In this very interesting video, marketing expert César Dabián talks about psychomarketing: these mental processes that lead us to buy products and services.
We love this video because while it explains that psychomarketing can be a tool used to deceive or manipulate the opinion of our potential customers, it insists on the importance of understanding these mental processes by working with honesty and integrity: stealing and deceiving your customers will only give you a bad reputation and one-off sales from customers disappointed by your brand!
We summarize the 6 concepts of psychomarketing in detail in this video:
- reciprocity: we all feel an innate desire to give something back in return for what we receive and brands know this. That’s why they offer us free demos, “now for only X€” memberships, offers, etc. So remember: you will have to give to your customers to receive their loyalty, their trust… and, of course, their orders.
- Consistency: appeals to the human desire to appear consistent with our decisions and commitments. If I’ve been a premium customer of a brand for a long time, I won’t leave “because it’s a shame to lose all these points”… So making your customers loyal by rewarding their loyalty can also prevent them from leaving for the competition.
- social approval: we love labels and feeling part of something. We are urbanites, hipsters, sybarites or foodies, hippies or market sharks and we love it. So one of the most efficient techniques of brands is to propose us a range of molds to be part of one “tribe” or another.
- real or perceived influence: we trust those we identify as people of authority to give us recommendations: from our doctor, our parents, or our favorite influencer on Instagram, we all look for referents to follow.
- difficulty or scarcity: the more difficult it is to obtain something, the more valuable it seems to us, we are stubborn like that. That’s why collectibles cost so much money. And that’s why you jump on any ad that says “Offer, today only!”
- sympathy: Human relationships are the most important in our lives, whether personal or professional. So here are three tricks for your business: take care of your service, take care of your service and take care of your service.
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