leave your doorstep and you’ll probably agree—it’s downright annoying to be forced into making a decision (or a purchase). Contrarily, if you push too lightly you may not resonate with the customer. Being able to find that sweet spot in the middle of the spectrum is the first step in being a successfully persuasive brand.
Personalization is dominating the advertising world, and with good reason. By taking a more tailored approach, marketers are able to tap into customers’ psyche and form authentic experiences. Think about it this way: are you more likely to devote attention to a lecture being given to 100 peers, or to a one-on-one conversation with a mentor? The psychological benefits of authenticity actually propel persuasiveness, even if unintentionally. The takeaway message here is that truly genuine connections in the marketplace boost conversions.
Honesty is the best policy even when it comes to admitting errors in the product, solution, or idea that you are marketing. By admitting mistakes, and by showing customers that you work hard to right any wrongs, you are inadvertently persuading them to trust your commitment to success (and possibly to give you a second chance when need be.) That’s persuasion at work. Through your actions, you’ve shown customers that you’re aware of your mistake — but you’re also encouraging them that you’re worth a second shot.
Marketing is like a sociology experiment; it can tell us a lot about how the human brain reacts to various messages. To determine your company’s most successful marketing tactics, study which processes continually engage your audience. Look to previous marketing methods to determine where you can inject persuasion and really hit home with your customer. Find something didn’t work? Trial and tribulation will help you navigate the psychological side of marketing.
Sometimes, it’s just better to leave it to the pros. Contact us today and we’ll help get your content marketing strategy in motion.
