Marketing and Psychology
People don’t like to be sold to. Let me repeat that. People don’t like to be sold to.
With Black Friday, Small Business Saturday and Cyber Monday all so close together it’s hard not to see brands trying to sell all their products to us lately. Am I right?! And, good for them, Instagram can skyrocket a businesses online sales! Because of that, I’m seeing a lot of brands really succeeding on Instagram. The downside is, I’m also seeing some brands really struggled keep up. What’s the difference? Their marketing strategy.
Enter Psychological Marketing
Long story short, the brands that are successful are selling an experience, that’s 100% the secret to their success. So, what’s a brand to do? Easy. If you’re a brand and you’re selling products on Instagram you need to think more about your audience and less about posting more photos of your product!
Does that sound backwards? Trust me, it isn’t (it’s just psychology)!
First, ask yourself what audience you want to attract and then ask yourself if you were your audience what would you want to see?
I’m willing to bet your audience wants to see more photos of things related to your product and less of your actual product! No offense. 😉
Let’s think of this another way. Take a peak at your profile, see all your posts connected together? This is what a new follower sees first when they come across your profile. As I imagine you well know, first impressions are most important! So, what message are you sending them? More importantly, what experience are you selling them?
Most people are going to take a look and wonder, are you just another brand that’s gonna sell to them? Fill up their carefully curated Instagram feed with endless photos of your products? Cause, remember, they’re not on Instagram to be sold to! They’re here to escape and scroll through pretty pictures. To like, comment and discover new profiles. Not to buy. So you, my friend, need to think smarter if you’re a business marketing on Instagram. Before you start posting more photos of your products you need to think of what else you can post to convert your audience into fans, followers and ultimately customers.
How, you wonder? Start by focusing on your branding and the experience your audience will have by following your brand. Now, I’ll get into branding in another post but today is all about how you can sell more products by posting less photos of your actual products and more of what actually speaks to your audience, things they can like, comment on and profiles they’ll WANT to follow.
Psychology of Advertising
Before you think about that, however, think about a few of your favorite brands. For example, one of mine is lululemon. I’ll be first to admit I LOVE their yoga mats. Their clothes are sexy. But one look at their profile and guess what you’ll see? Inspiring photos of people practicing yoga, peaceful nature scenes, motivating quotes. Guess what? This is true for any successful brand. Think
- Cars (BMW)
- Food (Starbucks)
- Alcohol (Guinness)
What do they all have in common?
They’re selling an experience and a lifestyle.
What experience or lifestyle is your brand selling? None?! You better get to work.
My advice is to start by giving your audience an unforgettable experience, one they can’t find anywhere else! One your competition isn’t selling. For example, if you’re selling coffee you want to sell the experience of energy and an invigorating morning coffeehouse experience! What do you post? Photos of delicious coffee beans, a morning espresso, steamy espresso machines, sexy baristas, foamy lattes, coffee brewing in shiny French Presses, fresh pour-overs. You get the picture! Then, for every 3-5 “experience” photos, then and only then, post a photo of your product.
Maybe you’re selling travel gear? Sell your audience an adventure! How so? Post photos of snow covered mountains, luxurious resorts, white sandy beaches, peaceful tropical islands etc. Sell your followers the experience of taking a much needed vacation and escaping their everyday stress. Post photos of people being adventures; hiking mountains, kayaking in lazy rivers on a sunny day, lounging on a sandy beach after surfing, exploring tropical islands in a sailboat. Better yet, post quotes about traveling too! Even better? Post photos of people using your product while traveling.
Why post these images? They all evoke feelings. Those feelings create a need and that need is to go on an adventure and take a vacation so they too can relax and unwind. Now you’re selling an experience. Maybe even a lifestyle.
Now, when you post a photo of your product, it’s scattered among the travel pics and adventure quotes and it feels natural to your follower. They don’t feel sold to at all. Their desire to buy your product subconsciously increases and your sales start to improve drastically.
Guess who your followers are going to start associating their positive feelings about traveling to fun, far away places with? You. Your brand. Your product. And when they’re really stressed and need to escape guess what product are they going to buy? Yours. Why? Because they want to BUY the feeling you sold them. They want to buy the experience. They now need the lifestyle that comes with owning your product. It’s really not about your product at all! No offense. 😉
Sure, you may attract a few people occasionally who just LOVE your product regardless. Just remember, that’s the exception.
The ones that will ultimately buy from you are the ones you sell an experience to.
Take a peek at my profile. The experience I imagine you may get is of being relaxed, of space, the freedom to think, to chill, hang out and like a few quotes. Chances are you won’t feel overwhelmed. That’s because back when I used to design websites I designed them with lots of white space because it’s critical to the user experience in terms of design and psychology. I do the same with my Instagram profile. I also tossed in a lot of coffee photos and quotes about coffee because that’s what my audience relates to. Now that I’m blogging full time I still give my audience that same experience because it’s so important to me that they process my my words without feeling overwhelmed by my images.
Know your audience and give them what they want – an unforgettable experience.
Brands that do this very well are fashion and cars.
Guys: Do you think you purchased your last car because it was easy to drive or because it made you feel like that incredibly well-dressed guy in the tv add driving the shiny, uber-fast new model with the beautiful women falling all over him? What guy doesn’t want to be like that guy?!
Ladies, I bet you can relate to my lulumenon example. You get my point, right? Now go take a peak at your profile and see where you can improve and I’m let me know if you have any feedback or questions in the comments below!
Marketing and Psychology
Need more help with your brand than this post alone can offer? I can discuss all your options with you. With extensive an extensive education in psychology and experience running multiple businesses, I’m happy to consult and strategize on your marketing and sales goals. Send me a DM on Instagram or shoot me an email for more info.
Don’t Go Anywhere Yet!
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