![Page 1: Psychologicaltriggerstomakeyourmarketingmoresuccessful 150309082302-conversion-gate01](https://reader030.vdocument.in/reader030/viewer/2022032620/55cc9d61bb61eb2d208b47ce/html5/thumbnails/1.jpg)
Psychology Hacks to Boost your Marketing
![Page 3: Psychologicaltriggerstomakeyourmarketingmoresuccessful 150309082302-conversion-gate01](https://reader030.vdocument.in/reader030/viewer/2022032620/55cc9d61bb61eb2d208b47ce/html5/thumbnails/3.jpg)
We all have the same primitive part of the brain.
It’s called the amygdala, it controls our gut reactions & emotions
![Page 4: Psychologicaltriggerstomakeyourmarketingmoresuccessful 150309082302-conversion-gate01](https://reader030.vdocument.in/reader030/viewer/2022032620/55cc9d61bb61eb2d208b47ce/html5/thumbnails/4.jpg)
We all have the same primitive part of the brain.
It’s called the amygdala, it controls our gut reactions & emotions
It works much faster than our conscious mind
![Page 6: Psychologicaltriggerstomakeyourmarketingmoresuccessful 150309082302-conversion-gate01](https://reader030.vdocument.in/reader030/viewer/2022032620/55cc9d61bb61eb2d208b47ce/html5/thumbnails/6.jpg)
Emotions make a more lasting imprint than rational thoughts.
We have gut reactions in 3 seconds or fewer.
![Page 7: Psychologicaltriggerstomakeyourmarketingmoresuccessful 150309082302-conversion-gate01](https://reader030.vdocument.in/reader030/viewer/2022032620/55cc9d61bb61eb2d208b47ce/html5/thumbnails/7.jpg)
Emotions make a more lasting imprint than rational thoughts.
We have gut reactions in 3 seconds or fewer.
Emotions are processed 5 times faster than conscious thoughts.
![Page 8: Psychologicaltriggerstomakeyourmarketingmoresuccessful 150309082302-conversion-gate01](https://reader030.vdocument.in/reader030/viewer/2022032620/55cc9d61bb61eb2d208b47ce/html5/thumbnails/8.jpg)
So keep this in mind when it comes to your marketing: People don’t buy products or services.
Source: http://www.fastcompany.com/3032675/hit-the-ground-running/5-psychological-tactics-marketers-use-to-influence-consumer-behavior
![Page 9: Psychologicaltriggerstomakeyourmarketingmoresuccessful 150309082302-conversion-gate01](https://reader030.vdocument.in/reader030/viewer/2022032620/55cc9d61bb61eb2d208b47ce/html5/thumbnails/9.jpg)
So keep this in mind when it comes to your marketing: People don’t buy products or services.
Source: http://www.fastcompany.com/3032675/hit-the-ground-running/5-psychological-tactics-marketers-use-to-influence-consumer-behavior
People buy answers to problems, solutions to needs, pathways to wants or a secret door to their heart's desires. It’s not a costume, it’s becoming a superhero.
![Page 10: Psychologicaltriggerstomakeyourmarketingmoresuccessful 150309082302-conversion-gate01](https://reader030.vdocument.in/reader030/viewer/2022032620/55cc9d61bb61eb2d208b47ce/html5/thumbnails/10.jpg)
Aim for the gut reaction
Use words and images that create excitement, urgency or even low-grade anxiety.
Marguerite’s cat Bombalurina, takes a selfie
![Page 11: Psychologicaltriggerstomakeyourmarketingmoresuccessful 150309082302-conversion-gate01](https://reader030.vdocument.in/reader030/viewer/2022032620/55cc9d61bb61eb2d208b47ce/html5/thumbnails/11.jpg)
Promote exclusivity Near the top of Maslow’s hierarchy of needs pyramid sits self-esteem. People want to feel important, like they’re part of an exclusive group. That’s why advertising copy sometimes says:
"We’re not for everyone."
