Psychological triggers drive emotional brand attachment and it’s important to make use of techniques that create a strong bond. The following list is a personal one and not something that you’ll find anywhere else. We’ve personally used some or all of these at some point, so we hope it will help you in some way. Psychological triggers drive emotional brand attachment. These should be used by companies looking to improve brand engagement and promote customer loyalty. If you’re not using these techniques in your own marketing efforts, you’re leaving money on the table. Let’s jump in.
Somewhat Important Tips
1) Social proof can be a great tool for any company and can work in a variety of ways. Social proof comes in two main flavors: The first type is third-party social proof—that’s what we’re talking about here. This kind of social proof shows you how many people have bought something before you or have used it before you. You can see some examples in your shopping cart when buying on Amazon or eBay, on hotel booking sites like Expedia and TripAdvisor, or during checkout at Target or Walmart. It helps reassure us that we’re making a good decision.
2) Fear is a powerful motivator and will cause a direct response from viewers, however, the downside to using fear is that it makes people less loyal to your brand. Another application of fear is the fear of losing out. “For today only, we are offering 20% off until supplies last”. This is a common method used on infomercials. Use wisely.
3) We remember an idea more easily when we encounter it again—especially if we’re looking for it. This phenomenon, known as the Baader-Meinhof phenomenon, can work to your advantage when you want people to remember your brand or product. The best way to do that? Repeated exposure! Keep showing up and keep putting yourself out there in video form—you’ll find that viewers will become more and more familiar with your brand or product. Once they see it, they will likely have a great first impression which makes them much more likely to buy from you in the future—or share what you’re selling with their friends and colleagues on social media.
More Important Tips
4) The promise to reveal secrets, which no one else has access to, is a great way to ethically persuade your audience…as long as you deliver. Everyone wants that insider secret. I’ll even show you a psychological trick to use at parties and gatherings that will wow your friends and colleagues. Back to the lesson, the reveal secrets method is something that can be used to make people feel special, and that’s a good thing.
5) Guilt, the most puritanical of all our human emotions actually beats out fear for the top spot. “You know you’re going to break your mother’s heart if you don’t show up for dinner”. We’ve all been hit with this one before. I lump psychological debt into this group as well. When you give something to someone, before telling them how your product or service can help them, they feel obligated to support you. Just remember to be ethical. Persuasion is fine, but manipulation is not.
6) Create Associations just like Pedro did in Napoleon Dynamite. Remember when he stood at the podium and told the audience that if they voted for him that he would “make all your dreams come true”? Well, that’s a bit of a stretch, however, what he did was create an association between voting for him and the voter’s dreams coming true. If you can create an association with your business and something or someone that is complementary to your brand-you’ll win.
The Most Important Tip
7) Trust. It’s what we all want and what we expect from our family, friends, and those with whom we conduct business. NEVER break the trust of your clients. If you have to lose money on a job…do it ONCE. You’ll either build a trust which personally connects businesses together, or they’ll never come back, and you won’t have to deal with them any longer. It’s a 50% chance of developing a lifelong customer. Take that chance.