#67 The Psychology of Marketing: Understanding client behaviour and motivation to increase sales

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It’s time to grasp a deeper understanding of the psychology of marketing. Understanding the human mind is just as crucial as knowing the ins and outs of your products or services.


Key Takeaways:

In the ever-changing world of marketing, understanding how people think is as important as knowing your product or service inside and out. This podcast digs into what makes people tick, revealing powerful principles like reciprocity, social proof, scarcity, and urgency. Learn how to connect with people on a real level through storytelling, build your street cred, and use cognitive dissonance to your advantage. Marketing psychology is the secret sauce to creating campaigns that hit home and drive business success. It’s not just about what you’re selling; it’s about how you sell it and the impact it has on your audience. So, dive in and take your marketing game to the next level!


 In the world of marketing, understanding the human mind is just as important as understanding the product or services you’re selling. This is where the psychology of marketing comes in. By understanding the fundamental principles of psychology that influence your client’s behaviour, you can create marketing campaigns that are more effective and persuasive.

In a good way. In this episode of the Simple Marketing Solutions podcast, we’re going to explore some of the most powerful psychological principles that can be used to influence your client’s behaviour. I’m going to discuss how to use reciprocity, social proof, Scarcity and that sense of urgency to encourage your clients to take action.

I’m also going to talk about the use of storytelling, framing, anchoring, and so much more. So this episode is for you, whether you have a bricks and mortar business or you’re virtual, whether you sell products or services, this is going to help you to create marketing campaigns that resonate with your audience.

So let’s get into the fundamental principles of psychology as the first thing I want to discuss. Once we’ve got that. I’m going to also start going through some of the examples so that you can see how that plays out for you. The first principle is reciprocity. Reciprocity is when people are more likely to do things for others if they feel like they’ve received something in return.

So in marketing, this could mean something like you could offer your clients something really valuable on their first visit in order to encourage them to do business, business with you. For example, here’s one. If you were a dental practice, you could offer a free teeth Cleaning to new patients who are referred to you by a friend.

This is going to be really appealing to clients to share that with friends, family, and by offering that free service, you’re going to create a sense of obligation with potential patients. It gives them an opportunity to really get to know you and for you to get to know them and they’re more likely to book in their six monthly appointments with you as a result.

Number two is social proof. Now think about this, people are more likely to do something if they see that other people are doing it and are getting results. Testimonials, case studies on your website, all of these are going to be great to showcase that social proof. One way if you were in say a chiropractic clinic, you could link in your Google reviews and feed that onto your website.

So that’s showcasing to new patients that are about to book an appointment and they get to read what other people are experiencing and People are more likely to click that book now button. Liking is number three. Yep. People are more likely to do business with people if they like them. I mean, you know how important relationships are and it’s that first moment when somebody sees your photo, hears your voice, sees a video of you, that they’re going to connect in that way.

So it’s really important that you start building that relationship and connecting and making sure that you’re connecting with people that you want in your business. It is important. I’m going to stop and just. Take a moment here, because it’s something that I see very often with businesses in the health industry and pretty much any, actually.

We have this tendency to want to be liked by everybody. You know what? It’s never going to happen. And the important thing that you need to realize is that your target audience That audience that you want to be working with, those are the people that need to like you. So make sure that you start building strong relationships with them and making sure that they feel valued by you.

And the fourth principle of psychology when it comes to clients is scarcity. You know, How this works. When you see something on sale and it’s got their offer ends on in three days time, you’re more likely to want to take that offer up, correct? The same thing for your clients. If you’ve got a product or service that you’re wanting to promote.

If you’re running a course or an event and you’re wanting to do an early bird offer, make sure that you have specific timeframes for that offer so that there is that sense of scarcity. Use that in the language that you’re putting out there on your social media, on your website, and in all your marketing collateral.

That way, That time limited offer is really going to capture people’s attention and make them take the next step in booking in or purchasing that product. An example could be if you were a dermatology office. And you could offer a special discount on the most popular cosmetic procedure that you offer.

