This post will share 12 psychological triggers in marketing to help you win sales and influence customers!
Marketing goes beyond showcasing products and services—it’s a journey into understanding the intricacies of human psychology that drive purchasing decisions.
Weaving the tapestry of psychology into your marketing strategy gives you the tools to not only capture their attention but also secure their loyalty and boost your sales.
In this blog, we’ll dive deep into the psychology triggers that have the remarkable ability to sway buying choices.
These triggers offer invaluable insights that, when incorporated into your content marketing approach, can create a magnetic pull for your audience.
1. Trigger People’s Curiosity
Curiosity resides within all of us, an inborn urge to venture into the uncharted. The National Library of Medicine highlights its role in learning, decision-making, and developmental well-being. Curiosity is interwoven into the fabric of evolution.
At its core, curiosity thrives on the blend of familiar and unknown. This psychological interplay compels individuals to question, driving them to seek answers and unlock the realms of understanding they crave.
Let’s dive into this headline. It’s a real curiosity trigger. If you want to quit your 9-5 job and think about starting freelancing, you might wonder “How did the author shift from a regular job to freelancing? And how can we apply it into our situations?”
You know the freelancing perks – work while wandering, more family time, flexible hours – all that good stuff. But you’re still wondering ‘how’ – how do you actually transition from the 9-to-5 grind to this new path?
This headline created the gap between what you’ve already known and what you haven’t known yet.
And it is a master at sparking our curiosity, making us want to click instantly and uncover those answers.
2. Use Social Proof
Imagine you’re exploring a new country and a craving for the local cuisine hits you. So, what’s your gut telling you?
Just like more than 81% of people often do, you’d probably jump onto Google to check out reviews.
It’s a logical step – the more 5-star reviews and enthusiastic recommendations, the more confident you’ll feel that the restaurant is worth trying. After all, if lots of people like it, it’s probably amazing, right?
This all taps into our natural human behavior. Social proof acts like a psychological powerhouse, guiding us to follow what others are doing. When we see others loving something, it’s hard to resist wanting to join in.
Social proof also helps create trust between businesses and customers.
Take a look at these 2023 statistics shared by Luisa Zhou regarding social proof:
- 95% of people will read online reviews before making a purchase.
- About 89% of consumers actively seek out reviews before buying products online.
- Nearly half, 49%, of consumers place just as much trust in online reviews as they do in personal recommendations.
- 94% of individuals mention that reviews have actually prevented them from choosing a certain business.
- 97% of people read reviews for local businesses.
- Positive reviews hold the potential to boost customer spending by a solid 31%.
- Over 81% of consumers reveal that they’re likely to check Google reviews as a first step.
- 74% of consumers agree that reviews significantly enhance their trust in a company.
3. Make People Feel Special
Let’s talk about the Snob Effect – a phenomenon deeply rooted in our human nature. We humans have this thing – we want to feel unique. You know, like how our names and birthdays mean a lot to us, and we hope others remember them too?
In business, it’s pretty similar. People want offers and deals made just for them. Think about those emails you get, with your name right at the top. It’s like they’re saying, “Hey, this is exclusively for you.”
Some businesses even go the extra mile. They create special stuff, just for their loyal customers. Or they bring out cool deals on those special days in the calendar.
4. Stay Top of Mind
You know, being the first brand that pops into people’s heads has a big advantage. When they automatically think of you and they’ll go straight for your products when they need them.
During the lead nurturing phase, keeping up with follow-ups is key. By staying in touch and staying relevant, you’re making your brand get remembered.
The more your marketing shows up, the more trust and likability it builds. It’s this thing called the mere exposure effect – the more they see you, the more they like you.
You can set up a system to share your content across different platforms. It’s like putting in some effort upfront that keeps on paying off for weeks, months, and even years down the line.
5. Simplify Choices
You might be familiar with a renowned study conducted at Columbia University that sheds light on this intriguing concept. They set up a booth, offering jam samples – sometimes with 24 options, and other times with just 6.
When the spread boasted 24 jams, 60% of customers stopped by for a taste, and out of those, only 3% made a purchase. But when there were 6 jams, 40% stopped, and 30% ended up buying.
What’s the psychology behind this? It’s all tied to something called Choice Overload – a behavioral science concept.
When you give people a few options, they like that and it works great. But if you give them way too many choices, it can make them feel confused and overwhelmed.
Research underscores that having fewer options isn’t just simpler, it’s smarter. Customers are more likely to make a confident choice, feel content with their decision, and walk away with a happier shopping experience.
6. Highlight Problems People Have
Understanding your audience’s issues is key in marketing. It’s the core of effective content – the better you describe their pain, the more you show you truly comprehend.
People want to feel understood. When you delve into their problems, they see you grasp their situation and believe your products or services are designed just for them. That’s the kind of connection that makes a real impact.
Related: Success Comes From Understanding Your Customers’ Problems
7. Emphasize Benefits Over Features
People don’t care about you or your business, they just care about themselves.
This is the mantra that’s always on my mind.
Nothing is truer. People don’t care about what you’re selling (sad but true), they just want to know how your products or services can help them solve their problems.
For example:
- Customers might not be overly concerned about the ingredients in a weight loss supplement, but they care about how the supplement can help them lose weight.
- Homeowners may not be interested in the specific cleaning products a service uses, but they care about how the service can free up their time, provide a clean and comfortable living space, and reduce the burden of household chores.
