It’s no secret that different forms of marketing can have an impact on consumers; think of how an emotional campaign can influence customers to choose one brand over another, or how certain social media campaigns go viral and not others. There are a number of ways marketing influences consumer behavior and spending, and today we’ll highlight a few of them and how to incorporate them into your next marketing campaign.

Connection.

Marketing campaigns which directly connect with a client’s life fare better than those which don’t include any emotional appeal. For example, talking about how your service will improve someone’s life generally, has more of an impact than telling them how it works. Forging a personal connection with clients using food or talking about family can evoke memories and a feeling of familiarity. Mail should resonate with consumers by delivering a personally meaningful message. Let them know how your service will make their lives more productive, fulfilled, and happy. The best ad campaigns are founded on psychological insights.

Establish yourself as the best.

It’s not mind control – it’s psychology. Reposition the competition – set the bar. Confidence is a positive attribute that clients will be happy you possess! Know what you have to offer and that you are the best option for your clients. If you believe it, they will too. To the same end, promote exclusivity. Make your customers feel like they deserve what you have to offer and that they are privileged because they’re using your services.

Design.

Expertly crafted marketing materials can increase your trustworthiness and likeability. With the combination of color use and creative design, you will draw in clients and therefore increase business. Considering that 65% of people are visual learners and 90% of information that comes to the brain is visual, it makes sense to use visual content. That is where we come in. Once clients see the attention to detail and craftsmanship put into your marketing, they will want to work with you.

Scarcity.

By feeling like there isn’t much time left or there isn’t a lot to go around, customers want to get their hands on whatever it is you’re offering – right away. Offering a promotion, free consultation, or discount for a limited time is a great way to influence customers and to (gently) push them into giving you their business. Offering an amazing deal for a limited time is a great way to get new clients. By drawing clients in with an extreme deal, such as a free service or a large discount, you are using a foot-in-the-door technique. Once customers see how incredible your services are during their first experience with you, you will have gained a few new clients, just like that.

Testimonials.

People are influenced by others to participate in certain behaviors assumed to be correct or which will be beneficial to them. In the context of marketing, asking clients to leave you a review will show other clients how trustworthy you are and impact them to want to have a positive experience with you as well.

Here’s the secret – Plum can help you do all of these things. We have the marketing know-how to influence your current clients and to attract new ones. The next lesson is on how to build trust with your clients and can be found here. We love to share knowledge with you on how to effectively market your business. Give us a call and see what we’re talking about!