A mind-manipulating word that can create buyers

friday, 5 october of 2012

A mind-manipulating word that can create buyers

by Tom Trush

~~ FAST FACTS ~~

>> We tend to live in the past -- and this is the way our brains naturally function.

>> Our longings for the past become more intense as we get older. So clever companies use their marketing to resurrect the sounds, sights and feelings of their target market's earlier years.

>> Mentioning time in an advertising campaign makes us more likely to buy a product.

~~

I'm about to give you a four-letter word that could make prospects more likely to buy your product/service.

The word's effectiveness is backed by research. But I must admit, until recently, I never saw reference to its use as a mind-manipulating tool in marketing.

This "trick" is detailed in Martin Lindstrom's new book, Brandwashed: Tricks Companies Use to Manipulate Our Minds and Persuade Us to Buy (great title, isn't it?). In Chapter 6, Lindstrom, a marketing and branding expert who advises top executives at Fortune 100 companies, discusses the role nostalgia plays in marketing. He emphasizes we tend to live in the past -- and this is the way our brains naturally function.

As a result, most of us long for things we missed out on in life. We also have preferences for movies, music, trends and products we enjoyed from childhood through our early 20s.

For proof, think about the music you listen to today. Is it the same as what you played on your radio during your teenage and early adult years?

Probably.

Lindstrom says clever companies know our longings for the past become more intense as we get older. So they resurrect the sounds, sights and feelings of their target market's earlier years. They also make reference to the "tricky" word I mentioned above -- "time."

Here's an excerpt from Brandwashed:

Did you know that just mentioning time in an advertising campaign makes us more likely to buy a product? It's because as soon as we're reminded of how fleeting time is, we think, I'd better have and enjoy this before it's too late. And did you also know that when we're "primed" to think about time, the chances we'll feel a personal connection to a product increase exponentially?

For example, if a suitcase manufacturer or coffee company announces, "It's time for a new set of rolling wheels," or "It's espresso time," we're more likely to respond positively to these ads than not. Why? Because time, quite simply, is one thing we all wish we had more of yet rarely give ourselves permission to savor.

So isn't it time you start incorporating this tricky word into your marketing?

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© Trey Ryder

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