One of the most challenging parts of running a successful marketing campaign is to persuade customers – to visit the store, purchase, and repurchase.
What is ‘Persuasion Marketing’?
Persuasion Marketing is developing marketing strategies using the knowledge of human psychology for marketing products and services.
For businesses, it generally refers to utilizing the marketing mix and building on the customer’s impulsive buying behavior leading to a successful purchase.
Persuasion Marketing has four main components:
1. Structured Communication
Just like the “planned conversation” of interpersonal sales, structured communication is all about manipulating and controlling the order of the content, or how information is displayed to the customer.
The end goal is to influence the customer along his purchase decision. This is done by initially triggering the impulsiveness and then influencing with a call to action when the impulse level has reached the highest point.
While designing a website, the first page that is displayed to the customer should not immediately seek a sale, but present an initial message and encourage the customer to further explore the website.
In marketing, Storytelling means using narrative to communicate a message. The goal is to be relatable to consumers – enough that it’ll inspire them to take action. Also, it helps customers understand why they should care about the brand.
It can be told in pictures, verbally or in written form. And they can be told across all channels – from social media to billboards. Stories can help marketers achieve cut-through in a marketplace.
Copywriting is one of the most critical components of any and all forms of marketing and advertising. It consists of the words, either written or spoken, that marketers use to to get people to take an action after reading or hearing them.
Copywriting is like a call-to-action, but on a bigger scale – it should get people to feel, think, or respond — or, ideally, to Google the slogan or brand to learn more about the campaign.
A persuasion marketer needs to test different copies to determine which content can produce the best customer emotion or provide a solution to queries. Make sure that the copy has a logical, conventional, and reasonable approach, with some exceptional and creative insight that influences people to think about the product or service.
As one of the major components of Persuasion Marketing, Neuromarketing uses neuroscience to unveil subconscious consumer decision-making processes. Researchers use the fMRI to measure changes in activity in parts of the brain and to learn why consumers make the decisions they do, and what part of the brain is telling them to do it.
Marketing Analysts use Neuromarketing to better measure a consumer’s preference, as the verbal response given to the question “Do you like this product?” may not always be the true answer. This knowledge will help marketers create products and services designed more effectively and marketing campaigns focused more on the brain’s response.
In addition, it tells the marketer what the consumer reacts to, whether it was the color of the packaging, the sound the box makes when shaken, or the idea that they will have something their co-consumers do not.
To end, the above mentioned are some of the Persuasion Marketing components that would serve you well in your marketing efforts. Make an effort to give something that your customers would appreciate and would make them want to reciprocate.
You can’t expect to persuade millennials to work for you by advertising the job in daily newspapers. In the same manner, baby boomers don’t dance on TikTok.
Remember, marketing that accurately grasps how humans think is more likely to work.