There have been thousands of studies conducted on marketing psychology. Big corporations pay millions for such studies, but the money is easily made back by the findings. Here are four of the most important marketing strategies backed by science:
#1 – Reciprocity
When you give something to a customer, they automatically feel compelled to give something back in return. One study found that giving two mints along with the bill results in a 20% increase in tips. This was written about in one of the most influential marketing psychology books of all time – “Influence: the Psychology of Persuasion” by Robert Cialdini. This is why your bills are often accompanied by mints. It also demonstrates that you do not have to give away the business to take advantage of reciprocity. A free eBook or small coupon can go a long way.
#2 – Social Proof
This is now one of the most common kinds of marketing techniques, but it bears repeating due to its importance. When a group validates a certain product, a person that trusts that group will also see it as validated or trustworthy. Testimonials and sites such as Trust Pilot are crucial for this very reason. Social proof is also the basis for the rise of influencer marketing. When a trusted face verifies a brand as high-quality, then all of his or her followers are going to treat it as the same. This is probably the most important marketing technique at your disposal.
#3 – Scarcity
This is another strategy that can work very well. When people think that something is scarce, they automatically perceive it to be valuable. This is rooted in free market principles. When things are hard to find, they do rise in value. A study was conducted in 1975 and people were asked to rate cookies. In one jar there were only two cookies and in another jar, there were 10 cookies. Participants who ate from the jar with two cookies gave them ratings that were twice as high as those in the other jar, simply based on the perceived scarcity.
#4 – Anchoring
This is another common marketing technique. It involves setting an initial price that is too high followed by a sales price that is far lower. The customer takes the initial piece of information (the anchor) and uses it as a reference. Imagine if Guess or Calvin Klein advertised jumpers for $10 manufacture, to $300 dollars initial price, to $220 dollars at the sale. The customer would take the first anchor and refuse to do business. Instead, they use the second price as the anchor and that is was the customer relies upon.
How can you use these four marketing strategies in your business?
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[00:01:06] Hey there, Val Kuikman here digital marketer and content manager. So today we’re gonna be talking all about four marketing strategies backed up by science. [00:01:21][15.0]
[00:01:22] We all know that like when you’re marketing to somebody you really really really need to tap into that emotion and the way people think and the way people buy. Because if we’re not speaking to them in that manner it’s really hard to sell them anything. And like big corporations spend millions of dollars to try to get into the psychology of why we buy. [00:01:42][20.4]
[00:01:47] These four strategies are timeless. They’ve been used everywhere and it’s really these are really good foundational principles to start marketing effectively. If you’re selling a product or service even if you’re speaking to people because persuasive writing is everywhere. But if you’re selling things online you need to know how to market because if you can’t market you don’t have a business. And honestly, that’s the one thing you need to be doing in your business. You can office offload the tech stuff. You can offload email marketing the Facebook posts you can even autumn in the graphics you can automate all that stuff. But if you don’t know how to market you should be the one doing the marketing. And if you don’t know how to do it you don’t have a business. So I really want to give you guys these foundational principles just to start on. [00:02:36][48.6]
[00:02:36] Number one is reciprocity. We all know the start of your sales funnel you’re giving away something for free right. A freebie, cheat sheet, a video, maybe even a five-day training mini-series or something. But you have to be giving away something there for you for free. You give away something to somebody and they’re going to want to reciprocate right reciprocity. And when you give it to give others like once they opt into your funnel you’re giving other free stuff away. They automatically feel compelled to give something back because it’s just the way we were wired as human beings. People. While most of us anyway when we give something to somebody for free they automatically want to give something back. [00:03:16][39.8]
