Pyschology works both ways. Learn how to take advantage
of your own desires using the hidden power of positive
thinking. Visit the link below for Mind Movies visualization
The human mind is a tremendously complex machine – one
that, as marketers, we need to not only understand, but
learn how to influence on many levels.
That’s why I want to go over a handful of extremely
powerful psychological tools that I have found to be
highly suited to generating interest, driving action, and
ensuring profitability in my product launches.
Keep in mind that psychological influence will work
differently for each specific audience, so make
adjustments where necessary to reflect the needs and
desires of your target market.
1. Combatting Someone’s Beliefs – By this, I don’t mean
that you should directly confront someone’s beliefs and
disagree with them. Rather, use their beliefs and ethics
to drive an action. If you can convince them that your
solution is more ethical or value-driven than what they’re
using now, you can be successful.
A great example is the "green" trend. Simply saying
something is organic, green, or carbon neutral often has a
positive impact because it makes them feel good, forcing
them to act on their principles rather than the merits of
2. Obedience to Authority – As human beings, we have a
natural inclination to obey authority figures – be they
parents, teachers, doctors, politicians, priests, police
or business people. You can use that to convince your
buyers that your advice is prescient.
For example, if you can build a position of authority
for yourself by producing videos, writing articles and
turning yourself into an expert in the field, readers will
start looking to you for cues as to what their behaviour
should be – in this case, to buy your products.
3. Herd Mentality- The earliest psychologists in the
1930s were proving this theory, wherein people will be
more likely to take an action if those around them take
it. In your marketing you can do this with social proof –
testimonials, videos, audio introductions, and Q&As.
Additionally, comparisons between buyers and
prospective buyers will show your readers what they could
be missing out on by not acting.
4. Fitting In – Along the same lines, people are
constantly striving to find their place in society and fit
into the preconceived notions of what is expected of them.
A marketer wants the tactics that will teach them to be
People training dogs want to have a nice, calm dog like
their neighbors. People with skin problems just want to
fit in. Tapping into this idea that your product can help
someone fit into their social role will always drive
action more efficiently.
5. Perception – People will react to something based
solely on how it looks. It’s a simple principle that
you’ll see in dating all the time. Why do people flock to
the tall, attractive, rich guys or gals in the bar? It’s
because their brain interprets those attractive qualities
as signs of success.
Your website is the same. If it is well produced,
polished and filled with valuable, clean information, your
brain interprets it as being more trustworthy and
attractive, regardless of what you actually say.
6. Cognitive Dissonance – Once you’ve come to a
conclusion, it is often very hard to persuade you
otherwise. Religious or political persuasions are great
examples of situations in which people will rarely change
their mind once it’s been made up, even when evidence is
provided to convince them.
You can tap into that by soliciting testimonials and
reviews from your customers and getting them to engage
with other users on forums where they can make their
opinion heard about a product. For many people, a simple
purchase has the same effect, but reinforcing it with a
testimonial will set them up profoundly for future
7. Let them Draw their Own Conclusions – It’s amazing
how much more effective an opinion can be when someone
comes to their own conclusions rather than you explicitly
laying it out.
If you can create a line of reasoning that takes
someone right up to the precipice of your point and then
leave it unsaid, they must then connect the dots on their
own. For example, you can tell a story about two
individuals – one successful and one not, while never
saying which one used your product.
Most will assume the successful person used your
product and that subconscious conclusion will have a
positive impact on their opinion of your product. This
kind of implied payoff will generally entice people to
keep reading and works very well for headlines and emails.
As you can see, psychology is not just a stuffy subject
in college – it is a very complex science that marketers
can use to their advantage to get into the heads of our
readers and drive specific, socially based actions. The
better we can control our audience, the greater our
eventual bottom line.
It’s vital to understand your prospects, but even more
important to know yourself and what you want from your
marketing efforts. Learn how to take advantage of the
power of positive thinking with Mind Movies:
Til Next Time,