Source: http://www.fastcompany.com/3032675/hit-the-ground-running/5-psychological-tactics-marketers-use-to-influence-consumer-behavior
![Page 12: Psychologicaltriggerstomakeyourmarketingmoresuccessful 150309082302-conversion-gate01](https://reader030.vdocument.in/reader030/viewer/2022032620/55cc9d61bb61eb2d208b47ce/html5/thumbnails/12.jpg)
Help customers break “action paralysis”. Research by professor Robert Ciadini showcased how adding a minimum to a request increased donations for the American Cancer Society by 78%
Set minimums
Brandon’s dog, Riley, jumping through hoops and throwing shade
![Page 13: Psychologicaltriggerstomakeyourmarketingmoresuccessful 150309082302-conversion-gate01](https://reader030.vdocument.in/reader030/viewer/2022032620/55cc9d61bb61eb2d208b47ce/html5/thumbnails/13.jpg)
Remove the stress of potential roadblocks
Remind your customers how easy it is to get started (no payment for the first month, etc).
![Page 14: Psychologicaltriggerstomakeyourmarketingmoresuccessful 150309082302-conversion-gate01](https://reader030.vdocument.in/reader030/viewer/2022032620/55cc9d61bb61eb2d208b47ce/html5/thumbnails/14.jpg)
Invoke the power of labels
Most people would say that they don’t like to be labeled. Individualism is certainly a strong trait that many people believe in …or think they believe in.
![Page 15: Psychologicaltriggerstomakeyourmarketingmoresuccessful 150309082302-conversion-gate01](https://reader030.vdocument.in/reader030/viewer/2022032620/55cc9d61bb61eb2d208b47ce/html5/thumbnails/15.jpg)
Fact is, labeling and encouraging association to a specific social group has shown to increase people’s participation and interest.
![Page 16: Psychologicaltriggerstomakeyourmarketingmoresuccessful 150309082302-conversion-gate01](https://reader030.vdocument.in/reader030/viewer/2022032620/55cc9d61bb61eb2d208b47ce/html5/thumbnails/16.jpg)
In a behavioral study examining voting patterns, researchers found that people who were randomly labeled as “politically active” were 15% more likely to vote.
![Page 17: Psychologicaltriggerstomakeyourmarketingmoresuccessful 150309082302-conversion-gate01](https://reader030.vdocument.in/reader030/viewer/2022032620/55cc9d61bb61eb2d208b47ce/html5/thumbnails/17.jpg)
Despite the fact that they were randomly chosen, the label ended up affecting their actions. Label your customers as a part of a superior group and their actions will reflect those characteristics.
![Page 18: Psychologicaltriggerstomakeyourmarketingmoresuccessful 150309082302-conversion-gate01](https://reader030.vdocument.in/reader030/viewer/2022032620/55cc9d61bb61eb2d208b47ce/html5/thumbnails/18.jpg)
Our brains love images
The primitive brain is particularly drawn to images of danger, sex and food.
![Page 19: Psychologicaltriggerstomakeyourmarketingmoresuccessful 150309082302-conversion-gate01](https://reader030.vdocument.in/reader030/viewer/2022032620/55cc9d61bb61eb2d208b47ce/html5/thumbnails/19.jpg)
But don’t overdo it in your marketing; the jury is still out on whether a sexy bikini-clad motocrosser eating a cheeseburger gets more conversions. (Ladies, send any photos of that nature to our COOl, Bill, would love to see that. Send any photos of that nature to [email protected])
![Page 20: Psychologicaltriggerstomakeyourmarketingmoresuccessful 150309082302-conversion-gate01](https://reader030.vdocument.in/reader030/viewer/2022032620/55cc9d61bb61eb2d208b47ce/html5/thumbnails/20.jpg)
Our brains process images 60,000 times faster than text. 90% of all data that the brain processes is visual.
![Page 21: Psychologicaltriggerstomakeyourmarketingmoresuccessful 150309082302-conversion-gate01](https://reader030.vdocument.in/reader030/viewer/2022032620/55cc9d61bb61eb2d208b47ce/html5/thumbnails/21.jpg)
We comprehend and remember pictures with text more than text alone.
![Page 22: Psychologicaltriggerstomakeyourmarketingmoresuccessful 150309082302-conversion-gate01](https://reader030.vdocument.in/reader030/viewer/2022032620/55cc9d61bb61eb2d208b47ce/html5/thumbnails/22.jpg)
We comprehend and remember pictures with text more than text alone.
