I was a kid when I first heard about subliminal advertising from some TV infotainment documentary (I was that kind of kid). it was the famous 1950s experiment in a movie theater where they slipped in ads for soda and popcorn so briefly that people weren’t aware of them, yet they bought more soda and popcorn.
Turns out that experiment was bogus — they couldn’t replicate the results, and neither has anyone else since — but the idea is still tantalizing. Is there a psychological trick, subliminal or otherwise, that can increase sales by a significant percent?
That came back to mind when i was reading Gary Hennerberg’s “Crack the Customer Mind Code.” If you’ve been reading his Reinventing Direct blog, you’ve seen a bit about it. However, what Gary goes into isn’t one or two tricks, but a whole system for walking 12 foundational personas through seven psychological steps that lead to a purchase.
The 12 personas Gary identifies as the ones he’s seen most often are:
- Trailblazer/Early Adopters
- My Brand/My Lifestyle/My Growth
- Money Matters
- On Financial Edge
- Right Thing to Do: Taking the High Road
- Love and Social Relationships
- Adrenaline Seekers: Opportunists
- Safe Players
- Hiding My Compulsion
- Fifty Plus
- Business 8 to 5
- Did I Matter?
The seven steps are:
- Identify the Person (Persona)
- Stimulate Emotion
- Calm the Mind
- Position/Reposition Your USP
- Tell a Story
- Interpret Features and Benefits for Them
- Gain Permission to Act
Gary goes into how to walk each of those personas through each of those paths. How to message them, what verbs to use, and how to convince them it’s OK to trust you and complete the purchase.
It’s a good, thorough system with specific tips and suggestions on almost every page.
But what it’s not is a trick. In fact, after reading “Crack the Customer Mind Code,” what I came away with was a better understanding of just how complicated marketing really is.
It’s easy to say “You need to stimulate emotion to get attention from your prospects.” It’s a different thing entirely to identify the personas of the prospects you’re targeting and figure out exactly what stimulates emotions for each of them, then reach them with that message, and the next message and on down through the seven steps to purchase.
There’s certainly psychology at work, but it’s no trick.
And as I’ve gotten to understand marketing better over the years, That matches up pretty well with my overall experience. There are no psychological tricks to marketing, but there are plenty of good psychological insights you can apply to make your marketing more effective, once you know how to crack the code.