Any professional knows that marketing is not only about selling your service or product. It’s all about the experience and value you give to your customers during the process.

For example, for all you know you can be selling a basic box that serves no purpose, but it’s all about turning that useless box into an amazing and valuable storage component. The question you are probably asking yourself is how can you make something so simple seem so valuable? It may seem a little complex but don’t be frightened we will guide you all the way. If you are researching marketing techniques and you are quite new, we suggest you check marketing 101 before tackling this article.

man holding incandescent bulb
Create Value

The question is how can I use these preventative heuristics and biases to get the most out of my marketing. Tapping into these instilled unconscious brain functions that people already have.

1. How To Implement Heuristics and Biases

According to research, a tenth of a second is all you need for a potential client to make up their mind about you and your business. Ever heard of the phrase the first impression is the one that counts? It doesn’t matter how good your business is, what counts is how you present your business to the world.

four men sitting at desk talking

This is when heuristics and biases come into play, they are essentially mental shortcuts that enable people to solve problems in a fast manner by using these basic rules. These strategies allow clients to function without having to stop and think about their next phase of action. 

For example, remember the time when you had your first job interview? Didn’t you look you’re best? I mean didn’t you go out of your way to buy a blazer, a tie or a fancy dress? Everything came down to the first few seconds of the meeting. You already knew that first impressions count! Take that same concept and implement it into your virtual marketing strategy!

This is where WiseStamp can help you, having an email signature that is professionally designed will not only increase your credibility as a professional but it will automatically create an unconscious tie to you as professional in the mind of the potential customer.

signature stamp

2. How Your Customers Make Important Decisions Based On Accessibility

Let’s face it, human beings aren’t as rational as they think they are, right? The reality is that the majority of people like you and I don’t dedicate hours of research before making a decision, correct? Wouldn’t you rather ask a reliable friend or wipe google out for a few moments? 

The Availability heuristic

The majority of people tend to base their decisions on information that is most available to them. The anchoring/ availability heuristic when clients rely on pre-existing information when making important decisions and tend to focus on only one piece of information out of the whole picture. The point here is not to be the most optimal but to be the most accessible source in your industry.

If you are a small business owner or an entrepreneur trying to understand the marketing world, be on all social media platforms that are relevant to your business

For example, let’s say you are a realtor trying to deepen your client base. Why not send out a monthly email to potential clients that have shown interest but are not quite sold on your services. They may not need your services at the moment however, I can guarantee when they do need your service you will be the first one they contact

3. The Power Of Offering Free Gifts:

Before sending your clients off, offer them a deal that they cannot resits which means give them something for free. This can be represented as an extra service or a small product, offering a “good deal” will encourage them to stay and or come back in the future. It’s more than the fact that they are receiving a free gift, it transforms into emotional attachment.

For example, let’s say you are a Yoga instructor and you want to figure out a way to get your client to commit. By offering them a package of 10 sessions with the last one free of charge is a perfect example. Clients who feel like they are receiving a free gift will only keep them coming back for more.

brown gift box with pink ribbon
Power of Free

4. How Social Norms Influence Customers’ Behavior

There are many ways that people can influence our behavior, but perhaps one of the most important is that the presence of others seems to set up expectations

For example, let’s say you are an environmentalist consultant and you want to change customers’ behavior. When sending emails back and forth have a green footer attached to your signature sign off saying “more than 20% of people don’t print paper. This will normalize the fact that others have don’t print paper therefor I won’t! People are social creatures that all want to fit in, showing them what others are already doing will reenforce them to change their behavior.

5. Put Your Best Option In The Middle, More People Will Choose It

If you have three options, people are most likely to choose the middle option. For example, if you are an experienced photographer and you are building your webpage. When trying to establish different prices for different packages offer three packages. Make the middle the most appealing, for some reason people prefer the middle option, regardless of what type of person they are, and regardless of what items are available to choose from. This well-known preference for the middle option is called the “center stage effect.”

road sign with three options, right, middle, left.
Center Stage Effect

Final Thoughts

There you have it, the five major psychological hacks that you can use and implement into your day to day marketing routine. We recommend using as many hacks as possible for greater leverage.