Here Are 9 Revealing Principles of Human Behavior In Marketing
If You Are In Marketing, Then Pay Close Attention To These 9 Principles Of Human Behavior
One key part of being a great inbound marketer is understanding how — and why — other people think and act the way they do.
Think about it for a second.
How can you create compelling content if you don’t know why it would be compelling to your audience in the first place?
How can you personalize content to reach the right people if you don’t know what type of content they would like, and why they would like it?
Understanding these 9 key principles in psychology can take your content from good to amazing, all because the right audience is reading and identifying with it.
If you understand these principles and weave them into your marketing, you’ll also convert more visitors into leads, and leads into customers.
Here Are The 9 Important Psychology Concepts You Can Use in Your Marketing from HubSpot……….Let’s Get To It!
- The concept of “reciprocity” is simple — if someone does something for you, you naturally will want to do something for them.
- If you can act in a sincere and giving way, the other person will naturally want to help you.
- Give away something — for free — to help build community or customer loyalty.
- By delighting your audience with these small gifts, you’ll be one step closer to establishing a true, solid relationship with your visitors, leads, and customers.
- “Commitments” is another way of saying that people don’t like breaking their promises.
- If someone commits to something — they feel like they’ve made an obligation to you.
- Once they make that commitment, people will be much less likely to bail.
- Once you’ve gotten your customers’ commitment, fuel it by offering great products and customer service — and maybe even customer-specific content.
- When we view someone as having authority, we’ll be much more likely to trust his or her opinions and suggestions, simply because we believe the person is credible.
- Amp up your authority in your content by prominently featuring authors’ information alongside their blog posts, ebooks, whitepapers, or videos.
- This way, your audience can see just how smart and amazing your inbound marketers are, which can be a step in the right direction if you’re trying to establish thought leadership as a brand.
4. Social Proof
- One easy way to make the most of social proof is on your blog — if you’re not already, use social sharing and follow buttons that display the number of followers your accounts have or the number of shares a piece of content has.
- If those numbers are front and center and you already have a few people sharing your post, people who stumble on your post later will be much more likely to share.
- “Liking” means that if you feel positively toward another person or company, you’ll be much more likely to interact with them or buy from them.
- Liking is crucial to developing your company’s brand.
- You just want people to feel positively affiliated with your brand.
- It’s worth a try to make that happen
- This psychology principle goes back to the simple formula of supply and demand: the more rare the opportunity, content, or product is, the more valuable it is.
- Note: If you want to properly use this principle, you need to be careful how you word it.
- If you approach the scarcity concept as if there used to be a ton of a product or service, but due to popular demand there’s a few left, people will be very receptive.
- On the other hand, if you approach it from the angle that there are only a few products total, so get it now, the principle won’t be as effective.
7. Recency Illusion
- Ever heard about a product and then start seeing it everywhere you look?
- While that may be part of some clever ad retargeting online, it most likely is because of the “recency illusion.”
- It starts happening after you encounter something for the first time, and then you start noticing it everywhere you look.
- This is important to keep in mind when you’re designing marketing campaigns — you should be aiming to develop robust, integrated campaigns, not just a one-and-done piece of content.
- Keep reinforcing your message with people who have encountered previous marketing pieces.
8. Verbatim Effect
- People are more likely to remember a fuzzy, general idea of your content — not the longer, more detailed piece you originally created.
- In our world today, people are headline-hungry.
- Given the “verbatim effect,” you should try to pack as much relevant and descriptive information into your headline as you can.
- So use it wisely — it may be all that your readers remember.
- People have a limited amount of space in their short-term memory.
- To cope, most people tend to cluster similar pieces of information together.
- Do the legwork for your audience: group similar topics in your writing together — either under numbered bullet points or with different header sizes.
- Besides being much easier to scan, your writing will be much easier to remember and recall down the road — especially if you’re creating long lists of content.
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To Your Success,