Before you define your audience, research your audience, create a “buyer persona” or anything else, it’s important to understand how the mind works universally.
Psychology plays a HUGE part in marketing. It always has. Many of the most effective marketing techniques of all time are effective because they somehow tap into a deeply ingrained, hard-wired part of our brain—usually a relic from a time before civilisation.
Take the idea of scarcity, for instance…
If your marketing campaign demonstrates that you don’t have an endless supply of what you’re offering, suddenly there is a need to buy and a fear of postponement. Making products or services scarce has worked forever.
But the important thing to understand here is why scarcity works.
Imagine walking through the forest thousands of years ago and finding a plate of delicious steak after three days without food. Whatever you were planning to do during your forest walk can wait, you eat then and there. Why? Because food is limited and finding steak in the forest is a scarce occurrence.
Civilisation has progressed much more rapidly than our evolution has. As such, we’re still full of triggers, responses and urges that are linked to our very survival as a species. They’re a little outdated, but they’re still there.
And it’s those triggers, responses and urges that great marketers use to bring a product or service to life. To show why it’s important on a deeper level, beyond saving a little bit of money or impressing a couple of people.
A great ad has the power to cause your buyer to go into a frenzy. They’ll start reading at a modest pace, and then—faster and faster as their heart starts to beat out of their chest until they’re scrambling for their credit card because they’re excited about how you can change their lives.
But no matter how good what you offer is, your reader will never feel like that if your marketing isn’t striking at the deepest parts of the human psyche (or the “chimpanzee brain” as the late Eugene Schwartz calls it).
That’s one of the many reasons our free media audit is a helpful tool for any business owner looking to boost their sales and acquire loyal customers.
We unpack your entire marketing strategy, take a look at the components, rebuild it and tell you where you could improve and where you’re doing well.
And we do it for free.
Are YOUR campaigns falling flat? Are you SURE they’re striking at the heart of people’s problems? You’d be amazed what a major difference a minor tweak can make sometimes.
