Any entrepreneur or executive must be ready to understand psychological principles that help you understand your target audience or buyer’s approach.
As a perfect example, digital commerce platform Business 2 Community stated how people are motivated by loss of opportunity or latter regrets when making purchase decisions; whether B2C or B2B.
Subsequently, creativity often prompts a different approach in problem solving and when such approaches are used in the business atmosphere, the results can steer you pleasantly surprised or be a valuable marketing lesson.
Here are 3 simple reasons every business must understand creativity and consumer psychology for effective marketing:
1) Emotional appeal creates a desirable lifestyle
A middle-aged man may purchase gym membership not just because he wants to improve his health or immune system, despite knowing the fact that it may reduce risk of heart diseases; but also because he wants to look good and enjoy a rejuvenated life.
A guy may buy a car not just to travel with great tech features or fuel efficiency, but because it makes him feel cool and good in social status.
Generally, when making a purchase decision; people get influenced by many factors within online and offline MarComms. People do not always purchase products or services to fulfil just real needs, but also to satisfy their emotional desires. This also happenes in the B2B world too.
They want more time and control, self-confidence, increased comfort, or what they perceive as a better life. They want to stay updated, influential or to better express themselves. Of course, people are influenced by facts and figures, but this information is often outweighed by emotional aspects within one’s lifestyle.
By using this psychology principle in your marketing; whether online or offline, you are simply meeting your consumers’ ultimate needs from actual features to the psychological and emotional quality attracting them to your business.
If you understand at what point of psychological discomfort they’re struggling, your product or service can fit and speak directly to their struggles or needs.
2) The benefit of Reciprocity
As introduced in Dr. Robert Cialdini’s book, Influence: “The Psychology of Persuasion”, the idea of reciprocity simply means “if you see someone doing something nice for you, in return you will naturally want to do something for them too”.
There are multiple ways to use the reciprocity principle in your marketing. The modern way with digital is by your content marketing by anything from offering a special eBook, a branded sweatshirt to even offering your expertise on a difficult subject matter.
Even sending a thoughtful, hand-written note will do in establishing reciprocity. You need to provide some value to your buyer before you ask something in return.
3) Credibility evokes psychological adaptation and consumer trust
Do you want to know the best ways to influence your customer’s behaviour to act?
Here are two possible reasons why people won’t purchase your product.
- No interest in your offering
- Unsure about the benefits and value your product or service delivers
In marketing, it’s important to recognise that people always buy products for their own reasons, not yours. A lot of consumers are concerned about possible risks of fraud or because the service offered online is not good enough or they will never receive it.
Credibility is important; especially online where the entry for sellers can be low if they’re unfamiliar with modern marketing practice or experience higher offline returns better for their business. By using this psychology principle, you will be able to fully understand the psyche of the average customer’s buying approach. This will help you engage the ideal target audience effectively.
Just imagine how effective your marketing can be by already knowing your customer’s psychological profile?
The key takeaway here is to continually test, analyse your results and optimise them. This knowledge provides small tweaks when creating a huge difference.
Comment below with how your perceive creativity and psychology working hand-in-hand for your marketing activity – our agency team will love to hear from you.