If you understand basic human
nature, you can better market your brand to humans. While that sounds
super simple, so many small business owners overlook the basic
psychology behind marketing their brand. Integrate an understanding of
human nature into your marketing strategy and your branding
materials—and watch the world respond to your business, regardless of
1. People Love to Talk…About Themselves
Most people (well, most business owners and decision makers, I
should say) love to talk about themselves: their business, their
hobbies, their passions, their family—all of that! So in a networking
situation, just let them talk. While the other person is doing all the
talking, they’re providing you with free, and very valuable,
information. Sometimes that information can be used to develop a better
relationship, and usually it can be used to figure out how your
business, product or service can make their lives better—and the list
In the Wild: In networking situations: shut up, listen and take notes.
2. People HATE Being Sold To
The key to great marketing is to always ask: “How does your
product make your ideal customer’s life better?” Ask that question every
time you do any marketing for your business. I’m sure your business,
your products and your services are fabulous, but this isn't about you.
This is about your customer! Period! Your marketing needs to address
their problems, their concerns, their challenges, their goals. Write
your marketing messages around that ideal customer’s issues. You know,
the ones that keep them up at night!
In the Wild: In your marketing, stop focusing on your business
and why you’re so great. Offer help, guidance and information and your
customers will want your products and services.
3. People Are Busy
You know it; I know it: people are freakin’ busy. Really busy.
They’re multi-tasking. They’re scanning tons of information all day,
every day. 60% of people can’t even recall the last display ad they
saw! (source: Infolinks ) You need people to stop for a second and pay
attention to you, so how you go about attracting that attention is going
to take a lot of forethought. You have to come up with a hook. Maybe
you do that with humor. Maybe you do that with facts and statistics.
Whatever you do, it should be a simple concept: short and to the point,
relevant, and it should pique their interest. You want them to want
more, and to ask for more. You WANT to get that person to do a Google
search on your company because they are curious and because you have
something they KNOW they need. You want them to contact you, ready to
buy and/or ready to do business. 60% of local business websites don’t
have their phone number on them! (source: BIA Kelsey 2012)
In the Wild: You have SECONDS to catch the attention of your
target audience. Don’t waste time. Oh, and get your contact information
on your website!
4. People Are Attracted to the Attractive
Put simply: people like things that look good, so you need your
branding and marketing to look appealing. Pick the right color, the
right font/typography, and the right graphics for your target. It takes
merely a few seconds for a person to make that decision: so does the
look and feel of your company resonate with them and speak to what they
In the Wild: DAMN! Talk about judginga book by its cover! Find
or design a look that appears awesome and screams your brand, then make
it consistent on every marketing element you send out into the world.
5. People Want to Help
Today’s consumers like to feel they’re helping, so they like to
buy and support a good cause. Check this out: 47% of consumers have
bought a brand at least monthly that supports a cause. What’s more,
people are very likely to use social media to recommend and promote
their cause-related brands. 9% say they’ll switch brands if a similar
brand supported a good cause. (source: Edelman goodpurpose 2012) This
is significant stuff here! How about this: 90% of consumers want
companies to tell them the ways they are supporting causes, and nearly
two-thirds (61%) don’t think companies are giving them enough details
about their charitable efforts, including the amounts donated and the
length of each promotion. (source: 2010 Cone Cause Evolution Study)
In the Wild: Get your butt out there and stand up for something! Support a cause to create trust in your brand.
6. People Will Reward You…If You Make Them Feel Special
When are you more likely to scratch someone else’s back? When
they scratch yours, of course! When people feel special, they reward.
Simple as that. And how can a current client best reward you? By
purchasing from your business again and again—and better yet: by
referring you to others! 82% of small business owners say their main
source of new business is through referrals. Plus, businesses that spend
5% on loyalty are 25% more profitable. (source: Constant Contact
source) These are big numbers, people!
In the Wild: Do you really want to be seen as the “cable
company”…you know, the company who only offers rewards, specials, deals
and discounts to NEW clients? (Ooo, I hate that!) Your existing
customers/clients need to feel special. Do they?
When you get right down to it, allowing for human nature is a
crucial element of your awesome branding and marketing strategy.
Understand what your ideal customers are thinking, how they feel, and
what they want—and you’re already ahead of the game! Use these skills in
the wild and watch your brand thrive!
Do you have any human nature strategies that your company takes full advantage? We would love to know them…comment below.