Do you know that more often than not, the things you buy are not merely because of your need for the product but also because you are psychologically persuaded to do so? Such is the power of persuasion.
Persuasion is strong enough to influence what someone does without him even realizing it. Many marketers have mastered persuasion and the psychology associated with persuading potential buyers. If you are working in a dynamic environment and looking to grow your business, you must keep in mind the different tactics that attract shoppers.
The psychology of persuasion is simpler than one might think. When you excel at persuasion in any way, you have a competitive advantage in the market. Everything you need to know about persuasion and how you can use it to convert more shoppers is covered in this blog.
What is persuasion?
Persuasion is convincing a person, rather psychologically, to change their mind or do something. Anyone who can persuade someone can influence the person to do what he would not have otherwise considered. It not only charms a person to act in a certain way but might also force a person to change his preconceived notions about something
Persuasion has become crucial in the current time due to increased consumption of social media (an influencing medium) and the complexity of persuasive messages. Many people have become intimidated by the chances of lagging behind or being unable to maintain their social status, which increases the chances of being persuaded.
However, people can be persuaded either positively or negatively. When you show someone, through marketing tactics, that there is a need to be fulfilled or even trigger a sense of want for something, you convince them to purchase that certain product/service. Doing this mostly creates trends in the market that everyone is willing to follow.
Hence, many successful companies have identified the need to create trends, igniting fears among people while flourishingly reaching their target audience. Persuasion is very often used in marketing products. And, a good salesman or a brand is always also a good persuader.
How does the psychology of persuasion work in d2c Growth?
In D2C growth, the psychology of persuasion helps convince potential customers to buy products by indirectly telling them why they should do so. This has become simpler with the growing intensity of distractions in the present era.
There are more than 5 billion clicks on videos on YouTube in a single day. While this seems like a rather vague and non-realistic concept, people are being controlled by what they watch on their mobile and computer screens daily without their knowledge. However, this fact can come to your advantage if you own a D2C business.
The psychology of persuasion helps a shopper realize what he lacks, likes, feels is secure, and finds easy. When all these aspects are reflected through an advertisement, a brand slogan, or a company motive, shoppers are also inclined toward the company’s products.
How d2c brands can use elements of persuasion to increase sales
Elements of persuasion primarily consist of logic, ethics, and emotions. D2C brands can persuade shoppers and increase sales when all three elements are implemented. For a business’s persuasion tactic or strategy to work, you must focus on who or what the communicator is, what the message is, how the message is communicated, and who the audience is.
Brands can use the elements of persuasion by focusing on some of its aspects like scarcity, credibility, consistency, perceived trustworthiness, expertise, and emotions. It is human nature to be influenced by fear and nostalgia through word association and imagery. Many also have a motive to pursue a definite and glorified lifestyle. Furthermore, people are looking for aesthetics everywhere. A D2C company that has figured out what works for their target demography should utilize these elements to market their products.
The lesser the availability of something, the higher the likelihood of wanting it.
For customers, scarcity works in two ways: either they feel they should own a product they don’t have at the given time, or a certain product is limited in the market.
Several businesses show potential customers that their products are limited in stock. This creates an urge among customers to own these limited-available products, which creates scarcity of goods. D2C companies can derive benefits from the scarcity of their products.
Brands can persuade their customers to buy something by first convincing them about the necessity of the product. Then create a scarcity of it. According to the psychology of persuasion, people are more likely to purchase a product that they perceive as valuable and scarce, rather than something that is readily available in the market, regardless of how much stock is available.
An example of a D2C using this concept is Mamaearth. They have recently launched a product called Mamamoon Multani Mitti Face Pack. The product’s slogan is “glowing with pride”. This product is available in the market only for a certain period of time. Moreover, with the hype of Chandrayan’s launch to the moon, there is a great demand for this product, while the product availability is scarce.
Credibility goes a long way in attracting customers and keeping them in touch with the brand for much longer. The more credible a seller is, the better the chances of catering to the shoppers and persuading them to buy something.
The psychology of persuasion connects a person’s mindset regarding a product to how sure the seller or a brand is about their product. If the product’s marketing is not as convincing, no matter how good and reliable a product is, it probably won’t sell as it should. But when a brand is confident about its product and tries to show it as credible, you know it will sell.
