The motives of marketing messages
Broadly speaking, Susan explains, your marketing messages are generally trying to get people to do one, or more, of the following:
- To read your e-book, blog, or social media post.
- To browse your latest products or services on your website.
- To register for your event or webinar.
- To consider making a purchase.
While data is increasingly insightful at helping you understand your customer better, a far deeper psychological insight is also extremely useful. So our hosts asked Susan a few key questions to help marketers understand how people work, and learned some important lessons:
- Most people have the same basic biology, the same psychology - so there are certain rules that are true for everyone.
- So much of any buying decision is made unconsciously.
- Susan explains that we all inherently need to feel part of a group or community, to belong, and this is a really strong motivator to do things. The key to marketing success is tapping into this.
- An important part of any buying decision is to feel a connection with a brand or product, “is this [product or brand] me?” (So trying to speak to everyone often doesn’t work - you have to speak to a specific group).
- You must do a certain amount of ‘psychographic’ research on every segmentation or subset of your market. Today’s marketing technology really helps you do this very effectively.
Make your marketing more powerful
So with these essential rules in place, Susan then helps us understand a few important techniques that are extremely powerful in how you make your marketing messages, content and techniques more effective:
- When you are crafting content and messages for your target segments, research tells us that nouns invoke group identity more than verbs do and so make action far more likely (example: “be a donor” is more successful than “donate now”).
- Following on from the “belonging” theme, people like to be part of a group and so if you tell people they are part of a popular phenomenon, they are more likely to join in. If people know thousands of other people have donated, voted for or bought something or someone, subconsciously we are more likely to do so too.
- Stories are very powerful, but the idea of a “self-story” is even more powerful. These are - again - unconscious narratives for ourselves. If something taps into that story we are far more likely to engage with it than if it doesn’t, for example if you see yourself as a good parent, then you will respond to behaviour identified with being a good parent.
Few people will help you understand your audience better than Susan, and so to find out more about how you can use psychology in your marketing, tune into this edition of the Cloudcast now.