3PM – It’s Not Too late!
Are we caring about the environment at the expense of consumer care? Have we, as business owners, broken the bond between humans and the environment? Are we looking for customer sales instead of developing lasting relationships? That’s the question for this month.
I’m reading a great deal about the physical state of the natural world but very little about the emotional state of humans involved in business transactions. It’s impossible to separate the human from the environment and it’s also impossible to separate the physical form the emotional. The psychology of buying behaviors is interesting but it’s not the whole picture. With an entire generation increasingly aware of their impact on the planet it’s important to take a more holistic view of business, especially eco-friendly business.
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This month I’m starting out with a guest post by Cynthia Saarie, CEO and Founder of Best Copy Now. For cannabis dispensary owners Cynthia is your gal for marketing strategies to improve your ROI.
Her thoughts are so very topical for today’s political, economic, and emotional world. Even the physical things in our lives; food and shelter, have deep emotional components. And that’s what this issue is about.
How We Fuel Our Emotions for a Better World
Why the Negative Works:
The Power of Reverse Psychology in Advertising
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and The Intriguing Impact of “No”
Have you ever noticed how the word “no” can spark immediate curiosity?
It’s almost like a magnetic force that pulls us closer, even when the message is meant to push us away. This is the power of reverse psychology, and when harnessed correctly, it can be an incredibly effective tool in advertising.
The Psychology Behind “Can’t” and “Don’t”
No one wants to hear “They can’t” do something. It’s human nature to resist limitations. When someone tells us not to do something, our first reaction is often to wonder why. This reaction is rooted in our psychology, where “no” becomes a challenge, igniting a spark of curiosity and defiance.
Think about the last time someone told you that you couldn’t do something. Did it make you want to prove them wrong? Did it stir a sense of rebellion inside you? This is exactly why negative language can be so powerful in marketing and advertising.
The Trap of Shiny Object Syndrome
While reverse psychology can be a powerful tool, it’s essential to remember that consumers are often distracted by what’s new and flashy—commonly known as “shiny object syndrome.” This phenomenon occurs when people chase after the latest trends or products simply because they’re new, rather than because they offer genuine value.
By strategically incorporating reverse psychology, you can cut through the noise of these distractions. Instead of competing with every new trend, you can captivate your audience’s attention by challenging them to think differently, making your message stand out amidst the clutter of shiny objects vying for their attention.
The Child Within Us
Imagine a small child being told, “No, you can’t have that toy,” or “Don’t touch that!” More often than not, the child will insist on doing exactly what they’ve been told not to do. They might stomp their feet, throw a tantrum, or pout, but their determination to defy the instruction is unmistakable.
This instinct doesn’t disappear as we grow older. Instead, it becomes more subtle, manifesting in different ways. When we’re told we can’t have something or shouldn’t do something, that inner child still kicks in, and we start questioning why.
Turning “No” into “Yes”
This is where reverse psychology comes into play. By telling your audience what they shouldn’t do, you’re planting a seed of curiosity. You’re inviting them to explore the reasons behind the restriction, and in doing so, they become more engaged with your message.
Consider an ad that says, “Don’t join this podcast if you’re not ready for the truth.” Suddenly, the audience is intrigued. They start thinking, “What truth am I not ready for? Maybe I should listen just to find out.” The negative phrasing creates an irresistible lure, drawing people in rather than pushing them away.
The Power of Curiosity
Curiosity is one of the strongest drivers of human behavior. When something piques our interest, we’re compelled to explore it further. By telling people what not to do, you’re tapping into that natural curiosity and encouraging them to take action.
For example, an advertisement might state, “This product is not for everyone.” Instantly, the viewer wonders, “Why not? What makes it so special?” The more exclusive something appears, the more people want to be part of it.
Case Study: Reverse Psychology in Action
Let’s look at a real-world example. A fitness brand ran a campaign with the tagline, “Don’t even think about joining our gym unless you’re serious about getting in shape.” The ad listed all the reasons why someone might not want to join, such as the intense workouts, the commitment required, and the no-nonsense attitude of the trainers.
Instead of discouraging people, the ad attracted individuals who were serious about their fitness goals. They saw the message as a challenge and were eager to prove that they were up to the task. The gym’s membership soared, and the campaign was hailed as a success.
Another example, a senior citizen group held a BBQ in a local park. (yes, they had all the permissions and permits.)
The sandwich board out in front had a huge stop sign on it and said, “DON’T STOP For Our BBQ – Unless You Want Hot, Juicy, Flavor.” They sold out within two hours.
The Fine Line Between Success and Backfire
Of course, reverse psychology must be used with caution. There’s a fine line between intriguing your audience and alienating them. If the message is too negative or comes across as condescending, it could backfire and turn people away for good.
The key is to strike a balance. The “no” or “can’t” must be framed in a way that challenges your audience without making them feel insulted or dismissed. It’s about creating a sense of exclusivity and curiosity, making them want to prove you wrong.
Applying Reverse Psychology to Your Campaigns
So how can you apply reverse psychology in your own marketing efforts? Start by identifying what your audience wants most. What are their desires, fears, and motivations? Once you understand these factors, you can craft a message that plays on them in a subtle yet effective way.