Beardo is the perfect example of a brand using this concept. Their slogan, “hairy masculinity,” shows what they stand for. Plus, some of the biggest superstars from the Indian film industry promote their products, which makes the shoppers feel a sense of reliability towards their products. The brand stands for masculinity and beard, and the customer base has been influenced accordingly.
A brand is responsible for creating a brand image in the minds of potential customers. Therefore, it is crucial to ensure that the brand consistently attracts and pulls shoppers.
Customers expect brands to deliver the same quality with the same motives every time it comes up with a new product or service. Hence, a brand must keep in mind to not only keep their product quality consistent but also to convince the shoppers that their products are consistent throughout time.
The foot-in-the-door technique is common when persuading shoppers that your brand is consistent. Push your promotions and approach the shoppers either verbally or through advertising. This convinces them to consider looking at your product or what your company offers, which increases the chances of buying.
Consistency is the key for a brand to success, and there is no better example of this than Moms Co. The brand was first introduced as one that caters to mothers, regardless of their age. The brand has been able to maintain this image even after many years. They have also been advertising its products with the slogan, “For every mom through every change,” and slogans from them have always been similar or close to this one.
The psychology of persuasion also majorly values the perceived trustworthiness of a product in customer’s minds. The more customers consider a product trustworthy, the more they will be willing to buy it. Any customer doubtful of a company’s offers will not even consider purchasing a product.
Brands with marketing strategies to convince people that they are the best and most reliable in the market, even if they are only experimenting with their products, will be able to create a sense of trust among the shoppers before they even get to buy the products.
Licious is a D2C brand that uses this concept in its marketing strategies. People have a perceived trustworthiness towards this brand because it has always given a great deal of priority to the safety measures and quality of the meat that it sells. To this day, the brand has satisfied many customers with its product and responsible ways of creating a sense of trust among the shoppers.
Perceived expertise plays a bigger role than one might think when it comes to growing a D2C brand.
Many brands try to show potential customers that their products are well-recommended by experts and have been made under their supervision. When a D2C brand convinces customers that the products they sell are the end result of expertise, it increases trust in the brand and ultimately the sale.
Zivame is a perfect example of a D2C brand that uses perceived expertise in its marketing tactics. The brand has been catering to women of all sizes with different loungewear and lingerie preferences for several years. There is a perceived expertise associated with the brand in the minds of the customers that has been set either from advertisements from the brand that they’ve seen throughout the years through different sources or from word of mouth.
Successful D2C brands always try to relate their marketing strategies with people’s emotions to promote their products and increase the chances of purchase.
Many customers don’t realize that they need something until they are urged to do so by an external factor that either triggers their mind or heart. Therefore, when a brand’s product evokes emotions, people are attracted to it and persuaded to buy it from the brand. Emotions can be fear, love, friendship, or a feeling that one’s personality is reflected through a product.
With fierce competitors around, it becomes crucial that a brand focuses on catering to the needs and emotions of the customers.
A D2C brand that uses the concept of evoking emotions has to be Chumbak. The brand has many products to offer, and every one of its products has a sense of nostalgia, love, or self-reflection associated with it. When shoppers go through their products, they are most likely to get emotionally convinced by the product designs or their quirky ads.
Persuasion is one such facet of marketing and psychology that everyone who owns a business should master. No matter how big or small your company is, for it to grow, you have to make sure that shoppers are convinced not just by the product itself but also by different psychological tactics.
Velocity is your companion to grow your D2C business while also mastering the art of persuasion. While many brand owners find it difficult to discover where to start their growth journey, Velocity is possibly the best choice to find the right direction.
Scaling up your D2C brand and the perfect use of the psychology of persuasion to convert potential customers into shoppers is not far from your reach when you partner up with Velocity.
- Mastering E-commerce Upselling: Your Complete Guide to Boosting Revenue [With Real-World Examples]
- 7 Website Popup Ad Examples For Your Website (+ Best Practices & Tips)
- How D2C Brands Can Leverage Social Media for Customer Acquisition
- Social Commerce: How to Boost Sales for Your D2C Brand Using Social Media
- Your Guide To Building A Powerful Influencer Marketing Strategy