[00:03:16] Like even in the hotels like when somebody lit up the housekeepers come in and they leave those mints on your pillows as you feel automatically when you reciprocate. Like this is a great place great customer service so maybe you even you might tip at the end because they took that extra special care of you right. This is huge. And it’s just for reference guys if you really want to read an awesome book on the psychology of marketing this book by Robert Cialdini. It’s called Influence: the psychology of persuasion. It’s amazing. Is it like basically you always want to be giving something like away for free. This is why I like the free e-book or a small coupon can go like a super long way. Also like a one dollar trial offer like a membership site like you’re really going to want to see on what you can give away for free to get that sense of giving and then getting something amazing like especially if you over deliver please over deliver on your first initial opt-in that’s free your freebie like giveaway stuff that normal people would pay for free because you’re going to get you’re gonna get people that love you and they are following you. And when you offer something very valuable that’ll give them a tangible result. They’ll probably opt in and pay for it because you gave them something so amazing upfront for free. So remember that social proof is also a huge one. [00:04:52][96.5]
[00:04:54] I see a lot of people doing it wrong especially in that I love health and fitness but I see a lot of people doing this wrong where they’re just posting up pictures of before and after is in why they’re very they they get to the like people to stop it stop the scroll is like a pattern interrupt like like that is amazing but they basically they’re marking they’re all there their business instead of speaking of the results so speak to the results if you’re doing before and effort pacers and health and fitness or anything like that. Speak to those results and lifting whoever’s results sales are up. If they’re a customer, of course, letting them know how amazing they did because they have a before and after pictures submitted for social proof is he is like a big deal. So that person you need to pretty much say how amazing that person is because that is a big deal for somebody to do. Testimonials are huge even if it’s just an audio testimonial of some of its real world. And don’t make up social proof if you don’t have it you don’t have it. Like I don’t have a social proof for my Facebook. Right now I’m just starting it. It’s marketing automation for network marketers. I’m compelled to help network marketers overcome spam marketing because the business network marketing and animal homes are amazing. [00:06:14][80.7]
[00:06:16] But there are too many people that aren’t being taught the right principles so I really want to teach marketing to them because I know that they have such a stable product and service and they really want to make things work but they just don’t have the tools to do it. And I totally get that. But like that’s right now that’s like my social proof other than maybe telling everybody I’ve been that or even for a decade would help right. But like personal social proof of helping others, I don’t have that yet. I’m just starting out and that’s OK. I think that’s where a lot of people get stuck. But you can go back and give people on your team you’ve helped have them do one for you. You’ve helped them. You didn’t get paid for it but you helped him for free. [00:06:54][38.5]
[00:06:55] So there’s always somewhere to find something testimonies are huge in. Social proof is like the basis of all. Like like influencer marketing like the big influencers on your industry right now has a huge social proof. They’ve built it and people will buy from them in an instant because they have all the social proof they have all these testimonials and these videos of people saying how amazing they are and we want to get to that point but it takes time and you need to be patient in that. But it is the most important marketing technique at your disposal. So use social proof. Get it from your customers. People you’ve helped in one form or another is fine whatever way you choose you to want to do video audio even write a post with a picture and obviously ask them to use their personal information before you post anything. Do it with integrity as always. [00:07:45][50.2]
[00:07:46] So so far we have a social proof and reciprocity right. [00:07:50][3.5]
[00:07:50] The third one is scarcity. This strategy. Now you don’t use false scarcity because I just ruined your integrity. We don’t want to do that. We’re ethical but you need. You want to use it like show something. If you show somebody that something is scarce or limited they’re going to want to purchase it right away. So it improves your closing rates right in your options because people know this. It’s limited in time. So using like a countdown clock elegant countdown clock, not a fake one on your website saying you know this. This feels. It was a one time offer and it’s only available for the next 48 hours and they have 48 hours to opt into it. And once you have shown that one-time offer you can then market to that or send emails to them or Facebook message or whoever you market and let them know that their time’s running out to purchase and you can show throw in your social proof in there too and your testimonials. [00:08:52][61.8]
