The Secrets of Marketing Psychology

Hey, wait a minute - are they really "secrets?"  Well, if you don't know them, they are definitely secrets.  I've observed over the past 20 years that very few people in business know these "secrets," so get ready to learn some serious psychological secrets!

Question: Can the specific words you use in your marketing really make that much difference? Absolutely! When you purposefully choose the right words, and deliver them in just the right way, you give your marketing its best chance of success. The specific words can easily mean the difference between success and failure.

We’ve been analyzing marketing psychology for more than 20 years, and I can tell you from experience, it is almost always done wrong. The psychology is the exact point where most people screw up in their marketing.

The biggest mistake is mindlessly simple: they think their information alone is strong enough to inspire people to respond. That is just knuckle-headed thinking. However, in their defense, it's all they know.  They just did not learn the right way to approach marketing (and selling).

Logically, your goal should be to inspire people to buy from you – again and again. So, what picture do you need to place in your target market’s mind that will inspire them to take action?  Most people seem to think that picture is a customer blissfully reading a contract or the user manual.  Again - knuckle-headed.

What emotion do you need to make people feel that will inspire them to take action? Most people scratch their heads and wonder. They don't know how to use emotion in marketing and selling.  That's simply because they're focusing on the logic instead of the psychology. 

That's Secret #1.  See how easy this is?  The next Secret is simple, too:  When in doubt,
appeal to feelings of pleasure, fear, pain, frustration, pride – all residents of the Emotional Brain.

Your Emotional Brain is related to sexual arousal, pain and pleasure, fear, hunger – functions that seem to be related to grunting. So, when you create your marketing messages, focus on emotions and sensations. This is why so many TV commercials are imbedded with sex or food. Here are a few ways to do it:

1. Safety – The first need in our lives is safety. If you can’t communicate a sense of safety, then your target market will feel uncomfortable with you. Thus, they won’t buy from you. Use guarantees, promises and emotional testimonials.

2. Food and Sex – Hooters figured this out many years ago. Sex sells. So does food. That’s why nearly ever scene in the entire run of Seinfeld showed the cast members eating something.

3. Trust – If John Wayne could endorse your product, wouldn’t most men trust it? What if Michelle Obama and Laura Bush come together and endorsed a product? Don’t you think most women would trust it? Those people are symbols of trust.

If you're still reading, then you must really want to learn how to apply psychology in your marketing (and selling).  This is a service Pam and I provide.  We analyze all your communication touch points: phone scripts, brochures, web sites, letters, even business cards.  And, then we help you fix them.  When you're ready to improve your results, just give us a call.
=============================

A Favor? 

There are about 1000 people reading this newsletter who found us through ProducersWeb.  On ProducersWeb, the columnists are graded by the number of people who link to their articles. I'm currently number 6 out of 50. That's pretty good, but it's a point of pride for me to move up. Would you consider linking to my articles? It won't cost anything.

Here's all you have to do:

1. Link to: http://www.producersweb.com.

2. On the right side of the page, you'll see a box reading: "Get Real Time Notifications." Look right below that and you'll see three boxes. Just click the box that says, " Become a fan of Michael Lovas today! "

3. Click the button that says, "Sign me up today."

Please let me know if you like what you see in the Report. We can explore the best ways to help you learn these skills first-hand.

In advance, I thank you for placing your trust in me.

Michael