{"id":6741,"date":"2017-11-17T18:46:18","date_gmt":"2017-11-17T13:16:18","guid":{"rendered":"https:\/\/www.rankwatch.com\/blog\/?p=6741"},"modified":"2023-07-07T23:38:03","modified_gmt":"2023-07-07T18:08:03","slug":"understand-your-consumers-using-psychological-triggers-to-market-businesses","status":"publish","type":"post","link":"https:\/\/www.rankwatch.com\/blog\/understand-your-consumers-using-psychological-triggers-to-market-businesses\/","title":{"rendered":"Understand Your Consumers: Using Psychological Triggers To Market Businesses"},"content":{"rendered":"

\"\"<\/a><\/p>\n

As a business owner, you don\u2019t need to hold a PhD in consumer psychology to understand your customers. But by employing a bit of consumer psychology in our marketing strategies can make a whole lot of difference to your business.<\/p>\n

Why do \u201cthey\u201d want to buy my product?<\/span><\/p>\n

Why did \u201cthey\u201d decide against making a purchase? <\/span><\/p>\n

It\u2019s important to understand what makes \u201cthem\u201d (our customers) take that plunge into buying our product\/service.<\/p>\n

Over the years, several business owners have realized that knowing the customer is directly proportional to an increase in sales numbers. They\u2019ve also realized that using psychological triggers to market their products drew consumers in, and helped create positive associations \u00a0with the brand.<\/p>\n

The whole point of imparting such a perspective is to help you go beyond the impersonal relationship that every business owner shares with his\/her customers in order to build their business. Sometimes, it\u2019s hard to look at your customers as people when the closest association you have with them is the numbers they represent on a spreadsheet. \u201cIt\u2019s easy to forget that your consumers are real people in the other side of the computer screen,\u201d <\/span>writes Neil Patel<\/span><\/a>. He adds, in addition to meeting targets, business owners must understand their ideal customer, and that\u2019s why it is important to put some time aside to understand your consumers, their needs, and the associations they will have with your brand.<\/span><\/p>\n

Before we go any further, <\/span>what is consumer psychology anyway<\/span><\/i>?<\/span><\/p>\n

According to <\/span>VeryWell<\/span><\/a>, <\/span>\u201cConsumer Psychology is a speciality area that studies how our thoughts and beliefs, feels and perceptions influence how people buy and relate to goods and services.\u201d <\/i><\/b>
\n<\/span><\/p>\n

There is nothing more to expound on! Your target market needs to be studied meticulously and understood in terms of their buying behaviour and purchase decisions, period. There are several factors out there that affect a consumer\u2019s decisions. It can be anyone or anything, anywhere that could make or break the appeal of your brand, product or service to a consumer. Close friends and family, thought-leaders, media, online reviews, cultural influences, etc., a consumer is always bombarded with many such factors.<\/span>
\n<\/span>
\n<\/b>Where Marketing Meets Psychology<\/b>
\n<\/span>To begin with, it would be best to identify your current marketing strategies with these two perspectives that involves consumer psychology to realize where you stand: rational marketing and emotional marketing. <\/span><\/p>\n

Your campaigns follow the rational marketing perspective when they promote and translate the utility or the usefulness of the product. It stresses on the features or benefits of the product\/service to persuade consumers that their problem will be solved. Take a look at one of Nescafe\u2019s oldest advertisements. The ad copy is not what we\u2019re used to as per present day ads, but it points out the best features of Nescafe\u2019s coffee to get the attention of consumers.<\/span><\/p>\n

\"\"<\/a><\/p>\n

(<\/span>Source<\/span><\/i><\/a>)<\/span><\/p>\n

In 2015, Apple\u2019s \u2018Shot on iPhone\u2019 campaign was an innovative one that boasted of the smart device\u2019s camera. They crowdsourced a huge number of photos taken on an iPhone and used them for their advertisements; they ended up gathering photos from 77 people in 24 countries that appeared in their ads. According to <\/span>Cult of Mac<\/span><\/a>, several ordinary people who were not professional photographers, or those with a large social media following were chosen to be a part of this campaign. Apple tactfully engaged its customers to endorse the iPhone\u2019s camera feature which turned out to receive much acclaim. <\/span><\/p>\n

