How to Use Psychology to Convert More Leads
As a marketer, your job is to get people pick your team and once they’ve made their choice, to keep them happy there. Whatever analogy you use to describe marketing, one thing is clear: marketing initiatives are like mind games, and you can use psychology to get ahead.
Psychology of a Customer
In these mind games, you need to be a mind reader. You need to understand why and how people think. Maybe not everyone, but you at least need to know your target market.
It’s not enough that you know who they are and where you can find them—you need to know what makes them tick, what motivates them, what inspires them, and more. You need to understand them like the back of your hand.
By understanding the psychology of your ideal customer, you become more capable of creating high-impact marketing initiatives in generating qualified leads with the highest potential for conversion.
How to Use Psychology in Lead Generation Efforts
Visualize an Outcome Your Customers Want
People have different reactions to offers, and this depends on whether they see the offer as something that will improve their way of life or something that has no value. Say you have a product or service, instead of simply listing its amazing features, you can focus on how it can add value to people’s lives.
In other words, you need people to see what you see and help them visualize how your product or service can address their pain points and make their lives better.
Tap Their Egos
Everyone wants to feel like they’re special, and marketers have gone to great lengths to show just how valuable their customers are to them. Take it up a notch by focusing on exclusivity.
Asking a prospect to do something is a request, whereas providing them with an opportunity to become a part of an exclusive community is a gift. This can be achieved by offering an emotional experience to your customers through the use of your products or services, focusing on aspirations like success, love, family and relationships.
No one does this better than Apple. They’re not just selling tech gadgets; they’re offering customers the chance to be part of a certain lifestyle. When people get their hands on an Apple product, the ego is nursed, a great customer experience is delivered, and loyalty is secured.
This psychological marketing trick is so evident that many people, if not all, have experienced it at one point in their lives. We’ve seen brands lure their customers by adding taglines like “Limited Time Offer Only!” or “Only 3 Days Left For 50% Discount!”
We’ve seen them in retails stores and on websites, and the reason companies do this is because it’s so powerful. By introducing the concept of scarcity, people automatically associate your product or service with a higher value simply because of low supply. This also explains why the last cookie in the cookie jar is the tastiest. It’s so simple that it works every time!
Make Reciprocity Work for You
It goes back to basic good will. If someone does you a favor, be it big or small, you feel inclined to return the good deed. In marketing campaigns, reciprocity can be in the form of free gated content, product samples or demos, exclusive gifts to loyal customers and more.
If you give something to customers for free, they feel inclined to give something back, and it can be in the form of word of mouth, good reviews, or spending more money on your brand. This is quite common in gyms where sales reps often offer you free training for a week or even a month in exchange for your friends’ contact numbers and eventually, your membership.
It’s great for lead generation tactics. Just make sure the freebies come first before you ask them to do something for you.
The Propinquity Effect
In class, your seatmate often becomes your new best friend. In the office, the ones who sit next to each other often become a close-knit group. Proximity has a huge effect on people, and you can use this in marketing too.
With marketing propinquity, strategically weaving contextually relevant communications into your customers’ lives increases their awareness of your brand. Think about a brand like HubSpot. Imagine how many customers they’ve attracted by producing content that’s relevant to their target market. In essence, propinquity lies at the heart of all content marketing and lead nurturing activities.
Use Psychology to Gain a Marketing Advantage
Through social media and content marketing, you can be part of your customers’ lives by engaging them in online conversations, delivering exceptional customer service, and inviting them to events. Technology has provided us more ways to be constantly connected to people, which is perfect for both generating and nurturing leads.
Understanding how your customers operate gives you a steady advantage in the marketing “mind” game. It’s all about telling/giving them what they want, exactly how and when they need it.
You have to be a constant fixture in their lives, which, in turn, makes them feel that you are part of their lives. Psychology and marketing often intertwine, and when fused properly, the marriage can give you a great advantage when it comes to building awareness, trust, and authority.
Daily Insights Delivered To Your Inbox
Get the latest updates from the Marketing Insiders and receive 10 Content Marketing ROI Formulas and Calculations from my book The Content Formula.