[00:08:53] While that 48-hour time limit is ticking down. Right. [00:08:57][3.4]
[00:08:57] A study and like I want to read this because this is interesting a study in nineteen seventy-five people were asked to rate cookies like as eating cookies not getting a website but could use they were eating in one jar. There are only two cookies in another year there were 10 and participants who ate from the jar with two cavities gave them ratings that were twice as high as those in the other jar simply based on their perceived scarcity. So it raises awareness it raises the value it really raises the results so scarce is amazing and if you’re not using it people are never going to want to opt in because they don’t see a need to act now. So scarcity is huge. Be able to use it ethically in her business to correctly don’t use false scarcity because people are very smart they’ll find out. And then you’re a liar and you’re one of those marketers that nobody wants to talk to. Not good. So use it wisely. The fourth one is an interesting one that I don’t think a lot of people are very aware of. Maybe they use it but they aren’t aware of what it is. It’s called anchoring. It’s a common marketing technique but it involves setting an initial private price that is too high. [00:10:13][76.0]
[00:10:13] Like extremely too high followed by a sales price that is lower. [00:10:17][3.3]
[00:10:17] And this is how you price your products and services. Like, say your initial price. [00:10:23][5.8]
[00:10:25] It would be like I of course and I wanted to sell it for nine ninety-seven but I’m launching it. This is the first time in launching that so I’m going to be launching it for over 50 percent off at 497. People look at that for the 997 like oh my gosh that’s so high so they anchor there so when they look at that price it 497 it looks so amazing that they just can’t help themselves. That’s the way you want to phrase things. Now you want to say to inflate the price and make it so it’s ridiculous but like what would you charge for based on the value of what you’re offering and what they’re getting it for and that is that people anchor to that first price you get that high five. They hate to anger to that first price. That’s why it’s called anchoring and the anchor to that first price. So when you offer it at that lower serial sale price it seems like amazing much more amazing deal than you thought and they thought. So that’s the psychology of it is like like wow this is great. This is a great offer and we use this ethically and I’m telling them to just inflate a price and then offer a sales price. Don’t do that. Do it legit like this is the value you’re getting and this is what I’m offering to you because I’m offering you a deal. So those are the four principles of marketing that involve psychology and the psychology of selling. Don’t forget to get that book by Robert sealed in yellow. Put the link in a show notes because it’s quite amazing. So we have those four marketing principles reciprocity social proof scarcity and anchoring. [00:11:53][88.2]
[00:11:54] And if you start using these in your copy and your sales copy and in marketing your business online and even when you’re talking to people you’re going to see a much better close rate and more sales flying out the window. And this is amazing to use it offers in your sales funnel because it creates the need to act now. And you’re tapping into the way they think. So it’s their decision. You’re not convincing them of anything. So that’s what we need. We’re not in a convincing business. We’re in the marketing business. We market things. Essentially we’re selling. But if you market well you don’t need to actually push the sale. And that’s exactly what this is about. So thank you guys for listening to the podcast today. [00:12:39][45.2]
[00:12:40] And I want to invite you guys if you’re part of an MLM a network marketing company and you want to you or your team members to market effectively eliminate spam market eliminate spam marketing from your business altogether. That’s my ultimate goal. My passion is to eliminate spam marketing from network marketing. Come join the marketing automation for network marketers community. It’s on Facebook just launched. We have a few members in there now. [00:13:07][27.3]
[00:13:08] But what I’m going to do is teach and educate on marketing strategies which are going to essentially skyrocket your leads. And your sales and will even help you recruit more business builders into your business. So can I have some interviews in their live training even some cheat sheets a ton of value and now that’s all for free. [00:13:35][27.2]
[00:13:35] So if you are interested in joining the link I’ll be in a show now. It’s called network automation for. I’m sorry. Marketing Automation for network marketers to Facebook search for the group or just come here to the website. Look at the show notes and it’ll be in the resources. Everyone have a wonderful day. Thanks for hopping on funnel creator secrets podcast. I’m Val Kuikman. [00:13:35][0.0]
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