In many ways, marketing is a study of the human mind. How can you make people want what you have? Who is your target buyer and what do they want from your company? The more you understand your audience, the better your sales revenue will become.
All human beings fall prey to social trends and psychological influences. Tapping into these can dramatically improve your sales, as long as you’re doing so in a positive, respectful manner. The human mind is easily swayed, as long as you know how to play your cards right.
Today, we want to talk about the best psychological sales triggers that brands can implement. Use these in your content marketing strategies to build your consumer base, as well as your industry authority and trustworthiness.
Social proof is by far the biggest psychological sales trigger of our time. Although the term was coined back in the 1980s, its principles have continued to prove true over the past few decades. We see the effects of social influence when large groups of people in ambiguous situations make decisions based on the assumption that other people know better.
To display social proof, a company needs to highlight unfiltered, honest third-party sentiment that gives people an unbiased look at a product or service. You need your audience to believe that other people support your product or service because it genuinely helps them.
For instance, look at the review section of any product on Zappos’ website. The shoe company doesn’t just ask people to rate their products - it asks them to provide multiple details along with a star rating so that future customers can learn about their products quickly.
If a customer sees that a shoe has gotten stellar ratings in every category from a variety of reviewers, they’re more likely to buy the product themselves.
These days, a simple star rating and a quick sentence won’t convince many people that a product or service is worth buying. Whether you’re selling services online, products, SaaS solutions, or something else entirely, you need people to give in-depth reasons for supporting your company.
People will conform to a herd mentality and buy a product or service that is loved by other like-minded people, but they need to see plenty of evidence that it is worthwhile.
In order to play on social proof, your brand needs to host a comprehensive analysis of your product or services. Explain the pros and cons and the ins and outs. Give people an overview that not only answers all of their questions, but reveals why so many others love it.
The “Halo” Effect
As humans, we quickly form opinions of people’s characters. We often refer to someone through a generic, summative description. For example, it’s common for us to say that someone is “so smart” or “very kind,” even though that’s a brief evaluation that potentially stems from a bias on how you view the person.
That’s where the Halo Effect comes into play. In the business world, this “effect” is all about establishing authority in the field. If you want consumers to view your brand as an expert in the industry, then they need to jump to that broad description quickly.
Making people believe you have this authority is a crucial aspect of becoming a force to be reckoned with amongst your competitors.
There are many ways to ignite the Halo Effect in your own company. Start by prioritizing your E-A-T score - highlight your expertise, authoritativeness, and trustworthiness in everything you do, especially the content you produce. Then, pair your work with relevant influencers and guest bloggers to spread the word and gain even more credibility.
Take a look at how Refresh Eyewear partnered with The Blonde Abroad, an Instagram influencer and blogger who posts about travel. She did a quick post on Instagram wearing the sunglasses, and it instantly reached thousands of her influence-able fans. Her good word on the protection and comfort of the brand’s products spoke volumes.
Most importantly, make the commitment to exceptional customer experiences a part of your own personal brand. There’s no better way to polish your halo and let it shine for all to see than by proving that you put customers first as an entrepreneur.
This will spark conversation and lead people to discuss your company in positive, respectful terms. According to Temkin Group’s study, roughly 77 percent of customers would recommend a company to a friend after having a positive experience.
Many business sites have been discussing the recent consumer trend toward experiences instead of products. People want to buy things that enhance their lives or support something important.
In a poll conducted in the 2018 Cox Business Consumer Pulse on Small Businesses, 71 percent of the surveyed people said they would spend more money at a small business if it supported a positive social or environmental cause.
As a psychological sales trigger, altruism works to give people a reason to buy a product that goes beyond their own needs or the needs of the company. Humans like to feel that their spending habits are improving the world, and you can give them that experience through various marketing techniques. Focus on the meaning of your sales, not just the profit.
When marketing under the principle of altruism, it’s vital that you keep the content relevant and authentic. People can see through brands that seem fake, and they won’t support companies that seem to be using charitable causes in a manipulative way.
A great example of a company that uses altruism for both a good cause and for profit is Keep Nature Wild. For every product sold, they pick up one pound of trash in the wild.
They label their merchandise as “products with a purpose” because they help make a positive impact in nature. They also host cleanup events around the country to spread the word and meet new customers.
As long as your company has a clear, good motive with logical congruencies and promises to provide charitable feelings to buyers, you can profit immensely under this psychological trigger.
Just be careful not to go too overboard - people know you’re a company and that you need to make a profit. Don’t hide behind donations when you’re really trying to make money. It’ll disrupt people’s trust in the brand.
To Sum It All Up:
Targeting the human mind is a smart way to drive sales, but you must do so carefully. Place an emphasis on social proof, the Halo Effect, and good causes to drive sales in a positive manner. People will love your brand for it, and you’ll establish a respected place within your industry.
Jaykishan Panchal is an SEO & Content Marketing Manager at E2M Solutions Inc. Implementing cutting edge SEO strategies to help businesses strengthen their online presence is his forte. Apart from helping small and big businesses, he loves to jot down valuable resources for Entrepreneurs, Start Ups, Technology Geeks with his knowledge and expertise of 9 years in the industry.