Have you ever been urged to purchase something online because the ad said: "Only five places available" or "You only have 24 hours to buy this product"? Well, I did. And if you did, too, you must know that your brain fell into a mental trigger called scarcity. We will discuss this term further.
What are mental triggers?
Our brain is an intricate machine that processes lots of decisions per minute. Some of these decisions, such as chewing our food, are unconsciously automated as a way to save energy for more complex choices; otherwise, we'd be constantly mentally exhausted. These automated decisions are called mental triggers.
Psychological triggers have been proved and studied by neuroscientists and psychologists, but Neuromarketing brought it to the reality of sales strategies to influence people's decision-making.
Mental triggers work as an emotional wake-up call, provoking feelings that lead people to act. They are automated decisions made by the unconscious mind, the part of the human brain that is not accessible and holds the thoughts, feelings, and impulses from an individual life's experience.
Seven common mental triggers to improve your sales strategy:
The scarcity trigger is related to our instinct for survival by inciting the feeling of losing.
It got pretty clear during the beginning of the pandemic when most of us faced the lack of some products inside the supermarkets; due to the fear of not having those products in the future, people started to stockpile more units.
Taking this into account, a strategy that usually has a significant effect is to advertise low availability in stock: limited editions, last units, or some kind of bonus for the first X consumers who makes the purchase.
Who wants to lose an opportunity? Limited-time offers can raise a sense of urgency and alert, leading us to buy a product. It is very similar to the scarcity trigger, nonetheless is related to time scarcity.
This trigger also explores our habit of procrastinating. By offering a product in a limited time, you can speed up the purchase process. Phrases like "don't miss it!" or "it's only until tomorrow" are standard in such sales campaigns and the famous clock counting down.
Who doesn't like a good story? Telling stories is a powerful trigger to connect people, provoke emotions, and light up the parts of the brain associated with sight, sound, taste, and movement.
Telling a good story can make a person choose to buy from you instead of your competitor. This happens because the decisions related to our purchase habits are based on our emotions, even though we believe that our choices are rational.
It is related to security and confidence. Being the base of every relationship, we want to buy goods from those enterprises we trust. This trust is created by being an authority in the business field, and you can show that to your clients by creating content about your business niche. It can be through a blog, social media, e-books, webinars, and online publications.
5. Explaining why
We like to give reasons to why we do things. So, explain to your audience why they should acquire your product or service and what benefits they will have. The idea is to sell solutions, not features. In this way, your audience will understand how the product would improve their life. They will see a reason to acquire your product.
6. Social Proof
We like to study the product before buying it. We seek reviews and testimonials, especially when we're shopping online.
In your digital marketing strategy, show how many people have trusted your brand and explore what customers say about you in testimonials and case studies. Seeing that other customers have had success, people tend to trust your brand more.
You can collect data through a satisfaction survey and even showcase comments on your website and social media.
7. Offer something for free.
This practice activates the trigger of reciprocity and gratitude in us. It is compelling for two reasons: first, because we all like to gain things for free, and second because we have been taught to reciprocate, in the same way, what the others have given us.
This one works beautifully to increase engagement with brands. Examples of successful cases are Happy Meal from McDonald's and Coca-Cola gifts. Free trial periods also work pretty well, and it is used by giant enterprises, such as Netflix and Spotify.
The purpose here was to make you learn more about human impulses and use this knowledge in your sales strategy.
Mental triggers are powerful persuasion tools. They can become the key to your business success when used ethically. So, don't lie and be honest with your customers.
The intention must be to provide a positive experience without associating your brand with bad feelings. Thus, you will be able to optimize strategies, bring the brand closer to your audience, and close sales faster.
See you in the next post.