That's how I can describe the following five sneaky tricks I've found advertisers using to get consumers' attention. The power of anecdote An anecdote is a short story that can be used to support a debate. Anthropomorphism "Anthropomorphism" happens when someone assigns real or imagined human characteristics, intentions, motivations or emotions to nonhuman animals or objects. In other words, customers might connect with the brand, as they feel it represents them in a way. Takeaway: Brand anthropomorphism can be a double-edged sword; while making brands more human, anthropomorphism creates connections and engagement with the customers. Decoy pricing The decoy effect is a result of cognitive biases. This may be the business trying to offer different options to customers. Takeaway: The decoy effect is subtle, yet powerful. Guide them through their decision process and provide a compelling reason for them to take action. But of course we're consumers as well as entrepreneurs, so even with this knowledge of the tricks advertisers use, we'll likely still find it hard to resist being influenced by our own subconscious.
Pay attention to the tricks that ‘get’ you. Then replicate them in your own business.
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Today’s consumers have become more observant than ever in the face of clever, and sometimes deceptive, marketing tactics. That’s why advertisers have had to morph into masters of applied psychology, always on the hunt for new ways to capture our interest and get those all-important clicks from us as consumers.
As new research emerges from psychology and the social sciences, advertisers are learning new ways to gain our interest and persuade us to click and buy. But I try to stay a step ahead! That’s how I can describe the following five sneaky tricks I’ve found advertisers using to get consumers’ attention.
These are steps that you, as an entrepreneuur, can use, too.
The Baader-Meinhof phenomenon
Say that you need a new car and someone mentions a certain kind of car — one you’ve never heard of before — but you’re interested. Suddenly, the car is everywhere.
It’s parked in front of your house. Your boss has one. You see two of them next to you in traffic on your way home from work. What you’re experiencing is the Baader-Meinhof Phenomenon, also known as theFrequency Illusion.
Using this technique has become handy in terms of marketing. We see it every day, out of our car windows, plastered on giant billboards. The consistent and repetitive marketing typical with the phenomenon becomes seared into our brains and we find ourselves seeing this product everywhere we go.
How can brands get the most consistent exposure to ensure this phenomenon takes full effect? Start by putting your product in front of everyone with a hyper-localized strategy. Surround your relative community with your brand over a long period of time; this will encourage word of mouth and make the brand the only one being talked about.
An impressive example is Absolut Vodka’s famous print advertising campaign, which ran for many years. It took off from the United States and quickly spread to other parts of the world. Rather than creating standard ads, the brand found a way to make its ads alive and relatable. The vodka brand chose to create experiences with its ads.
Takeaway: This effect ignites the idea that the customer cares about the brand’s local businesses, and customers begin to unconsciously see and hear your brand everywhere.
The power of anecdote
An anecdote is a short story that can be used to support a debate. Anecdotes can be useful in illustrating the effects of a discussion; however, they are not conclusive evidence, because they are limited in scope and not necessarily representative of the norm.
Quite a number of marketing departments use anecdotes aggressively to their advantage. Testimonials, videos of happy customers and glowing case studies are examples of marketing materials that tap the brain’s love for stories and reliance on anecdotes as “evidence.”
Nike has always excelled at brand storytelling. One of its best campaigns is Equality. This made a strong statement about the brand as a force for positive social change, offering athletes something more than just a pair of sneakers and branded workout gear.