How psychology can improve your marketing
Do these 5 things to get people to buy from you
Happy Friday 👋
In this edition of Lucid Insights, we are talking about how an understanding of human psychology can improve your content marketing and the effectiveness of your campaigns.
Plus, see how Amazon is taking advantage of interactive ads
Let’s dive in ☕️
The Good Word 📚
Amazon knows their audience
Last year, Amazon signed an 11-year, $11 billion deal for the exclusive rights to air Thursday Night Football via their Amazon Prime streaming service.
In doing so, they successfully achieved their goal of attracting a younger audience. Something the NFL has struggled to do as of late.
So how do they plan on following up their first season?
at NewFronts 2023, Amazon announced their new targeting capabilities aimed at enticing new advertisers to the platform.
Senior Vice President of Ad Products and Tech, Colleen Aubrey, had this to say, “Advertisers are navigating a myriad of challenges…At Amazon, we’re inventing solutions rooted in our differentiated content, insights, and capabilities to help brands easily reach the right audiences and accurately measure outcomes.”
So what does this mean?
For the first time ever, brands will be able to segment NFL audiences to significantly increase ad relevance.
This will allow them to display ads directly to their target audience based on:
geographic
demographic
behavioral signals
all while they are streaming the Thursday night matchup.
Also new…
Fans will be able to engage with their favorite brands right from their TV without leaving the game. By clicking the “Send to Phone” or “Send to Email” button on their remote, they will receive a link that takes them to the brand’s Amazon store page.
Great marketing delivers a personalized experience for audiences. Amazon recognizes the effectiveness of interactive ads, something we expect to see more of in the coming years.
If you’re an NFL fan, you’ll likely experience this for yourself during this year’s Black Friday game… 👀
Psych 101:
Why is this important?
Because understanding what motivates people to take action enables great content marketing.
What could action look like?
Following your business on social media
Subscribing to your newsletter
Engaging with your content
Purchasing your product or service
(Everything else leads to the last point)
So how do we get someone to interact with our content and answer a CTA?
Before we answer that, know this…
There are a lot of people out there trying to make a quick buck. This means that consumers are becoming more aware of sleazy sales tactics and overused marketing copy.
You want to avoid this at all costs.
Instead, you should focus on being authentic with your audience and providing true value with your content.
Whether it’s their email address or actual money, there is an exchange that takes place. For this to happen, someone has to feel like the benefit outweighs the cost of what they are giving up. AKA value
People are emotional beings full of wants, needs, and desires. As marketers, the better we are at tapping into these desires, the better our results will be.
When crafting a campaign or your next piece of content, ask yourself, “How will I…”
Improve their health or well-being
Elevate their status
Save them time
Save them money
Form a connection
These are 5 ways you can solve your audience’s problems and deliver value that achieves a desired outcome.
Key Takeaways:
Use psychological motivators to drive demand for your product or service.
Deliver on your promises to keep your audience coming back for more
Quote of the week ✍️
Stopping advertising to save money is like stopping your watch to save time.
Tired of content bottlenecks holding you back? Lucid Media helps brands tell better stories and grow audiences faster.