Communicating to consumers is sometimes a tricky and difficult process, but it doesn’t have to be! Understanding the consumer mentality when they say yes to a sale is paramount for determining the right marketing strategy, and a lot of it comes down to basic psychology.
The use of certain words can help build a relationship with the consumer by establishing trust. These words are effective when creating and promoting a brand:
Consumers want to feel important; as though they are the only ones getting the fantastic deal or belonging to an exclusive club. By advertising exclusive, time-sensitive options to consumers there is a motivation and an instinctual desire to act quickly.
Nobody wants to spend more than they have to. If a consumer were interested in buying a computer, but only has a budget of $700, a computer listed at $1,000 would be immediately ruled out as the price is far too high. If they were to come in and see the same $1,000 computer marked down for $800, the special pricing may motivate the person to purchase the item even though it exceeds the original budget.
Speaking of first impressions, it is important to remember that images are processed faster than text. People are on the go, more now than ever, and mobile devices are vital in reaching busy consumer. An eye catching graphic is far more powerful than a body of text, and can be interpreted in a fraction of the time. It is also key to note that people tend to think in pictures and a good looking website or well designed email can make or break a relationship with a new customer.
Most salespeople are familiar with the foot-in-door-technique, but for those unfamiliar, it revolves around the phenomenon that when a consumer says yes once, there is a high possibility that they may say yes again later on. A good start is to get the purchaser to say yes to something small, such as signing up for a newsletter.