Marketing is all about conveying a message, sometimes this can include the notion of influencing people to choose a certain brand, product or service.
Of course, influencing is much different from manipulating, as a marketer or business owner, you’re simply highlighting the positive attributes of a product or service and catering to the needs of your audience.
Here’s some great tricks how marketing can be used to influence people’s purchasing decisions:Understand the Cycle – Typically a marketing cycle will have seven stages:
- Stage 1 – Gains the customers interest
- Stage 2 – Communicate the brands unique selling points
- Stage 3 – Highlight the brands competitive advantage
- Stage 4 – Allow the customer to make a purchasing decision
- Stage 5 – The customer purchases from the company
- Stage 6 – The company provides after sales or product support
- Stage 7 – The customer decides to re-purchase the same product or another item from the business
If you can’t identify where someone is in the cycle, you probably won’t understand how to influence at each stage.
Build Trust – If a customer doesn’t trust the business or product, you’re marketing then they won’t allow you to influence them.
Create Urgency – Urgency can be a fantastic marketing and selling tactic in most industries, many businesses use urgency to full effect. Think of marketing copy such as “Limited Time Only” or “Offer Ends Day” – People naturally don’t want to “miss out” on a good product or a good deal, so urgency can hugely influence their decisions.
Understand Commitment – In most cases people don’t commit or purchase at the first opportunity – particularly if the product or service costs a large amount of money. When a consumer purchases a product, they’ve committed to the brand or company they’re buying, they’ve attached their needs and requirements to the brand’s values in the hope they will meet the customers needs and expectations.
For instance, let’s say Lisa is purchasing a brand-new car, she’s decided to buy a certain model because they have a great reputation, build quality and pricing point. She also knows that purchasing from the manufacturer she’s chosen, means the car will last for a long time – thus her commitment has been worth the money which she has exchanged.
Initiate Change – For some industries, the marketing campaign can initiate change all on its own, typically this works when a business is the first to bring a new product to market. The change happens because the competitor products are out-dated, not up to the requirements of customers or simply not good enough anymore. This means customers are more likely to change to purchasing the new product as it meets their requirements in a better way.
Overcome Obstacles – All businesses have obstacles, some tiny, others large. In the world of marketing and selling its normal for people to resist purchasing from a company they don’t know. After all they may fear change or think there’s no hurry to do so. Whatever the reason is, as a marketer or business owner its up to you to overcome these challenges. Typically, you need to clarify the objections in your audiences mind and distinguish the differences between their negative thoughts and the positive attributes of your product or service.