Psychology-based marketing has a lot of nooks and crannies, but here are the top four stories that stayed in the corners of marketers’ minds in 2019.
I wrote these pieces in 2019, though you were still reading my columns from previous years. I think, though, that it’s important to look at the thoughts from this year and perhaps take a look at evergreen pieces at a later time.
These posts are listed based on popularity.
“Persuasive Copy That Sells: It’s Not About the Words” from Jan. 15 interested the largest number of you. Marketers who are used to using “Limited Time,” “Only One Left,” “Don’t Miss Out,” “Never to Be Offered Again,” “Big Discounts,” “Guaranteed,” and “Free,” “Free” and “Free” wanted to see what was new.
“Marketing copy strategies that align with ‘feeling good’ address many aspects of human nature and what really influences us to change our behavior. It’s no longer about the words we use to influence behavior, it’s about the values we project, our brands, and the values of those we want to do business with us.”
“3 Customer Experience Tips for Marketers to Reduce Churn” on May 7 gets into how good customer experiences are essential to customer retention.
“Without carefully planned and executed employee onboarding programs, employee attrition goes up, and so does corporate waste, as it costs about nine months of an employees’ salary to terminate and start over again.
“This same principle applies to customer loyalty and the very high cost of losing even just one customer. Yet it’s hard to find “onboarding” programs for customers that are as robust as those for employees. Even with the cost of losing a customer being much higher than the loss of a middle management employee. When you lose a customer, you lose not just the cost of acquiring that customer, you lose the next transaction you were counting on, and you lose their entire lifetime value, which can be pretty substantial in the B2B world.”
“The 4 Most Critical Steps for Happy Customers, Profits” appeared on March 12 and got into how the face of your brand needs to be happy, too. Sure, customers care about whether your employees are happy and treated well — especially if it affects how those employees treat them. But Target Marketing blogger Jessica Nable recently pointed out that business partners care, too, and will check if you have heavy turnover.
“With the frenzied rush to make happy customers, engage them emotionally, and be transparent and relevant at all times, many companies unwittingly skip over the more important goal: making happy employees, engaging them emotionally, and being transparent and relevant at all times.”
“The Danger of a Single Story for Marketers in the Age of Storytelling” piqued your interest, starting on Oct. 22.
Stories from us are what pull customers in. If they like the experience, they tell good stories about us. Or, I should say, good stories about what we did for them.
As I say in this column, “We marketers today are really the new age of storytellers.”
- What’s your story?
- Do your customers know it?
Here’s how we tell it:
“Our websites, white papers, and content marketing are written just like classic novelettes. A teaser to create intrigue, a climax that builds with all of the reasons a customer needs us and needs us now, and a conclusion for how customers can get what they need from us. For a price.”
Back to You
What do you think will be the top psychology-based marketing stories in 2020? Please let me know in the comments section!