articlesource：thenextweb byTaliawolf 欲翻译的小伙伴，可评论领稿，并把完成的译文贴在评论处或发在自己的心理圈内。谢谢 Humansareemotionalcreatures。Ouremotionsdriveourpurchasingdecisions，whichiswhythemajorityofourpostsfocusonthefactthateffectivemarketingmakesusfeelratherthanthink。Thefirstimpressionavisitorreceivesfromalandingpagehashugeconsequencesonthepurchasinghabitsofourcustomers。Ifwemanagetotriggerspecificemotionsinourcustomerspriortothepurchasewecanincreaserevenuesdramatically。 The10psychologicaltriggerslistedbelowarejustthetipoftheicebergtowhatcanbedonewithpsychologicaltriggers。Boostyourconversionrates，lowerbuyingresistance，andincreasethevalueofeveryvisitorthatcomestoyourwebsitewithwhatliesbelow。 Authority “Thesimpletruthis，ifyouaren’tdeliberately，systematically，methodicallyorrapidlyanddramaticallyestablishingyourselfasacelebrity，atleasttoyourclienteleortargetmarket，you’reasleepatthewheel，ignoringwhatisfuelingtheentireeconomyaroundyou，neglectingdevelopmentofameasurablyvaluableasset。” ThesearethewordsofDanS。Kennedy，thegodfatherofDirectMarketing。Humanswillinherentlytrustfiguresofauthority。Thisiswhycelebrityandexpertendorsementsareusedtopromoteproducts。 ActionableTakeaway Onlinethereareotherwaystoestablishauthorityandasenseofsecuritybyusingspecificiconsonyourwebsitethatshowyouraretrustworthyanddependable。Theamountofcustomersusers，yourclient’slogos，yourpartners’orevenyourmentionsinknownmagazinesandnewspaperswillestablishyourcredibilityandauthority。 Anchoring In1974，cognitivepsychologistsDanielKahnemanandAmosTverskyidentifiedwhathasbecomeknownasthe“anchoringheuristic。”Aheurist，alsoknownasacognitivebias，isamentalshortcutthatweusetosimplifyacomplexproblem。Wetendtorelyonthefirstpieceofinformationwereceivemoreheavilythansubsequentinformationinordertomakeadecision。Onceananchorisplaced，decisionsaremadearoundtheanchor。InthepastwewroteanextensivearticleonAnchoringanditsdifferentusesinmarketing。 ActionableTakeaway Properuseofanchoringcanhavemajorimplicationstopricinganddiscounting。Inastudyofdiscountinginsupermarkets，itwasfoundthatmultipleunitpricingincreasedsales。Inthestudy，oneadstated，“4RollsofBathroomTissuefor2”vs。“OnSale，。50roll。”Thefirstadperformedmuchbetter，40percentbettertobeexact。Ourbrainsusethenumberfourastheanchorandapplygreatervalue。 Thereareothergreatwaystousinganchoring，forhigherconversionratesonpricingpages（havingonepricedramaticallyhigherthantheother），usingthe“sale”signonparticularproductsandevenmoreefficientsettinga“cap”ontheamountofproductsonecanpurchase。 SocialProof Whenotherpeopleseesomeonelikethemselvespurchasingaproductorserviceithasapositiveinfluenceontheirpurchasinghabits。Fromamarketingperspective，socialproofisseeingsomeonelikeyouutilizing，andenjoying，aproductorservicethatmakesyoufeelyouwanttotoo。Ifaconsumerfeelsliketheirpeersapproveofaproductorservice，theywillhavemoretrustandfeeladesiretoapproveaswell。 ActionableTakeaway Createsocialproofonyourlandingpagesbyaddingthingslikecustomerreviewsandtestimonials。Makesuretoplacethetestimonialsstrategicallywhereuserscaneasilyreadthem。Ifyoucan，tryandincludeaheadshotorimageofthepersonwhogavethetestimonial。 WithSmilebox’slandingpageweusedseveralquotesandtestimonialsfromcustomerstoincreasesocialproof。 LossAversion Imagineyouareintheofficeandyouoverhearyourbosssayinghewantstogiveyouaraiseof400month。 NowimagineanotherscenarioImagineyouaremakingacoffeewhenyouhearyourbosstalkingtoHRaboutcuttingyoursalarydownby400month？ Researchshowsthatthefeelingoflosingandgainingthesameamountarevastlydifferent。Peoplewouldratherchoosenottolosesomethingovergainingthesamething。Ourbrainsarewiredtofeelamuchstrongerreactiontolossthantogain。Thispsychologicaltraitisknownaslossaversion。 ActionableTakeaway Toutilizethistrait，yourmarketingmessageshouldtalkofwhatyourprospectmightloseiftheydon’tbuysomethingratherthanwhattheywouldgainiftheydidbuy。TakealookattheDollarShaveclubsad。Insteadofsaying“Savexxpermonth，”theiradstates“stopoverpayingonBlades。” Footinthedoor Thefootinthedoortechniqueisthetacticofgettingapersontoagreeaminorrequest（likepurchasingaproduct）byhavingthatpersonagreetoasmallerrequest（signingupforexample）earlieron。Humansaresocialcreaturesandwearealwayslookingtoformnewconnections。Onceanewsocialconnectionhasbeencreatedwehaveacompulsiontocontinuethebond，evenifwedon’trealizethatwehavemadeone。Thisiswhywearemorelikelytohonorarequestifwehavealreadysaidyestoasmallerone。 