How could you possibly forget these faces?
![Page 23: Psychologicaltriggerstomakeyourmarketingmoresuccessful 150309082302-conversion-gate01](https://reader030.vdocument.in/reader030/viewer/2022032620/55cc9d61bb61eb2d208b47ce/html5/thumbnails/23.jpg)
Design for scanning
79% scan online content rather than reading it word for word.
![Page 24: Psychologicaltriggerstomakeyourmarketingmoresuccessful 150309082302-conversion-gate01](https://reader030.vdocument.in/reader030/viewer/2022032620/55cc9d61bb61eb2d208b47ce/html5/thumbnails/24.jpg)
Design for scanning
79% scan online content rather than reading it word for word. 100,500 digital words consumed by the average US consumer daily.
![Page 25: Psychologicaltriggerstomakeyourmarketingmoresuccessful 150309082302-conversion-gate01](https://reader030.vdocument.in/reader030/viewer/2022032620/55cc9d61bb61eb2d208b47ce/html5/thumbnails/25.jpg)
Use a strong title and interesting hook to hand your audience the information you want them to have.
Frame messages as a story
![Page 27: Psychologicaltriggerstomakeyourmarketingmoresuccessful 150309082302-conversion-gate01](https://reader030.vdocument.in/reader030/viewer/2022032620/55cc9d61bb61eb2d208b47ce/html5/thumbnails/27.jpg)
Natural selection favored humans who were able to quickly identify threats to build relationships. We’re all able to do that today by simply reading facial expressions.
![Page 28: Psychologicaltriggerstomakeyourmarketingmoresuccessful 150309082302-conversion-gate01](https://reader030.vdocument.in/reader030/viewer/2022032620/55cc9d61bb61eb2d208b47ce/html5/thumbnails/28.jpg)
Human beings are hard-wired from birth to identify the human face.
![Page 29: Psychologicaltriggerstomakeyourmarketingmoresuccessful 150309082302-conversion-gate01](https://reader030.vdocument.in/reader030/viewer/2022032620/55cc9d61bb61eb2d208b47ce/html5/thumbnails/29.jpg)
Part of the brain that processes images is right next to the area that processes emotions.
![Page 30: Psychologicaltriggerstomakeyourmarketingmoresuccessful 150309082302-conversion-gate01](https://reader030.vdocument.in/reader030/viewer/2022032620/55cc9d61bb61eb2d208b47ce/html5/thumbnails/30.jpg)
All images of faces grab our attention, but babies light up emotion receptors.
![Page 31: Psychologicaltriggerstomakeyourmarketingmoresuccessful 150309082302-conversion-gate01](https://reader030.vdocument.in/reader030/viewer/2022032620/55cc9d61bb61eb2d208b47ce/html5/thumbnails/31.jpg)
Consider using a face that looks toward your call to action. Close-ups work best and eye-tracking studies show we’ll look where they’re looking.
![Page 32: Psychologicaltriggerstomakeyourmarketingmoresuccessful 150309082302-conversion-gate01](https://reader030.vdocument.in/reader030/viewer/2022032620/55cc9d61bb61eb2d208b47ce/html5/thumbnails/32.jpg)
Speaking of calls to action… If a call to action creates urgency or fear, people will block it out unless they have specific follow-up instructions.
![Page 33: Psychologicaltriggerstomakeyourmarketingmoresuccessful 150309082302-conversion-gate01](https://reader030.vdocument.in/reader030/viewer/2022032620/55cc9d61bb61eb2d208b47ce/html5/thumbnails/33.jpg)
Here’s how 1. Prime to act with a sense of urgency 2. Give instructions on what to do in order to get started 3. Assure that peers already use the service for their own benefit
![Page 34: Psychologicaltriggerstomakeyourmarketingmoresuccessful 150309082302-conversion-gate01](https://reader030.vdocument.in/reader030/viewer/2022032620/55cc9d61bb61eb2d208b47ce/html5/thumbnails/34.jpg)
Color matters There is more to color choice than what looks good. Different colors send different signals to our brains.
