10 Scientific Secrets that Make your Content Impossible to Ignore

Hubspot is always presenting us with pleasant surprises. And this year’s virtual Inbound event hosted by Hubspot is just another example of their commitment to growth and creativity. There’s a plethora of marketing creatives, professionals, and industry leaders who have come together to create an interactive, meaningful discourse experience. Among these respectable people is also Nancy Harhut, who in a talk today, revealed 10 cunning scientific secrets that can make marketing more effective for your brand.


We’ve summarized these points for you down below.

1. Choose Eye-Magnet Words

While it’s a no-brainer that words play an essential role in marketing campaigns, do you know what kind of words to use to have the most impact? 


As Harhut demonstrated, using words such as “free” or “secrets” are likely to boost the influence of your content impressively. The thing is, people are fascinated by what they don’t know, and the notion of what’s unknown can evoke a sense of curiosity within them, which helps attract them to your brand. Social scientists have found that people are essentially more easily persuaded by the information they believe isn’t widely available.


Also, it’s always a smart idea to talk to the audience directly. In other words, you’re more likely to grab people’s attention when you address them and use words like “you” instead of “we” or “our brand.” The reason for this is that people are way more interested in themselves than anyone or anything else.


So, when you downplay the use of “I,” “We,” or “Our Company,” you can place more focus on them and hence make it more attractive.

2. Feature Faces in Images

When utilizing visual data to attract potential customers, portraying human faces on advertisements can dramatically differentiate sales. As Nancy explained, when humans posing in ads are looking in a specific direction, it also directs the viewers’ attention towards that area. So, if you make smart use of eye gaze and eye contact, you can easily direct potential customers’ attention to whatever content you want. 


That aside, sites with coupons also tend to get more readers. So, your readers will respond according to how attractive or interactive you make your website.

3. Leverage Urgency & Exclusivity

According to Harhut, there are two ways to make your brand message irresistible. Making your message compelling implies that you should have a statement that makes people want to engage and respond to it right away. 


Both of the two ways to achieve this effect involve “the scarcity principle.” In simple terms, the first part is that if something’s readily available, people are less likely to be interested in it. And on the contrary, if you make people think that something’s only available for a limited time, it can intrigue them. Because apparently, we all love to have things that others don’t.


The second trick is making people feel exclusive, such as marketing content, by saying it’s “reserved for people like you.” In this way, consumers feel special as if something was made just for them, and as a result, they’re more likely to make a purchase.


For example, you may set up a system of email subscribers to an exclusive list and then offer special discounts or information to customers who sign up for it. The people who sign up will believe that they’re getting something that others aren’t, and hence, they’d be more likely to make a purchase.

4. Spark Memories

Sometimes, you may have a killer product or service, but people haven’t realized its potential in the real-world yet. You can tap into the concept of “availability bias” to market your brand in such situations.


Can your customers relate to needing what you’re offering?


According to social scientists, people will judge the likelihood of an event happening (in this case, using your product) based on how readily they can recall an example of needing it. So, for example, if you’re selling a back pain remedy or medicine, you could advertise your campaign by adding interactive phrases such as “Have you heard your colleagues complain about low back pain?” As soon as your audience reads this, they’re likely to relate it to their own life. And this is one of the fastest ways to convince people to invest in your business.


5. Help People Draw Their Conclusions

In some cases, there are people in the market who want to buy the product or service you’re offering but aren’t sure whether you’re the best source for it. To deal with this, you can take advantage of the power of story-telling and relatability. Yes, story-telling as a marketing strategy may sound cliche, but for a good reason. It works! 


