Persuasive Marketing: how to influence the purchasing decision

Persuasive marketing is the use of marketing techniques to influence consumers’ purchasing decisions. It is based on the understanding of human psychology and how people make decisions. Marketing persuasion can use a variety of techniques, including:

  • Emotional triggers: These tactics elicit favorable emotions in consumers, like contentment, delight, or affection. This can enhance the likelihood of consumers linking the product or service with affirmative emotions, potentially leading to a purchase.
  • Scarcity and urgency: these appeals create a sense of scarcity or urgency around the product or service. This can make consumers feel like they need to act quickly to avoid missing out on a good deal.
  • Social validation: This technique is founded on the idea that individuals tend to follow suit when they observe others engaging in a particular action. Marketers employ social validation to demonstrate to consumers that the product or service is being embraced and appreciated by others.

Make the utmost of this golden occasion to reshape your marketing approach and allure your followership like noway ahead. As your business ascends to unknown heights of success, become a Web Marketing Manager and join the species of canny marketers who have learned the finesse of Persuasive Marketing.

Persuasive verbal language on the web

Persuasive marketing operates through mechanisms that consciously and unconsciously guide our brains and choices. Focusing on this quote by Oscar Wilde, “Nowadays people know the price of everything and the value of nothing,” we can identify two approaches to the market through which marketing reflects ourselves.

How does Persuasive Marketing drive us to purchase?

The first approach is superficial, influenced by the advertising influences that surround us: ads on the street, on TV, and on the internet. Purchasing provides us with security and apparent stability in life, to the extent that electronic and virtual material goods replace emotional and real ones.

Among the techniques that encourage purchasing, I invite you to reflect on the ‘power’ of offers from companies that distribute their products as gifts in crowded places or during significant events, or the power of reviews. If a product has pleased many people, you’ll be more inclined to buy it. If it’s endorsed by well-known or highly successful and attractive individuals, it becomes more desirable (the FOMO Marketing strategy).

Furthermore, when an item is about to run out, a sense of urgency and competition arises within us, motivating us to finalize the purchase.

Persuasive Marketing appeals to the 5 senses

The second approach is dictated by emotions, the 5 senses, and the process through which both marketing and the web establish a connection with our impulses, because “behind a screen, there is always a person.”

Here’s the significance of persuasive marketing: to stimulate the 5 senses to induce us to purchase. Images, sounds, smells, tastes, and materials should drive us toward a unique experience with the product.

Want to grow your business with persuasive marketing? Discover if you have the right skills to become a Web Content Editor

web content editor online test

Psychology of persuasive communication

Let me explain with a few examples from everyday life:

Wine: gently pressed between the tongue and palate; slowly, fresh, and delightful, it starts to blend. It moistens the soft palate, grazes the tonsils, enters the welcoming esophagus, and finally settles in the stomach that laughs with wild contentment” (Gustave Flaubert).

persuasive marketing examples

 

In this case, wine is the product, having an affinity with humans and a poly-sensorial stimulation that evokes sensations, memories, perceptions, symbols, fantasies, and images. In fact, it activates not just sight since it can be red, white, or rosé, but also taste, smell with various aromas, hearing when the bottle is uncorked, and touch when the glass is held; objectivity and subjectivity blend.

food chocolate marketing strategy

Sight: in persuasive marketing, consumers are always drawn to the aesthetics of the product during purchases. Our eyes are influenced by our perception when observing the design, packaging, or layout of various promotional messages.

The visual system is sensitive to stimuli such as color (dark or light), contrast (large or small), and movement. Each color elicits a specific emotional response and is also associated with a distinct taste.

From studies on this color theme, it has emerged that:

  • Yellow is associated with optimism and youthfulness, often used to attract attention to shop windows.
  • Red signifies energy; an increased heart rate in emergencies or often used to indicate sales.
  • Blue represents trust and security, hence it’s frequently used in banks and business settings.
  • Green denotes well-being, being gentle on the eyes, thus used in stores to convey relaxation.
  • Orange signifies aggression and prompts actions like subscribing, purchasing, or selling.
  • Pink is romantic and feminine, used in products for women or girls.
  • Black, powerful and elegant, is often used in luxury branding.
  • Purple represents calmness and is widely used in anti-aging and beauty products.

persuasion marketing technique

Taste: it’s a fundamental factor for consumers, which is why in persuasive marketing, companies conduct taste tests or “blind tests” to assess people’s preferences and capabilities. According to statistics, 90% of what we perceive through taste depends on smell, sight, and even how a dish is served.

persuasive marketing taste perception

Smell: it’s useful because it leads the consumer to remember their origins through a smell or fragrance and discover new ones. Thus, companies have become aware of its importance and adopted persuasive marketing strategies.

importance of marketing storytelling

Hearing: is associated with the Sound and Rhythm of Music that influences the customer’s mood in making purchases and how long their shopping will last. In persuasive marketing, the repetition of a sequence of musical notes (the Jingles) is often used to reinforce familiarity with that product.

hearing marketing content

Touch allows the consumer to verify the quality of products. For example, when we buy fruits or vegetables, we instinctively use touch to check their freshness. When we need to buy clothing, we “feel” the fabric to understand if it’s of good quality.

persuasive marketing words

Persuasive marketing has harmonized a relationship between the physical and emotional characteristics of the product. For instance, linen is cool to the touch, conveying a psychological sense of lightness that brings the consumer to a state of emotional freedom.

 

Using storytelling for effective digital communication can yield excellent results. Download the free mini-guide now!

storytelling ebook guide

How to build a customized and Persuasive Web Marketing Strategy?

