Understanding the human mind can be an excellent tool to persuade and convert customers. Marketing is based on theories of applied psychology, that is, consumers act in a certain way because they are wired to do so.

The human brain and all it’s cognitive biases and tendencies are important aspects of the marketing process. Here are a few tips you can implement for your marketing strategy:

People are impulsive

The human mind is prone to impulsivity, and therefore, people are likely to make impulsive purchases. Research conducted by Chase, Gallup and Harris Interactive notes this tendencies applies regardless of demographic. As a marketer, you can capitalise on this by using asking customers to ‘buy now’, ‘subscribe now’ or ‘get it now’ – using words like now can trigger an impulse buy.

A picture speaks a thousand words

The human brain is capable of processing images faster than texts. Visual can be very powerful – it has been shown that people think in pictures. A good marketing strategy involves well thought-out images. Images should be front and centre on your social media and web page – an image often can make or break the deal when consumers are considering and online purchase.

Blue = Trust

Marketers can take into account the research done on color psychology – one of the key takeaways from this discipline is that people tend to associate blue with trust. That said, marketers should also consider cultural factors that can influence color associations – for instance, which western culture usually associates write with purity, there are many cultures in Asia where white refers to mourning and death, whereas red is used in weddings due to its association with luck.

Words can foster trust

Another way to optimize customer trust is through the use of words. While images are powerful in its own way, using the right words can deepen a customer’s trust. Words like authentic, certified, guaranteed, official and loyal are known to consistently work well in building trust.

The first yes is the most important

Getting to the first yes is the most important step. When the mind says yes once, it’s likely to do so again. For example, getting a customer to sign up to a minor request like signing up to the email list is more likely to lead to him or her saying yes to the next request. Sales people call this the foot-in-the-door technique, or FITD.

People act based on labels

Labels are likely to influence human behaviour. If you label someone a certain way, then it is more likely they will act in accordance with that label. The mind responds to labels – in one study, a group of participants were told they were more likely to vote whereas another group weren’t told anything. The group labelled ‘political active’ had a 15 percent higher turnout rate. Marketers can use labels to impact customers’ decisions to buy or not to buy your product or service.

 

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.