6 Psychology Hacks to Win Clients
Remember these proven psychology theories and have clients coming to you; no begging, no chasing, no cold calling.
We've all experience it, because we’re all humans; humans who buy things. We've all fallen to the psychology used on us in marketing. It's not a bad thing, it's just human behavior.
Psychology is the root of all marketing - understanding human behavior and what makes people buy. And understanding human behavior can change your business for the better because no matter what business you are in you are in the business of people. And in order to market effectively to those people, we need to understand human behavior. Knowing this allows us to present ourselves online in a way that is appealing to our prospects, creates an experience that puts them at ease, and provides a great first impression of you online before they even book that first call.
Now, we don’t use psychology to manipulate people or take advantage. We use psychology to understand. To understand why we act the way we do, why humans expect the things they do, assume the things they do, and how you can use that knowledge to position yourself in a way that makes prospects feel more confident in you and your services.
Below I will cover 6 psychological theories that work so well together, in sequence, and show you how you can use them to position yourself as the preferred choice of your ideal client.
1. Frequency Bias (or Baader-Meinhof Phenomenon):
This theory states that once you are introduced to something, you are more likely to notice it each time it is presented to you after that.
Let’s say you are looking to buy a new car and you are doing some research online. You start to take notice of a specific make and model. The next day, on your commute, you start to see that same car everywhere! Now, these cars didn’t just suddenly materialize overnight - it’s your brain playing tricks on you.
Once something is introduced to us, it is now top of mind and we are more likely to notice it each time it is presented to us, or simply in front of us. This is why once you introduce yourself, your business, your offer, to an online audience, that it is crucial token up that momentum. You need to continue to show up consistently so they can’t help but notice you!
Show up on social media consistently, run retargeted ads, or implement an email marketing campaign. Keep your business top of mind with your ideal client.
2. The Mere-Exposure Effect
This theory states that we comes to preference things merely because we have been exposed to them over time; including people!
It's true! The more you stay in front of your ideal client and repeat your offer again and again, the more they are going to come to like you and trust you, and actually prefer you over another.
We come to preference things, and people, merely because we’ve been exposed to them over time. It’s why the more you spend time with someone, the closer you get. Another examples is this... Have you ever heard a song you weren’t crazy about but then everyone is hyping it up, you hear it on the radio, your friends are talking about it, and before you know it you are singing along to every word and maybe even go so far as to buy it. This is the mere exposure effect at work. If you stay in front of your online audience consistently, showing up frequently and share the same message, they will begin to preference you.
You can see how this is naturally the next step from Frequency Bias mentioned above. You are introduced to something and then the more and more you see it the more you come to prefer it.
3. The Endowment Effect
This theory states that we preference things we already have an emotional attachment to or have already invested our time in.
Once people begin to prefer you, have taken the time to get to know you and get familiar with your offer, they are less likely to look elsewhere for the same service. Why? They already feel attached to you. Plus, looking elsewhere entails more work for them. They already have begun to trust you. It’s why you will go to your friend vs a stranger when you need something; you know them, you know you can rely on them, you are comfortable with them, and trust them.
Continue to show your benefit and provide valuable information to show you are that reliable resource. You can see how this relates to the 2nd point above. The more you show up, the more they become familiar with you, and the more time they invest in getting to know you, the more they are likely to stick with you and not look elsewhere.
4. The Information Gap Theory
This theory states that when someone has a gap in their knowledge about a topic they care about, they WILL take action to learn more.
This is where a free resource, a lead magnet, will benefit you.
You can provide a free resource with information that you know your ideal client needs, and can benefit from. In order for them to gain access, you ask for their contact information, like an email address. This an interested prospect! If someone is willing to give you they email address for more information, you know you have a warm lead is possibly looking to buy.
But don't stop there!
You can build an email list (one of the most valuable assets any small business can own) and begin email marketing. Email marketing has the highest ROI in marketing. Because, as I. mentioned, those who accessed this free resource are highly interested in your offer. People are selective with giving out their contact information, so if they give it to you, you can rest assured they are likely an interested prospect and hopefully one step closer to booking your services.
Make sure you don't disappear from their inboxes! Stay top on mind by sending weekly or monthly emails.
5. Reciprocity Marketing
Did you know it is innate human behavior to want to give back to those who have given to us?
Throughout history it was found that tribes of people who helped each other out had a better chance of survival, that if you could barter for certain goods or services you could ensure a healthy and strong society. And this innate behavior is still in each of us.
Have you ever received a gift from someone, but didn’t have a gift for them in return and immediately felt the need to return the favor? Perhaps on their next birthday you would now get them a gift too.
A friend of mine recently shared with me that she went to a wine tasting. She explained how the server went above and beyond by sharing stories about each wine, taking the time to learn her preferences and adjusting the experience accordingly. She said she then felt the need to purchase something from the business as a way of giving back to this excellent server (I'm guessing they worked on commission). She then went to a second wine tasting directly after and the server simply brought the wine, set it on the table, and walked away. I'm sure you can guess, my friend did not buy any wine at this second winery.
This is the same reaction your prospects could feel when you provide that helpful resource, that lead magnet (as mentioned in point 4). Don't forget to just be there! Be there to answer comments on social media, answer messages, offer a free consultation, listen. Giving first will always get you so much more in return.
6. Social Proof
Social proof is that last little nudge many need in order to make their final purchase decision.
I’m sure you do it as well. How often have you read reviews before making a purchase?
Give your ideal clients the same resources to make an informed decision. Give them even more reason to trust you and your service. And you can do this in more ways than just reviews and testimonials.
Other forms of social proof you may not have thought of are case studies. Walk us through the process of how you took a clients from struggling to thriving using you services (include a testimonial from them as well!).
Another form of social proof? Building a community on social media of like-minded professionals. There is strength in numbers. For example, how often do you hear things like “9 out of 10 dentists would recommend”? No one is listening to that one lone dentist. Building a community of like-minded professionals on social media can have this same effect. When you post content sharing your area of speciality, it’s hard for the average consumer to join in on that conversation, something they don’t know much about and are simply watching and learning. BUT it is those like-minded professionals, those in your network, who can contribute to the conversation and back up your claims. This helps prospects see you as an authority in your space. They can feel more confident that you are the real deal, because other professionals are also backing you up. Building a community can take some time but it is well worth the effort! It is extremely beneficial to any business who is marketing online and can be the deciding factor for those ideal clients who are watching.
Put Systems in Place to Win!
With the proper systems and digital strategy in place, in addition to applying these 6 theories to your marketing efforts, you too can begin to win new clients online. Need a partner to help you put systems in place to capture leads online? See how I can help!
Want more on this topic?
Listen to episode 27 of my podcast Passion to Purpose: The Power of Digital Marketing featuring special guest Rebecca Scott where we talk more about it and how to use psychology to build a compelling lead magnet.