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If a business firm id able to control the minds of million of customers, it will earn billions as profit. It is impossible to do that. But using some promotional strategies, the mind of the consumer can be tamed by influencing their decision making power. They can be presented with material, which can be motivating and persuading.
There is no magic involved in this; only the psychology of the human mind is to be studied and played with. The human mind reacts to different situations in different ways. Some key psychological aspects can be studied in promotional marketing to get an overwhelming customer response.
Curiosity is the want to explore the unknown. Humans are always in pursuit of knowledge. They want to know more than what others know. Secrets are simply hard to be kept. This desire can act as an attractive force in marketing. Like customer won’t be that interested if they are told that they can be provided with successful diets. Instead they want to hear the secret of the diet plan which is being provided.
The information shouldn’t be let out easily. Obviously it is important to catch the attention of the customer by interesting heading, but the content, too, should be as interesting so as to retain the interest of the reader till the end. In case of cross-titles or sub-titles, the initial ones will always have the advantage of developing more curiosity than the following sub-titles.
If the content speaks about why the customer should select so and so company or product, it will be easier for them to relate to it. Let the matter speak out and give the explanation by itself. Like supposing a company wants to sell some product before the expiry date and it’s the slowest time of the season, plain advertising won’t do the trick.
Customers are smart enough to think that the company wants to get rid of the old stuff. Instead, if the customers are provided with a discount or a limited time offer, a believable reason, they will be more attracted. Every action should have a solid reason.
Customers are greedy from a marketing point of view. By understanding the need of the customer, a basis can be prepared for the content. Their greed should be taken into consideration while preparing the content.
They should be shown how the product or company would benefit them. They want to buy benefits in the form of products. Suppose when advertising for a camcorder, say that it displays all the colours that can be seen with the naked eye, instead of saying it supports 16-bit colour.
Just specifying that the memory card has a memory of 2 GB isn’t catchy. Instead, it should be quoted that the memory card can store over 500 pictures, 100 audio songs and 50 videos. This surely will increase the customer enthusiasm. The benefits should be clearly mentioned to the customer and later other information about the product can be discussed, in case if they are looking for more. This is called listing the product features.
Features reveal what the product has and the benefits describe the advantages that can be derived from those features. Each feature can have more than one benefit, depending on different situations and customer needs. Lots of benefits and fewer features should always be the way to go.
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By Anshjeet Singh
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