5 Psychological Insights to Improve Your Content Marketing

Marketers have used psychology to influence the behavior of customers for years – often with great success.

Being aware of psychological principles is helpful whether you’re building a website, composing a tweet, or writing a blog post. Psychology indicates what colors are most likely to draw the attention of prospects or how long someone is likely to maintain interest in your message. The more you know about how the mind works, the more you can make informed decisions.

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What is behavioural change and what causes it?

All marketers are in the business of changing behaviour. If you’re not changing people’s behaviour in a way that benefits your business, it would be difficult to call it marketing.

Regardless of what your product does, it is highly likely that your potential customers have a ‘status quo’. It may be a competitors product or it may be a substitute such as excel spreadsheets or email, but either way they were using something else to accomplish what your product helps them to achieve.

Therefore, in order to acquire new customers it is your job as a marketer to change their behaviour. To shift them from their current methods of doing things to using your product to achieve the same thing.

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Make An Honest Self Appraisal

If you are willing to accept total responsibility for your investment results, you will realize that you are the most important factor in your trading or investment success. If you have done that, you are way ahead of the crowd.

I once had a call from a gentleman in England who had been working with my home study course. He said, “I’ve been working through the course for over six months. It’s helped me realize a lot about myself, but there is one thing it hasn’t done. It hasn’t given me a positive expectancy system.” The ironic thing about that statement is that I had not attempted to give a methodology. There are several reasons for that: 1)

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Psychological Marketing Strategies 101: Maslow’s Hierarchy of Needs

The internet has revolutionized our lives and impacted nearly every aspect of marketing. It deeply impacts how we as marketers approach and interact with consumers today.

With this, a whole new industry was born: digital and search marketing.

While we embrace the new, a couple of theories have stood the test of time. These are the foundation on which psychological marketing strategies are built. One of those is Maslow’s Hierarchy of Needs. This motivational theory of psychology was developed by Abraham Maslow, a specialist in human behavioral psychology in 1943.

It is a five-tier model of human needs, often depicted as hierarchical levels within a pyramid. Needs lower down in the hierarchy must be satisfied before individuals can attend to needs higher up. From the bottom of the hierarchy upwards, the needs are physiological, safety, belonging and love, esteem, and self-actualization.

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Marketing, Marketing Psychology, Consumer Behaviour, Psychology of the Marketing, Business Psychology, Psychological Research, Consumer Motivation, Importance of the consumer interest in marketing Psychology,The psychology of how the consumer is influenced by his or her environment, Performance in a workplace, Consumer Psychology, ,Limitations in consumer knowledge or information processing abilities, How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer, Product Selling Psychology, Selling Psychology, How to become Marketing Expert, Experimental Psychology, Marketing Stradegy

Consumer Research Methods

Market research is often needed to ensure that we produce what customers really want and not what we think they want.

Primary vs. secondary research methods.  There are two main approaches to marketing.  Secondary  research involves using information that others have already put together.  For example, if you are thinking about starting a business making clothes for tall people, you don’t need to question people about how tall they are to find out how many tall people exist—that information has already been published by the U.S. Government.  Primary research, in contrast, is research that you design and conduct yourself.  For example, you may need to find out whether consumers would prefer that your soft drinks be sweater or tarter.

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The study of consumers helps firms and organizations improve their marketing strategies by understanding issues such as how

  • The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products, and retailers);
  • The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media);
  • The behavior of consumers while shopping or making other marketing decisions;
  • Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome;
  • How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer; and
  • How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer.

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