10 Powerful Marketing Psychology Tricks to Boost Sales Now
10 Powerful Marketing Psychology Tricks to Boost Sales Now
Marketing psychology applies psychological principles to understand and influence consumer behavior.
It helps us understand how customers think and buy, ultimately helping to sell more products or services.
With marketing psychology, you can:
Know what your customers want
Make ads that people connect with on an emotional level
Price products in ways that make people want to buy
Get customers to love your brand
Make your business stand out from the competition
It’s not about the features, but the experiences you create that make people want to buy more from you.
A 2023 Content Marketing Institute study found that 90% of top B2B content marketers prioritize audience needs over promotional messages. (Source: Content Marketing Institute, 2023).
So here are some powerful marketing psychology tactics top brands use today:
1. The Decoy Effect: Why You Always Choose the Large Option
Have you ever noticed how the large-sized popcorn at the movies seems like the best deal?
This is no accident.
It’s a tactic called the Decoy Effect to guide customer’s choices.
Offering a third medium option, priced a little less than the large, makes the large size appear to be the best value.
Use this pricing strategy to subtly push customers for the option you want them to choose.
💡Dr. Dan Ariely, professor of psychology and behavioral economics at Duke University, explains:
"The decoy effect is one of the most powerful influences on consumer decision-making. It's not about the absolute price, but the relative price that matters."
Case Study: The Economist's Subscription Model
The Economist once offered three subscription options:
Web-only subscription: $59
Print-only subscription: $125
Print + Web subscription: $125
Including the print-only option at the same price as the print + web bundle made the bundle seem like an irresistible deal.
This boosted sales of the most expensive option.
2. The Power of Scarcity: Why "Limited Time Offers" Work So Well
"Only 2 left in stock!"
"Sale ends tonight!"
These phrases trigger a powerful psychological response known as the scarcity effect.
When we perceive something as rare or time-limited, our desire for it increases.
This creates a sense of urgency around your company’s products or services.
Use it to compel your prospects to take action fast before they miss out.
💡A recent study in the Journal of Consumer Research found that scarcity increased perceived value and purchase intent by up to 50% (Source: Zhu and Ratner, 2022).
Example: Nintendo's Limited Edition Consoles
Nintendo releases limited edition versions of its gaming consoles on a regular basis.
It’s often tied to popular game franchises.
These special editions typically sell out fast.
And this is why it creates a sense of urgency and drives demand up.
The SNES Classic Edition, for instance, sold out within minutes of its release due to its limited availability.
3. The Art of Social Proof: Following the Crowd
Most products feature customer reviews or testimonials.
The reason is to tap into our innate desire to follow the crowd.
When we see that others have purchased and enjoyed a product, we're more likely to trust it ourselves.
So, add social proof next to your call-to-actions to convince your prospects that they are making the right choice.
💡According to BrightLocal's Local Consumer Review Survey 2023, 98% of consumers read online reviews for local businesses, with 77% 'always' or 'regularly' reading them when browsing for local businesses.
Case Study: Amazon's Customer Reviews
Amazon's product pages feature customer reviews and ratings at strategic placements.
This social proof has been a key factor in Amazon's success.
Studies show that 91% of consumers read online reviews before making a purchase.
And products with higher ratings and more reviews tend to sell better.
4. The Magic of Free: Why We Can't Resist a Freebie
There's something irresistible about the word "free."
Even when it's not the best deal, we're drawn to items or services offered at no cost.
This is because humans have a strong aversion to loss.
And getting something for free feels like a pure gain with no downside.
Free samples, trials, or gifts with purchase are your best ally.
💡Dr. Robert Cialdini, author of "Influence: The Psychology of Persuasion," states:
"The power of 'free' can lead people to make decisions that are against their best interests. It's a deeply ingrained psychological trigger that's hard to resist."
Example: Spotify's Freemium Model
Spotify offers a free, ad-supported tier of its music streaming service.
This free option has been key in attracting users and converting them to paid subscribers.
As of 2021, Spotify had 158 million premium subscribers.
And many of them started with the free version.
5. The Psychology of Color: How Hues Influence Your Mood
Colors aren't just pretty.
They're powerful psychological triggers.
Red and yellow stimulate excitement and appetite: notice how many fast-food chains use these colors?
And blue inspires trust and calm, perfect for banks and healthcare providers.
Green is often associated with health and environmentally friendly products.
Choose color schemes based on specific emotions and associations you want to induce.
A study published in the Journal of Marketing found that up to 90% of snap judgments made about products can be based on color alone (Source: Singh, 2006).
