If you’ve had enough data crunching for the afternoon and are sick of A/B testing with little to no results – let us take you down the rabbit hole of psychological buying. A lot of marketers are so focussed on numbers and hitting metrics that they forget the number one rule of marketing – you’re talking to a person at the end of the day and it’s that person who will or won’t buy from you.  

Here are the top 5 ways you can start to weave psychological buying into your marketing strategy and message to increase sales and garner better results. 

1. Up the stakes of what your offering

How many times have you gotten a popup on an e-commerce site wanting you to sign up to their newsletter? The offer is usually something along the lines of “sign up and get 10% off your purchase” and how many times have you actually signed up? 10% usually doesn’t even cover the cost of shipping.

According to a Big Commerce survey, half of the participants reported they altogether avoid retailers that do not offer free shipping, and 77% have “abandoned a purchase due to unsatisfactory shipping options.”

People LOVE to get something for free, or even the illusion of free (the shipping cost is usually included in the product price). So in this instance upping the stakes of the popup would read “sign up for our newsletter and get FREE shipping” 

We’re not saying you need to give away your product for free if that offering doesn’t suit your business, you don’t want to sink it – but you need to be able to showcase what an amazing deal your customer will get if they, in turn, perform the action you want them to. 

  • Sign up for our newsletter and get your first consultation for free
  • Upgrade your plan within the next months and we’ll give you the first 3 months for free.
  • Leave a review and we’ll send you a gift

Want to know if your offer is good enough? Your offer should be a step out of your comfort zone and make you ALMOST not want to part with it. 

2. Tap into FOMO and urgency

The fear of missing out is real. If you had siblings, think back to when you were a kid. Your sibling would be playing with that thing you didn’t have, did you want it? Of course you did. Why? Because you didn’t have it. 

Putting a sense of urgency on things like products and sales can trigger customers into action, especially if they feel like they will never get the chance again. 

Have you ever gone to purchase something only to find out it’s sold out? How much more have you wanted/needed it after that?

Messages that work well here are

  • Limited time only
  • Limited edition
  • Hurry, almost sold out
  • Only 10 left

Though it’s not going to work as well if you have this message every weekend (we’re looking at you Harvey Norman). 

3. Sell your benefits, not your features

We’re all taught the sales process of rattling off our features and benefits, but which one is more likely to convert? As the headline states, it’s the benefits of your products that will likely convert the sale first and foremost as these trigger emotional responses. 

Humans are selfish, they want to know what’s in it for them. If they buy your product, how will it make their lives easier/better/more enjoyable? 

By displaying your benefits upfront, this will also subconsciously speak to your features. 

4. Use faces and people in your marketing collateral

It turns out that as humans, we like to look at other people’s faces (no surprise here), we’re drawn to them. Strong visuals are important in creating the look and feel of your message to provide your customer with a positive experience and drive them to purchase. You can write amazing copy, but if it’s not backed by an aspirational or eye-catching visual, people are more likely to glaze over and lose interest.

People want to imagine themselves doing whatever you’re selling and doing it well. It goes without saying that your images should reflect smiling people surrounded by bright colours to create a sense of happiness

Think of those daytime infomercials. The person we see “before” using the product is usually frowning, in too tight clothes, shot from a bad angle, frustrated and sometimes in black and white. They start using the product and TA-DA! They are happy, slim, smiling and bright. The product MUST work. 

This psychological trigger has been around for a long time because it works, as consumers we’ve cottoned onto the extreme ends of this tactic, but, marketers can still use this trigger to generate more leads and sales.

5. Reviews

It’s all about trust. As consumers we don’t automatically give our trust to businesses, even when they tell us they are trustworthy. Why should we take their word for it? 

We want to know what other people think, people like us. This is where it pays off to make sure you gather reviews from your customers and spend time on influencer marketing if this suits your business. 

Having multiple positive opinions on your brand leads people to give their trust to you and give your brand or business a go. 

You will get negative reviews, this is a fact, you can’t please everyone. But if the majority of your reviews are bad, then it’s safe to say that it’s  probably you, not your customers. 

People only tend to leave reviews for 2 reasons. If something is REALLY bad or REALLY good. A pleasant interaction with your brand is not going to have them making any action at all. 

So you’ve got to either up your customer service game or entice people to leave a review.  So how to get people to leave a review every time they purchase something? Head back to number 1 on this list.