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10 Psychology Studies from 2009 Worth Knowing About
David Disalvo on True Slant recently highlighted 10 psychology studies from 2009, many of which have useful implications for marketers and business owners.
WIIFM?
One study in the journal Nature Neuroscience implied that our first impressions are all about value. To put it bluntly, as Disalvo say, when meeting someone new our immediate evaluation includes looking for what’s in it for us.
Are you satisfactorily and quickly answering the “What’s in it for me?” question in all your marketing?
Build the Moral High Road
Non-profits in particular will find a study in the journal Psychological Science useful. The study found “that feelings of negative self-worth can predispose us to acting morally in an effort to fill up the self-worth bank account.”
In other words, acting morally makes us feel better about ourselves.
Translation for businesses? Build morality into your purchases, and highlight that in all your marketing efforts.
For example, Tom’s Shoes donates one pair of shoes to a child in need for every pair purchased.
Don’t do good things to manipulate customers; do good things because they’re good. Making money and doing good aren’t mutually exclusive.
Use Technology To Eliminate Barriers
Another study “tested the hypothesis that emotional mimicry—the tendency to mirror the emotions of someone we’re interacting with—makes it difficult to identify liars.” The study concluded that “mimicry reduces psychological distance and lowers defenses.”
The implication for honest and legitimate businesses is that the more face-to-face interaction you have with people, the greater the likelihood that they’ll buy from you.
So how does this translate to online interactions? How about more videos? Let customers see your face. Let them see the authentic you.
I’m not talking about lying and using this technique to pull the wool over customers’ eyes. I’m simply talking about ways to lower defensive barriers when you’re offering a legitimate product or service.
Anything else you notice from these studies that can help you promote your business better?
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Stephen Palmer is a marketing consultant and persuasive writer with KGaps Consulting, a co-founder of The Center for Social Leadership, and the New York Times best-selling co-author of Killing Sacred Cows: Overcoming the Financial Myths that are Destroying Your Prosperity.
He is a liberal-arts graduate of George Wythe University and a graduate of the “non-traditional business school” Wizard Academy.
Stephen resides in Round Rock, Texas with his gorgeous wife Karina, awesome son Alex, and princess daughters Libby, Avery, and Laela. Stephen and Karina blog about their magical life on Palmer Journeys.
Connect With Stephen:
Email: spalmer [at] kgaps [dot] com
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