Case Study: Coca-Cola's Red Branding
Coca-Cola's iconic red color has been a key part of its branding since the early 1900s.
The color red is associated with energy, excitement, and passion, which aligns with Coca-Cola's brand image.
This consistent use of color has helped make Coca-Cola one of the most recognizable brands globally.
💡A 2011 study in the Journal of Marketing found that red backgrounds in ads increased heart rate and excitement levels in viewers by an average of 7%.
6. The Anchoring Effect: Setting the Price Bar
It’s when a product is listed at a high price first.
Then marked down significantly.
Companies show you the original high price first.
Showing the high price first "anchors" your prospects’ expectations.
It makes the discounted price seem like an incredible deal.
Even if it's still more expensive than competitors.
Example: Apple's Product Pricing Strategy
When Apple launches new iPhone models, they often introduce a high-end version first.
This sets a high price anchor.
And it makes the other "standard" models seem more reasonably priced in comparison.
For instance, the introduction of the $999 iPhone X in 2017 made the $699 iPhone 8 seem like a bargain—even though you still had to pay almost $700!
💡As Rory Sutherland, Vice Chairman of Ogilvy UK and author of "Alchemy: The Surprising Power of Ideas That Don't Make Sense" states:
"Apple's tiered pricing strategy is a masterclass in using psychology to drive sales.”
7. The Power of Storytelling: Creating Emotional Connections
We love listening to great stories.
Brands that can craft compelling narratives around their products or services create strong emotional connections with consumers.
See Apple's "Think Different" campaign.
It’s not about features and benefits.
It’s based on our deepest desires and aspirations.
Tell a great story around your solutions that captivate your audience to make them take action.
Case Study: Airbnb's "Made Possible by Hosts" Campaign (2021)
In response to the impact of the COVID-19 pandemic on travel, Airbnb launched its "Made Possible by Hosts" campaign.
This series of ads used real Airbnb guest photos and stories to showcase unique travel experiences facilitated by hosts.
The company focuses on personal, emotional stories rather than property features.
And this helped Airbnb tap into people's desire for connection and authentic experiences.
The campaign helped Airbnb recover from the pandemic slump, with Q3 2021 revenue up 67% compared to the same period in 2019.
8. The Paradox of Choice: Less is More
We often think more options are better.
But too many choices can lead to decision paralysis.
So limit options to make it easier for the consumer to make a choice.
Example: The Jam Experiment
A famous study by Sheena Iyengar and Mark Lepper found that when presented with 24 jam flavors, only 3% of shoppers made a purchase.
But, when the selection was limited to 6 flavors, 30% of customers bought jam.
This 10x increase in sales demonstrates the power of curated choices that don’t overwhelm the customer.
💡As Barry Schwartz, psychologist and author of "The Paradox of Choice" said:
"Marketers often think that offering more choices is better, but research shows that too many options can actually decrease sales. The key is to offer a curated selection that meets customer needs without overwhelming them."
9. The Foot-in-the-Door Technique: Starting Small
This technique involves getting a person to agree to a small request first.
It makes them more likely to agree to a larger request later.
Offer a free trial or a small, low-cost product before upselling to a more expensive option.
Case Study: Dropbox's Referral Program
Dropbox used this technique in its early growth strategy.
They offered users a small amount of free storage space to start.
Then encouraged them to invite friends or complete simple tasks to earn more space.
This gradual engagement led to rapid user growth and increased paid conversions.
10. The Power of Reciprocity: Give and You Shall Receive
We feel compelled to return the favor when someone does something for us,
Offer your prospects or customers free samples, helpful content, or exceptional service.
It will create a sense of obligation for the customer to reciprocate by making a purchase.
Example: Costco's Free Samples
Costco is famous for offering free food samples in its stores.
This practice increases immediate sales of sampled products (by up to 2000% in some cases).
But also creates a sense of reciprocity that encourages customers to make purchases and return to the store.
And That’s It
Now that you know these marketing psychology tricks, it's time to use them:
Look at your current marketing. What tricks are you already using? What new ones could you try?
Test 1-2 new techniques in your next campaign. Small changes can make a big difference.
Measure the results. Use A/B testing to see what works best.
Share with your team. Brainstorm ways to use these ideas in different channels.
Be ethical. Use these tricks to help customers, not manipulate them.
Keep learning. Marketing psychology is always changing.
The best marketers understand how people think.
Using these tricks helps you connect better with your audience.
Start using these ideas today!
Check out my ebooks for more:
The B2B SaaS Marketing Playbook: Mastering Long Sales Cycles and Stakeholder Expectations
The No-Budget Marketing Guide: 50+ Techniques To Grow Your Startup At Zero Cost
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