Since the dawn of commercialism, marketing has attempted to influence customers to pick and buy their products. The problem is that the decision-making process of the client is based on a broad variety of considerations. It’s nearly difficult to affect any of them. The goal of a smart marketer is usually to strike a balance by appealing to both the emotional and the rational side.
Pillar One: Reciprocity
A promising form of reciprocity applies when brands offer free product samples. Consumers believe they’re determining how much they like the stuff. Around the same moment, there is an invisible social force of reciprocity. Subconsciously, a free sample is a form of favor. Naturally, the consumer will want to repay the favor by buying the real product thus ensuring reciprocity.
Pillar Two: Commitment and Consistency
We’re apt to follow through as we promise to do something. A subscription-based opt-in that allows the user to sign on a website is a method of maximizing loyalty and consistency. Once the free trial period ends, the consumers feel compelled to continue paying.
Pillar Three: Social Proof
Humans tend to make decisions about what to do and think following the ideas and actions of others in the group. This is called social proof.
Casting models and actors using their goods to provide social proof was the only thing a company would do in the past. With the increasing use of social media, companies are now expected to evolve and provide unique customer service and interaction. These supporters or followers can publicly tell their families, friends, and the world how much they really enjoy the product.
Pillar Four: Authority
Marketers have made use of authority figures impact by using CEOs and other trusted authority figures as the brand’s spokesperson. Men’s and women’s endorsements considered to be leaders in their fields seem to have a greater effect than any advertising campaign as it has more depth.
Pillar Five: Liking
It doesn’t come as a surprise to realize that people follow those they look up to and love. Many fans buy products plainly because their favorite celebrity is using them. Behind any marketing commercial that tells you to purchase a certain product, there’s a clever marketer.
Every brand is different. So try connecting to the popular icons and stars of your industry. Figure out who your target audience follows and seek their social support. The impact of reaching your audience in this way may be astounding.
Pillar Six: Scarcity
Ever seen a banner ad saying “last condo unit for sale at a special price?” The perceived shortage of something almost always generates demand. That’s why big deals only happen on the weekend, coupons have expiration dates, and websites start countdown clocks on their promotional deals.
Just let prospective buyers know that seats are scarce and that only a handful will be available within a brief timeline. Those who sit on the fence will jump into action and book their tickets!
Reference: https://www.asianentrepreneur.org/the-mind-games-of-marketing/
Photo de Jose Francisco Fernandez Saura provenant de Pexels
