Chapter 4 of PSYCHOMarketing by Roger Nichols
Highlighting the product’s shortcomings
Numerous marketers are aware that we tend to doubt the authenticity of products as they explain them to us. Using everything they’ve got, then, some skilled marketers choose to reinforce their claims by including the limitations of the products, a fact the people they are speaking to may not even be aware of. This perceived truthfulness makes people believe the marketers and in turn persuades them to purchase the product. Summarily, if people don’t perceive the marketers as credible, they will not be convinced to buy the products, and the highlighting of the flaws of the product turns out to be an excellent way of optimizing credibility.
Using images instead of text. Brain studies have shown that we humans think in pictures; I’m sure you know where I’m going with this: some marketers take full advantage of giving our brains what they need to buy their products. It is true that a picture makes a more significant impact on people than a thousand words, because people are not likely to read all the words. People also tend to remember images rather than words. It has been discovered that attaching a picture will make or break a sale when one is considering an online purchase.
Obeying the “start small principle.”
Also known as the “foot-in-the-door” technique, this is a strategy in which marketers offer the potential customer something inconsequential, to begin a relationship. For example, a non-profit organization might initiate a connection with people by asking them to supply their emails so they can receive updates about the organization’s progress and events. The main reason for the relationship is to get people to donate, but the marketers know that if they go straight to the point, most people will not be willing to give. After being kept abreast of the impact and developments of the organization, however, more people will be ready to give to support the organization. On the other hand, some marketers use the “door-in-the-face” technique, which is the opposite of the “foot-in-the-door” approach. When marketers use the first approach, they make a significant request of the customer, which they know will definitely be turned down. After this, they make a smaller request. When this happens, the people are less likely to turn down the request. We see this in Donald Trumps’ The Art of the Deal: make an outrageous claim and then everything after that appears reasonable.
Using random freebie schedules
People like freebies! Marketers take advantage of this to influence current and potential customers. They introduce add-on freebies for every product or service purchased. It has also been discovered that having a random giveaway is more effective than using a fixed one, for instance, giving a free drink randomly rather than providing a free drink to people who come to a restaurant for the tenth time. This practice is based on the psychological principle called “operant conditioning” (also called “instrumental conditioning”), in which people relate a given behavior to a consequence. Also, the freebie can be something that is not even associated with the product of the firm. For example, if food is the product, the freebie could be a pen or a notebook. This principle is called “classical conditioning.”
It doesn’t stop there. So many other tactics marketers use to influence their people include: placement, humor, amusement, appealingly framing sales pitches, appealing to people’s senses, connecting with people on emotional levels, and even using eye contact.