4 Ways That Psychology Dictates Your Marketing Success

"Marketing" sounds so business-focused, doesn't it? You want to sell your services,

products, and brand, so you use "marketing professionals" to deal with all that magic of

selling your brain child. The word "marketing" originates from the Latin "mercari" meaning

"buy". However, for marketing to be successful, you need to understand people and

communicate with them. A human will respond to human voices. A human will have human

instincts. Humans are buying your products. Take these four things as examples.

People attend to novel content that appeals to their interests - not automated information

they have read 100 times before. This is one of the reasons you need to find your Unique

Selling Points (USP in marketing speak). If you pick three things that make you different from

the competition, you can use these on your website and any marketing materials you have to

stand out from the crowd of businesses offering similar things. The same goes for

expressing your opinions about your niche areas - don't be afraid to be really opinionated. It

makes you human, and it gives way to a personal connection with your clients. Being neutral

makes you boring, or even worse - unnoticed.

It's easier to sell your services or products with a personal online web presence. That's why

it's often recommended you start your own YouTube channel or blog that showcases YOU

talking about your stuff, perhaps explaining things you've already written in a blog post, but

with the added benefit of making everyone aware that you are not just a text-and-images

website - you are a person who's good at something, and who's there to relate to everyone

who reaches out to you.

People are bombarded with information every day and don't have much time to read things

they don't need to know. This is why you should write in an easily digestible way that allows

readers to quickly grasp your ideas. A way to do this is to start a passage with the benefits

people will gain from what you offer. Take the title of this post for example: "4 Ways That

Psychology Dictates Your Marketing Success". This title implies that psychology dictates

marketing success, so it will be very important to know what these psychological factors are.

It leads one to think: "Can I afford NOT to know this?" This will incentivise readers to

continue reading your copy, provided it is well-written and the language flows well - clumsy

writing will put people off.

Emotions affect what users choose to spend their money on. If you can somehow relate to

your customers at an emotional level, you are onto a winner. Ask yourself the question:

"How do my customers feel about the need you are addressing?" Imagine how you would

respond to this if it was a friend who told you the answer to it. Would you reply with

compassion? With an element of emphatic anger?Or with cheeky suggestions? Once you

make an emotional connection, others are more likely to assume you have all the solutions,

and that's what you want, isn't it?

Marketing tactics are only effective because they rely on people's predictable reactions to

them. It's not just about following all the recipe criteria you have heard about in order to

increase your sales. In between marketing strategies and the act of buying your product lies

the elusive element of a person who's been convinced by you. Put yourself in the mind of

that person, and you are much more likely to succeed.

Emily Sorensen is a psychological copywriter. Visit her website www.emilysorensen.com to see more

of her work. She’s also on Twiter@PsyCopywriting.