Are You Using Your Head? | 3 Psychological Marketing Tips

“The greatest discovery of my generation is that human beings can alter their lives by altering their attitudes of mind.” William James (1842-1910)

There are many companies(large and small)that employ consumer behavioral constants and psychology for the marketing of their products and services. This article will showcase the tactics that are used along with some critical questions connected to business tactics and Business ethics.
Behavioral psychology and marketing psychology is an interesting subject that many business owners consider murky water. When you start to talk to a CEO or start-up exec as to the psychology of their target market they start to act as if we are in unethical territory. This is simply not true, and I’d like to debunk this mind-set. Many believe that using psychological behavior to their advantage is wrong because you are using the human condition against individuals. This is simply not true, and the downfall of many companies. Psychological marketing is actually smart marketing via direct communication. You have a product or service, you want to communicate with your target market in the best fashion possible in order to deliver that service to them in the best way possible. This is not taking advantage, you are acting smart in relation to your marketing communication.

Human psychology is the general combination of reactions and emotions of any human being towards the outside world by the inner mental world.
A simple selling example model can be successful only if the buyer or receiver of services is satisfied with the quality of services. This means that the services were worth the price paid by the buyer. This understanding by most business owners is not misunderstood. What is misunderstood is what is needed to communicate this value directly to the ideal customer.

ONE: What do they REALLY want?

At a deep psychological level there are really only a handful of things humans want, and are considered needs. These would include: security, longevity, recognition, and control. Therefore, the key to a successful marketing strategy is to find out which one(or multiple)of these voids your service fills. If you are offering a service that gives the customer a way to purchase insurance, you are offering security. A marketing headline for this may look like, “You Butts Are In Great Hands”. This may seem a bit vulgar, but that leads me to my next tip.

TWO: Are you capturing attention?

We are all in our heads all day long. There is research that shows that we are prone to over 14,000 thoughts per day, most of which are repeated thought forms and habitual thinking. As a marketer, how do you tap into this seeming ‘trance’ that people are walking around in. They way to do this is to capture their attention by speaking directly to where they are at the present moment. Most people think about(on a constant basis)a few major things. They include: Food, Sex, Safety, Popularity, Insecurity, and Entertainment. These are very powerful tools in the art of grabbing attention. In the above headline I tap into several: Safety, implied/humorous sexuality, and curiosity. Curiosity is a universal button that can be used in any context. For it falls under entertainment, insecurity, safety, and and sex. You can grab anyone’s attention if you position your wording correctly including a tone of curiosity.

THREE: What is your tone of voice?

When you are crafting a marketing headline or message, your most important component is your tone of voice. This is, in short, what your message is relating to the subconscious of your reader. The ideal marketing strategy is one that tells a story, conveys a clear message that correlates with a need of a customer, and leaves the prospect with an overal feeling. In order to creating this feeling around your message to them, your promotional materials and marketing campaigns need to generate an ethos. In order to do this, your message need to directly address a major concern, want, or desire of the customer. In other words, talk directly to their ego. How will their ego(sense of self)find value in your product or service? Once you answer this you will have the golden ticket to your marketing strategy.

Conclusive Questions to Ask

1. How am I using psychology as a marketing tool as a business tactic?

2. Does the applied psychology speak about the service and its quality?

3. Does the applied psychology marketing conform to human needs and desires?

4. Is it acceptable to influence the human condition for business development purposes?

5. Does the use of psychology create win-win situations for a buyer and a seller at all times?

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