It’s true; marketing is very much related to psychology. When you don’t know what your prospect needs to hear, and how they want to hear it, it becomes challenging to convince them of even their most desired needs.
In other words, market research. Let’s take an example of politics. A politician who wishes to attract as many supporters as possible closely looks at his audience. What do they like? What do they need? What do they want to hear? Once he knows all he can, he goes on to asking questions. Polls and surveys are made to know more about the people. It’s as important at that point too to know what the people don’t want to hear and anything that would make them resist. Similarly a good marketer will master listening and observing more than taking action.
With the least refused words, the people get turned off. But how do you know what not to say? There are basic rules. Mostly it is strongly related to culture, associated behavior and previous experience. At this point you need to understand how your audience feel about names, colors, languages and even attitudes. In some countries for example the word “discount” is associated with cheap products or services. They want to hear more about the value and less about the price. Unlike other cost driven countries who are motivated by the idea of being less pricely and then go on to evaluating the value. You need to avoid using words and suggestions that induce negative emotions.
Well, in many countries people are strongly motivated by religious and ethical messages. That does not mean in any way that you should be promoting for false principles. Instead, you should be looking for the ethical value in what you sell. For example if you’re selling cloud storage space, it’s fair enough that you promote for being a green and paper saving service, and that you help save the trees. Religious messages on the other hand are extremely tricky. You’re either motivating, or using the people unethically. Promoting trips to a religious tourism site is acceptable while promoting for a religious businessman is an act of manipulation, profiteering and using religion
By understanding everything about your target audience, you should now be ready to communicate the right messages. Priority goes to delivering your values first, then you should work on looking appealing and avoiding anything that will turn them off. Messages are composed of visuals and words. The visuals may be ads, package design, staff uniforms, and even product use demonstration. On the other hand words can have a bigger impact if played properly. For a start, say nothing but the truth, it is always the most appealing and believed. Pick your words finely and research synonyms to match your audience’s language.
There’s still much more to be told about this, so why don’t you wait for the coming article saying more about psychology of clients 😉
During Ramadan we anticipate what Pepsi and Coca-Cola are going to bring to the table and they never fail to surprise us with creative ads that become memorable. Take a look and see how they’ve changed up until now.
Starting a business is a great thing, but being able to continue in the market and grow steadily while creating customer loyalty this definitely requires a lot of hard work and constant development.
Here are the 7 steps for a business to thrive:
A business plan for your project is not sufficient for your entire business and for the years to come.
That’s why you always need to be prepared with new plans to meet with the continuous changes in the market and updating it regularly.
Also, as your business grows you plans need to evolve accordingly and stay vigilant to new opportunities or risks that come your way, but always ask yourself before taking any chances if they are beneficial for your business, if you have what it takes to handle them, and how to deal with any potential risk.
Market research isn’t done once before a business starts.
No, it has to be done on a regular basis because the market won’t stay the same forever and neither should you.
Also, as you update your market research remember to update your product/service to keep up with your competition that will grow and get stronger as you succeed.
Always bear in mind that while you are working on keeping your loyal customers and gain a wider range of new ones to turn loyal , so as your competition.
Knowing your competitors well can be very effective and boosting for your business.
See what they have to offer and learn from them because they might be doing something that can be helpful if you apply it in your business as well.
It’s crucial for an on growing business to maintain their cash flow under control because if things aren’t right in this area that can hinder your business from growing further.
So, make the best use of your finances when you’re putting or updating your business plan to help assess your possibilities and evaluating new opportunities too.
Planning ahead helps you determine what will your financial needs be and whether you’re going to need investors later on or not and to know your keys of growth and work on prioritizing.
All businesses produce a lot of information, financial records, customers’ relations, business contacts and staff records.
All of these data needs to be collected right and stored correctly for future use and reference and to keep track of your business.
Without a solid management information system, you won’t be able to manage your work effectively; investing in the right infrastructure for your business will pay off now and later on leaving room for growth.
Self-development is a must, the skills you had that helped you start off your business won’t be enough to help it grow and thrive.
You’ll need to provide training to obtain new skills whether for yourself or your staff members, so you can begin to delegate tasks and have a management system as your business expands to stop worrying about every single detail yourself.
Settling for what you’ve achieved can be a great threat to your business’ growth, that’s why you have to regularly check your business plan and update it to meet the market’s changing conditions.
Don’t stop once you’ve established some success and profit, that’s not how a business works.
You need to check if you’re going to deal with the same suppliers or expand and deal with new or bigger ones, check your contracts and reevaluate them, regular on the job training for your staff and keeping up with the latest technology.
Starting a new business and work on maintaining it isn’t easy, but it’s definitely worth it when you get to see your hard work pay off. Success never happens overnight it needs a long term of focusing, discipline and perseverance to get there.
Seems like technology is the star in 2015 with more than 5 companies ranking the highest among others in different fields from F&B to manufacturing. So, check out their ranking
As Marketers we just can’t stop noticing all the campaigns and marketing activities happening everyday. Some of them are awesome, some okay, and some will just be remembered forever as the campaign that sucked!
We’ll be giving our opinion about different campaigns for all sorts of companies, special emphasis on the big ones who have the luxury of choosing exactly what they need.
On the other hand, how about having the courage to share your own campaign and let the experts tell you what they think? We’re here to make it all better, so just do it 😉