Psychology in marketing: manipulation or understanding?
November 2, 2021
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Interest in the link between psychology and marketing is rising. But should we be concerned about this?
Using social proof, scarcity, reciprocity, loss aversion and so on… These are all psychological tricks we’re sensitive to, no matter whether we’re aware of them or not.
But what are they being used for? To increase conversions?
Doesn’t that limit what we know about the importance and value of psychology?
It might seem like it’s new and clever to turn marketing into a form of neuroscience, but when the progress in psychology and neuroscience in terms of awareness is one of the most exciting things so far this century, it doesn’t really feel right.
I mean – geek alert – but the discovery of brain plasticity blew my mind!
Anyway, I’m going off topic… As interest in psychological marketing is growing, I’m starting to see a lot of BS around these important topics because, like always, some greedy marketers are using the principles to influence behavior instead of doing what really matters, which is to understand people’s behavior.
What’s up with all these businesses thinking they’re going to change the way people behave?? They need to stop the ego trips and come back down to earth.
If your ambition is to deliver a good CX that helps customers while growing your business, then your first concern shouldn’t be how psychology can help you trick the people in your funnels.
Instead, you should focus on who your customer is and what you can do to help them achieve what they want or solve their challenges
It’s important for us to start focusing on the psychology that can help your customer rather than increase your conversions on another landing page.
I know the second option impacts your KPIs in a very efficient way, but with this approach you’ll remain clueless about what really matters to your customers. I’m not saying it’s wrong to focus on results – I’m just saying there’s more to business than this!
So again, try to think twice about your priorities.
I can hear you say, “But Amélie! We’re in business! We need results!”
I know, but I consider psychology a powerful method to create outcomes with a big difference.
Let’s look at how it usually works:
Either it’s: product -> psychology -> influence -> results
OR it’s: people -> psychology -> understanding -> results
You see where I’m coming from here…? Again, it’s a mindset switch 😉 .
You need to choose your side and start to take action.
Begin to set the motion; the transition.
Influence won’t create an unforgettable customer experience.
What I see around me are more clickbait techniques than actual methods for understanding customers. So, it’s time to switch things up and help your customer instead of increasing page views.
As this all starts with people, I want to share with you the essential desires that we all have as human beings.
Next time you connect with your customers, keep these emotional motivators in mind because they’ll help you to understand people in a new, meaningful way.
The word ‘connect’ is key here.
Customers are emotionally connected with a brand when it aligns with their desires and helps them fulfill deep, often unconscious, needs.
And if I’ve succeeded in changing your mind already about how psychology can be used in marketing, then I’m already happy.
Here’s the list of 10 main emotional motivators that drive people’s behavior.
Stand out from the crowd: project a unique social identity; be seen as special.
Have confidence in the future: perceive the future as better than the past; have a positive mental picture of what’s to come
Enjoy a sense of well-being: Feel that life measures up to expectations and that balance has been achieved; seek a stress-free state without conflicts or threats
Feel a sense of freedom: Act independently, without obligations or restrictions
Feel a thrill: Experience visceral, overwhelming pleasure and excitement; participate in exciting, fun events
Feel a sense of belonging: have an affiliation with people they relate to or aspire to be like; feel part of a group
Protect the environment: sustain the belief that the environment is sacred; take action to improve their surroundings
Be the person I want to be: fulfill a desire for self-improvement; live up to their ideal self-image
Feel secure: Believe that what they have today will be there tomorrow; pursue goals and dreams without worry
Succeed in life: feel that they lead meaningful lives; find worth that goes beyond financial or socioeconomic measures
Were you already aware of these drivers?
Can you relate to them?
I’d love to know what you think about this new type of content from me.
This podcast is inspired from one of my weekly newsletter, so don’t hesitate to join by subscribing right here. This is the only CX Newsletter that helps you to design your career in the most radical human way.
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