The early era of marketing and even in some circles today, marketing was seen more as an art form instead being based on science. But thanks to modern-day psychologists, marketing is being transformed into a science. Psychology, the study of human behavior is bringing a lot of understanding about how people make buying decisions.
The more you understand how your clients and prospects make their buying decisions the more effective your marketing will be. According to Geoffrey Gitomer, “it’s better to learn why or how people buy than it is to know how to sell”.
Here are five scientific truths you should keep in mind when conducting your marketing.
Scientific fact #:1 People make their buying decision subconsciously.
Have you ever run an ad and didn’t get the instant response you thought you should of? And as a result you stopped running your ad. This is a big mistake because people make their buying decisions at a subconscious level. The most effective way to influence peoples subconscious is through REPETITION. That’s why one-time ads almost never work. Repetition is very reliable at influencing the subconscious, but it doesn’t do it quickly. Being patience with your marketing activities is critical to your success. Don’t give up on your marketing activities too soon.
Scientific fact #2: Your marketing can be twice as effective if you target it at both right-brained and left-brained thinking people.
Science has proved that some of us are influenced by logical, reasoned thinking, like Spock from Star Trek (left-brained) and others are influenced by emotional, aesthetic appeals (right-brained). According to research the actual numbers are: 45 percent left-brained, 45 percent right-brained and 10 percent balanced- brain. The challenge for all of us as marketers is to find ways to make our marketing appealing to the two largest groups.
Scientific fact #3: Science can help predict consumer behavior, but you can’t always rely on consumers to provide you with accurate information.
Accurate predictions of your customers and prospects buying behavior is possible if you can get them to state their honest attitudes. But unfortunately in customer surveys stated attitudes are often not their honest attitudes that they will base their actions on.
For example, in one survey 76 percent of people stated they exercise regularly, yet 59 percent of the population at the time was overweight. You have probably been in situations where a prospect says they want to buy, but when the moment came to write the cheque or get together, your calls were never returned. When it comes to making buying decisions, people don’t always do what they say they’ll do. So keep this in mind when you do customer surveys.
Scientific fact #4: To speed up the closing of your sales you must create a human bond with your prospects.
Evidence for the need for the human bond is indicated by the fact that people would much rather do business with someone they know, like and trust. Before you start your sales presentations, try to make friends with your prospects. Pre-sell yourself and your services before you make your sales pitch. If you want to get more referrals you need to build stronger human bonds with your current and past clients.
Scientific fact #5: People have a basic need to belong to something.
To take marketing advantage of this need you could develop an exclusive club for your current clients. Communicate with them regularly. Provide them with important insider information. Treat your customers and prospects in ways that gives them a sense of belonging. In a social media context author Seth Godin calls it, building your tribe.
If you would to learn more about the psychology of buying behavior checkout
Dr. Robert B. Cialdini’s book: Influence: The Psychology of Persuasion.