For example, if you’re promoting a high-end product, you might say, “This isn’t for everyone, only those who appreciate the finer things in life.” Or if you’re launching a new service, you could go with, “Not everyone can handle what we’re offering. Are you up for the challenge?”
The goal is to make your audience feel like they’re missing out if they don’t engage with your brand. By telling them what not to do, you’re giving them a reason to prove you wrong and take the action you want them to take.
The Absolute Power of “No – Or is it Absolutely, Positively, No?”
In the world of advertising, “no” can be just as powerful as “yes.” By understanding the psychology behind negative language and reverse psychology, you can create compelling campaigns that draw people in and make them want to learn more.
Remember, it’s not about pushing your audience away; it’s about inviting them to explore the reasons behind the restriction. When done right, the power of “no” can lead to a resounding “yes” from your audience.
Are You ready to explore ads for your business with a fresh set of eyes? Hey, maybe You’re not ready for a boost in your traffic. But if you are. Contact Cynthia today. [email protected] Subject line: Newsletter.
#ReversePsychology, #MarketingStrategy, #AdvertisingTips, #MarketingPsychology, #EffectiveAdvertising, #BrandStrategy, #CynthiaSaarie, #BestCopyNow
Caring for the Environment with Little Consumer Care?
Just as the condition of your backyard and neighborhood is personal, your relationship with your customers should be just as personal.
It sometimes feels like you’ve done all you can for a customer when you’ve delivered the agreed upon product or service. But that’s just the beginning. When you focus on each customer the same way you worry about the rain (or lack thereof) on your plants you are looking at long-term relationship building.
How long does it take for most fruit trees to bear fruit? 3-5 years. Is there an optimal period for you to consider a customer loyal? Or is it the actions of that customer over an extended period of time?
Initial Consumer Care
At first, you’re interested in the needs and desires of a consumer and how you can fill them. That means you need to do market research and find out who your customers are, where they hang out, and what their problems are.
That’s Marketing 101.
What do you do for a consumer after they become a customer?
How do you handle problems? In our high-speed communications society one mistake can cost you your company’s reputation. One bad review on Instagram or X (formerly Twitter) throws a dozen good reviews out the window.
Make every mistake and bad review an opportunity to show how you go the extra mile. You could give a credit, or you can publicly admit you made a mistake and tell the world what you want to do to rectify the situation. Then privately give that credit or refund or extra product. Admitting you make mistakes makes you human.
Consumers are human and like to deal with other humans. Imagine that!?
After-Sale Customer Service
This is where you create a loyal customer or a one-off sale. When someone buys your product do you touch base to see if they like it or are even using it?
Often, someone will buy something and not know quite how to use it or even put it together. If you come to their rescue without their asking you become a hero. If they have to ask you for help it makes them feel incompetent. But if you show up with a FAQ page for after-sales it makes you their knight in shining armor.
People also want to know you care if they liked (or didn’t like) your product. Customer surveys are one way to find out how you’re doing in a customer’s eyes.
But there are a lot of surveys out there. Is there a better way to find out if you’re meeting (or exceeding) customer expectations?
I’d say personalized emails that ask specifically how your product fits their needs are more valuable than surveys. That being said, there are ways to use surveys to empower customers. Spotify, as an example, asks for ways they could improve offerings for their customers and has a forum specifically for buyer ideas. And they implement them!
Is that something your company could set up? Should you be thinking about it?
Looking at the Long-Term Customer and Environmental Impact
You’re an eco-friendly company so care of customers goes hand-in-hand with care of the environment. We can’t separate the humans from the environment without negative consequences.
With that in mind, think of your customers as a garden. It must be tended, or weeds will take over, your plants won’t have enough water during drought, or you will simply let the fruit fall to the ground, wasted.
Customers are like plants. They must be tended to. Every now and then they need something a little extra, perhaps an info sheet on another use or benefit of the product they bought from you. Perhaps just a thank you for doing their part to better our planet.
Going that extra step for customers not only creates loyalty but helps heal our planet. When we remind customers they’ve done something great, however small, it motivates them to do something more. It’s a positive feedback loop.
The best source of new customers is old customers. Past customers are often just filed away if they don’t respond to 3-4 post-sale touches. But they bought (or didn’t buy) something from you for a reason. Even if it wasn’t quite right for them at that time, they’re still a source of sales of other products and referrals.
Because past customers already know who you are.
You don’t have to start at square one for brand recognition. Pulling out your list of past customers is like looking at garden charts from past years. Do you see any patterns? Ways you messed up and can improve?
Own your mistakes. That’s the best way to reduce customer churn and benefit the environment. And it’s so much easier for a disruptive eco-friendly company to be human than for a giant Status Quo company.
For your next customer communication, be a bit more human and see what happens.
#marketing #consumercare #customerretention #brandrecognition #3pillarsmarketing.net
That’s it for this month. Watch for my videos on marketing for sustainable businesses. There might be some tips JUST FOR YOU!