This isn’t our first time to explore psychological marketing hacks to help you win over more customers – far from it. In fact, this blog post marks our third foray into the topic. But make no mistake: even on our third post, there’s still quite a lot to unwrap in terms of sales and marketing psychology.
Here are some of our favorite techniques to grab the interest of new prospects, retain existing ones, and bring back those who’ve (temporarily) left.
The “mere-exposure effect” is a psychological phenomenon in which people develop a preference for things that they’re repeatedly exposed to. In this phenomenon, familiarity itself helps win people over.
This is quite obvious if you think about it, but in practice it can be difficult to achieve. In fact, chain stores like McDonalds place strong importance on maintaining the consistency of their flagship products like the Big Mac, specifically because of the mere-exposure effect. No matter where you are in the world, you can rely on a McDonalds Big Mac looking, smelling and tasting the same. That level of familiarity is key to the product’s success.
To pull off the same trick with your product or service will no doubt be a challenging task. However, it’s worth trying – even if you do so on a smaller scale. Repeated exposure to a brand – through banner ads, TV ads, podcast spots, etc. – will help build familiarity and make your prospecting work that much easier.
To win people over, it’s essential to build trust. But building trust can be a very difficult task, especially if you don’t already have a rapport with your target customers. Thankfully, there are some concrete steps you can take to get started.
First, remember that familiarity gives rise to trust. And as we previously discussed, familiarity can be achieved through ubiquity. In other words, one way to start building trust is to grow your brand visibility through a multichannel marketing campaign.
Second, people make purchasing decisions based largely on their emotions – not on logic alone. This is why client testimonials and reviews are such powerful tools. Whenever possible, try to incorporate positive testimonials into your product’s messaging. In addition, make sure that all of your marketing content, including your product website, feels approachable and trustworthy.
Finally, when you’re out there prospecting, don’t forget the human element. Clearly communicate what your company/product does in as much detail as necessary. If appropriate, share your own goals, and explain how you and your prospective client can help each other by working together. By opening up like this, you’ll form a stronger bond and improve your chances of landing a sale.
This is more like psychological calibration rather than a psychological hack, but it’s important nonetheless. If customers are turned off by the experience on your website, your customer service, or your after-sales support, you’ve inadvertently made a formidable adversary. Remember what Warren Buffet once said: “It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.”
In other words, do your utmost to create a positive first impression for all of your customers in every possible aspect. If your website is well-designed, intuitive, and loads quickly, you’re off to a good start. If your customer service team is pleasant and communicative, even better. And to top it all off, if your after-sales support is easy and seamless, then everything is firing on all cylinders. You’ll convert and retain more customers – and your business will growth organically through word of mouth.
We hope you found this series on psychological marketing hacks useful. In the future, we’ll continue to do deep dives into other marketing and sales topics to help you improve your prospecting efforts and boost customer retention.