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 😉