8 Powerful Psychological Principles You Need To Use In Your Marketing
[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
- 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,