To bring benefits to your website or e-commerce, you need to effectively utilize all the channels at your disposal, also diversifying your message. That said, you need to understand the target audience and the tools useful for promoting the brand, products, and services on the internet.

I recommend focusing on creating original articles and blog posts that stand out from your competitors to promote company products and reinforce SEO.

You should also consider web tools for managing Social Media (Facebook, Instagram, Twitter, Google) for publishing and measuring results and online growth. For example, Facebook Insight for analyzing your page’s statistics and graphs; Twitter Beep works as an alert, notifying you whenever someone talks about you, your brand, or your company; Google Alert alerts you to the latest articles and posts mentioning specific keywords, useful for monitoring search results, and more. Utilizing Inbound Marketing to create online content (web pages, blog posts, videos…) so that users can find you is definitely a value addition. Similarly, Google AdWords can be used to run paid campaigns and appear among the top search results, DEM (Direct Email Marketing) campaigns, and newsletters to manage large databases effectively. Measuring results with relevant KPIs will help you understand if the chosen tools for Web Marketing are yielding results or not.

How to investigate and measure visitor behavior on the web

To understand how a user navigates on your website, you can use tools such as Google Analytics (which helps you understand the user’s journey, the most visited pages, and how long they stay on a page) or Search Console, free software that allows you to monitor the website’s health.

Persuasive Marketing in the digital realm

Brian Eisenberg states: “Your visitors don’t care about your sales process (and everything about your sales process should be designed so that they don’t have to care) – remember, your sales process is all about you, but you absolutely need to care about how they buy. The key to a persuasive site is mapping the buying process to the sales process, refining the sales process when it becomes intrusive or counterproductive.”

Creating a website is undoubtedly important, but for effective marketing, being persuasive is equally crucial. Many of today’s leading brands use persuasive digital marketing tactics to attract their desired audience and sell more products or services. Whether you’re an entrepreneur or an advertiser, you can utilize these strategies to your advantage. Advertisements should convey a company’s message naturally, while allowing customers to believe that they are embracing the products or services on their own.

 

Discover how to sell more online with this mini-guide and boost your sales online now!

Fomo Marketing free ebook

Persuasive Marketing tactics and techniques

Diving into the realm of consumer persuasion, we uncover a tapestry of compelling techniques meticulously designed to captivate minds and drive purchases. Let’s embark on a journey to explore five distinctive and potent methods of persuasive marketing, each weaving its web of influence. There are, of course, various possibilities for being truly persuasive. Let me mention some of them:

  1. Targeted advertising through social media nails down your audience and focuses on quality rather than quantity. You need to know who you’re addressing to craft your message, so you spend your advertising budget on the right people who are more likely to convert and engage with your message.
  2. Facebook is the largest Social Media platform, making it very useful to target ads. Refine your audience based on demographics, interests, behaviors, and locations. Create a retargeting strategy for users who have already engaged with your products and show interest in them.
  3. Pathos or Emotional Appeal: To push a product, humanize the conversation, create an emotional connection, and try to offer value to make them feel like you’re solving something for them.
  4. Ethos or Authority, Trust, and Credibility: Convince your audience to trust you to buy your product. Provide social credibility, for example, by using consumer reviews.
  5. Logos or Logic and Reason: Persuade your audience that your product can contribute to improving their lives, as long as it genuinely solves their problems.
  6. Call to action: Prompt users to take action, such as inviting them to subscribe to a newsletter, buy from your e-commerce with special offers, or register for events.
  7. The Barnum Effect: picture a canvas where universally relatable descriptions morph into intimate portraits. Named after the showman P.T. Barnum, this technique weaves a tapestry of connection by making individuals feel uniquely understood through general traits.
  8. Gamification: step into a realm where marketing takes on the guise of a grand adventure. Loyalty programs become treasure hunts, and interactive encounters mirror the thrill of virtual quests. It’s a harmonious dance that transcends the mundane, inviting customers to become co-creators of the brand’s narrative.
  9. The Peak End Rule: visualize memories as an exquisite mosaic, woven from emotional crescendos and graceful finales. This concept by Nobel laureate Daniel Kahneman highlights the resonance of high points and closing moments. Brands orchestrate this symphony to etch a memory that reverberates long after the experience fades.
  10. Persuasive Profiling: envision a digital maestro crafting a unique serenade for each customer. This technique harmonizes the notes of product presentations and selling strategies with the individual cadence of each persona. Through perceptive adaptation, brands extend a personalized hand across the digital expanse.
  11. Scarcity Illusion: enter a realm where desire is ignited by rarity. The allure of limited availability stirs a primal urge to own the exceptional. This illusion transforms passive curiosity into a passionate yearning, nudging audiences toward decisive action.

Within the alchemy of these techniques, where psychology and marketing meld, you’re invited to become a virtuoso of persuasion. As you traverse this landscape, where creativity intertwines with science, you hold the brush to paint connections that resonate deep within the tapestry of the human experience.

Be yourself

Being yourself both professionally and personally always pays off. You can express your passions without imitating anyone or anything. Conveying your values is essential in online sales. Follow your intuition, and your perceptions, towards ideas that allow you to establish and fully develop your business perspective. You’ll be able to persuade and convince by believing in your dreams.

If you want to learn how to open your online shop, I recommend following this course.

Need an expert to build your persuasive marketing strategy? Contact us now!

REQUEST MORE INFORMATION

START YOUR CAREER

DOWNLOAD YOUR EBOOK

Which is the best Digital jobs for you cover ebook

0 Comments

Submit a Comment

Your email address will not be published. Required fields are marked *