An average person can be exposed to over 6,000 advertisements per day! This number is staggering but not surprising it today’s digital world. There are psychological principles that advertisers can use to improve sales.
1. Reciprocity. This psychological phenomenon is held fast in the fact that we are instinctively hard-wired to automatically feel indebted to someone when we receive a gift from them. in business, this can be giving your audience something for free and in return they may sign up or purchase more. For example, maybe you get a first-class trial for free. You love the class so you end up buying the membership.
2. Consensus. This is where others put their trust in a brand because others have demonstrated proof of trust in them already. This is where customer reviews come in handy.
3. Liking. This can be ingrained with physical traits, similarity, association or contact with the brand in a positive experience. You will need to know your audience. What are their wants and their likes? Once you know this you can reflect it back to them in advertising messages.
4. Scarcity. This is an effective tool that makes something seem like it won’t be around for long at all. Say a promotion with a deadline, such as, “for limited time only.” This creates a sense of urgency and leads to irrational, emotional decision making.
5. FOMO. Or fear of missing out. This is a two-part process. First, the user feels like they’re missing out. Two, they follow up with compulsive behavior to maintain the connection.
6. Authority. Establish authority as an expert in your field. People tend to trust those in charge, such as credible source, thought leaders and experts.
This list is far from extensive and the psychological principles that can be utilized in advertising are vast. The two fields go together like peanut butter and jelly. To read more on what types of techniques your brand can use to benefit from psychology in your advertising and marketing campaigns visit:
· Crobox (techniques)
· Relevance (examples)
· USC (overall information)
