Understanding the human mind can be an excellent tool to persuade and convert customers. Marketing is based on theories of applied psychology, that is, consumers act in a certain way because they are wired to do so.

The human brain and all it’s cognitive biases and tendencies are important aspects of the marketing process. Here are a few tips you can implement for your marketing strategy:

People are impulsive

The human mind is prone to impulsivity, and therefore, people are likely to make impulsive purchases. Research conducted by Chase, Gallup and Harris Interactive notes this tendencies applies regardless of demographic. As a marketer, you can capitalise on this by using asking customers to ‘buy now’, ‘subscribe now’ or ‘get it now’ – using words like now can trigger an impulse buy.

A picture speaks a thousand words

The human brain is capable of processing images faster than texts. Visual can be very powerful – it has been shown that people think in pictures. A good marketing strategy involves well thought-out images. Images should be front and centre on your social media and web page – an image often can make or break the deal when consumers are considering and online purchase.

Blue = Trust

Marketers can take into account the research done on color psychology – one of the key takeaways from this discipline is that people tend to associate blue with trust. That said, marketers should also consider cultural factors that can influence color associations – for instance, which western culture usually associates write with purity, there are many cultures in Asia where white refers to mourning and death, whereas red is used in weddings due to its association with luck.

Words can foster trust

Another way to optimize customer trust is through the use of words. While images are powerful in its own way, using the right words can deepen a customer’s trust. Words like authentic, certified, guaranteed, official and loyal are known to consistently work well in building trust.

The first yes is the most important

Getting to the first yes is the most important step. When the mind says yes once, it’s likely to do so again. For example, getting a customer to sign up to a minor request like signing up to the email list is more likely to lead to him or her saying yes to the next request. Sales people call this the foot-in-the-door technique, or FITD.

People act based on labels

Labels are likely to influence human behaviour. If you label someone a certain way, then it is more likely they will act in accordance with that label. The mind responds to labels – in one study, a group of participants were told they were more likely to vote whereas another group weren’t told anything. The group labelled ‘political active’ had a 15 percent higher turnout rate. Marketers can use labels to impact customers’ decisions to buy or not to buy your product or service.

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Ronn Torossian is the Founder, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.

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