It’s easy to get overwhelmed by conversion rates and traffic numbers. But ultimately, what lies behind all the statistics is based on human behaviour. It’s our response to your content, whether to subscribe or simply run for the hills.
Here at Script Consultants, we’ll show you how to make use of consumer psychology to kick start a successful content marketing initiative.
1. The Illusory Truth Effect
Want people to buy your stuff? Be the first thought that comes to their mind.
Now here’s the secret to brand familiarity: it’s all about The Illusory Truth Effect, that repetition breeds belief. It’s a simple yet powerful tactic that appeals to the comfort of familiarity in an age of information overload. With strategic repetition, consumers learn that you exist and learn what you have to offer that’s different from your competitors.
Want to discover your own brand of fitness? With a catchy jiggle and a prominent feature of the Fitbit fitness watch, this video campaign effectively utilizes repetition that showcases how fitness can be for everyone and that Fitbit wearables will always be your best fitness companion.
Recognize the importance of repetition and you could create content that sticks with your target audience.
2.Rhyme as reason effect
It’s a play on words that has the power to influence the way we think. Psychologist Matthew McGlone discovered that we’re inclined to believe a message when it’s framed as a rhyme.
Photo credit: nbcnews
“If the gloves don’t fit, you must acquit!”, it’s a famous phrase that grabbed the attention of jurors and had an impact on the murder trial of O.J. Simpson. After all, it’s a fluent argument and easily understood as commonsensical. So rhyming creates a sense of truthfulness as information presented is unique, memorable and we don’t have to go through any mental gymnastics to know exactly what you’re talking about.
We tend to place greater value in information presented in a distinctive and easily understandable manner. While rhyming is one way to do so, other linguistic tactics such as alliteration also has a similar impact.
It’s time to harness the power of rhyme to spread your brand message far and wide. You could incorporate the key message of your brand within a slogan with simply a little dusting of linguistic magic and watch it take flight.
3.The Reciprocity Effect
We’ve all experience the nagging desire to offer something in return for what we’ve received. The inclination to return the flavour is a deeply-rooted cultural norm and you could harness this effect in your content marketing pieces.
Photo credit: True&Co
Bras, it’s the bane of every women’s existence and finding the perfect fit is truly quite the headache. True&Co, an American online lingerie retailer understands the concerns of women and have developed a comprehensive Fit Quiz designed to identify consumer’s bra problems and offer customized recommendations upon prompting consumers to create an account with their email.
Photo credit: thegloss
Consumers get the information they need to shop for comfortable lingerie while True&Co effectively captures a data base of information.
Ultimately, the Reciprocity Effect creates a win-win situation.
4.The Serial Position Effect
Photo credit: copyhackers
We have a tendency to remember the first (recency effect) and last (primacy effect) pieces of information read. The implication is simple, in order to boost your content, you’ll have to prioritize what you want people to remember.
Place unique selling points of your brand at the beginning to make an impression while utilizing the P.S. Effect to further enhance the impact of a call-for-action. A postscript (P.S) structure is an eye-catching feature that enhances the concluding point of your copy. By leveraging on the Serial Position Effect, you could work around the short attention span of your target audience while getting your brand message across.
At the end of the day, you’re writing content for people and making use of insights to consumer psychology would help you create a killer copy.
Written by: (www.script.com.sg) Edited & Illustrated by: Script Consultants Pte Ltd (Singapore).