Youth Marketing Strategy speaker and founder of Social Chain Steve Bartlett reveals his insights into human psychology and how to apply is to engaging marketing campaigns. Read on for some unmissable insights:
I’ve always been so deeply obsessed with human psychology – the only thing that really exists in our world is other humans. I believe the key to success in life really is understanding humans and being able to apply that understanding.
The Science of Persuasion
As humans, many of our actions are performed without much conscious thinking and in some cases, our natural instincts help us to make better decisions than our conscious mind.
Robert Cialdini (a professor of Psychology and Marketing), identified six influence tactics that tap into our natural instincts as humans, that can be used to help persuade us to adopt certain behaviours. Here are the 5 principles I felt were most relevant to marketing:
1. Consensus / Social Proofing / Conformity
People look to the actions of others in order to help to determine their own.
Messages like: “9 out of 10 people recommend ….” are good examples of social proof being applied. Amazon’s use of customer reviews next to their products is another, as is the little drop-down box on e-commerce websites that lets buyers search products by “Most Popular”.
When you feel that someone has done something nice for you, you are much more likely to do something nice for them.
The most common example of applying this principle in marketing is “free samples” and software that allows users to download or use their applications or programs for free for a period of time. Not only does this provide a potential customer with a taste of your product which may make them fall in love with it, but it also builds that obligation for them to reciprocate as you have given them something for free for a period of time.
People want more of those things there are less of.
If you’re running an e-commerce website and an item listed sells out, for the love of god, don’t delist it. Put a big fat red ‘SOLD OUT’ label on it which will serve as a reminder to potential customers that items on this website are in limited supply, and if they don’t buy what they want now, it may soon be unavailable.
People will follow the lead of credible and knowledgeable experts.
This principle works closely with the principle of social proofing. Adidas get it, and when they sell their football boots, they use the best football player in the world as their indisputable Authority figure. After all, no one knows football better than Messi, so if Messi endorses them, then Big Dave who plays Sunday league football with his local pub team should trust that they’re decent boots and follow Messi’s lead.
If you like me, you’re more likely to say yes to me.
One of the clear examples of this principle is seen in any Apple Store in the world. As you enter, you’ll notice that the salesmen are dressed in jeans and blue shirts (and not in a suit and tie). They are dressed informally because they’re attempting to represent the typical Apple customer (relaxed, approachable, intelligent, and creative).