What Is The Most Powerful Tool in Your Marketing Arsenal?

What do you think is the most powerful tool in your marketing arsenal?



mostpowerfultoolinmarketingHere’s a hint……it’s the driving force behind keyword research, copywriting, and beautifully designed ad campaigns.


Are you still not sure?


Neil Patel explains in his post “7 Psychological Insights That Will Help You Develop a Powerful Facebook Strategy for Business” that sales and marketing are really all about understanding consumer psychology


Consumer psychology applies to just about everything in business.  Even social media.


With that in mind, here are Neil’s 7 “Psychological Insights” that you can start using today that will improve your social media marketing…..


1. Kick rational advertising out the window

  • Most people are emotional creatures, not rational
  • One of the most effective things you can do to improve your Facebook strategy is to quit relying on rational thinking as your main driver and start relying on customer’s emotions to take the wheel.
  • One of the most effective methods is to convey emotion through facial expression.
  • Try using ads that have someone’s face on them, whether it’s a real photograph or a drawing.
  • People are already browsing through Facebook, looking at pictures of friends and family.
  • Using headshots or other shots that include facial expression is a natural way to enter into your customer’s newsfeed unobtrusively.


color2. Use color to catch attention and convey your message

  • Something that many marketers are aware of but rarely utilize is the power of color.
  • The human brain evolved to see red colors more vividly.
  • Red in your ads will catch users’ attention much more effectively than any other color.
  • However, the combination of red and blue is even more powerful as blue is more calming and relaxing.
  • Colors are powerful.
  • Color has a way of communicating that doesn’t depend on effective ad copy or even a smiling picture of a model.
  • Choosing the right color can drive up your engagement and improve your Facebook marketing.


3. Slash the price (by just one cent!)

  • Have you ever noticed how hard it is to find something in a supermarket that costs exactly $1 or exactly $5?
  • That’s because the human brain has evolved to discern the difference between prices based on the left-most digit.
  • That’s the power of pricing.
  • Odd styles of pricing are far more effective at luring customers in than flat, round numbers.
  • Give it a try.
  • Run a split test with differing price points, and see which one wins.


4. Use now as a trigger word

  • Your brain is wired to make impulse decisions and wired for one of the two basic responses: fight or flight. (“the instinctive physiological response to a threatening situation, which readies one either to resist forcibly or to run away.”)
  • Using the word now is a great way to capitalize on the brain’s propensity for impulsivity and get your customers to click on your Facebook ad.
  • Humans are wired to want now.
  • Cater to that desire in your ads or social campaigns, and you’re sure to improve your scores, conversions, and engagement.


5. Focus on the images, not the words

  • When you are designing your Facebook or other social media campaigns, you should focus more of your time and energy on the images you are using than the text you include.
  • Social media today is a visually driven world.
  • The more visual content you have and the better it is, the more successful your social media campaigns will be.


scarcity46. Create scarcity

  • So far we’ve established that the brain is wired for impulse decisions and fight or flight.
  • Thus, ads featuring products with (perceived) scarcity instill a sense of urgency, influencing a customer’s desire to purchase.
  • It’s called the scarcity principle, and it will work wonders for your social media strategy!


7. Use odd numbers for opt-ins

  • Why? Because odd numbers are, for whatever reason, more psychologically appealing.
  • Odd numbers improve engagement, increase click-throughs, and attract more eyeballs.
  • If you are running a Facebook ad with a giveaway to increase email opt-ins, use an odd number to help increase conversions.
  • If you are using a number in any place in your Facebook updates, use an odd number.
  • Odd numbers just work.



Using human psychology is one of the most proven and consistent ways to increase your sales and conversions and using the above psychological insights are NOT hard to implement.


That’s the power of consumer psychology. Knowing a few insights can be powerful and can positively impact your marketing efforts!


Like with everything, just go out there, and do it for yourself: test, test, test, simply run an A/B split test, utilizing the power of color, facial expression, and trigger words and see what gets you the results.





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To Your Success,
Joan Harrington

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