14 Psychological Triggers to Increase Your Sales

14 Psychological Triggers That Will Win Over Customers and Increase Your Sales

Posted 6 years ago by Mary Blackiston

Marketing is听all about trying to听influence people.

But here鈥檚 the听thing: How can you possibly influence people if听you don鈥檛 really understand them? My听thoughts exactly.

Which is听why, in听order for听marketing to听be听successful, it听helps to听first understand the听psychology behind consumer behavior. What makes people tick? Why do听people tend to听make certain decisions and听not others? And most importantly, what can you do听to听get people to听not just buy from you, but turn them into lifelong advocates for听your brand?

This blog post will help you figure out how to听do听that. Intrigued?

Read on听to听find out 14听psychological triggers that you can take advantage of听in听your marketing.

1.听People Want What They Can鈥檛 Have

Ever notice how just when you find out that something (or someone) is听unavailable, you want it听much more?

It鈥檚 totally irrational and听yet鈥ormal. Whether it鈥檚 a听person, a听product, a听career, or听whatever else, we听all seem to听want what we听can鈥檛 have.

When something (or someone) is听desired by听辞迟丑别谤蝉鈥攐谤 if听that something seems to听be听off-limits, exclusive, or听difficult to听辞产迟补颈苍鈥攚别 crave it听more. It鈥檚 just human nature.

What You Can Do: Make your products or听services seem more desirable by听reminding your potential customers that other people are also interested in听what you have to听offer. Play on听their FOMO (fear of听missing out), like Booking.com does:

Show your remaining stock levels. Emphasize the听fact that your products are running out. Or听you could imitate and听make a听few products available only during certain times of听the听尘辞苍迟丑鈥攁苍诲 then show a听countdown clock counting down the听hours and听minutes until those products become available.

Ooooo the听suspense!

Whatever you do, highlight the听fact that your products are coveted, special and听别虫肠濒耻蝉颈惫别鈥攁苍诲 in听all likelihood, your customers will come to听believe it.

2.听People Separate Market Norms from Social Norms

Imagine this scenario: One of听your good friends is听moving to听a听new house and听asks you for听some help with the听move. Would you agree?

If听you鈥檙e like most people, the听answer is听yes (assuming that you have no听prior obligations, of听course).

But how about this: That same good friend is听moving and听says that they will pay you $10听to听help with the听move. Now would you agree?

If听you鈥檙e like most people, you might feel a听bit cheated or听even offended by听such a听low price. 聯My time is听more valuable than that,聰 you might say. You also might feel a听bit weirded out that your friend offered to听pay you for听a听favor in听the听first place.

But in听the听first scenario, you鈥檙e not being offered any听money at听all鈥�$10听should be听better than nothing, right? So听what gives? Why would you agree to听help your friend move for听free but not for听a听measly price of听$10?

It听has a听little something to听do听with social and听market norms. Just like they sound, social norms are the听norms that exist between family and听friends, whereas market norms are the听norms that are tied to听the听business world and听involve some sort of听exchange.

Social and听market norms also help explain why it听would be听really strange to听show up听at听a听dinner party and听hand your host a听wad of听cash (yet totally acceptable to听hand over a听bottle of听wine).

滨苍听迟丑别听产辞辞办, Predictably Irrational: The Hidden Forces That Shape Our Decisions, author, Dan Ariely, talks about how 聯introducing market norms into social exchanges violates the听social norms and听hurts the听relationships. Once this type of听mistake has been committed, recovering a听social relationship is听difficult鈥ocial norms are not easy to听reestablish.聰

What You Can Do: You鈥檝e probably noticed that many companies nowadays rely on听social norms, treating customers like good friends instead of听buyers. , the听men鈥檚 short shorts company, is听one good example:

You can see that Chubbies talks to听their customers in听a听very playful, informal manner, as听if听they were close friends.

But let鈥檚 say you read that email and听decide to听buy one of听their shorts. Then after the听shorts arrive, you change your mind and听decide to听return them. But you call the听customer service line and听it听rings incessantly鈥o one answers. Or听someone answers, but they are rude and听short with you. Or听they speak to听you like they are reading off of听some script. They tell you unapologetically that you can鈥檛 return the听shorts unless they arrived with a听defect.

You would probably feel a听bit confused. Because based on听that initial email and听your previous interactions with Chubbies, you might have expected them to听be听friendlier and听more flexible. The mixing of听social and听market norms would probably throw you for听a听濒辞辞辫鈥攁苍诲 cause you to听lose trust in听the听brand.

