Harnessing the power of Psychology

Engaging the brain with the brand 

Psychology, in short, is the scientific study of the human mind and its function (Oxford English dictionary). By leveraging psychological principles, marketers can create compelling campaigns that resonate with their target audience. 

Here are some of the basic fundamental principles that underpin successful marketing strategies… 

Social proof 

This is the idea that people copy the actions of others in certain situations, taking clues from those around them. In marketing, this relates to people looking at reviews and recommendations to help make a decision as to whether a particular product or service is for them. From a good social media presence to top ratings on TrustPilot, it is vital to incorporate social proof into your marketing to drive sales. According to TrustPilot around 89% of consumers say they make an effort to read reviews before making a purchase online. 

Scarcity 

This principle refers to the idea that you value something more if it is scarce. Trivial examples of this include using less toothpaste as the tube gets emptier, as you begin to appreciate it more. This phenomenon contributes to a meaningful life. If there were no limits, far less ‘things’ would be enjoyed. In marketing, items that are limited are often perceived as more valuable. Key tactics for digital marketers include limited time offers, low-stock notifications and limited edition versions of popular products. 

Reciprocity 

This is an example of a social norm in which one person gives something to someone else and then that person gives something back in return. Reciprocity can be extended to digital marketing in the form of exclusive discounts, free resources and valuable online content. For example, some brands choose to offer discounts on their customers’ birthdays, which not only taps into the scarcity principle (as it is a limited time offer), it also encourages clients to return to the business as they feel that they want to give something back. 

Personalisation 

Tailoring your marketing to an individual's preferences and behaviours ensures you deliver relevant content to your audience. Not only does this make your audience feel understood, it fosters a sense of reliability and trust. All of these factors are significant in conversion and retention rates.  

If your business goals are to foster a deeper relationship with your customers by building up reliability and trust, be sure to incorporate some of these psychological principles into your marketing. What is great about most of these is that they are subtle and easy to implement. 

If you need any help or advice with your digital marketing strategy, don’t hesitate to get in touch with us on hello@jvcommunications.co.uk.

Sunny wishes, 

Jo & Vic