Advertising Psychology: How To Incorporate It In Your Strategy

Oct 14, 2020

2 min read

Advertising psychology has long been helping marketers to influence customer’s behaviour and essentially, increasing the return on investment.

The better you understand the human mind, the better you’ll be able to persuade customers to convert.

And, if you think about it, marketing is really about applied psychology.

Smart, skilful, honest marketers use psychology legally, ethically, and respectfully to attract and engage consumers, and compel them to buy.

What makes a customer want to buy a product?

What makes them become loyal to a brand?

Consumer behaviour is incredibly interesting, and sometimes the answers are a lot simpler than marketers make them out to be.

How can you incorporate psychology into your marketing strategy?


Everyone likes to think they make well researched and informed purchasing decisions the majority of the time.

And we know, this isn’t true.

When our emotional desires begin to shift toward a prospective brand, we align our reasons to be consistent with that intention.

Demonstrating how that new computer will improve a potential customer’s life tends to have more influence rather than explaining how it works.

Introduce Fear, Uncertainty And Doubt

Fear, uncertainty, and doubt, or FUD, is often used legitimately by businesses and organizations to make consumers stop, think, and change their behaviour.

FUD is so powerful that it’s capable of nuking the competition.

No one likes missing out on anything, which is why promoting a product that has a time or stock limits is far more likely to influence your customer’s behaviour.

Reduce Options

“I’ll need a minute.”

Have you ever been to a restaurant that had such an extensive menu that you became frozen with indecision?

Perhaps you’ve been shopping online and there is that many variations of what look like very similar products with different product codes that you’ve just given up.

It’s not just you, its psychology at play.

So keep the available options short.


Use Social Proof

Your social proof, or social influence, is still considered to be the most effective marketing strategy.

It doesn’t matter which corner of the globe you look at, people are looking for the same thing – social acceptance.

We have a desire to fit in with the rest of the crowd which affects our lives in a variety of ways, including our purchasing behaviour.

Include real testimonials on your sales pages from happy customers.

Social share buttons, e-mail subscriber counts and Facebook fan boxes all help towards conveying social proof and you social popularity.

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