6 min read
This article has been translated from our English edition.
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- Confirmation failure.
- Effect Train.
- Zero Risk Bias.
Marketing is not advertising. You don’t post on social media or email, and you likely don’t spam people’s inboxes LinkedIn for days and days. Marketing involves many of these assets, but there isn’t a single act that makes it what it is. It is a long term strategy for gaining the love and trust of your customers.
It’s important to understand that every customer who walks through your business is going through a process or journey that leads them in or out. Whether they’re getting closer or farther away from your brand depends on each touchpoint in the overall marketing plan.
In this process, the consumer has psychological biases that are prepared and ready to be activated. Every person on this planet has a human experience that reflects the suffering and struggle of humanity. Psychologically we seek consolation. We have been doing it since we discovered fire and tools and their power to bring comfort.
Now, after countless millennia of combined hours of work, we have a social and digital infrastructure that enables me to communicate with you wherever you are today. Technologically, we constantly strive to be better, stronger, faster, smaller, lighter and more agile in order to make ourselves more comfortable and safer.
Today we’ve removed many of the factors and variables that have limited lifespan, and we’re still improving. Many consumers are now making a conscious effort to get better, healthier or whatever positive version of the growth we pursue rather than the negative in order to avoid pain.
Our brain has not caught up unconsciously. Evolutionarily we are still working with a brain that is supposed to keep us alive in times of danger. Psychologically, we are ready to move from discomfort to comfort, and we are programmed to look in the community for signs that “water is safe” so that consumers can explore their products and services.
Use these three psychological biases to craft a marketing strategy that not only attracts attention and activates the brain chemicals your consumer craves, but also creates transformations through the use of psychological biases built into our biological nature .
1. Confirmation failure
Image: Rohan Makhecha via Unsplash
Consumers love to feel good. They love to feel that they know what’s next. As if they were ahead of the curve because they picked up subtle clues. Confirmation bias is an important factor in developing creative strategies for copywriting, content, and marketing.
Do market research and understand your customers like the back of their hand. Create content that validates their prejudices and watch your conversions skyrocket.
2. Effect train
Since we all want to feel part of the community, there are many things we will psychologically do to test the water and make sure we do nothing against social norms. This is built into our psychological development to protect ourselves, like most of our psychological prejudices.
Another way to harness the need for community and connection is through effect train, also called social proof. When we find that other people have taken risks trying a product, we are much more confident in the idea that the product might work, that we won’t try it alone, and that we aren’t the only ones who suffer when we try it out Use make a mistake. Consequences.
According to BrightLocal, 82% of people read reviews of local businesses. Use social evidence and testimonials to convince your prospects and prospects that the water is lukewarm and nothing is going to bite you. Show them your product works and others are enjoying it and see the results.
3. Zero Risk Bias
As your business gains momentum it is important to keep it going. Your product or service is working. You know without the slightest doubt. That’s why you’re selling it. Because we always move away from fear and insecurity psychologically. Since we want to limit our complaints and risks, companies can take advantage of this without distorting the risk.
Create a money back guarantee, results guarantee, or any other type of guarantee that shows your confidence. The consumer will reflect theirs and this will buy your reliability right away. This is one of the easiest ways to use psychological bias to eliminate risks and increase conversions.
Try putting one of these guarantees on your website and watch the conversions skyrocket. As long as your product works and solves the problem, you will be asking for a pleasant surprise.
Marketing is about the logical decision making process required to make a sale. People want to trust your company and know that your product or service can help them change their lives. Use psychological bias to show them how effectively your business is solving problems.