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It’s been well known for a while now that there are a lot of psychological triggers that are activated in that act of making a sale. Thanks to strong developments in psychology research, scientists have got marketing down to a science. If you want to know how to attract loyal customers, look to the source of our decision-making power: the brain. Here’s a list of 5 Sneaky Psychological Tricks To Boost Sales.
1) Decide How You Want Them To React
Based on Magnetic Resonance Imaging (MRI) studies, different parts of our brains are activated depending on how long we’re asked to wait. When one group was given a gift certificate that they’d receive right away, brain areas associated with emotion were more active. When another group was given a much larger certificate amount, but only if they waited weeks for it, brain areas associated with rational planning were more active.
Market your campaign based on how you want customers to respond. If you’ve got a blowout sale, appeal to their emotions. Phrase it as, “Act now or miss out!” Or emphasize “instant gratification:” quick deliveries, fast responses from customer support, an easy checkout, and no-hassle policies. Instant Checkmate, an online people search engine, appeals to our love of immediacy by allowing customers to cancel their subscription immediately. On the other hand, if you want to build customer loyalty, tell them about rewards that stack up the longer they remain customers.
2) Make Your Customers Feel Special
A behavioral study examined voting patterns by labelling randomly chosen individuals as “politically active.” People given that label were more 15 percent more likely to vote than those without it. Create labels that your customers want to identify with, and they’ll see your brand as a way to become that identity. Sports-related brands are really good at this. Wheaties’ “Awake the Champion Within” or Gatorade’s “We Are All Stars” makes the consumer feel empowered. Who doesn’t want to be a champion or all-star?
3) Stand For Something Greater
Of customers who say they have a strong relationship with a single brand, 64 percent say it’s because of their shared values with a company.Tom’s Shoes is an example. Their shoes are pricey, but customers are willing to pay because the company pledges to donate one pair of shoes to a needy child for each pair sold.
4) Find Common Ground In Your Customer Base
Psychologist Robert Cialdini ran an experiment to see which signs at an Arizona hotel would most effectively get hotel visitors to reuse towels. They tested four types of signs: the first cited environmental reasons, the second promised to donate a portion of laundry savings to an environmental cause, the third asked visitors to join in their donation, and the fourth pointed out that the “the majority of guests reused their towels at least once during their stay.” The third and fourth signs got the best results, with the fourth sign getting 48 percent of hotel guest to reuse their towels. Peer influence can be a good thing for marketing. To build brand loyalty, show your target audience that your other customers are people just like them.
5) Use Urgency With Caution
Health researcher Howard Leventhal conducted a test involving tetanus shots. Some students were given a pamphlet detailing the dangers of a tetanus infection and how to arrange for inoculation; others didn’t receive a warning or a plan of action. He found that subjects who received urgent recommendations and a specific plan for getting a shot were much more likely to get vaccinated. Ask for customer interaction–to buy something while it’s on sale, get involved in a social cause, or complete a survey–with urgency. But if you tell customers, “Act now while supplies last!” or “Get free service your first month!” provide a very visible link for them to follow through immediately. Neglect a plan of action, and they’ll move on without ever making a purchase.
