Let’s take a journey into the customer’s mind and discover why the heart often pays before the brain has time to think.
Have you ever walked into a large store or shopping mall just to browse, only to leave with several baskets full of items and a noticeably lighter wallet?
You’re not irresponsible or bad with money, you’ve simply experienced consumer psychology at its finest. Whether you’re a business owner or planning to start your own business, there are psychological triggers you must understand and use if you want to increase sales.
Haven’t had much luck since the beginning of the year? Don’t worry, today might be your lucky day. In fact, if you were to place a bet, this would be the day you’d win the lottery.
Why, you ask?
Because by finding this article, you’re among the few who have begun to crack the code of consumer psychology.
Understanding how the human brain works is far more powerful than having a massive marketing budget that fails to convert. Below, I’ll reveal how you can use this knowledge to influence buying decisions and drive real results.
Identify Your Consumers’ Pain Points and Turn Them into Desires
Identify your customers’ pain points and transform them into desires or aspirations. Small problems should be presented as important issues that need to be solved quickly.
Guide them through the process, from understanding the problem to showing how your solution helps them reach their aspiration or dream. Psychologically influence them to take action by positioning yourself as the solution to their problem.
Relatable Stories
This is where testimonials and social proof come into play. Often, all you need is one happy customer sharing their positive experience with your product or service.
Humans are naturally driven by group behavior. When people see dozens of positive reviews and strong social proof, they trust that business far more than one that has none.
Scarcity and Urgency
Scarcity and urgency usually trigger FOMO, the fear of missing out, which encourages people to act quickly. Even if you have plenty of stock, creating time sensitive offers can help customers stop overthinking and start buying.
Sometimes Make Things Expensive to Make Them Trustworthy
When a product is cheap but appears to be high quality, there is often one question running through the customer’s mind: “What could be wrong with this product? Why is it so cheap?”
At some point in your life, you have probably asked yourself this question. Not because the product was bad, but because the low price created doubt. This happens every day, so do not shy away from it.
Here is a little secret, since today is one of those lucky days. Most of the time, we buy expensive designer products that cost significantly more but are often the same quality as cheaper alternatives. Believe me when I tell you this.
Selling Products in Bundles
For example, you can group three products and instead of selling them together for a fixed price, sell two for the same price and offer the third as a free gift.
Which package do you think will sell more? Without a doubt, the one that includes a free gift, because it feels like a better and more valuable deal.
Colours Used
Always opt for green rather than red. Red tends to evoke strong emotions such as urgency and danger, while green feels friendly and inviting. This makes green a more effective choice for product presentation and pricing.
Final Thought
Always remember, you do not need a degree in psychology to succeed in business. All you need is to listen to your customers and understand the “why” behind their “what”.
