We need to study psychology, especially if you work in marketing, sales or copywriting. Your profession requires understanding all human characteristics, analyzing why people accept one decision and not another. Here are ten human characteristics that anyone working in marketing/sales/advertising should know. These ten factors will help you better understand human nature – customers don't always make logical purchasing decisions.
1) We often make decisions based on emotions.
The decisions we make are often based on feelings, needs, or emotions, rather than logic. For this reason, the intangible benefits we receive are one of the factors that persuade us to make a purchase. Don't forget the push button, with which you can influence people's emotions.
2) We need a basis of argument
For example, a person sees an advertisement with a picture of a sports car and he likes it. He will not buy this car until he likes it, and he wants to get specific information about its specifications such as engine power, safety, price and maintenance. He wants this car because it allows him to feel comfortable. But he will only buy it if he can justify his purchase and demonstrate the rationality of his action.
3) We are the center of the ego mind
We look at the world from the perspective of how it relates to us. When someone asks us to do something, we immediately start thinking, what does this bring us? People often try to think about themselves first. Even if he is a very good person. That is human nature.
4) We value
When choosing this or that product, we usually pay attention to its value first. Then, we compare that value with the price of the goods. The greater the value of the goods compared to the price of the goods, the higher the probability that the product will be sold to this person. Of course, for each person, the value of the goods is the price of himself.
5) Social
The human brain is not a computer. Scientists have proven that the main function of the brain is to solve problems affecting society and human relationships. Let's try to recall the math lessons in high school. The nature of the problem is always easy to understand, if it is related to real life and not to abstract data. Therefore, in promoting products, many companies actively use comments from other customers, success stories, photos, illustrations, etc.
6) You can't force people to do anything
When people buy, it doesn’t happen because you have power over them. You can command and command, but in the end, people will do what they want, not what you want. This means that your job is to show how your offering will satisfy the current and future needs of your customers.
7) People love shopping
People really like to buy. Just look at the software industry. Almost every piece of licensed software has a free version. But people continue to use the paid software. Don’t rush the purchase process – people naturally want to finish it. Just make a compelling offer that gets the customer interested.
8) We are often suspicious
Most people hesitate to buy something. They don’t want to take risks. You can never predict when a customer will not trust a product. So you need to consider the following factors: test results, research, confirmation from sources, scientific data.
9) People are always looking for something
Love. Wealth. Glory. Convenience. Security. They are always looking for something. Your job is simple – give them what they are looking for. And nothing more. That is enough.
10) People often act according to herd mentality.
If other people review the product, it is considered good. Best-selling books and blockbuster movies attract many readers and viewers only because many people have read the book or seen the movie.
