In this post, you will see proven psychological effects in the video, followed by examples of how you can use them in your marketing, or life in general. Let’s get started Marketing Your Business Using Psychology In Mind.
1. Power of the Middle Psychological Effect:
Now that you know the middle object has a subconscious preference bias, whenever you want to sell a certain product, you can easily place / display that product in the middle of the multiple choices. But, that’s an obvious use you probably thought of, right? How about this one?
Let’s say your product is “expensive” in the eyes of your market. How can we sell more of it despite of that? Use the “power of the middle,” but only thing apply it to prices. All you have to do is find similar products that are “budget” caliber, “extravagant” caliber, and your “just right”-ly priced product right smack dab in the middle!
2. Foot In the Door Psychological Effect:
This works great if you provide services to local businesses (aka off-line marketing). We all know that buying something expensive from a stranger right off the top won’t happen. You will need to get to know them and their product very well before handing over you hard earned dollars.
But, what if that stranger was selling a book called “10 Ways to Save $50 On Your Next Grocery Store Visit” for only $1? Would you be interested in buying it, and possibly “risk” the $1? Chances are “yes” because you are making only a small commitment. Now, when that same person contacts you to see how those tips worked for you, would you be willing to spend $10 on another cool item he/she has? Probably, because you trust them more and he/she gave you a great product…all because he “got his foot in the door” with you. So, if you’re an off-line marketer, go out and offer a killer deal (FREE even) to some local business just to “get your foot in the door.”
Skipped 3 and 4.
5. The Silver Lining in the Cloud Psychological Effect:
It is guaranteed that every business will go through tough moments, whether it’s your bottom line, or an upset client / customer, a lawsuit, etc. The key is, however, can you rebound from it? This one is applicable to everyday life, too.
Every time something bad happens to you, just ask yourself, “how did I benefit from the experience?” You will come up with an answer and instantly start rebounding and feeling better from that negative experience. There is a famous quote by coach John Wooden that sums it up, “Things turn out best for people who make the best of the way things turn out.”
6. Fake It ‘Till You Make It Psychological Effect:
Unless you’re living in a cave all by yourself, you will interact with people. And, if you have a business, you’re going to have to sell….to people. People buy from people they like, and no one likes grumpy people. So, like the video says, if you’re not happy, wear a fake smile until you start feeling better.
Apply the “Silver Lining in the Cloud” technique mentioned above. Do something nice for someone and make their day. Ironically, making other people feel good makes YOU feel good, too.
The bottom line is, you have a lot of influencing power when people like you, and people like only happy people. So, do what it takes to become happy and watch your network and influencing power explode.
7 The Power of Emotion Psychological Effect:
If you’ve studied consumer behavior, you know that people act on emotions, and not logic. Logic is often used to help make the buying decision, but, ultimately people “pull the trigger” when emotion is stimulated. When ever you write ad copy or speak to your prospect, use words that touch your target market’s nerve. For example, if you’re selling baby items, parents are concerned with their child’s safety. Therefore, you must make the parent FEEL safe by using words such as “lead free,” “soft,” “accident free,” etc.
Have you ever saw those commercials that ask for donations to save a pet? Did you notice the sad song playing, the sad puppy dog eyes staring at you, the neglected pets in cages? They know that people act on emotions, and that’s exactly what their commercial triggers.
8. Everything is Relative Psychological Effect:
This is similar to the first psychological effect. When you soak your hand in cold water, then later soak your hand in tap water, the tap water feels warm. However, soak your hand in hot water, then later soak your hand in that same tap water and that water feels cold! That’s the power of relativity.
So, how can you apply this to your marketing? Well, you’ve seen it used all the time in those infomercials. It starts off something like this:
For $20 you can get this product…but for this limited TV offer you get it at 50% off for just $10…BUT, act in the next 5 minutes and we’ll give you TWO of these for the same $10…etc, etc.
$5 each RELATIVE to the initial $20 offer seems gosh darn cheap, huh? This is why they always let you see a higher price with a strike through mark and list the purchase price right next to it, just like the blue dot in the video:
$20 $5 (doesn’t it make the $5 seem “tiny?”)
On a similar note, how do you make people think your product is worth a lot more than what you sell it for?
There was a video mentioning that all you had to do was make your prospect think of a BIG number, i.e. ask them what they thought was a fair price for a VW Passat? Then, ask them what do they think is a fair price for your product (assuming your product is less than the Passat). Chances are they will price your product higher than you thought because they were exposed to a higher number prior to your question.
Skipped 9 and 10.
11. Fear of Change Psychological Effect:
People in general don’t change for the better because they feel it is going to be hard. When change is big, it IS hard because it’s “shocking.” But, when change is small, it is easy, and that leads to consistency. This is so powerful that it is DEADLY! (ever heard the story that you can kill a frog by putting it in a pot of cold water, then turning up the heat slowly? He won’t jump out because the temperature change is so small that he gets used to it, and thus, never jumps out. He ends up boiling himself to death!)
You can exploit this psychological effect to your benefit.
What do you do a lot of? Eat, sleep, shower, travel to work, go on the computer, etc. Small changes in these activities will add up to BIG results because you will stick with it since it’s barely noticeable. Crank it up a notch when you get used to the latest change.
How can you apply this to your business? Learn from the cable companies. Remember when your cable bill was just $26 a month? What is it now? Notice how they raised their prices gradually? This is what you do with your product or service. Whether you’re making your product smaller (and selling it at the same price) or increasing your price, make the change so small that your customers can tolerate it and eventually get used to it.
For psychological effects you can use in your business, I highly recommend “Yes!: 50 Scientifically Proven Ways to Be Persuasive.” It’s is an awesome book to have at your finger tips.