Double Your Sales Using These Powerful Psychological Principles

8 Powerful Psychological Principles You Need To Use In Your Marketing



psychological2Behind all great marketing, there is one thing…Understanding.….and when you understand your customer, you understand how to create a great product for them and the best way to present it to them.





[tweet_box design=”box_08″]Neil Patel says in his post “8 Psychological Principles Will Double Your Sales”, that psychology is one of the most important things a marketer can study.[/tweet_box]



In this post I share Neil’s 8 Psychological Principles and how you can implement each one into your own marketing


1. People are lazy, this law proves it…

  • The law of least effort- which states that people almost always choose the path of least resistance, the easiest option to do something.
  • To apply the law of least effort in your marketing all you need to do is make the buying experience as simple as possible.
  • Put yourself in the shoes of a customer, and go through your entire buying process and find out where they are having any difficulties




2. People are overwhelmed easily: Don’t cause analysis paralysis

  • “Analysis paralysis,” –  describing a scenario in which someone gets so overwhelmed they can’t make a decision.
  • How to keep your potential customers from getting overwhelmed: The main way to apply this principle to your business is on your sales pages.
  • To apply it, reduce the number of choices.


3. Sometimes, being innovative can kill your conversions

  • Innovation is a good thing!
  • It’s the process of improving upon what we already know.
  • But it can also be dangerous, mainly because of the law of past experience.
  • What this law basically says is that when people see something for the first time, they interact with it based on their previous experiences.
  • Innovation can be great, but you need to do it in the right way.
  • Instead of trying to improve every aspect of the traditional sales page and sales funnel right away, do it in incremental steps through split testing.
  • Start by modeling your sales pages after the best in the business (e.g., Amazon, eBay, etc.).
  • Then, start trying to improve elements one by one.
  • Run a split test to see if your innovation actually improves the customer experience.


4. Nobody’s perfect, show your customers your flaws

  • When you admit to your faults and are transparent about your decision making, customers can feel that you’re in control.
  • However, if you’re blaming external factors, it sounds like you don’t have a lot of control over whether or not you’ll succeed.
  • Transparency needs to be strategic: Customers don’t need to know about every mistake your business has ever made.
  • Always take full responsibility for your mistakes



lossaversion5. No one likes losing, and it makes us do crazy things…

  • It’s called loss aversion.
  • It turns out that most people will go to extraordinary lengths to prevent feeling this way.
  • So much so that they do it without even realizing it.
  • Give your customers a chance to lose your product: In order to apply this principle to increase your sales, you need potential customers to feel like they already own your product.
  • Then, you need to take it away unless they purchase it
  • 3 main ways you can use this:
  • Add videos of someone using your product
  • Offer free trials liberally.
  • Pay special attention to the language you choose.


6. The big red button always wins

  • There’s one principle that shows us how to take it into account.
  • It’s called Fitts’ law.
  • While you don’t need to know it for it to be useful, the law is actually a model that can be used to determine the amount of time it takes to perform an action.


(The only variables you need to pay attention to are the “T”, “D,” and “W.” The “T” describes the overall time of the movement. The “D” describes the distance to the target. The “W” is the width or size of the target.)

  • Applying Fitts’ law to your sales:
  • To apply the law, you want to make it as easy as possible to click buttons that lead to conversions (e.g., download buttons, opt-in buttons, add to cart buttons).
  • To do that, you want a small “D” and a large “W.”
  • When someone loads a page, their cursor usually hovers around the middle of the page.
  • Therefore, you want your important buttons to be near the middle to minimize the distance of their travel on the page.
  • Secondly, you want your button to be large enough so that it’s obvious that it’s an important thing to click.
  • Choosing a contrasting color is also a good idea.


7. Decisions are difficult, sometimes we just want reassurance

  • You’re looking for social support and help with your decision.
  • Social proof relieves anxiety: Social proof is a concept used by businesses to sell more. It consists of making it clear that other customers (ideally well known ones) use and like your product.
  • There are many ways to use social proof effectively.
  • One final thing to consider is that social proof doesn’t always increase conversion rates (although it usually does).
  • You should test each type in multiple ways to determine the optimal use of social proof for your business.