ActionableTakeaway Creatingabondandanongoingrelationshipiskeytosuccess。Emailmarketingisagreatwayfornurturingqualitysalesviaemail。Bybeingtopofmindwithourprospectsandestablishinganongoingrelationshiptheywillbemorelikelytobuyfromusinthefuture。 Agreatexampleofthismethodisanofflineone，whenachildturnstotheirparents：“CanIgoovertoJohn’s？”andthenlateradd，“CanIstayovernight？”。 In1993Taylor，T。，BoothButterfieldrananinterestingexperimenttoreducedrunkdriving。Onegroupofdriverswasfirstaskedtosignapetitionagainstdrunkdrivingwhiletheother，wasn’t。Thenlateronbothgroupswereaskedtogetataxiiftheyhaddrunkandthegroupwhohadbeenaskedtosignthepetitionearlieronwasmuchmorelikelytocompilewiththisrequest。 Scarcity Maslow’spyramidofhierarchydemonstratesthebasicsneedsofourcustomers。Feelingdeprivedofourbasicneedslikelove，food，money，ortimecanleadtoanxietyandfear。Wehaveanaturalinclinationtobecomefearfulandanxiouswhenthereisathreatofscarcity。Thissenseofanxietyfromscarcityinterfereswithmotivationandcausesustobecomemorevulnerabletotemptationandimpulse。 ActionableTakeaway Wecanusescarcityinmarketingtoleveragethefearofashortagetosellmore。Limitedtimeoffersandtimesensitivediscountsusethefearofscarcitytogetpeopletoact。Scarcitycanalsobeusedtoincreasetheperceivedvalueofaproduct。Thefearthatthereisalimitedsupplyofsomethingcanmakeacustomerpurchasequickerandwithlessthought。 Community Wehaveaninherentneedtobeapartofasocialcommunity。Beingpartofacommunitymakesusfeelmorecomforandinspiresustotakeactiontoachieveourdesiredresults。Beingaroundpeoplewhoshareourgoalsorcareaboutourprogressmakesusfeelmoresecure。 ActionableTakeaway Whenyousellsomethingtoacustomermakethemfeelliketheyarenowpartofsomethingbigger，orpartofacommunity。StarbucksdoesagreatjobofthiswiththeProductIdeasectionoftheirwebsite。Userscanpostideasfornewproductsandotherscancomment，vote，andsharetheideas。Creatingacommunitycanhelpleadtoloyaltyandfollowingforyourbrand。 LookHumansendsfantasticemailsbuildingtheircommunityandsharing“thelove”。 Anticipation EverytimeApplelaunchesanewproductthereisalinearoundtheblock。Theyachievethisbybuildinganticipationaroundtheirproductlaunches。Anticipation，orlookingforwardtosomething，isakeystageinhappiness。Anticipationrequiresthesomethingtoanticipate，andthemindfulnesstodotheanticipating。 ActionableTakeaway Aknowntacticthatmanyretailersuseontheirsitesis“endofthemonthsales”，throughoutthemonthsubscribersgetemailsremindingthemthatthebigsalewillbecomingveryshortlyandcreateahugeanticipationbycustomers。Inadditiontogettingpeopleexcitedabouttheirsale，they’realsogrowingtheirsubscribersdatabaseandgettingmorepeopleonboard。 Freedom Freedomisdeeplyembeddedintoallofus，andoneofthemostpowerfulmotivators。Teachershavefoundthatbygivingstudentsgreatercontrolovertheirdecisionstheybehavebetter，andhappilyengageinlearning。Somecompaniesareevenlearningtoincentivizeemployeeswithmoreflexibleworkschedulesinlieuofraises。 ActionableTakeaway Positionyourbrandasanaidtoalifeofgreaterautonomyinaparticulararea。Startwithunderstandingyourcustomers’limitations，timeconstraints，frustrations，aspirationsanddesires，it’snotaboutthepricing。Thenexplorewaysyoucanbecomeanallyintheirpursuitoffreedom。Veryfewthingscandriveconversionfurtherorfasterthanthepromiseofgreateroffreedom。 Controversy Toomuchcontroversycanpushpeopleaway，butsmallamountshaveatendencytodrawpeoplein。JonahBerger，thebestsellingauthorofContagious，foundthat“controversyincreaseslikelihoodofdiscussionatlowlevels，butbeyondamoderatelevelofcontroversy，additionalcontroversyactuallydecreasesthelikelihoodofdiscussion。”Mildcontroversycaninspirecuriosity，butitcanalsocreateanger。Stirringangerisoneofthemosteffectivewaystoinspireviralcontent。 ActionableTakeaway Thinkaboutyouraudienceandtheirbeliefs。Canyoualignwiththeirbeliefs，orchallengetheminordertostiremotion？It’simportanttobecarefulwiththisoneandavoidareasthatcouldstiranegativemove。However，doingthisrightcanhaveahugeimpactonyourmarketing。 IthinkManPacksdoesagreatjobinstirringcontroversyandcuriosityintheirlandingpages。I’vementionedtheminafewarticlesbefore，mainlyfortheirbraveheadlinesandemotionaltriggersbuttheirdesigncanberemarkableto： Bytappingintothepsychologyofourcustomersandprospectswecanstiremotionandinspirethemtotakeourdesiredaction。Whataresomeotherpsychologicaltriggersyouuseinyourmarketing？Postinthecomments。
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