Good marketing is all about understanding your customers. Here are some basic psychological principles that can add value to your marketing communications:
In 2002, a team of researchers uncovered that waiters could increase their tips if diners felt that should reciprocate something given to them:
· Tips increased by 3% when diners were given an after dinner mint
· Tips increased by 20% when waiters looked the diners in the eyes, gave them a second mint and told them the mint was for them.
We feel we should give back to people who have given to us
In the 1960’s, researchers conducted a study involving homemakers. Initially, homemakers were phoned to ask what household products they used. Three days later, they were called again to arrange a time to send a group of people to spend 2 hours in the homemakers’ homes manually noting down cleaning products. Those that responded to the first phone interview were two times more likely to respond to the subsequent request.
People are more likely to respond to a large request if initially asked for a small request.
Robert Zajonc showed Chinese characters to non-Chinese-speaking people. He showed each character 1 to 25 times, asking participants to guess the meaning of the characters. The more often a participant saw a character, the more positive meaning they gave.
The more people are exposed to something, the more they like it
How can we apply this?
1. Don’t be afraid to give away value to your customers
2. Ask your clients for small requests first before you ask for larger requests
3. Don’t be afraid to repeat some of your marketing messages