If a business firm is able to control the minds of million
of customers, it will earn billions as profit. It is impossible to do that. But
using some promotional strategies, the mind of the consumer can be tamed by
influencing their decision making power. They can be presented with material,
which can be motivating and persuading. There is no magic involved in this;
only the psychology of the human mind is to be studied and played with. Human
mind reacts to different situations in different ways. Some key psychological aspects can be studied
in promotional marketing to get overwhelming customer response.
Curiosity is the want to explore the unknown. Humans are
always in pursuit of knowledge. They want to know more than what others know.
Secrets are simply hard to be kept. This desire can act as an attractive force
in marketing. Like customer won’t be that interested if they are told that they
can be provided with successful diets. Instead they want to hear the secret of
the diet plan which is being provided.
The information shouldn’t be let out easily. Obviously it is
important to catch the attention of the customer by interesting heading, but
the content, too, should be as interesting so as to retain the interest of the
reader till the end. In case of cross-titles or sub-titles, the initial ones
will always have the advantage of developing more curiosity than the following
sub-titles.
If the content speaks about why the customer should select
so and so company or product, it will be easier for them to relate to it. Let
the matter speak out and give the explanation by itself. Like supposing a
company wants to sell some product before the expiry date and it’s the slowest
time of the season, plain advertising won’t do the trick. Customers are smart
enough to think that the company wants to get rid of the old stuff. Instead if
the customers are provided with a discount or a limited time offer, a
believable reason, they will be more attracted. Every action should have a
solid reason.
Customers are greedy from a marketing point of view. By understanding the need of the customer, a
basis can be prepared for the content. Their greed should be taken into
consideration while preparing the content. They should be shown how the product
or company would benefit them. They want to buy benefits in the form of
products. Suppose when advertising for a camcorder, say that it displays all
the colors that can be seen with naked eye, instead of saying it supports
16-bit color.
Just specifying that the memory card have a memory of 2 GB
isn’t catchy. Instead it should be quoted that the memory card can store over
500 pictures, 100 audio songs and 50 videos. This surely will increase the
customer enthusiasm. The benefits should be clearly mentioned to the customer and
later other information about the product can be discussed, incase if they are
looking for more. This is called listing the product features. Features reveal
what the product has and benefits describe the advantages that can be derived
from those features. Each feature can have more than one benefit, depending on
different situations and customer needs. Lots of benefits and fewer features
should always be the way to go.
