Win their Hearts and Capture Their Minds. Their Wallets Will Follow.
How do you get a company with die-hard, raving fans like Apple, Nike, Coca-Cola, McDonalds, and Starbucks? Use the psychological tactics used by religions, political parties, and cults to trigger devotion, believers, and loyal, die-hard followers.
Businesses are constantly looking for ways to get ahead; your competitors are fierce and always seeking to one up you. One way to do this is by developing strong brand loyalty among their customers. Brand loyalty is the emotional connection that customers feel with a brand, and it can lead to repeat business, positive word-of-mouth, and even proselytizing.
There are a number of psychological jiu-jitsu principles that businesses can use to develop brand loyalty. Some of the most common ones are:
- Love bombing. This is a technique used to create a sense of intimacy and belonging, often by showering new customers with attention, affection, and praise. This can make customers feel special and loved, and it can make them more likely to stay loyal to the brand.
- Fear mongering. This is a technique used to create a sense of anxiety and fear, often by warning customers about the dangers of switching to a competitor or of not using the company's products. This can make customers feel like they need to stay loyal to the brand in order to be safe.
- Isolation. This is a technique used to limit customers' contact with the outside world, often by requiring them to sign non-disclosure agreements or by only selling their products through their own website. This can make customers feel like they are dependent on the brand for support and companionship, and it can make it more difficult for them to switch to a competitor.
- Thought control. This is a technique used to manipulate customers' thoughts and beliefs, often by using propaganda, mind-control techniques, and other forms of brainwashing. This can make customers believe that the brand's products are the only truth, and it can make it difficult for them to think for themselves.
- Groupthink. This is a phenomenon that occurs when customers are so focused on reaching a consensus that they ignore dissenting opinions or evidence. This can lead to bad decisions and it can make it difficult for customers to switch to a competitor.
Now that you understand the principles involved, how do you translate them into business strategies you can use?
Strategies
There are many tactics that are used and the most important ones will vary depending on the specific situation. However, the five tactics below are some of the most common and effective strategies.
- Make your brand seem exclusive or aspirational. This can be done by creating a sense of scarcity, making the brand seem like it is only for a certain group of people, or by associating the brand with luxury or success.
- Make your brand seem like it is part of the customer's identity. This can be done by using slogans or taglines that resonate with the customer's values, or by creating a sense of community around the brand.
- Make your brand seem like it is a solution to the customer's problems. This can be done by highlighting the benefits of the brand, or by using testimonials from satisfied customers.
- Make your brand seem like it is a friend or ally. This can be done by using friendly language and visuals, or by creating a sense of personal connection with the customer.
Five Additional Strategies To Use
- Scarcity. This is a tactic used to make customers feel like they need to buy something now or they will miss out. This can be done by creating a sense of urgency, such as by offering a limited-time sale or by saying that the product is in high demand.
- Urgency. This is a tactic used to make customers feel like they need to act now. This can be done by using words like "now," "limited time," or "act fast."
- Gamification. This is a tactic used to make customers feel like they are playing a game. This can be done by offering rewards, such as points or prizes, for completing tasks or by making the buying process more fun and engaging.
- Social proof. This is a tactic used to make customers feel like they are making the right decision. This can be done by showing testimonials from satisfied customers or by using social media to show how many other people are buying the product.
- Liking. This is a tactic used to make customers feel that they like the brand or the product. This can be done by using friendly language and visuals, or by creating a sense of community around the brand.
By using these psychological tactics, you can create a strong emotional connection with your customers that will lead to brand loyalty and even proselytizing.
A Word of Caution
These strategies only work for a company that can live up to its customers’ expectations. If you have a weak culture, poor customer service, flawed products, and fuzzy goals, at best you’ll spend a lot of money only to get trashed by enraged customers who feel conned. With the power of social media at your customers’ fingertips today, that can be fatal.
These tactics can be used for good or bad. Be responsible, honest, and over deliver on your promises. Those qualities are so rare that your reputation and followers will do the rest for you.
Get Help
Want to explore further? Have questions? Get in touch and let’s set up a time to talk. Brian Tracy USA: 877.433.6225 Email Me feedback@focalpointcoaching.com