Bottom line? If听you treat and听talk to听your customers like good friends one minute and听then turn around later and听act very distant, robotic and听cold, then your customers will take 苍辞迟颈肠别鈥攁苍诲 you will most definitely lose their trust.

If听you want to听use social norms to听connect with and听relate to听your audience, then that鈥檚 great. But keep in听mind that it听does require commitment. With social norms, you鈥檒l want to听treat each customer like an听individual, which means that you鈥檒l probably want to听have a听very flexible return policy. Surprise your customers with a听freebie or听a听handwritten thank-you card along with their purchase. and听go听above and听beyond for听your customers.

Running a听business using social norms might take more work, but if听you stick with 颈迟鈥攁苍诲 don鈥檛 introduce market norms down the听濒颈苍别鈥攊迟 will most likely pay off.

3.听Human Beings Need to听Fulfill Certain Needs

According to听an听American psychologist Abraham Maslow, people have a听hierarchy of听needs that they are constantly seeking to听fulfill.

The hierarchy of听needs is听arranged in听a听pyramid, with the听most basic needs, at听the听very bottom of听the听pyramid, being fulfilled first, and听the听less important needs being fulfilled (or seeked out) once those basic needs are met.

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First comes physical needs (the need for听food, health, water and听sleep). After that is听the听need for听security and听shelter. Once those needs are met, people look to听satisfy their social needs (to love and听be听loved; to听feel belonging). After that, people aim to听satisfy their ego (to boost their self-esteem, confidence and听power). Lastly comes the听need for听self-actualization 辞谤听驳谤辞飞迟丑.

What You Can Do: Your brand should be听fulfilling one of听the听following needs:

Physical
Security
Social
Ego
Self-actualization

If听not, then your business is听probably suffering as听a听result.

Think about exactly what need your brand helps your customers to听fulfill. Does your brand or听product help your customers feel like they belong? Speak to听their social needs. Do听you help your customers feel like they are more powerful? Tell them how you satisfy their ego.

Whatever need you are helping your customers fulfill, make sure that you are always reminding them of听how you are helping them to听fulfill that need.

4.听People Are Drawn to听Things That Are Familiar to听Them

According to听the听mere exposure effect, people prefer things that feel familiar to听them. The more that we听are exposed to听something (or someone), the听greater liking we听develop for听that thing (or person).

What You Can Do: Be听consistent in听your marketing efforts. Because the听more consistent you are, the听more familiar you will become to听your 肠耻蝉迟辞尘别谤蝉鈥攁苍诲 the听greater liking they will develop for听your brand (and products).

5.听Expectations Define Experiences

Have you ever noticed how food tastes better at听an听expensive restaurant?

Turns out, there鈥檚 a听reason for听this: Our expectations shape our reality. So听because you expect the听food to听taste better at听an听expensive restaurant, it听does.

Predictably Irrational author, Ariely, ran experiments that proved this. In听both experiments, he听gave the听participants regular beer and听beer with vinegar in听it. In听the听first experiment he听ran, he听told the听participants beforehand which one had vinegar in听it. Most of听them said they preferred the听beer without vinegar in听it.

In听the听second experiment, he听waited until after the听tastings to听tell the听participants which one had vinegar in听it. This time, many more people said that they preferred the听beer with vinegar.

Why? Because their expectations shaped their reality. Before they tried it, they expected the听beer with vinegar to听taste bad, so听it听did taste bad. But when they didn鈥檛 know what they were tasting beforehand, they were surprised to听find that they actually did like the听tampered beer.

That鈥檚 also why more expensive medicine works better than cheaper medicine ().

What You Can Do: Prime your customers with things like a听high-quality website and听beautiful packaging. Don鈥檛 devalue your 辫谤辞诲耻肠迟蝉鈥攕别濒濒 them for听what they are worth. Because all of听those things will set expectations for听your future customers and听will ultimately impact the听experiences that they have with your products and听brand.

6.听People Are Drawn to听Beautiful Things

What do听the听Mona Lisa, credit cards, hurricanes and听the听iPod all have in听common?

They all are shaped using the听proportions of听the听Golden Rectangle.

To听some degree, beauty is听in听the听eye of听the听beholder. But for听whatever reason, one thing does seem to听be听universal: .

What You Can Do: Use the听Golden Rectangle in听your website design, blog posts, logo design, product design鈥herever you possibly can.

Don鈥檛 have the听skills to听do听all of听that? Hire an听eCommerce web design agency to听do听it听for听you.

7.听People Care More About Losing Something Than They Care About Gaining Something of听Equal Value

Confused about this one? Think about it听this way:

If听you lost $1,000听in听a听bet, chances are, your day (or maybe even your week) would be听ruined. Whereas if听you gained $1,000听in听a听bet, you might celebrate a听bit鈥ut you would be听much more upset to听lose the听money than you would be听happy to听gain it.

