The Best of Psychology-Based Marketing
Marketers, like everyone else, sometimes need to reflect on where they’ve been in order to really see the valuable lessons they’ve learned and what they’ve accomplished. Here are four lessons in psychology-based marketing, which also happens to be the name of this column.
The four blog posts that are top-of-mind for me are:
- ‘This Will Never Happen to You’ — the concepts of denial that marketers to navigate through. To jog memories, here’s the first paragraph: “Car accidents, failed businesses or marriages, and lackluster marketing campaigns happen to ‘everyone but me.’ Or so we like to think — or, rather, are programmed to think.”
- Remember that Donald Trump post? ‘Donald Trump Is Getting It Right by Doing It All Wrong.’ This is about the value of establishing “like values” with your followers.
- ‘The Purpose-Driven Brand.’ This post is about how CSR attracts consumers far beyond your pricing and promotion strategies.
- ‘The 4 Most Powerful Words for Closing Sales’ — aren’t the words most marketers would summon to mind. They’re “but you are free.” Here’s more about what that means: “Why do the simple words, ‘But you are free’ have such a strong persuasive impact on compliance? From a psychological perspective, we humans want to always feel in control, and when someone asks for something that is ours — our time, our money — we feel they are asking us to give up control of some of our most valuable necessities. From a marketing perspective, I believe the impact goes even deeper.”
Jeanette McMurtry is a psychology-based marketing expert providing strategy, campaign development, and sales and marketing training to brands in all industries on how to achieve psychological relevance for all aspects of a customer's experience. She is the author of the recently released edition of “Marketing for Dummies” (Fifth Edition, Wiley) and “Big Business Marketing for Small Business Budgets” (McGraw Hill). She is a popular and engaging keynote speaker and workshop instructor on marketing psychology worldwide. Her blog will share insights and tactics for engaging B2B and B2C purchasers' unconscious minds which drive 90 percent of our thoughts, attitudes and behavior, and provide actionable and affordable tips for upping sales and ROI through emotional selling propositions. Her blog will share insights and tactics for engaging consumers' unconscious minds, which drive 90 percent of our thoughts and purchasing attitudes and behavior. She'll explore how color, images and social influences like scarcity, peer pressure and even religion affect consumers' interest in engaging with your brand, your message and buying from you. Reach her at Jeanette@e4marketingco.com.