Every marketer can learn how to create attractive offers . The main thing is to know the tastes of your target audience. Once you understand this, you can, through trial and error, create incredibly attractive trade offers that your target segment will be unable to refuse.
Below, we'll cover the key psychological principles that the most successful companies use to formulate their USPs, and how you can use this information to optimize your own landing page offers.
How does the psychology of desire work?
Understanding the psychology of desires at a theoretical level will allow you to achieve decent results in practice, that is, when developing and split testing landing pages.
Renowned consumer psychology expert Adam Ferrier argues that a buyer's desire is based on two factors: personal incentives and social norms.
Personal incentives
People perform specific actions only in two cases: to get pleasure denmark phone number data or to avoid danger (pain). In the context of marketing campaigns, the desire to buy will arise only when customers, looking at your product, clearly understand how exactly it will help achieve goals or solve a problem.
Social norms
The above does not mean that people will do whatever comes to their mind, as long as it brings pleasure, and not think about the consequences. Man is a social creature, so everything we do is somehow related to the opinions of other people. Before doing something, each of us asks ourselves questions:
what will i look like if i do this action?
What social norms govern these actions?
Will people who are authoritative for me act in a similar way?
Bottom line: to create a desire to buy a specific product, you need to appeal to both individual incentives and social norms. It is advisable to show the target audience what is good about your product (how it solves problems) and that buying and using the product does not go against generally accepted norms, in other words, it does not look indecent.
In order not to be unfounded, we will analyze the work of the psychology of desire and its use in practice to achieve significant results using specific examples.