“Make people buy from you instantly! Read further to know how.”
Psychological marketing triggers have been playing a crucial role in marketing for ages. Marketing is all about building relationships with your target audience and gaining trust so that they take the desired action.
The very first sentence that you read is a psychological marketing trigger to make you take the desired action (here to read this article). The trigger here that made you take the action was curiosity.
Similarly, we all encounter a lot of psychological marketing triggers that are used to make us take certain actions. Sometimes, you realize that you got triggered and sometimes you don’t even get a chance to.If you haven’t yet tried some very effective psychological marketing triggers for converting your leads into customers, you are already losing out on a lot of potential sales.
Why Psychological Marketing Triggers Are Effective?
Here’s a very good reason to understand why psychological marketing triggers are so so cogent.
When you market to sell your products or services you are dealing with real humans. We, humans, are highly driven by emotions when it comes to making purchasing decisions.
If you hit the right spot at the right time, the chances of triggering your leads to take the desired action get higher.
Understanding the psychology of your customers is an important key to your business’s success.
Using psychological triggers for marketing enables you to connect with your audience more deeply by conveying a message that is more engaging to make them take the desired action.
So let’s have a look at some very effective psychological marketing triggers that will help you win sales by converting your leads into customers in just no time.
6 Psychological Marketing Triggers That Convert Leads
1. Halo Effect:
It is rightly said that “ the first impression is the last impression”. Potential customers usually get highly influenced by the first impression of your brand or business.
The Halo Effect in marketing implies that the first impression of your brand or business will affect further interactions with the customers.
Ensure to have a positive and impactful first impression of the brand, so that you form a solid foundation to build a strong relationship with your customers.
In simple words, Halo Effect refers to the preference of your customers for your brand due to some positive impressions or experiences. This psychological marketing trigger is linked with brand equity, brand loyalty, and brand strength.
The best example here could be Apple, which had enormously benefited from the massive success of launching an excellent range of iPods that people went crazy about.
After this success, it was speculated that the sales of Mac laptops would also increase.
Here, the Halo Effect helped Apple with the expansion of its product offerings.
2. The Recency Effect:
People are more likely to recall the most recent details about a product when they hear or see advertising for it.
One of the most important psychological techniques used by many sales, marketing, and advertising professionals is the recency effect.
This effect implies that the most recent thing/information that one consumes is considered of greater importance.
This effect can help you beat your competitors if you keep giving comparatively more information about your brand and products/services. This will create a recency effect, where the customers tend to give more weightage to information consumed more recently.
3. Serial Position Effect:
The Serial Position Effect is a cognitive bias and a form of psychological tendency where the customers remember the first and last piece of information better than the middle one.
This implies that the first part and the last part of any information in marketing are important. Therefore, you must ensure to put the most essential pieces of information in the first and last part of your content.
It was German psychologist Hermann Ebbinghaus who coined the term “serial position effect ” As per his study, the Serial Position Effect includes both the primacy effect and the recency effect.
The primary effect gives more importance to the piece of information at the beginning, while the recency effects give more importance to the one at the end.
This tactic is usually found in many advertisements and website designs where the most crucial part of the information is displayed at the beginning and end to make the customers take the desired action.
Similarly, E-commerce websites try to place the products at the beginning of the product list, that they most likely want to sell.
4. Loss Aversion:
Loss Aversion is a psychological tendency where people give more weight to avoiding losses than achieving gains. For instance, saying “save $50 now” is more persuading than saying “gain $50 with this purchase”.
This effect is the one that we call creating FOMO (Fear Of Missing Out).
If you want your customers to take immediate action by creating urgency, Loss Aversion is the trigger that you need to use.
This can be useful to create a sense of scarcity which will tend people to take action instantly.
In marketing, providing limited discounts, coupons, free trials, and product samples are a few common examples of Loss Aversion.
The factor that plays great importance is what words you use, as stated in the above example of “save $50 now” and “gain $50 with this purchase”.
5. The Compromise Effect:
As per the concept of the Compromise Effect, a product will be more likely to be selected from a collection of available options when its characteristics are not too extreme.
Assume that you have three categories of selling options with two of them having extreme attributes while one is the middle option, then the chances of the middle option getting chosen are higher. This is the compromise effect.
According to research, there are several causes for the compromise effect. Some claim the impact lessens consumer internal conflict and improves their ability to communicate their decisions to others.
According to some researchers, the impact serves largely as a risk-reduction tactic.
For example, if there are three options to buy – one with a lower price, one with a higher price, and the other as the middle one, the chances of getting chosen for the middle one are more as it is justifiable.
Key takeaway: If you want to sell your high-end products, then offer only high-end and mid-end products. Offering high, mid, and low-end products may result in the Compromise Effect.
6. Peltzman Effect:
Peltzman Effect is a theory according to which, people are more likely to buy a risky product or service when some security measure is provided.
In short, Peltzman Effect is a risk-compensation effect.
For instance, you could assure with social proof which may result in people buying a risky product or service from you.
The basic idea that this psychological marketing trigger implies is that people become more cautious when they feel there is a greater risk, while they become less cautious when they feel they are more protected.
This trigger can majorly influence your customers to buy a product or service that by nature involves certain risks.
Recently, Covid-19 highly witnessed the Peltzman Effect where people adjusted their behavior by compensating to minimize the risk of Covid-19 by taking vaccines.
Bottom Line
The mental triggers that drive actions are roughly the same for all people.
You need to be aware of these psychological marketing triggers and how to use them in your marketing message if you want to persuade your target audience to buy your product or services.
This is pretty much it. We would love to hear you!
Tell us in the comments about any other psychological triggers that you must have used for generating sales in your business.
Also, if you wish to implement such incredibly effective tactics and triggers in your marketing activities, connect with our marketing experts today.
