Written by: Lauren Barrett, Executive Contributor
Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.
The key to success in any business is having an honest understanding of psychology. Essentially, all human beings have the same mental triggers that, in turn, drive our actions. In order to use them to your advantage within your marketing message, you must first develop a basic understanding of them.
What triggers your target audience? How do your marketing messages make them feel? Is your branding reaching the appropriate audience in order to gain expected results?
At the end of the day, our minds are what decide to buy. If you know how the human brain functions, you have the power to influence and understand your customers. There is power behind knowing what moves them through your messaging and at what point they seek to learn more. Essentially, they go from one link to another.
Doubling your sales doesn’t have to seem impossible! Here is a basic psychological trigger you can start using today:
The 1 Driving Force of All Human Behavior: all human behavior is driven by the need to avoid pain and the desire to gain pleasure. Even when we do something that appears painful, we associate the actions with pleasure. For example, as firefighters run into burning buildings, they gain pleasure from the idea of saving lives.
So, what does your customer associate with pain and pleasure?
“In order to influence someone, you need to know what already influences them.”
Us human beings love novelty. When we are exposed to something new and unfamiliar, it increases the release of dopamine in the brain, making our brain feel like there is a possibility of reward (pleasure) waiting for us. This potential for pleasure motivates us to seek it out.
According to Daniel Kahneman, “A general ‘law of least effort’ applies to cognitive as well as physical exertion. The law asserts that if there are several ways of achieving the same goal, people will eventually gravitate to the least demanding course of action. In the economy of action, effort is a cost, and the acquisition of skill is driven by the balance of benefits and costs. Laziness is built deep into our nature.” In other words, we are always migrating to the easiest option to achieve the desired result.
Recommendation: Read 7 Habits of Highly Effective People
(Provides a simple formula to become a highly effective person)
Have you ever had a FOMO (Fear Of Missing Out?) This is yet another emotional trigger. Learning which emotionally triggering words to use in your day-to-day marketing and branding can make a huge impact, as well.
The “Fear of Missing Out” is quite honestly the most powerful emotion. When used ethically, it can be a highly effective mode of storytelling. For example, try stating: “We only have a few openings left! Don’t miss out. Book your appointment today!” This will urge consumers to act quickly in order to receive the promised benefits of your business.
In conclusion, the human brain is the 1 most powerful tool that can be used to your absolute advantage while marketing your products and/or services. As mentioned, a couple of the most important things to remember include: we are hardwired to avoid pain and receive pleasure in the easiest way possible, and using the “FOMO” can drive some pretty incredible results. To learn more about which mental triggers can enhance your marketing strategy, schedule a consultation with Ardor Marketing today!
Lauren Barrett, Executive Contributor Brainz Magazine
Lauren Barrett is the owner of a MarTech (Marketing and Tech company) Ardor, servicing globally. She started her company going on 23 years old, during one of the countries biggest pandemics covid-19 where she was able to have her first client's business have their most profitable quarter yet. She has been featured and recognized as an Inspirational Phenomenal Woman by I.P.W. Magazine 2021. She lives in Chicago, IL USA with her puppy Buzz.
