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 and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.