Human psychology can shape the perception of ad copy. Many marketing companies are putting the power of the human brain to use in their ad campaigns. In this video tutorial, Mike explains consumer choice theory and advertisements, along with exploring marketing psychology. In addition, learn how to find out more about your audience.
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- Do apes window shop? Do pigeons not choose a product because of a bad review? Do camels need to see a brand's logo? If not, why do we? Why do people make the purchasing decisions they do? The relatively new field of marketing psychology has arisen out of questions like these, the purchasing ones not the camel, and seeks to give marketers insights into not only how are decision made, but how people differentiate between competing products and how much information they actually need. Not convinced that psychology actually plays a role in marketing strategy? Well, are you more likely to buy food when you're full or hungry? Think back to the last time you went to Ikea.
Where did you see the ad for cheap hotdogs? It was about three-quarters of the way through the store, when you've expended enough energy walking around to be hungry again and just need a little psychological push to finish your journey. Consumer behavior is a wide-ranging discipline seeking to understand everything from the mindset of early tech adopters to how items on a shelf can best be positioned for maximum exposure. So how do we find out what makes people tick? Research, research, research. For several decades, countless studies, of varying degrees of morality, have been launched to help explain what the heck are we thinking when we read an ad? Do people respond better to larger fonts or smaller fonts? At what point do people simply tune out what you're trying to sell them? There are literally thousands of questions whose answers should matter to you.
Yet, the field of consumer behavior is still in its awkward teenage years. Every successful company has at some point used psychological marketing concepts in their ad copy. If you're not trying to understand how people think and act they way they do, you're basically just hoping your ads will work because you're a better writer than Mark Twain. In the next few videos we'll discuss a few psychological triggers that you can introduce into your own copy to help influence a reader's decision making process.
- Writing relevant, eye-catching ads
- Defining your goals and metrics for each campaign
- Writing ad copy for different media types
- Understanding your audience
- Using personas in ad copywriting
- Avoiding passive voice
- Including a call to action