\"\"<\/a><\/span>
\n<\/span>(<\/span>Source<\/span><\/i><\/a>)<\/span><\/p>\n


\n<\/span>On the other hand, if your campaigns represent the emotional perspective, they are making strong personal and emotional associations with your product\/service amongst your audience. Aside from consumer products and services, public service advertisements (PSAs) are perfect examples of campaigns that use the emotional appeal. In November, 2012, Metro Trains in Melbourne, Australia came up with the <\/span>Dumb Ways to Die<\/span><\/a> campaign. It imparted rail safety in a quirky and humorous way as opposed to the otherwise stern message of safety around trains. According to an <\/span>article<\/span><\/a> from Advertising Age, Metro didn\u2019t want \u201cthe typical gloom-and-doom public-service ad, which would be a turnoff for people.\u201d <\/span>
\n<\/span>
\n<\/span><\/p>\n

\"\"<\/a><\/p>\n

(<\/span>Source<\/span><\/i><\/a>)<\/span><\/p>\n

One of the biggest marketing strategies to sweep the world with the emotional appeal this year was State Street Global Advisors (SSgA) and McCann New York\u2019s the Fearless Girl: a statue of a young girl defiantly facing Wall Street\u2019s Charging Bull. This addition to Wall Street was installed on the day before International Women\u2019s Day this year to celebrate SSgA\u2019s \u201cGender Diversity Index\u201d fund that invests in large U.S. based companies that have achieved a good level of gender diversity across senior leadership in their sector. This received a lot of acclaim for the message it gave out. Wendy Clark, CEO of DDB – \u00a0the communications group, said that the statue <\/span>transcends geography, language and culture<\/span><\/a>. \u201cFor us, while it is a girl, it elegantly captures women’s journeys and our path the empowerment. And it also encapsulates our hopes and our ambitions for every little girl in the world,” she added.<\/span><\/p>\n

\"\"<\/a><\/span><\/p>\n

(<\/span>Source<\/span><\/i><\/a>)<\/span><\/p>\n

This is not a rule that expects your campaigns to be black or white. You can incorporate marketing techniques that provide both rational and emotional messages. In fact, most campaigns in the present day are as such. Adopting a mixture of these practices or using psychological triggers in marketing will influence customers to make good purchase decisions.<\/p>\n

In 1943, Abraham Maslow published a paper titled \u201cTheory of Human Motivation\u201d in the Psychological Review which brought forth a concept that had a great influence on understanding consumer psychology that still exists today. He called it the \u2018Hierarchy of Needs.\u2019 According to Maslow\u2019s theory, there are six different types of needs (illustrated in the form of a pyramid) that humans want satisfied, and the sixth (top-most) part of the pyramid is what they aim for. The following psychological triggers based on Maslow\u2019s Hierarchy of Needs that you\u2019d need to consider before you create your marketing strategy.<\/p>\n