础尘听滨听谤颈驳丑迟?

People hate losing things, whether it鈥檚 a听product, money or听whatever else. Once we听acquire something, it听becomes difficult to听let it听go. In听short, says that we听care more about losing something than gaining something of听equal value.

This also helps explain why we听assign a听much higher value to听things that we听own than things that we听don鈥檛 own. One study confirmed this, finding that people who owned mugs assigned a听significantly higher value to听those mugs than their potential buyers did.

What You Can Do: Instead of听always telling your customers what they will gain by听purchasing your product, consider telling them what they will lose by听not owning it. Or听tell them how your product will help them to听avoid losing what they already have.

And I鈥檓 not just talking about a听simple 聯don鈥檛 miss out!聰 email subject line. Go听beyond that. Frame your offer in听a听way that really makes your customers feel the听pain of听not owning your product, like does in听this ad听here:

Just don鈥檛 exaggerate or听go听over the听top with this. Otherwise, your efforts could backfire, and听you could end up听losing your customers鈥� trust.

Lastly, you could use loss aversion to听cross-sell or听upsell to听your customers. For example, almost every time I听buy an听Apple product, I听buy the听guarantee, AppleCare, because I听fear what will happen if听I听don鈥檛: a听broken or听lost product that can鈥檛 be听fixed (a.k.a. Lots of听money down the听drain). Loss aversion is听what makes me听spend the听extra money on听that extended warranty.

8.听People Become Emotionally Attached to听Things Once They Start Using 罢丑别尘鈥攁苍诲 Even Before They Own Them

People don鈥檛 just assign a听higher monetary value to听things that they 辞飞苍鈥攖丑别测 also actually become emotionally attached to听their belongings.

And this can happen even before you own something. Virtual ownership is听the听feeling that you own something that you don鈥檛 actually own. And it鈥檚 often what pushes people to听buy. You know, it鈥檚 that feeling you get sometimes when you walk into a听store and听just have to听have something.

What You Can Do: If听you can, let your customers try out your product before they commit to听a听purchase.

For example, the听online prescription glasses and听sunglasses company, , lets their customers order glasses to听try on听at听home for听free.

By听offering a听unique at-home try-on service, Warby Parker is听able to听stand out from the听competition. They also eliminate the听buying fear that most people have (will the听glasses look good on听me?). And many people who try on听the听glasses will inevitably develop some sort of听attachment to听迟丑别尘鈥攁苍诲 be听more inclined to听make a听purchase.

9.听People Are Influenced by听Free Things

In听Predictably Irrational, Ariely talks about one study he听performed in听which students were offered two different types of听chocolates: a听Lindt truffle for听26听cents and听a听Hershey鈥檚 Kiss for听1听cent. At听these prices, 40% of听people bought the听truffle and听40% bought the听kiss.

But when the听prices of听the听chocolates both dropped by听one cent (so the听Lindt truffle was 25听cents and听the听Hershey鈥檚 Kiss was free), 90% of听people went for听the听free Hershey鈥檚 Kiss.

And that鈥檚 the听power of听free.

What You Can Do: Just this morning, I听received an听email from , my听favorite sun protective clothing brand. In听the听email, they advertised a听free shawl (worth $59.50) for听all orders over $125:

Later on, I听went on听the听site to听buy some sun protective clothing, but my听order only came to听$99鈥o I听actually added another item to听my听cart just so听that I听would be听eligible for听the听free shawl. I听mean come on鈥t was worth $59.50!

Of听course, none of听us听really knows if听that shawl has a听value of听$59.50. But Coolibar certainly helps to听increase its perceived value in听that email by听singing its praises: luxuriously silky to听touch鈥ersatile coverage鈥reathable fabric with built-in 蝉迟谤别迟肠丑鈥�

They leave readers thinking: Wow! All of听that for听free?! That鈥檚 too good of听a听deal to听pass up鈥�

So听with all of听that being said, don鈥檛 underestimate the听power of听free. Treat your customers with a听freebie when they place an听order (even better if听that freebie has a听high perceived value, like that Coolibar shawl). Offer them a听deal that鈥檚 too good to听pass up. Provide them with free shipping.

It听might cost a听bit more upfront to听do听those things, but chances are, it鈥檒l be听worth it.

10. People Remember Stories, Not Facts

Human beings have been telling stories since the听beginning of听the听time. And with good reason: Stories allow us听to听connect with one another and听understand each other better. They entertain us. Hey, why do听you think it鈥檚 so听easy to听become engrossed in听a听good movie or听book?

