Did you like the previous part of neuromarketing tips? Do you want to continue learning how to sell consciously and effectively online and offline? Or haven’t you read it yet? Quickly catch up, because in the previous post I also brought 3+1 neuromarketing tips to smartly price, help customers decide, and understand why you shouldn’t advertise with product features. Now I have prepared a completely new, but equally interesting compilation. A digital marketing agency can implement these strategies to maximize your results.
Simple marketing is great!
Did you know that the simplicity or complexity of the font greatly influences the reception of information? Research by H. Song and N. Schwarz reveals that readers of simpler fonts are easier to influence and persuade. This encourages action! When faced with more difficult-to-read texts, we tend to perceive processes or tasks in front of us as complicated and lengthy. Which leads us to move on rather than engage. Therefore, on your website and – if applicable – in your offline store, strive to follow the KISS (Keep it simple, stupid!) strategy, as simplicity!
There are also cases where fancier fonts and sophisticated wording work better. If you are selling a high-priced product – or service – and use a harder-to-read font, you create the impression in consumers that more resources were used in its creation. And it was made with proper care and expertise. Restaurants often use this technique on their menus. Just take a look next time!
Descriptions containing long words also give the feeling that the product is the result of a lot of invested work and is worth the higher price – a good digital marketing agency can supply you just the right length of copy. If you would like to read neuromarketing tips regarding pricing, click here for our previous blog post!
Neuromarketing tip: if you give a lot, you get a lot
According to the concept of reciprocity, when we give something or do a favor, it creates an unspoken obligation to reciprocate. According to Armin Falk’s research, the larger the gift, the greater the reciprocity effect. This method is often used by nonprofit organizations when they try to increase the willingness to donate by giving small gifts.
Example: Months ago, I deposited the National Ambulance Service Foundation’s supporting check found in my mailbox, and since then, I have been receiving more and more checks. These usually arrive not on their own, but with a little surprise. It varies whether it’s a mini notepad, cool stickers, or some other gift waiting in the envelope. The professionals working there know that even a small change in the surprise can have a significant impact on response and action.
Remember the promotional gifts from conferences (if you can still remember them), and what people do – and say – for a cool pen or notebook. Or think about the tasting stations in supermarkets! Few dare to take a handful of cookies and then walk away. The gift is a good investment because (potential) customers feel committed to it.
And do you know why? In psychologist Norbert Schwarz’s experiment, if someone receives an unexpected and pleasant surprise, their mood improves – even if only for a short time. It’s not the value of the gift that matters, but the fact that something good happened to the person.
What tools can you use on online and offline platforms?
For example:
- tasting, product sample,
- surprise with the purchased product,
- faster/free delivery,
- an inquiry phone call after the purchase.
Scarcity is the best seller
Are you selling online? Then don’t stop reading now! If you’re involved in e-commerce, be sure to take advantage of the opportunities offered by the scarcity effect!
The good thing is that online you can immediately inform potential buyers about the stock status; if only a few pieces of a product are available or if it’s out of stock. This way, you can encourage them to take action. A digital marketing agency can optimize these strategies for you.
Example: Amazon – the undisputed king of e-commerce – also alerts its customers when a stock appears to be running out. In addition to informing how many pieces are still available, they also encourage action with a Call-To-Action (CTA) saying “order now!”. Furthermore, they increase effectiveness by offering free shipping.
Overstock.hu, on the other hand, uses a step-by-step solution: with labels such as “Strongly running out!”, “Almost sold out” and “Sold out”, it shows the status of the stock. Incidentally, this is much more believable and effective than if only the “A few pieces available” label were constantly visible.
Travel agencies and accommodation booking portals also like to use this technique to urge bookings. They suggest that those who miss out, miss out.
+1. it’s okay to make a mistake, not to copy it
Roger Dooley says, “It is revealed how good a business is when it has made a mistake once.” Because this is when it shows how and how quickly you handle the repair and compensation. Do not fall into the trap of wanting to solve the problem that has arisen as quickly as possible, handle the complaints received properly!
Why is it worth the invested energy?
18% of consumers who receive a positive response to their complaint eventually become loyal customers and make multiple purchases. Moreover, in 70% of cases, negative reviewers either delete their posts or provide positive feedback after receiving a response.
Secondly, it is much more cost-effective to retain an existing customer than to acquire a new one.
Thirdly, there is a brand-building effect of handling complaints well,as both potential and existing customers read and form opinions about your company. Consumers are much more likely to trust each other’s opinions and experiences, so it’s clear why it’s worth maintaining their satisfaction. It’s not a coincidence, that good digital marketing agencies use customer feedback often and with gusto.
So: respond, and preferably do it quickly! Monitor the comments on your posts and ads, the comments on your website, and if consumers tag you on their own platforms, respond to them as soon as possible. If you want to know how to be a master of moderation, read our previous blog post!
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Source:
Roger Dooley: Az agyukra megyünk!