![Page 35: Psychologicaltriggerstomakeyourmarketingmoresuccessful 150309082302-conversion-gate01](https://reader030.vdocument.in/reader030/viewer/2022032620/55cc9d61bb61eb2d208b47ce/html5/thumbnails/35.jpg)
84.7% of consumers cite color as the primary reason they buy a product.
![Page 36: Psychologicaltriggerstomakeyourmarketingmoresuccessful 150309082302-conversion-gate01](https://reader030.vdocument.in/reader030/viewer/2022032620/55cc9d61bb61eb2d208b47ce/html5/thumbnails/36.jpg)
Personality/Emotions: - Evokes strong emotions - Encourages appetite - Increases passion and intensity In Marketing: - Increases heart rate - Used by restaurants to stimulate appetite - Creates urgency; often seen in clearance sales -Used for impulsive shoppers
![Page 37: Psychologicaltriggerstomakeyourmarketingmoresuccessful 150309082302-conversion-gate01](https://reader030.vdocument.in/reader030/viewer/2022032620/55cc9d61bb61eb2d208b47ce/html5/thumbnails/37.jpg)
Yellow Personality/Emotions: -Increases cheerfulness, warmth - Causes fatigue and eye strain - Makes babies cry - Stimulates mental process and central nervous system - Encourages communication In Marketing: - Represents optimism, youth - Used to grab attention of window shoppers - Shows clarity
![Page 38: Psychologicaltriggerstomakeyourmarketingmoresuccessful 150309082302-conversion-gate01](https://reader030.vdocument.in/reader030/viewer/2022032620/55cc9d61bb61eb2d208b47ce/html5/thumbnails/38.jpg)
Blue Personality/Emotions: -Associated with water/peace -Most preferred by men -Represents calmness or serenity -Curbs appetite -Increases productivity In Marketing: -Signals productivity -Often used in corporate business because it’s not invasive -Creates sense of security and trust in a brand
![Page 39: Psychologicaltriggerstomakeyourmarketingmoresuccessful 150309082302-conversion-gate01](https://reader030.vdocument.in/reader030/viewer/2022032620/55cc9d61bb61eb2d208b47ce/html5/thumbnails/39.jpg)
Orange Personality/Emotions: -Reflects excitement, enthusiasm -Shows warmth -Warns of caution
In marketing: -Signifies aggression -Creates call to action: buy, sell, subscribe -Attracts impulsive shoppers -Represents a friendly, cheerful, confident brand
![Page 40: Psychologicaltriggerstomakeyourmarketingmoresuccessful 150309082302-conversion-gate01](https://reader030.vdocument.in/reader030/viewer/2022032620/55cc9d61bb61eb2d208b47ce/html5/thumbnails/40.jpg)
Green Personality/Emotions: -Constitutes health, tranquility -Symbolizes money -Denotes nature, new growth -Alleviates depression -Envy, jealousy guilt In marketing: -Used to relax in stores -Associates with wealth -Green M&M’s are said to send a sexual message -Has long been a symbol of fertility
![Page 41: Psychologicaltriggerstomakeyourmarketingmoresuccessful 150309082302-conversion-gate01](https://reader030.vdocument.in/reader030/viewer/2022032620/55cc9d61bb61eb2d208b47ce/html5/thumbnails/41.jpg)
Purple Personality/Emotions: -Showed royalty, wealth, success, wisdom -Mystery, moodiness In marketing: -Often used in beauty or anti-aging products -Used to soothe or calm -Represents a creative, imaginative, wise brand
![Page 42: Psychologicaltriggerstomakeyourmarketingmoresuccessful 150309082302-conversion-gate01](https://reader030.vdocument.in/reader030/viewer/2022032620/55cc9d61bb61eb2d208b47ce/html5/thumbnails/42.jpg)
Got it? Let’s recap
1. Trigger emotional responses 2. Sell benefits, not features 3. Promote exclusivity 4. Make it easy on your customers 5. Use images to contextualize and
reinforce copy 6. Tell stories 7. Support call to actions 8. Colors are more than just pretty
things to look at
![Page 43: Psychologicaltriggerstomakeyourmarketingmoresuccessful 150309082302-conversion-gate01](https://reader030.vdocument.in/reader030/viewer/2022032620/55cc9d61bb61eb2d208b47ce/html5/thumbnails/43.jpg)