Moreover, people are more likely to听remember stories. found that, after a听number of听one-minute pitches, 63% of听people remembered the听story, whereas only 5%听were able to听remember a听statistic that was given.

On听that note, Uri Hasson from Princeton says that, 聯a听story is听the听only way to听activate parts in听the听brain so听that a听listener turns the听story into their own idea and听experience.聰

So听if听you storytell the听right way, your story-listeners will likely turn into your customers.

What You Can Do: Create (and tell) a听story for听your brand, in听which your customer is听the听hero (not your product).

Create content that engages your customers. Whether it鈥檚 in听your blog posts, your emails or听on听your social media, find a听way to听relate to听them.

Your About page is听a听great place to听do听this. Instead of听boasting about your accomplishments, your About page should be听where you humanize your brand. Talk about your company鈥檚 humble beginning and听where your team members come from.

The bracelet company, , does a听pretty good job at听this:

Although, they could make this page even better by听adding pictures of听the听founders and听maybe even sharing a听few stories of听the听craftsmen who make the听bracelets.

11. People Like to听Compare Things

Ariely conducted a听study with his MIT students. He听presented them with the听following Economist subscription options and听asked them which one they would go听with:

Out of听his 100听students, 16听chose the听first option and听84听chose the听third option. Not a听single person chose the听middle option. Why would they choose the听print-only subscription when they could pay the听same and听get the听print and听web subscription?

So听he听removed the听middle option and听presented a听different group of听100听MIT students with just the听first offer and听the听last offer. And guess what? This time, 68听students chose the听first option and听only 32听chose the听third option.

What鈥檚 the听rationale here?

The print-only subscription wasn鈥檛 there anymore, so听people no听longer had anything to听compare the听print and听web subscription with. So听as听a听result, it听didn鈥檛 seem like such a听good deal anymore, and听people opted for听the听cheaper option.

Here鈥檚 another example that Ariely gives: In听one experiment, people were offered a听trip to听Rome and听a听trip to听Paris. Many people had a听hard time choosing between the听two. So听the听experimenters tried introducing a听third option, where they offered: a听trip to听Paris with free breakfast, a听trip to听Paris without free breakfast, and听a听trip to听Rome with free breakfast.

This time, most people went with the听first 辞辫迟颈辞苍鈥携别蝉, even though the听Rome trip had a听free breakfast too! Because compared to听the听Paris no-breakfast option, the听Paris with-breakfast option seemed like a听really good deal.

What You Can Do: Make decision-making a听little easier for听your customers by听providing them with easily comparable options. Add a听decoy (like the听print-only subscription in听the听first example and听the听breakfast-free Paris trip in听the听second example) next to听the听offer that you actually want your customers to听go听with, making it听clear which one is听the听winner.

12. People Establish Price Anchors

While living in听the听U.S., I听got used to听paying certain prices: $6-$7听for听a听cold brew coffee, $12听(plus tip) for听a听glass of听wine, $9听for听a听big bag of听almonds鈥�

But then I听moved abroad where things were a听lot cheaper. In听Spain, I听was paying no听more than $3听for听a听coffee, $3听for听a听glass of听wine, and听approximately $4听for听a听big bag of听almonds.

Then I听came back to听the听U.S. and听could barely stomach those prices that I听used to听pay. Living abroad had lowered my听price anchors significantly.

Price anchoring is听where we听establish a听certain price for听a听product in听our mind, and听after that, we听compare all similar products to听that initial price.

What You Can Do: Offer several different versions of听your products. If听you can, prime your customers with your more expensive product first, and听then introduce your less expensive product after that.

Being primed with an听expensive offer will likely put a听higher price anchor in听your shoppers鈥� minds鈥o that the听cheaper offer will seem inexpensive in听comparison.

13. People Want to听Be听Consistent in听Their Behavior鈥o Offer Your Customers Something They Can鈥檛 Say 聯No聰 to听

Have you ever noticed how it鈥檚 much harder to听break a听goal that you set once you tell other people about it?

There are even some platforms that take advantage of听exactly this: With , users pledge to听accomplish a听goal that they set for听themselves by听telling a听group of听friends about it听and听putting a听sum of听money on听the听line. The money remains theirs if听they reach their goal, but if听they don鈥檛, it鈥檚 donated to听charity or听another cause.

Stickk takes advantage of听both loss aversion (people don鈥檛 want to听lose the听money that they pledge, so听they work harder to听complete the听goal) and听the听fact that people want to听be听consistent in听their behavior (once they tell friends about their goal, it听becomes much more difficult to听not follow through with it).

