Last Updated on August 9, 2022 by James Ewen
Perhaps we may use facial expressions whenever we are talking to someone or some body language that will allow people to understand what we mean fully. But, no matter how you look at it, understanding the importance of psychology makes you understand customers.
All customers have their own perspectives, but trying to understand how they think or what they are trying to do is the most important thing. After all, the whole idea of marketing campaigns is to understand what people are thinking.
Don’t go anywhere because, in this article, we will show you the x ways of how you can understand the psychology of customers and use it to convert leads.
Let’s dive right in!
Paradox of choice
The paradox of choice is a situation where people are presented with too many options and don’t know what to choose from. In this situation, even when people make a decision, it’ll be difficult or even cause them to think they made a mistake. Therefore, the last thing you want to do in the marketing world is give shoppers too many options to choose from.
The last thing you want is for your customers to feel like their decisions are out of their control. So, whenever you are setting up your customer engagement strategy, you don’t want to send an email full of choices and include too many offers in the email. Instead, try including the most valuable options from the beginning until the end.
Moreover, offering your consumers a limited number of options is an excellent way of breaking through this paradox. Try to analyze what your consumers like the most and offer them two or three solutions; it wouldn’t be the best idea to provide more. This way, you’ll look more knowledgeable and encourage your consumers to return each time they wish to buy something.
After all, according to a Harvard study, having fewer options shows that you are better off, so it might result in more growth.
Maybe you have or haven’t heard about stories. Well, let’s tell you one thing, and that is the fact that stories are one of the most engaging ways you can make your audience listen to what you have to say.
After all, you can talk all day, but if your story isn’t engaging and you don’t know how to engage your audience, your words aren’t worth listening to. Storytelling will beat statistics 100% of the time, and with the rise of information consumption each day, people hate to be sold to. So instead, they would rather listen to a story.
Stories encourage our feelings, excitement and naturally make us listen. Because of this, storytelling is one psychological strategy you can use to build robust connections.
You want to set up an offer with storytelling skills from a lead-gen perspective. This way, you trigger emotions, raise engagement levels, and build a more effective relationship with your audience.
Overall, a good story has three things: a beginning, middle, and end. In order to convert leads with a customer success story, you need to start from the customer’s problem. After, you identify how your product was able to solve it.
Use order form templates
Order form templates are an excellent way to allow customers to place orders online for your product or service. Moreover, you can create and share forms easily with an HTML form builder. In addition, the form builder allows you to add the products and services that you are selling, where you can apply coupon codes, add your brand and logo, collect online payments, and much more.
Understand the type of buyers you are communicating with
According to experts, there are three types of buyers: the average spender, tightwads, and spendthrifts. The most challenging customer to convince to buy from you from these three is the tightwad. They are usually heavy savers and prefer to save money instead of spending it. On the other hand, we have spendthrifts, which are excessive spenders and don’t pay attention to saving habits.
Furthermore, here are some examples of what you have to convince average spenders are, more importantly, tightwads:
- Try to retarget the cost of the product; for instance, if the product is $2000 per year, make it its monthly price, so the number is easier to process.
- Include that you won’t give additional costs after subscription, so tightwads don’t feel insecure.
- Include a monthly payment for unlimited access instead of including features in different plans and making users pay per service and features.
Understand your customer’s challenges
Humans are always concerned about running away from challenges compared to pleasures. So whatever your business offers, it should provide a solution for a person’s issues so that you ensure your marketing strategy covers all pain points.
You can try surveying your customers and seeing why they want to buy from you, or maybe even what you can improve. Then, ask yourself what challenges you solve, and after you do that, continue using that language to improve how you market products to people and understand their issues.
Give your customers a why
Naturally, we tend to agree much more when we understand the reason behind things. People will always do something once you give them reasons to do so. So, before you promote your product or service, you need to ask yourself whether you would buy your product or not.
Urgency is one of the primary factors that encourage people to take action. Furthermore, urgency is something that top marketers use. For example, whenever you sell a product, you can include call-to-actions (CTAs) that encourage a sense of urgency, such as: “Act Now,” “Hurry, limited offer,” and other CTAs you can think of.
Urgency will encourage people to take action because they know another opportunity might not come anytime soon. To better urge people to take action, you can try including a timer, such as “Offer ends in five days.”
Additionally, you can also use reminder emails. Most people will initially ignore reminder emails, but follow-up emails will make them re-open the email. You could even try personalizing these emails by including first names and more creative ideas you can think of.
Above all, whenever you write personalized emails, you should always consider communicating with your team to gather new ideas and enhance your creativity.
Color psychology is a method to change feelings and thoughts taken for granted much more than we think. Each brand has its own colors that represent everything they have to say. For example, the color red represents love; the color white represents peace and many more friendly signals.
Take an example from yourself, look at a color, and see what kind of feeling it gives you. By applying this psychology, brands will use different colors to attract customers’ attention.
Give your customers easy answers
From a business perspective, we know people want to be lazy and have things as quickly as possible. At a basic level, human beings are generally lazy if we think about it. So, in order to make our lives easier, we will do anything. You can justify this the second you think of ordering or cooking; you would most of the time instead order than cook at home, right?
Moreover, we would prefer working from home instead of waking up earlier and going to an office. It’s better to stay in your pajamas than to dress in a suit every morning.
From a business perspective, the idea is the same. To generate leads, you need to give your customers easy answers. By ‘easy answers,’ what exactly do we mean? For example, whenever you want to sell a car, you can simply go on a car-selling site or even on Facebook and post images of your vehicle. If lucky enough, you might sell it within the day.
Decades ago, you had to get the word out, put up a sign, or even take your car to a dealership to sell your vehicle. Things have changed, and the digital world has made our lives easier, making us lazier!
Wrapping everything up
That’s about it for this article. These are the top nine ways you can use the power of psychology to convert leads into new customers. Sadly, many businesses worldwide don’t consider psychology to be as much of an important trait in customers, but understanding your customer is understanding everything about business.
At the end of the day, it all comes down to what your customer wants and not what you want!
James is the head of marketing at Tamoco