- Clients may not be invested in the intricate details of financial instruments, but they are concerned about how a financial advisor can help them secure their future, achieve their financial goals, and navigate complex investment decisions.
- Language learners might not be concerned with the linguistic intricacies of a language learning app, but they care about how the app can help them communicate effectively, connect with others, and experience different cultures.
A brilliant illustration that I truly admire is from Steve Jobs when he introduced the new iPod. Instead of saying it has 1GB of space, he said it’s like having 1,000 songs in your pocket. It’s cool because we might not understand 1GB, but we know we can have 1,000 songs if we have an iPod. That’s genius!
8. Amplify Sales with a “Most Popular” Compromise
Let’s dive into a smart strategy that can give your sales a real boost. We’re talking about taking that middle-ground option – the one that strikes a balance between benefits and affordability – and labeling it as the “most popular” choice.
This taps into a psychological phenomenon known as the compromise effect.
Essentially, when you present customers with a range of options, they tend to gravitate toward that middle one – the compromise – that seems to offer a bit of everything.
Slap a “most popular” tag on that compromise option, and you’re tapping into the bandwagon effect. People naturally tend to follow what’s popular, so this labeling nudges them in that direction.
Let’s break it down with an example. Say you’re selling a product priced at $200.
At first glance, that might seem a bit steep for some people. But now, introduce a $100 option with fewer features and a $500 deluxe alternative.
Suddenly, that $200 choice seems just right – not too expensive, not too cheap, with a bit of everything people need.
In essence, this strategy is a win-win. Your customers feel like they’re making a smart choice by going for the “most popular” option, and you’re using a bit of psychology to guide them towards what you want them to pick.
9. Create Sense of Urgency and Scarcity
We’re talking about urgency and scarcity – two things that make stuff exciting.
You might have heard of FOMO, right? It’s the fear of missing out, and it’s something we can all relate to.
That feeling you get when you think you might miss something exciting. It’s the secret sauce that makes people hit that “buy” button faster.
According to Konigle, 60% of people make a purchase because of FOMO and 7 out of 10 millennials experience FOMO and 48% of millennials have spent money they didn’t have to keep up with their friends.
How can you use this to your advantage? Create urgency and scarcity. You offer something cool for a short time or lower the price for the first 50 or 100 people who jump in. Plus, you remind them that time is running out.
10. Leverage Halo effect
The Halo effect is a little mental shortcut our minds take. When we like one thing about someone or something, we tend to believe everything else is great too – even if it’s not directly related.
The halo effect is like our brain being a little too optimistic. It can make us think things are better than they actually are, just because we like one thing about them.
Here are some examples of the Halo effect:
- You meet someone who’s really friendly. Suddenly, you assume they’re also super smart, funny, and talented – even if you haven’t really seen evidence of that.
- When a restaurant has an appealing and stylish décor, customers might assume that the food must also be of high quality and delicious, even before tasting it.
- A friendly and attractive salesperson can positively influence customers’ perception of the product’s trustworthiness and effectiveness.
For leveraging the Halo effect in your marketing strategies, you can use social proofs, premium packaging, create high-quality content, or partner with other respected businesses to create joint offerings.
11. Use the Power of 9.99
Have you ever wondered why products are often priced at $9.99 instead of a round $10? It’s a subtle pricing strategy that packs a psychological punch.
I remember asking my mom about this back in the day. I couldn’t quite wrap my head around why they’d bother with the 1 cent difference.
And you know what she said? It’s all about perception.
When you say something costs “about 9 something,” it sounds more affordable than if you said “about 10 dollars.”
And there’s some science to back this up. According to CBS News, our brains read numbers from left to right, and that first digit really sticks. When we see $9.99, our brain grabs onto that 9, and it’s like a signal that says, “Hey, this is a good deal.”
Professor Robert Schindler from Rutgers Business School did a deep dive into this. He found that those 1 cent differences – like prices ending in .99 instead of .00 – had a real impact on sales. In a women’s clothing store, items priced at $9.99 would outsell the ones priced at $10.00. It’s a little tweak that can make a big impact.
12. Streamline with Simple Steps
Make it easy – that’s the key. When you break down your process into simple steps, you’re smoothing the way for customers. They see a clear path, and that means less uncertainty when they decide.
Think about online shopping. If the steps are clear – like pick what you want, pay for it, and you’re done – it’s straightforward. And in a crowded market, that simplicity can make a big difference.
When things are easy to understand, customers move quickly. Additionally, simple steps show efficiency, which adds a positive shine to your brand and boosts loyalty.
Here are 2 examples of listing simple steps:
Fitness App:
- Step 1 – Download: Install the app from your app store.
- Step 2 – Sign Up: Create an account using your email or social media.
- Step 3 – Select Workouts: Choose from a variety of workout routines.
- Step 4 – Start Training: Follow the workout instructions provided by the app.
Meal Kit Delivery Service:
- Step 1 – Choose Meals: Pick your desired meals from a weekly menu.
- Step 2 – Order: Place your order for the selected meals.
- Step 3 – Delivery: Receive a box with pre-portioned ingredients and recipe cards.
Conclusion
In the business world, it’s not just about what you’re selling; it’s about how you connect with your audience on a personal level.
Consider it like adding a special psychology trigger to create a strong marketing strategy. By integrating psychological insights into your approach, you’re not only winning hearts – you’re also driving up more sales.
