Psychology in marketing: How to Influence Customers and Strengthen Customer Loyalty

Did you know that most buying decisions happen on a subconscious level? People like to think they are buying rationally, but in reality, emotions, social proof or even colours play a key role. So how can you use psychological principles to reach your customers more effectively and increase their trust in your brand ? We've put together a practical overview of the key psychological tactics that work in marketing.

1. Emotions as a driver of buying behaviour

How many times have you bought something just because it made you feel good? Emotions are often the main factor that decides whether or not a customer buys a product.

How do emotions influence buying decisions? 

• Joy: Customers often buy when they feel good. Cheerful ads, inspiring stories or a visually pleasing online store environment can trigger this feeling.
• Fear and urgency: Limited offers like "30% off today only!" will trigger FOMO (Fear of Missing Out).
• Confidence: Personal stories and authentic testimonials strengthen the emotional connection with the brand.

‍Tip for your marketing: Use storytelling - share customer stories, showcase the behind-the-scenes of your brand and incorporate human emotion into your campaigns.

2. The power of social proof 

People have a natural tendency to follow others. If they see something working for others, they believe it will work for them. This is the principle of social proof.

How to use social proof in marketing? 

• Reviews and ratings: 9 out of 10 customers read reviews before making a purchase. Show the best ones right on your product pages.
• Recommendations from influencers: Collaborating with people who are trusted by your customers can significantly increase conversions.
• Number of satisfied customers: "Over 10,000 satisfied customers have ordered!". This phrase makes people feel confident and trusting.

Tip for your marketing: Use user-generated content. This means sharing photos and videos from your customers who are already using the product.

3. Psychology of colours

Did you know that 90% of the first impression of a brand is related to its colours? Colours have a direct impact on our emotions and behaviour.

What do the colours symbolize? 

• Red: Urgency, energy, sale
• Yellow: Optimism, friendliness
• Blue: Confidence, reliability
• Green: Health, nature, ecology
• Black: Luxury, exclusivity 

Tip for your marketing: Use colours strategically. If you want to increase sales, red "Buy Now" buttons can be the right impulse for customers.

4. Principle of reciprocity

If you give something to someone for free, they feel obliged to reciprocate. This psychological principle is often used in marketing. 

How to use reciprocity in practice? 

• Offer a free sample: The customer tries the product and is more motivated to buy it.
• Provide valuable content for free: E-book, webinar or tips in a newsletter.
• Small gifts with your order: The customer gets something extra, which motivates them to buy more. 

Tip for your marketing: People remember brands that have brought them something. Offer value without immediately expecting a purchase.

5. Anchoring prices - a trick to convince customers

Imagine you see a product with a price of 5,000 crowns. It seems expensive to you. But if you see the original price of 8,000 crowns next to it, it immediately looks better. 

How to use price anchoring? 

• Original vs. new price: Show your customers how much they will save.
• Compare packages: People tend to choose the "middle" option if they see more expensive and cheaper options.
• Psychological price boundary: Products priced at 499 crowns look better than those priced at 500 crowns, even though the difference is minimal.

Tip for your marketing: Always show the original price next to the discounted price to create the feeling of a great deal.

Conclusion: Psychology as the secret weapon of successful marketing

Psychology in marketing is not magic, but a proven science. When you understand what motivates your customers, you can tweak your campaigns to be more effective and reach your target audience more efficiently. 

Summary of key points:

• Emotions play a major role in customer decision-making.
• Social proof increases brand credibility.
• Colours influence customer behaviour.
• Reciprocity helps build loyalty.
• Price anchoring increases the perceived value of products.

Use these principles in your campaigns and watch your brand get closer to customers' hearts!

‍