Many people are very confused about what marketing psychology is. They think that it’s a bunch of mumbo jumbo, or that it’s just a way to get rich quick. But in reality, marketing psychology is all about the way you approach your customers and how you can influence their buying decisions. It’s not magic; it’s not some kind of mysterious science; it’s simply the study of how people respond to certain things.
There are two main areas where marketing psychology comes into play. The first is in the way you present yourself to your customers, and the second is in the way you make your product appeal to them. Let’s look at both of these areas in more detail.
The first thing you need to know about marketing psychology is that there are two ways to present yourself to your customer:
1. In an objective way
2. In a subjective way
Let’s take a look at each one of these in turn.
When you’re presenting yourself in an objective way, you’re trying to tell your customer exactly who you are, what you do, and why they should buy from you. This type of presentation is most often done through your website, your brochure, your business card, or your sales letter. The problem with this method is that it’s difficult to pull off. Most people don’t want to be sold to, so they won’t read your sales letter if you try to convince them. And even if they do read it, they’ll still probably have a bad impression of you and your business because they didn’t like being sold to.
In a subjective presentation, you’re telling your customer what they can expect from you and how they will benefit from working with you. This type of presentation isn’t nearly as hard to pull off as the objective version, because you’re giving the customer something to look forward to. For example, when you give them a free report, they know they’ll get something valuable out of it. When you offer a free consultation, they know they’ll be getting some advice that will help them. When you offer a special price, they know they’ll save money. When you offer a guarantee, they know they’ll be protected.
So which one should you use?
If you want to sell to your customers, then go for the objective approach. If you want to build a relationship with your customers, then go for a subjective approach.
What does this mean for you?
You need to decide whether you want to sell to your customer or build a relationship with them. Then, pick the right presentation method for each one of those situations.
Now you know what marketing psychology is, and you know how it applies to you.