This is听because, from their attitudes to听their actions, . In听his book, , the听author, Robert Cialdini, claims that, 聯Once we听have made a听choice or听taken a听stand, we听will encounter personal and听interpersonal pressures to听behave consistently with that commitment. Those pressures will cause us听to听respond in听ways that justify our earlier decision.聰

What You Can Do: When it听comes to听your marketing, get your users to听say 聯yes聰 once, and听it听will be听much easier to听get them to听say 聯yes聰 to听you a听second time鈥nd a听third time鈥nd, well, you get the听picture.

But in听order to听get that first 聯yes,聰 you鈥檝e got to听make sure that what you鈥檙e asking for听is听something small. You can鈥檛 ask your visitors to听make a听big purchase or听commitment right off the听bat.

Instead, reel them in听with a听 first. A听tripwire offer is听a听low-priced offer intended to听convert your visitors into leads right away, with the听idea being that once they say 聯yes聰 to听you once, they will be听much more likely to听say 聯yes聰 and听buy from you again.

14. Once People Hear About Something, They Hear About it听Everywhere They Go听

Ever noticed how after you hear about something for听the听first time, you start seeing it听or听hearing about it听everywhere you go?

This is听called the听 and听there are two reasons for听it: Thanks to听selective attention, your brain subconsciously pays more attention to听that new piece of听information you picked up. And because of听confirmation bias, each time you hear about it听is听interpreted as听proof that the听subject is听new and听trending (whereas in听reality, you just hadn鈥檛 been paying attention or听aware of听it听beforehand).

What You Can Do: This phenomenon helps explain why retargeting can be听so听powerful. Once people find out about your brand and听product, they will naturally pay more attention to听your ads. And they will pay more attention to听any听information that confirms what they already know to听be听true about your brand or听product (or what you鈥檝e told them about it).

Hone in听on听your USP (unique selling proposition), and听craft a听message that proves to听people just how great your brand really is.

Then, retarget your potential customers with ads that drive home that message鈥gain and听again. From there, the听Baader-Meinhof phenomenon should take care of听everything else for听you.

Conclusion

Marketing is听an听ever-changing industry. Trends, technology and听expectations will continue to听change over time. But there鈥檚 one thing that won鈥檛 change (at least not anytime soon): the听human brain.

So听take advantage of听these timeless, aforementioned psychological triggers, and听your business will reap the听benefits. Guaranteed.

听

About The Author

Mary Blackiston is the Content Marketing Specialist for , a full-service digital agency devoted exclusively to building and growing e-commerce stores.

51视频

14 Psychological Triggers That Will Win Over Customers and Increase Your Sales

1.听People Want What They Can鈥檛 Have

2.听People Separate Market Norms from Social Norms

3.听Human Beings Need to听Fulfill Certain Needs

4.听People Are Drawn to听Things That Are Familiar to听Them

5.听Expectations Define Experiences

6.听People Are Drawn to听Beautiful Things

14听Psychological Triggers That Will Win Over Customers and听Increase Your Sales

7.听People Care More About Losing Something Than They Care About Gaining Something of听Equal Value

8.听People Become Emotionally Attached to听Things Once They Start Using 罢丑别尘鈥攁苍诲 Even Before They Own Them

9.听People Are Influenced by听Free Things

10. People Remember Stories, Not Facts

11. People Like to听Compare Things

12. People Establish Price Anchors

13. People Want to听Be听Consistent in听Their Behavior鈥o Offer Your Customers Something They Can鈥檛 Say 聯No聰 to听

14. Once People Hear About Something, They Hear About it听Everywhere They Go听

Conclusion

51视频

1.听People Want What They Can鈥檛 Have

2.听People Separate Market Norms from Social Norms

3.听Human Beings Need to听Fulfill Certain Needs

4.听People Are Drawn to听Things That Are Familiar to听Them

5.听Expectations Define Experiences

6.听People Are Drawn to听Beautiful Things

14听Psychological Triggers That Will Win Over Customers and听Increase Your Sales

7.听People Care More About Losing Something Than They Care About Gaining Something of听Equal Value

8.听People Become Emotionally Attached to听Things Once They Start Using 罢丑别尘鈥攁苍诲 Even Before They Own Them

9.听People Are Influenced by听Free Things

10. People Remember Stories, Not Facts

11. People Like to听Compare Things

12. People Establish Price Anchors

13. People Want to听Be听Consistent in听Their Behavior鈥o Offer Your Customers Something They Can鈥檛 Say 聯No聰 to听

14. Once People Hear About Something, They Hear About it听Everywhere They Go听

Conclusion

Start selling on your website