Post Image
  In marketing your solutions, don’t think people are buying your products logically or because they feel it’s the best out there. Nope! People are biased when it comes to buying. It is called psychological buying. Whether it’s digital or analogue marketing, people are emotional when they want to buy a product or get a solution. The truth is this: Psychological marketing (or marketing psychology) is now the cornerstone of any successful company. If you are going to win more sales through marketing, you must use psychological marketing research. It is like playing on people’s minds. Marketing psychology will demonstrate your competitive edge in the market and enable you get a more holistic picture of your customers. 
Read more about Business
What is Marketing Psychology? According to Crobox, marketing psychology anticipates buyer behaviour by understanding our cognitive biases. As consumers, we are irrational, and our decision-making is largely driven by these innate biases.  In this article, I am going to show you how to use 5 psychological marketing strategies to make customers buy from you and tell others.
  1. Authority.
As a business person, professing to be an authority in your niche or an industry leader can easily make people buy your product. Imagine Bill Gates asking you to buy his product. You won’t argue. Authority refers to the theory that consumers trust people who are in charge. Being a thought leader who in the past has given tips on various platforms, which has earned you respect, and you’re into selling solution, people will trust you and your products when you market them.
  1. Likeability.
Likeability strategy is often used by brands who want to appeal to a certain group or demography. For example, several beauty companies apply this strategy if they want to appeal to particular people of colour. Further, people patronise certain brands because it appeals to them as a result of a perceived sense of belonging. For some Black ladies, they buy certain hair products because their brand ambassadors are Black women. Human beings naturally respond to the things they like positively. Liking can be instilled by: 
  • Physical attractiveness 
  • Similarity 
  • Association 
  • Cooperation or contact.
Sign up to the Connect Nigeria daily newsletter
  1. Exclusivity Scarcity. 
People love to have things others won’t have. It gives them pride to rights of exclusivity. Attach the label “Exclusive” to a product and see people rush you. Imagine when you run an ad, and state that there are only 40 products in circulation. Rarity indicates value. People are status-seeking, and using exclusivity is a way to use psychological marketing to get people deep their hands in their pockets. Using the tag “limited edition” or “short supply” can get people’s heads turning.
  1. Reasons Why.
When you give people strong reasons why they should buy, it can trigger their cognitive bias. If you want to get people to dip their hands in their pockets and give you their money, use the strength or selling points of your product/solution as a means of marketing. Let’s look at the marketing catchphrase ads of Toyota “less fuel”. People are driven towards conserving fuel, which is cost-effective, hence, they would likely patronise Toyota.   When you highlight the benefits which are reasons to buy. For example, if you are into real estate and you are marketing a house, highlight the benefits of why your clients should buy homes from you. For instance, 24hrs light, good security, a quiet environment, and a steady water supply.
  1. Price Sensitivity. 
Price sensitivity is when you highlight price as a way to draw or inspire the attention of your audience. You can appeal to clients’ tight wallets by highlighting tempting discounts. Using terms such as “Student Price” in asking students to open an account with your bank can highlight the reason to them why they should open an account with your bank. You should track competitive product prices and assess which target consumer bases respond better to offers or discounts. Because, contrary to popular belief, discounts don’t always drive purchase behaviour. Featured image source: Omnikick
Got something you want to read about on our platform? Contact us: editor@connectnigeria.com
You might also like:
This article was first published on 19th February 2022

nnaemeka-emmanuel

Nnaemeka is an academic scholar with a degree in History and International Studies from the University of Nigeria, Nsukka. He is also a creative writer, content creator, storyteller, and social analyst.

Comments (98)

98 thoughts on “5 Proven Psychological Marketing Techniques You Can Use To Market Your Solutions (Part 1)”

Leave a Reply

Your email address will not be published. Required fields are marked *