8. There are two sides to every customer, know when and how to speak to both

  • There’s one aspect of potential customers in particular that produces drastically different buying behaviors.
  • And it can be explained by the dual process theory.
  • It states that there are two main forms of processing in our brains:
  • Deliberate thinking (conscious) – slow, takes a lot of mental effort, and usually ends with a logical decision.
  • Automatic thinking (unconscious) – happens without effort and is pretty much going on all the time.
  • Optimizing your business for dual systems: Your first step is to identify which system your target audience predominantly uses.
  • Optimizing for automatic thinkers: This type of thinking goes side by side with simplicity.
  • It harmonizes with the other principles we’ve looked at such as the law of past experiences.
  • Use pictures! They make us feel emotions
  • Keep messages simple
  • Focus on main benefits, not technical details
  • Keep user experience as simple as possible.
  • Make “buy” buttons and opt-in forms large and clear
  • Optimizing for deliberate thinkers: To optimize for deliberate thinkers, you need to include full details about the product.
  • A logical decision is built around answering the question of whether or not the product is worth the money.
  • Overall, you want to be able to load your sales pages and ask yourself: If I were a potential buyer, would I have all the information I’d need to comfortably make a decision?



At the end of the day, learning more about psychology is a great way to improve your marketing and sales results. All you need to do is to start by trying to apply 1-2 of these principles to your business, and slowly add more.



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To Your Success,
Joan Harrington



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26 thoughts on “Double Your Sales Using These Powerful Psychological Principles

  1. These are really great. People are definitely lazy an always looking for the easiest way to do something. I didn’t know that trick about making the buttons bigger, so thank you!

  2. Great Tips shared Joan. I really love your tip about ‘Big Red Button always wins’ and I will incorporate the same in my blog. Thanks for sharing such wonderful tips with us.

  3. These are 8 great principles….ones that we sometimes forget about or don’t give a second thought too. Most people do like the easy way out but that usually don’t get you anywhere. Thanks for sharing your awesome blog content 🙂

  4. Do you think that It’s hard to take yourself out of the equation when trying to appeal to others? There are some types of ads that I’d never go for – those that make claims of ease of wealth making with no other details. Yet I know, because of the large numbers that join, that they must work.

    I guess I’m one of those deliberate thinkers you talk of.. Because these ads don’t work for me it’s hard for me to produce them myself. Even though I like details the rest applies. Ease of finding and buying, good reviews.

    This is a great article, Joan, thank you. It’s one that gave me lots to think about in relation to my own business.

  5. Wow. Love these points. I will totally be applying these. I love anything Psychology related since I have my AA degree in Psychology. 🙂 I think it is true that people are lazy. I think we got so used to everything being done some what on its own like a laundry machine or dish washer. So much of the food is pre-made. I think it is ok to be lazy sometimes but I want to teach my children to be able to hand wash their clothes and learn to wash dishes by hand. I also liked that you pointed out to show your mistakes. When I share a craft idea I always tell my readers how I did it and tell them what I would do differently next time. I think people want to relate to you. I have not started any marketing but I want to soon. These tips will really help me. Thanks for sharing. 🙂

    • Thanks so much Irina! Yes you definately want people to relate to you on a personal level 🙂
      You are on the right track girl! If you need any help with your marketing, I would be happy to
      help you, just let me know when you are ready to get started 😉

  6. Hi, Joan

    Market comes down to reach the client’s mind.

    Human beings are basically lazy and need assurance. If we can manege these two areas, the sale will produce good figures.

    For me, the most critical step is #8 – When and what we are going to talk to both sides of client. i believe it is hardest to learn and master. If we can master that, we will able to see the sale number go up to the roof.

    Thanks for sharing!

    Nice weekend, Joan!

    -Stella Chiu’

  7. Hey Joan,

    I love Neil Patel for a lot of the reasons you mention here.

    He’s a very successful guy yet to me he’s very down to earth, very approachable and he still responds to all his comments. So his advice is spot on because I know we can all relate. Yep, people are lazy and they get overwhelmed and confused at times too. We need to make things easy for them to understand and not talk over them. I always like to put myself in my prospects shoes and remember that not everyone knows as much as I do. I oftentimes forget just how much I do actually know. It’s kind of cool actually. 😉

    I appreciate you breaking all of this information down for us. Neil’s posts can be rather long and although I hear those convert well at times I find myself short on time and not able to read the whole thing.

    Thank you Joan and do be sure to have a splendid week. The last one of this month already. Wow!!!


    • Hi Adrienne 🙂

      Yes, I would definately agree with you about Neil! His content is always so relatable and that is why I love sharing it with my readers!

      Thanks for your awesome feedback and I am glad you enjoyed my “breakdown” of Neil’s posts, as I know they can be rather long 😉
      So I want to make it “easier” for my reader to digest and make it more readable. Which I feel I accomplish 🙂

      Glad you enjoyed the post my friend! Hope you are having an awesome start to the week as well! I know, right, already the last week of the month lol

      Big hugs

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