Research has shown that simple, seemingly innocent tweaks can significantly influence the choices that consumers make. These simple tweaks can significantly influence decisions thanks to cognitive biases, which are common mistakes in reasoning that occur when we value perception or beliefs over reality.
We bring you a practical guide to customer biases and how you can leverage them in brand marketing.
People want information that confirms what they already believe in. Identify what your target audience already believes in and ensure your messaging reinforces those beliefs. Create a sense of community around your brand by highlighting shared values and beliefs. Use social proof to show that other people like them, and already use and enjoy your product.
Dunning Kruger Effect
When you explain something in simple terms people don’t ask questions because they feel they know the answer already, so, a good practice is to simplify your product descriptions and use language that is easy to understand. In this regard, use visuals and videos to demonstrate how your product works and how it solves a problem. Address common objections upfront and provide clear and concise answers.
Identify the communities and subcultures that your target audience belongs to and create marketing that speaks directly to them. Use language and imagery that resonates with their identity and values. Collaborate with influencers or thought leaders within those communities to increase your reach and credibility.
Highlight the benefits of your product as a reward for good behavior or hard work. Use language that suggests that using your product is a well-deserved treat or indulgence. Use imagery and messaging that suggests luxury or exclusivity.
A good practice is to use anchor pricing to create a sense of value for your products, that way you can highlight the original price of your product and then show the discounted price.
To illustrate, you can take Wayfair as an example, they often use anchor pricing to showcase discounted furniture and home goods, that way they highlight the original price of the item and then show the discounted price,
If you’re struggling to get your D2C brand recognized and want to make a lasting impression, it’s time to start using customer biases to your advantage.