Good marketing is applied psychology.
So if you’re growing your business online, here are 7 psychological concepts you should know.
1. The Babble Hypothesis.
What it is:
Ironically, people become Leaders due to the amount of time they spend talking – not because of what they say.
How to apply it:
If you want to win on social media, never underestimate the power of consistency. Show up every day.
2. Similarity Bias.
What it is:
Similarity Bias means we often prefer things that are similar to us over things that are different from us.
How to apply it:
Think of ways your Ideal Client can see themselves in you. Perhaps you have a common enemy, the same values, share past experiences, or have an identical life/business philosophy. For example, we have a “no-bullshit” approach to marketing which our clients love, and are continuously drawn to.
3. Zeigarnik Effect.
What it is:
Our brains are wired to focus on goals, making us remember unfinished tasks better than finished ones.
How to apply it:
You can take advantage of this by taking breaks in the middle of tasks. For example, if you’re writing, try ending your day mid-paragraph. This way, when you come back, you’ll have an easier time picking up where you left off.
4. Loss-Aversion Bias.
What it is:
The fear of losing out is psychologically twice as powerful as the pleasure of gaining. Even if the end result is the SAME.
In other words, it describes how we hate losses way more than we enjoy equivalent wins.
How to apply it:
Next time you’re framing your offer, replace a benefit with a loss your customers will experience if they don’t find an appropriate solution.
Real Example:
Control your spending and save more. Trim unnecessary spending and finally stop wasting money.
5. Permission Structure.
What it is:
Most people are afraid to change their minds because they don’t want to look stupid. But there’s a way to make them revise their opinion without provoking negative emotions.
How to apply it:
For instance, instead of saying they’re wrong, tell them you used to think the same way, but your mind was changed by new information. This way, they can change their stance without feeling like they’ve made a mistake.
6. The Grey Rock Method.
What it is:
Grey rocking means intentionally being unresponsive to discourage an abusive person’s attention.
Abusers often thrive on emotional reactions and drama. If you act uninterested and don’t show your feelings, they’ll be more likely to stop bothering you.
How to apply it:
Block trolls and don’t waste a second of your valuable time & energy arguing with them. However, make sure you always address comments with constructive criticism, or a reasonable point – as it further establishes your position as an Expert.
7. Three Men Make A Tiger.
What it is:
People tend to believe something absurd as long as it’s repeated by enough people. This is how journalists make their views seem widely accepted. For example, instead of saying “I hate Adele’s music” they might write “Adele condemned for her new album”. This way, people are more likely to believe their argument.
How to apply it:
Turn this in your favour when talking about your product and services.
Real Example:
Our two LinkedIn Playbooks. The two must-have LinkedIn Playbooks everybody’s raving about.
Cool?
Cool.
Don’t forget –
Knowledge is power. Applied knowledge is cash.
Until next time Rockstar,
Dina