\"\"<\/a><\/p>\n

(<\/span>Source<\/span><\/i><\/a>)<\/span><\/p>\n

    \n
  1. Fear of Scarcity
    \n
    \n<\/b>This trigger is based on the the base of Maslow\u2019s pyramid which represents the primal needs of human beings. This includes physiological needs that need to be catered to with food, shelter, and even the need for sex. The idea is that if the primal needs are fulfilled, consumers will experience the corresponding pleasure and satisfaction from it.<\/span>
    \n<\/span>
    \n<\/span>But logically, not all products and services can make direct associations with food, shelter or sex. But through the years, advertisements have been tailored to be suggestive of one of these needs. Brands like <\/span>    Axe<\/span><\/a> and <\/span>Levi\u2019s<\/span><\/a> have built their ad campaigns with innuendos to get their consumers\u2019 attention.<\/span>
    \n<\/span>    \"\"<\/a>(Source<\/span><\/i><\/a>)<\/span><\/li>\n
  2. Belonging<\/b>
    \n<\/span>
    \n<\/span>Consumers believe that they have to be a part of something. They want to identify themselves as part of a bigger group or a family. This is something that business owners use to help consumers make positive associations with their products and services. Look at Dove\u2019s \u2018<\/span>    Real Beauty<\/span><\/a>\u2019 campaign. For over 12 years, they have been trying to build their brand by empowering women from all over the world to believe that they are beautiful despite the kind of stereotypes that advertisements use. This leads many consumers to believe that in association with a brand such as Dove, they needn\u2019t stick to any unrealistic beauty norms that are usually promoted. <\/span>
    \n<\/span>
    \n<\/span>As a business owner, you need to make sure that your brand connects people, makes them feel like they are part of a community. Like Dove, you can try to associate your brand with a cause that furthers the consumer experience to something larger than purchasing the product. For example, something as simple as asking your customers to buy a cookie for a dollar that will be contributed towards a social cause will instill in them a sense of helping society through their consumerism. <\/span>
    \n<\/span>    \"\"<\/a>(<\/span>Source<\/span><\/i><\/a>)<\/span>
    \n<\/span><\/li>\n
  3. Safety<\/b>
    \n<\/span>
    \n<\/span>When a consumer has their basic needs taken care of, they\u2019re looking for ways to secure the source of that satisfaction. Emotionally, people want to make sure they are not at a risk. This kind of a sentiment could be associated with a consumer\u2019s family, health, wealth, career, etc. As a business owner, you\u2019re job is to assure your target audience that your product\/service can evoke a sense of safety in a relevant way. It is vital to gain your customer\u2019s trust in this stage. Educate them about their fears by appealing to their emotions, and rationalize these fears and apprehensions with the usage of your product or services.<\/span>
    \n<\/span>
    \n<\/span>The luxury car brand, Mercedes-Benz came out with a very interesting bunch of print advertisements that illustrate this trigger. They tried to instill a sense of fear and responsibility in customers so that they return to the Mercedes-Benz service center for any further servicing as opposed to going to a local mechanic shop. These ads have elements in them that give you a sense of caution. <\/span>
    \n<\/span>
    \n<\/span>(You can view the rest of the advertisements <\/span>    here<\/span><\/a>.)<\/span>
    \n<\/span>    \"\"<\/a>(<\/span>Source<\/span><\/i><\/a>)<\/span><\/li>\n
  4. Esteem<\/b>
    \n<\/span>
    \n<\/span>After coming a long way up Maslow\u2019s pyramid, people want to be recognized and accepted in their social circles. They want their peers to respect them. This is where your product and service will provide them with the boost in self-esteem they desire, that it will make them stand out among their peers. At this point, people are willing to expend towards the the best possible option. Make sure that your business is a well reputed venture as it will add value to your proposition. \u00a0In this year\u2019s American football Super Bowl, Airbnb came up with a thirty second <\/span>    video commercial<\/span><\/a> that gave out a message that everyone was accepted as they were, regardless for race, religion or colour. According to <\/span>USA Today<\/span><\/a>, the ad is focuses on communicating this message to refugees and immigrants who are moving into the USA. Airbnb is planning on providing them with temporary housing facilities for the next five years. The ad ends with the hashtag \u201c#weaccept.\u201d<\/span>
    \n<\/span>
    \n<\/span><\/li>\n<\/ol>\n

    \"\"<\/a><\/p>\n

    5. Personal Growth\u00a0<\/b><\/p>\n


    \n<\/span>People are always looking for ways to grow, and after a certain level of accomplishment. Maslow\u2019s hierarchy implies that everyone goes through an introspective phase where they want to better versions of themselves. As a business owner, you can look at this as a marketing opportunity. Think of ways you can use to help your customer grow, appeal to your customer\u2019s self-actualization needs. Take a look at Porsche\u2019s \u2018Above It All\u2019 campaign that was running in 2015. <\/span>    Porsche\u2019s Cayenne Turbo S<\/span><\/a> is associated with a feeling of individuality that encourages consumers to \u201cmake a statement\u201d for themselves with the car.<\/span>
    \n<\/span>
    \n<\/span>    \"\"<\/a>
    \n<\/span>(<\/span>    Source<\/span><\/i><\/a>)<\/span><\/p>\n

    Marketing a business these days demands much more than a cleverly designed website and a <\/span>local SEO<\/span><\/a> strategy that is on-point. Using these psychological triggers, you can build your brand\u2019s reputation and draw in more clients.<\/span><\/p>\n

    Although, a word to the wise! Make sure you draw the line where you need to. You want to study the consumers\u2019 thought processes, their needs, wants and their purchase journeys to build your campaign to get their attention. As most advertisements and campaigns go, you don\u2019t want them to feel exploited. It might seem like a thin line, but always keep in mind that you\u2019ll need to make ethical choices while marketing your products. The goal is to build long-lasting relationships with customers who trust you and refer more customers to your business in the long run.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

    As a business owner, you don\u2019t need to hold a PhD in consumer psychology to understand your customers. But by employing a bit of consumer psychology in our marketing strategies can make a whole lot of difference to your business. Why do \u201cthey\u201d want to buy my product? Why did \u201cthey\u201d decide against making a […]<\/p>\n","protected":false},"author":194,"featured_media":6757,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"spay_email":"","footnotes":""},"categories":[37],"tags":[],"class_list":["post-6741","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","entry"],"acf":[],"yoast_head":"\nPsychological Triggers: Know Your Consumers Better<\/title>\n<meta name=\"description\" content=\"Discover the art of using psychological triggers for your marketing success. 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