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  1. Everyday we are exposed to applied psychology from the adverts we see on the TV, online and in the street all the way through to the sales people we meet and the way that the supermarket is set out to encourage you to buy more.


    Online marketers are becoming more and more sophisticated in the way they track and change their marketing to deliver exactly what the consumer is looking for. Think about how every time you go on Amazon you are presented with a wealth of other products that not only relate to the product you are looking at but also your previous searches and your demographic. Online marketers are also closer to the customers than they have ever been through web analytics.


    By using subtle psychology and persuasive language marketers control not only the direction that your conversation or search navigation heads but also where you end up in the “buying cycle” using clever techniques they and psychological and emotional triggers they engage you to buy their product.


    Every time you plan to by one product, say a stereo, and end up with the more expensive luxury version you have gone through a psychological and emotional journey to get there. Someone or something (advertising, case studies etc) has triggered that emotional or psychological reaction that has convinced you to buy.  

  2. The way in which we phrase a statement of a paragraph can determine its outcome. By assigning an emotion or feeling to a statement we can make it more appealing and gain a better outcome.


    Consider these two statements:


    1.   Jonny clean up your room; or

    2.   Jonny if you were to clean your room feel how good you would feel and then you could invite your friends over.


    The two statements might get Jonny to clean up his room. But the second statement would appeal to his emotional triggers of pride and is more likely going to get him wanting to clean his room as opposed to cleaning it just because you say so.


    This rule applies in the world of sales and negotiation. Instead of simply making a statement if you make a statement that connects with the buyer on an emotional level you will have greater success.


    Consider these two statements:


    1.   If you buy this car is comes in a range of colours and extras to suit your budget; or,

    2.   If you were to buy this car in your favourite colour all your friends will be jealous, this car says you have style and taste, with a price tag that says you must have made it in life to be able to afford it.


    You might sell the car with either statement but with the first one the buyer would no doubt have already decided they were going to pay. With the second you have painted a picture and played to their pride ego. You have told them how their friends will envy them, told them that they have great style and taste and added in another stage of pride that being they are well off enough to be able to afford it.


    It is not rocket science, it just takes a bit of thought, practice and imagination. This is just the very basics in psychological sales techniques.