Psychology Hacks to Boost your

Marketing

We all have the same primitive part of the brain.

Its called the

amygdala, it controls
our gut reactions &
emotions

We all have the same primitive part of the brain.

Its called the

amygdala, it controls
our gut reactions &
emotions

It works much
faster than our
conscious mind

We all have the same primitive part of the brain.

We have gut reactions in 3 seconds or fewer.

We have gut reactions in 3 seconds or fewer.

Emotions make a more lasting imprint than rational thoughts.

We have gut reactions in 3 seconds or fewer.

Emotions make a more lasting imprint than rational thoughts.

Emotions are processed 5 times faster than conscious thoughts.

So keep this in mind when it comes to your marketing:

People dont buy products or services.

Source: http://www.fastcompany.com/3032675/hit-the-ground-running/5-psychological-tactics-marketers-use-to-influence-consumer-behavior

So keep this in mind when it comes to your marketing:

People dont buy products or services.

People buy answers to problems, solutions to needs,

pathways to wants or a secret door to their heart's
desires. Its not a costume, its becoming a superhero.
Source: http://www.fastcompany.com/3032675/hit-the-ground-running/5-psychological-tactics-marketers-use-to-influence-consumer-behavior

Aim for the

gut reaction

Use words and images that

create excitement, urgency
or even low-grade anxiety.

Marguerites cat
Bombalurina,
takes a selfie

Promote exclusivity
Near the top of Maslows hierarchy of
needs pyramid sits self-esteem. People
want to feel important, like theyre
part of an exclusive group. Thats why
advertising copy sometimes says:

"Were not for everyone."

Source: http://www.fastcompany.com/3032675/hit-the-ground-running/5-psychological-tactics-marketers-use-to-influence-consumer-behavior

Set minimums

Brandons dog, Riley,

jumping through hoops
and throwing shade

Help customers break action paralysis. Research by professor

Robert Ciadini showcased how adding a minimum to a request
increased donations for the American Cancer Society by 78%

Remove the stress of potential roadblocks

Remind your customers how easy it is to get started

(no payment for the first month, etc).

Invoke the power of labels

Most people would say that they dont like to be

labeled. Individualism is certainly a strong trait that
many people believe in or think they believe in.

Fact is, labeling and

encouraging association to a
specific social group has
shown to increase peoples
participation and interest.

In a behavioral study examining voting patterns, researchers found

that people who were randomly labeled as politically active were
15% more likely to vote.

Despite the fact that they were

randomly chosen, the label ended
up affecting their actions.
Label your customers as a part of
a superior group and their actions
will reflect those characteristics.

Our brains love images

The primitive brain is

particularly drawn to
images of danger, sex
and food.

But dont overdo it in your marketing; the jury is still out

on whether a sexy bikini-clad motocrosser eating a
cheeseburger gets more conversions.

(Ladies, send any photos of that nature to our COOl, Bill, would love to see
that. Send any photos of that nature to Bill@MovingTargets.com)

Our brains process images 60,000 times faster than text.

90% of all data that the brain processes is visual.

We comprehend and remember pictures

with text more than text alone.

We comprehend and remember pictures

with text more than text alone.
How could you
possibly forget
these faces?

Design for scanning

79% scan online content rather than reading it word for word.

Design for scanning

79% scan online content rather than reading it word for word.

100,500 digital words consumed by the average US consumer daily.

Frame messages as a story

Use a strong title and interesting hook to hand your
audience the information you want them to have.

Show faces

Natural selection favored humans who were able to

quickly identify threats to build relationships. Were all
able to do that today by simply reading facial expressions.

Human beings are hard-wired

from birth to identify the
human face.

Part of the brain that processes images is right

next to the area that processes emotions.

All images of faces grab

our attention, but
babies light up emotion
receptors.

Consider using a face that looks toward your call to

action. Close-ups work best and eye-tracking studies
show well look where theyre looking.

Speaking of calls to action

If a call to action creates urgency or fear, people will block

it out unless they have specific follow-up instructions.

Heres how
1.
2.
3.

Prime to act with a sense of urgency

Give instructions on what to do in order to get started
Assure that peers already use the service for their own benefit

Color matters

There is more to color choice than what looks good.

Different colors send different signals to our brains.

84.7% of consumers cite color as the

primary reason they buy a product.

Personality/Emotions:
- Evokes strong emotions
- Encourages appetite
- Increases passion and
intensity
In Marketing:
- Increases heart rate
- Used by restaurants to
stimulate appetite
- Creates urgency; often
seen in clearance sales
-Used for impulsive
shoppers

Personality/Emotions:
-Increases
Yellowcheerfulness,
warmth
- Causes fatigue and eye
strain
- Makes babies cry
- Stimulates mental
process and central
nervous system
- Encourages
communication
In Marketing:
- Represents optimism,
youth
- Used to grab attention
of window shoppers
- Shows clarity

Personality/Emotions:
-Associated
Blue with
water/peace
-Most preferred by men
-Represents calmness or
serenity
-Curbs appetite
-Increases productivity
In Marketing:
-Signals productivity
-Often used in corporate
business because its not
invasive
-Creates sense of security
and trust in a brand

Personality/Emotions:
-Reflects
excitement,
Orange
enthusiasm
-Shows warmth
-Warns of caution
In marketing:
-Signifies aggression
-Creates call to action:
buy, sell, subscribe
-Attracts impulsive
shoppers
-Represents a friendly,
cheerful, confident brand

Personality/Emotions:
-Constitutes
Green health,
tranquility
-Symbolizes money
-Denotes nature, new
growth
-Alleviates depression
-Envy, jealousy guilt
In marketing:
-Used to relax in stores
-Associates with wealth
-Green M&Ms are said to
send a sexual message
-Has long been a symbol
of fertility

Personality/Emotions:
-Showed
Purpleroyalty, wealth,
success, wisdom
-Mystery, moodiness
In marketing:
-Often used in beauty or
anti-aging products
-Used to soothe or calm
-Represents a creative,
imaginative, wise brand

Got it? Lets recap

1.
2.
3.
4.
5.

Trigger emotional responses

Sell benefits, not features
Promote exclusivity
Make it easy on your customers
Use images to contextualize and
reinforce copy
6. Tell stories
7. Support call to actions
8. Colors are more than just pretty
things to look at