The more we pay attention to our behavior, the more we realize our buying habits. People are actually not fully aware of how they buy. There are so many psychological marketing tactics happening around us. If we do not consider them, those tactics will heavily affect our purchasing behavior. So, as a marketer, it is a choice to use those tactics to improve the customer experience. In this article, you will see the tactics that are used in marketing that are highly effective.

1.Social Proof

Social proof is a fundamental concept in marketing, and it plays a crucial role in influencing consumer behavior. The essence of social proof lies in the idea that people tend to follow the actions and choices of others, especially when they are uncertain about a decision. It provides a sense of validation and safety by indicating that a product or service has been tried, tested, and approved by others. Reviews, in this context, are a powerful form of social proof, as they serve as the collective voice of previous customers, guiding prospective buyers and fostering a sense of confidence in their purchasing choices.

Example:

Amazon.com Review Section

2.Emotional Storytelling

Emotional storytelling refers to the strategic use of narratives and storytelling techniques to evoke specific emotions in consumers. By tapping into the emotional aspects of human psychology, marketers aim to create a deep connection with their target audience, ultimately influencing their purchasing decisions. This approach involves crafting narratives that resonate with consumers' desires, fears, and aspirations, allowing them to relate to the brand or product on a personal and emotional level.

Example:

Patagonia

Yvon Chouinard, the founder of Patagonia, has maintained a consistent message since the 1970s: "If you can create a company with honest messaging and a commitment to what's right, your customers will look to you for guidance." Patagonia is an outdoor apparel brand dedicated to producing sustainable, high-quality products and inspiring customers to make a positive environmental impact. This includes their unusual message of encouraging customers not to buy new products but to wear and repair them until they are unusable, exemplified by stories of communities passing down Patagonia coats to reduce waste.

3.Reciprocity and Free Trial

Free trial strategies are a method used by businesses to offer limited, no-cost access to their product or service for a defined period, typically ranging from a few days to a month. The aim of this strategy is to give potential customers a taste of what the product or service has to offer, allowing them to experience its value and benefits firsthand. Additionally, reciprocity is the concept that when a business delivers something of value to customers in advance, such as free material, samples, or resources, customers are more likely to feel bound to give back, often by making a purchase. It's a method of creating strong customer relationships and increasing sales by fostering generosity and encouraging customers to reciprocate by taking part in a desired activity.

Example:

Spotify 

Spotify, a popular music streaming service, provides a 30-day premium free trial that grants users access to ad-free music, offline listening, and higher audio quality. This free trial allows music enthusiasts to enjoy a taste of the premium experience, including the ability to create playlists, discover new artists, and enjoy their favorite songs without interruptions.

4.Scarcity

The scarcity strategy involves creating the impression of a limited supply or a finite timeline for a product or service. It actually leverages FOMO—the fear of missing out. This strategy capitalizes on the psychological notion that when something gets rare, it becomes more desirable. Marketers can heighten the sense of urgency and push customers to take fast action by emphasizing that a product is in short supply or that a special deal is only available for a limited time.

Example:

Starbucks

To create a sense of excitement during the Halloween season, Starbucks introduces a special drink known as the "Pumpkin Spice Latte or Pumpkin Cream Cold Brew" as part of their limited-time fall menu. This clever strategy by Starbucks adds an element of scarcity to entice customers.

5.Anchoring

Price anchoring is a strategic marketing approach that leverages the presentation of a higher-priced option alongside a more affordable choice or a premium option with additional benefits, aimed at encouraging customers to pay a higher price. At its core, this tactic revolves around shaping consumer perceptions of value. By anchoring the consumer's reference point to the higher price, the lower-priced option appears more affordable and attractive in comparison. This strategy aims to guide consumers towards choosing the option that the marketer wants to sell, ultimately increasing sales and revenue. Price anchoring can be effective in creating a perception of value and influencing purchasing decisions, as consumers tend to rely on the initial price presented as a reference point for evaluating subsequent options.

Example:

Microsoft Excel

Individual Excel Subscription for $6.99/month vs. Family Pack for $9.99/month In this case, the anchoring effect is at play when customers consider purchasing software subscriptions. The brain may anchor on the price of the individual license, making the family pack appear more cost-effective, even though it's a higher expense.

Additional Note

These tactics can be very effective in convincing customers, but it's crucial to use them in a way that fits your overall brand strategy. Not every tactic works for every campaign, so they need to align with your marketing strategies.