Marketing and Psychology often combine to give you a far more insightful look at consumers than what is typically learnt at Universities. The knowledge of key marketing concepts plus understanding what makes people tick is like holding a royal flush in a poker game.
I’ve mentioned The Benjamin Franklin Effect and Attitudes Come From Actions before which all play a great part in better understanding psychology. Now I want to share some marketing psychology so take a look at how to change a person’s mind.
Kevin Dutton, author of Split-Second Persuasion: The Ancient Art & New Science of Changing Minds explained that there was five key elements that could be used to persuade someone to your point of view:
SIMPLICITY: Keep your message short, sharp, and simple. Shorter messages are easier to absorb and retain.
PERCEIVED SELF-INTEREST: Focus on the benefits that the person you are speaking to will get from doing what you want. If there is little for a person to gain, they are less likely to be persuaded. It’s better to give positive enforcements rather than negative ones.
For example: you may want a friend to go halves on a plate of nachos but they aren’t particularly hungry. In this instance it would be worth pointing out that the price is great if split into two and so even if they aren’t hungry they could enjoy a light snack for a bargain. Or mention that they haven’t enjoyed nachos with you in ages (or ever) so why not enjoy doing something/ reminiscing together. You could tempt them with the idea of nachos, suggest putting a topping on that they’d enjoy.
INCONGRUITY: Surprise the person. Instead of saying the nachos are £4.50 say they are 450p.
CONFIDENCE: If you sound like you don’t believe what you are saying, then how can you expect people to believe you? You must sound confident in what you say. Even when the person knows your facts are wrong, they will be more convinced that you are right. A great example is David Attenborough. If he told you that they discovered that oxygen never existed you’d be likely to believe him due to his confident and authoritative voice.
EMPATHY: Try and imagine how that person feels and it will help you persuade them. Nod when they nod, let them know that you are on their level. After all we are inherently more likely to trust people who come from a similar (tribe) background.
Hopefully you will use these tactics for good and not for bad but these are methods which are seen daily in advertisements. The mother worried about her child catching a virus in the Dettol adverts. The car salesmen who comes from wherever you have come from. The politician visiting the local communities. Becoming more aware to what is around you gives you the power to decide yourself and not be persuaded so easily by future marketing (hopefully not putting me out of a job!)