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by Anica Oaks
June 30, 2015

There is a close connection between psychology and advertising. The best marketers and copywriters have always understood that in order to influence people, they have to understand how the human mind works. That is why so much has been written and hypothesized about the psychology of advertising. You can take advantage of this connection in your own marketing campaigns by keeping a few key principles in mind.

People Make Decisions Emotionally

While it's fine to point out the logical reasons why people should purchase your product or service, it's also important to remember that most decisions are made emotionally rather than intellectually. That is why the best advertising appeals to the emotions in some way. This can be done with compelling images, catchy slogans or even music. It can also be done by associating your product with pleasant experiences.

People Tend to Avoid Risk

Most people are cautious when it comes to any type of risk, including purchases. That's why some of the most effective marketing involves the removal of risk or risk reversal. Money back guarantees, for example, assure buyers that they aren't risking anything by trying a product. Risk reversal goes even further, promising the consumer something extra, such as money back plus a free gift if they try your product. Such strategies help to alleviate people's natural inclination to avoid taking risks.

People Are Comfortable in Crowds

The instinct to follow the herd is probably hardwired into the genes of people as well as animals. The way you can tap into this instinct in marketing is to provide social proof that what you're selling is popular and desirable. Testimonials, reviews and ratings all go a long way in making people feel safe and like part of the crowd when they buy your products.

People are Motivated by Scarcity

There's a reason why so many ads mention that an offer is limited in time or that there are only a certain number of units available. Some sales pages even use timers that tell the visitor how much longer the offer will be open. Without scarcity, people feel like they have all the time in the world to make up their mind. As a marketer, you want to make them feel a sense of urgency.

These are just a few principles of psychology that can be used in marketing campaigns. If you want to become an expert at implementing psychological principles in the real world, you might want to research applied psychology programs online. At the very least, you should learn as much as you can about psychology and its impact on marketing.