And this discount could only be available for a very limited time. That way, you’ve got the scarcity, you’ve got the time frame, and it is on a popular product, so people want it already. They’re more likely to make that decision and book it straight away because of that special price for that limited time.

Okay, next we’re talking about authority. People are more likely to listen and to want to engage with you if they, if you come across as an expert in your field. Now this isn’t to say that you need to know everything within your industry, but the way that you present yourself, the way that you communicate, that shows.

your expertise. It’s not all having all the answers, but it’s how you portray yourself. And this perception is going to help people to feel confident that you do know what you’re talking about and therefore are the right person for them. Number six is storytelling. Now I am big on storytelling because I’ve seen how it can really influence a would be client’s ability to make that phone call, to book in, to take action and purchase from you.

Storytelling really connects deeply with people. It resonates because they see themselves. Within that story that you tell and therefore is more than just a superficial sense of getting to know you and getting to know your product and service. Even if you’re selling a product, whether it be, say for example, you sell pet products and you’ve got An Instagram post about this new range of pet dog collars that you’ve got.

It’s not just about showcasing the pet, the dog collar. It’s about telling a story behind that, sharing a journey where that audience can relate to, and they can see their pet wearing that because they’ve heard that story. That’s going to have them purchasing their product. And number seven is framing. So the way that you frame up your information can really influence how people react to it.

In marketing, this really means that we’re talking about the use of positive framing to highlight the benefits of your product. And it’s again, something that we don’t see people doing enough of, but when you start Putting a positive frame around your product or your services. This really does help to connect with a deeper message to your target audience.

And number eight is anchoring. So this is usually the first piece of information that people receive is valued to them. They give it more weight than any other information that follows. So having A really clear piece of information, whether that be a tagline on your event, whether that be even the name of an event or program that you’ve got that you’re wanting to sell, it could even be price.

That is going to be the anchor that’s going to tick a box in somebody’s head. And from a psychology perspective, you’re answering something that they have asked themselves. And by doing that. Everything else that comes after that will just make sense. And they’ll be ticking those mental boxes in their head as you go, as they go through your content.

The last, number nine, is loss aversion. And what do I mean by this? This is when people are more motivated by the fear of loss than the prospect of gain. Are you crazy? But it’s true, in marketing it means that you should use negative framing to highlight the risks if somebody doesn’t take action now. Now we don’t need to get all deep with this, but we’re talking about just simple things.

You know, the risk of having to wait another six months before this program comes out. The risk of not getting on top of their health because this detox program is going to close soon. The risk of losing out on this great deal for their dog collars for Christmas. Because you’ve only got 10 left, that type of framing can really, again, help with converting people into paying clients.

Now, number 10, sorry, I forgot to add number 10, there’s 10. So number 10 is cognitive dissonance. Cognitive dissonance, if you haven’t heard this term before, is when people feel uncomfortable when their beliefs or Their actions are in conflict. So, we use this quite often in marketing because it means that you can use cognitive dissonance to encourage your clients to change their behavior.

You’ll see this often played out when it comes to um, talking about health related issues or talking about changing the way that we think or the way that we do things, the way that we perceive toxins in our environment. When we start pushing those buttons, that’s when you can get people to really stop and think and take action as a result.

So, We’ve covered a lot here and I want you to remember that when you’re going out there creating your content for your marketing collateral, remember these 10 principles of psychology that can really help you to improve the way that your message sits with your audience and encourage them to take action and convert them into paying clients.

If you’ve got any questions with the podcast that come up, always feel free to send me a message and I look forward to speaking with you next week. And remember this podcast is there for you and your colleagues. So share it with two to three friends because by you sharing allows me to reach more people and help them in their business journey.

If you love this review, give it some love, please, with a review. And with five stars, I would love for you to be able to do that for me until next week, my friends, happy marketing.

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