Marketing is all about psychology: the idea of convincing your customer that they need or want your product. One of the most effective psychological tools is an emotional appeal. The product needs to solve a problem, which can be as simple as needing the product. At Bullpreneur, we recognize that there are several powerful sales triggers that take your overall psychological marketing strategy to the next level.
These triggers can be used by anyone. They aren’t limited to large businesses or expert marketers. You can take the tools and use them in a way that best benefits your business.
1. Time
Businesses use time as an emotional trigger because people believe the claim. Or, they aren’t sure whether to NOT believe the claim. If you give your customer a coupon and tell them they have to use it today, they will begin shopping in the effort to use the coupon. Time elicits an emotional response because it is something we cannot control, but we can use to our advantage.
2. Trust
Trust is tough to get from customers because many of them see how businesses take advantage of them. So, if you are going to be trustworthy, you have to offer situations that force people to trust you. You can show your customers you are trustworthy by making your business website resistant to hackers, by securing your credit card entry system.
3. Remorse
This is a powerful emotion, because people tend to feel it when they have let down someone. If you did not purchase the item, then you might have remorse for missing the opportunity.
4. Fear
Fear is the feeling that people experience when they know they should have made a purchase. Even though remorse and fear are not similar, they occur during similar situations. If you overlook making a smart purchase, you might fear that you do it again.
5. Belonging
If you buy a product, you will feel like you belong to an elite group of people. For example, if you buy a Jeep Wrangler, you get to wave at other Jeep Wrangler drivers. Other Jeep products do not create this sense of community, but the Jeep Wave has created a huge group of drivers who followed a basic rule and met it head-on.
For some consumers, the feeling of belonging is immense. And, the fear of being left out is also strong.
6. Gratification
Instant gratification is what powers our fast-food restaurants. But, people can also experience gratitude as a way to market. If you buy something right now, you can be happy, immediately.
7. Empathy
Empathy is a necessity in 2020, especially if you are in business. When you see someone who is struggling in the same way you, you want the products that help them get through the suffering. With empathy, you might cross over into gratification, but only if you immediately buy the products so you can feel good about yourself. Empathy comes in when you can relate to someone who needs the product, too.
