The best marketers are ones who understand human psychology, especially when it comes to purchasing decisions.
We like to think that we’re always being rational, but that’s rarely the case. The way people shop is deeply rooted in psychology and knowing some psychological hacks can be extremely beneficial for your business.
In this article, I will tell you about some of these hacks and how they can help you guide consumers the way you want them to go (in an ethical way, of course).
Using The Right Words
Words don’t have the power to change reality, but they most definitely can change how we perceive it.
Dale Carnegie once said, “Tell the audience what you’re going to say, say it; then tell them what you’ve said.” He was basically describing the illusory truth effect – people have more trust in statements that they’ve heard multiple times. It’s weird, but our brain interprets repetition of information as a sign that it’s true. How can you use this to your advantage? Simply repeat the statements you want your audience to believe in your copy. Don’t overdo it, but pay attention to which statements you are repeating more – are they the ones that truly matter to your brand?
Another copywriting related hack is to use time-related keywords like “now”, “instant”, “fast”, “quick”, “never” and others. These keywords create a sense of urgency and will persuade people to take an action much faster than they normally would. Why is it so important? Many times people delay making a purchase because they think too much about it for way too long. To avoid the delay, you need to create a feeling of urgency for them.
You can often notice time-related keywords being used in Google AdWords campaigns.
If you’re anything like me, you absolutely love personalized content. Ever wondered what’s the reason behind it?
Turns out that people love personalization because it creates an illusion that we control our life outcomes. Even when we’re not making any choices, seeing customized content still feels like having control. According to a study done by the University of Texas, we also prefer personalized content because it reduces the information overload. Makes sense, right?
A trick you can use is customizing your web push notifications and sending out exclusive offers based on users’ preferences and interests. When a person receives a push notification that’s relevant to them, they’re more likely to click on it, visit the website and engage more with the brand.
Here’s an example from Maxtraffic:
You can do this by tracking users’ online behavior, interests, past purchases and segmenting them. Here’s a simple guide on how to set up web push notifications if you haven’t already.
Let’s admit, we’ve all been a victim of the fear of missing out (FOMO). Nobody wants to feel like they’re missing out on good deals and exciting experiences, right?
Marketers have been using FOMO to their advantage for years. You’ve probably seen a million ads with the CTA “Don’t miss out!” but everyone still keeps using it. Why? Because it works.
A commonly used, yet effective trick is to write that there’s not much left in stock of the item that they’re looking at, which basically tells the consumer 2 things
- Other people are buying it, so it must be good
- You HAVE to get this while it’s still available
Here’s an example from ASOS:
Using these psychology hacks can significantly increase user engagement and sales. If you’re interested in learning more in-depth about how people make decisions and the science behind it, I strongly recommend you to read Robert Cialdini’s book Influence: The Psychology of Persuasion.
Have you ever used any of these tricks?