Stories are powerful, engaging, and they allow people to draw their conclusions. While you may argue with what someone else tells you, you’d rarely say with what you conclude yourself. Therefore, stories can help customers relate to your brand and invest in it as a result. Check out the video of Dollar Shave Club below for an example of that:


That aside, you can also rely on a concept called “rhyme-as-reason bias.” For example, when you use statements like “Don’t delay, signup today” in your content, the rhyming effect has an incredible impact on people; it helps them believe that they can trust you. So, potential customers are relatively more likely to think that your statements are accurate and honest. Moreover, rhyming phrases are also more accessible for the brain to process! So, using this tactic, you can create significantly effective marketing content.

6. Let Your Customers Speak for You

For any kind of business to be successful, customers must trust your brand and its offers. To build that high level of trust with your audience, you can tap into the power of social proof. It’s based on the philosophy that when people aren’t entirely sure about what to do, they tend to look around at what others are doing – particularly those similar to them. Hence, if you bring positive reviews or right past customers’ good experiences to their attention, you’re more likely to convince them to trust you. 


For example, adding a review that says something like: “I was a little skeptical at first, but it turned out great!” can help new customers to relate to it and realize that if someone else had a positive experience with your brand, they can too.


So, by appealing to people’s sense of relatability and offering them real social proof, you can increase customers’ trust in your brand and boost your reputation.

7. Position Your Prices Smartly

One of the hardest things to do in a business is to get people to spend their money on you or buy what you’re offering. So, none of us ever genuinely want to spend our hard-earned cash. And this is why it’s so important to position your price smartly.


The solution is to tap into a concept known as the magnitude encoding process – the way prices are displayed or presented influences how we perceive them – e.g. when a price physically takes up more space, we end up perceiving it as higher even if it’s not. So, if you were to price a product as $120.00 instead of merely $120, it’d hurt customers because they’d perceive it as higher than it is simply because it takes up more space with the extra digits!


That aside, some studies also show that eliminating or reducing the size of the dollar sign (or any other currency) next to the price can inflate sales. So, how you display your prices can significantly influence your sales!

8. Use “Negative” to Deliver Positive Results

In marketing, we’re usually always focused on the benefits. But something we can often fail to take full advantage of is loss aversion. 


Scientists have shown that people are twice as likely to avoid the loss than invest in gain. For example, if a website uses a statement like “Don’t miss your daily dose of marketing goodness.” to get people to sign up for a newsletter, it alerts people to what they may lose. And as a result, they’re more likely to sign up for it so they “don’t miss it.”


Hence, if you can take advantage of people’s desire to avoid mistakes, you convince them to invest in your brand!

9. Get that First Small “Yes.”

In the commercial world, once people make a decision, they tend to stay consistent with it. In other words, if you can convince a potential customer to say yes to you once, they’re a lot more likely to say yes again. So, if you can tap into this commitment and consistency principle, you can build a large customer base that will show real loyalty towards your brand. The trick is just getting that first “Yes” from them.

As marketers, what we can do is to start with a straightforward task, e.g., “Like our Facebook page to win this iPad.” And with time, you can increase the value of the task, such as “Download this sheet.” In this manner, you can help build up the level of trust people have in your business.

10. Invoke Experts & Make Your Brand Stand Out

These days, it’s hard to find a USP that makes your brand stand out because nearly everyone implements the same marketing strategies. Boasting about your fantastic customer service isn’t going to do much for you when most of your competitors likely offer the same features.


So, the question is, how can you make your brand stand out?


You can use what’s called “the authority principle.” Ever since we were little, most of us have been used to respecting and listening to authority. In business, you can use this science to convince people to invest in your products/services.


For example, when you say something like “See what the experts are saying about it,” you help people realize that if the experts are saying it, then it must be true. They must know what they’re talking about. So, get professional experts to back up your brand, and you could see a dramatic difference in how customers perceive it! 

Key Takeaway

These ten scientifically proven marketing tactics that Nancy Harhut revealed to us can work wonders for your business! So, as long as you know how to use them correctly and take advantage of the science behind them, you can boost your sales and completely shift your content’s marketing influence. It’s about time we leave behind outdated marketing tactics and instead use strategies that work!


Post a Comment