The Psychology of Marketing
By Dr. Larina Kase
Marketing is all about psychology—both
the psychology of you, the marketer, and
your prospect, your potential client or
customer. Here are some tips to using the
psychology of effective marketing to build
your business and improve your customer
relationships management.
Know thyself.
Marketing must be repeated to be
successful. You can’t use a marketing
strategy once and expect to see great
results. If you will be marketing your
business yourself (as opposed to hiring
marketers), you must select an approach that
you will do—regularly. And you must be aware
of the value of your services or product to
feel great and ethical about what you’re
marketing. Be honest with yourself and get
clear on the value that your business
provide and a marketing plan that you will
actually implement.
Keep your focus on the prospect or
potential customer.
One of the biggest mistakes that
independent professionals and small business
owners make is highlighting their
businesses, services, and features related
to themselves. Remember that people want o
know “what’s in it for me?” Prospects care
about what you can do for them, and not as
much about who you are, what you do, and how
you do it.
Focus on results and only results.
No matter what marketing you create, if
it doesn’t get response, it’s not good
marketing. End of story. You can’t fall in
love with a web site or a letter or a
presentation and use it because you like it.
You have to ask objectively, “Is it
producing results?” If results are not
happening, something needs to change.
Free is often win-win.
It can be hard for people to give away
their excellent products or services for
free. However, when you start to offer free
information to your prospects they will
often respond. I firmly believe that you
need to WANT to give something away for free
for it to be effective. If you are annoyed
and resentful by giving something for free,
it will not work. If, on the other hand, you
give it with joy and a strong belief that it
can really help them, it is likely too. And
they will then want more or refer someone to
you who also can benefit.
Visibility is vital.
Marketing research shows that people need
to see an ad roughly seven times before they
act on it. Even if your marketing is
incredible, if no one sees it, nothing’s
going to happen. You need to have them see
it over and over again. One mention in the
media usually does not directly lead to
phenomenal results, but a mention in the
media, an article, and an advertisement can.
Do what works and do it over and over.
Relationships are one of your most
powerful marketing tools.
When you forge a connection with another
who can provide an introduction to his or
her client base, your prospects can become
unlimited. If you leverage relationships,
you will be more successful than those who
don’t. Plus, it can be much more fun with
two minds thinking better than one. And your
relationship with your clients or customers
cannot be nurtured enough—seek to
continuously go above and beyond and exceed
expectations.
About the Author
Larina Kase, PsyD, MBA is a business
psychologist, New York Times bestselling
author, and Founder of Performance & Success
Coaching, LLC. Read more articles and get
resources at
www.TheMindsetofSuccess.com
Larina Kase, PsyD, MBA helps women
build their businesses using the psychology
of marketing. Her unique approach is
regularly featured in media such as
Entrepreneur and Inc. magazines. Women
entrepreneurs – get dozens of tips at
www.WeHabitat.com
Keywords:
women entrepreneurs, customer
relationships management, the psychology of
marketing, psychology of marketing,
marketing strategy, marketing plan
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