How Marketers use Behavioral Science to their advantage. (20 points to look for)
- BigTree Marketing Consultants
- Nov 29, 2020
- 1 min read
Updated: May 3, 2021
As Rajiv Bajaj once said, "We all buy what other people buy. We don't have the guts and wisdom to make a reasoned and wise choice."
Marketers use the same narrative to manipulate the buying behavior of customers. That is when the idea of stars, reviews, testimonials, and 'a man with a white coat' comes to play.
Buying comes first, justification comes later.
Moreover, Marketing is more than just promoting your products on different platforms.
Marketing is more to do with Behavioral Science, that is taking cues from the customer behavior and attacking it to change the decision-making behavior of the customers in the most favorable way.
Behavioral Science Techniques you can use in your product or service marketing:
Anchoring Effect
Loss Aversion
Social Proofing
Go less with giving Choices
Use of Positive/Negative words in Communication(depending on the product and situation)
Explain how it can improve their lives
Explain Why-How-What (in this order)
Use Navarasa in communication
Use of Default
Use of numbers in copy
Social Cause Marketing
Exclusive & Premium offerings
Use the Envy feeling of the customers
Accept your blunder (Pratfall Effect)
Use images, charts, & graphs
Use appropriate colors
Go personal
30-day return vs 7-day return
Make their purchase easy (physically as well as mentally)
Use 8 Communication Appeals
These points, when used correctly, can enhance the overall user experience, and improve the Customer Decision-Making experience.
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