How to Use the 5 Psychological Shifts to Increase Your Marketing Game

In last month’s article, I wrote about the five psychological shifts that could take your marketing to the next level. In this month’s article, I’m breaking down what those shifts are and how you can simply apply them to your business.

Shift 1: Innovation Optimism

Due to consumers craving the “new,” brands are being pressured to be more innovative. PR agency Ketchum found that 68 percent of consumers are willing to pay on average 21 percent more for a brand they consider innovative. Nine in 10 in the survey they gave said innovation is important to their brand preference.

Is it always possible to innovate? In my opinion, for brands as a whole, yes; for their products, no. What about the guys who sell rocks or plumbing supplies? No offense to them but let’s be real – some products just are what they are and are as good as they are ever going to be.

If you sell products that can’t be any more innovative than they already are, I suggest you at least utilize the most appropriate marketing channels to get the word out about your products. Among those channels there’s always room to add a little ‘spice.’ Give your brand a voice and create campaigns that get attention.

Not only are consumers hungry for the new according to the author these principles came from — Kit Yarrow — consumers are hungry for experiences.

Shift 2: Consumer Empowerment

Due to consumers having a new sense of empowerment, they are out sharing their opinion with the world. And because trust for businesses is at an all time low (Yarrow) their followers are eating it up. Add these to your weekly to do list.

  1. Get a crash course on how to handle negative reviews online. Try sites like Search Engine Land, Sprout Social, and Practical Ecommerce for help. If you’re not a good writer, hire someone to do the addressing for you (my No. 5 to do).
  2. Visit Google Alerts and set up a free alert using your brand name.
  3. Monitor the alerts that come through from your brand (they will typically come from websites rather than social media).
  4. Monitor your social media channels, Yelp, and Google Reviews for feedback.
  5. Address any feedback accordingly – the good and the bad.

Shift 3: Faster Ways of Thinking

Faster Ways of Thinking refers to consumers’ “need for speed” and wanting what they want when they want it. In order to catch consumers’ attention, be sure to:

  • Target your marketing messages accordingly.
  • Create scannable content – get to the point and break up long paragraphs with images or subheadings like I used in this article.
  • Can the stock images – use unique imagery that is hard to miss.

Shift 4: Symbol Power

Because consumers are increasingly skimming and scanning rather than reading (Yarrow) they prefer “photos, visual cues, and symbolism over words.” Just like you might consider color psychology as a form of symbol power, you’ll also need to consider word power, product placement, and olfactory cues.

Shift 5: New Ways of Connecting

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In utilizing this final shift, take a look at how your customers and prospects form relationships. I bet you find that the majority live in this virtual world where they are consumed with their smartphones and tablets. In the past, you may have held a sale at your brick and mortar store, for example. Today, holding one online could yield better results or be equally as important. If your website allows it, use promo codes at check out. You could also run special social media only promotions. In addition, not nearly enough companies are utilizing mobile marketing. The open rate of SMS is 98 percent compared with 22 percent for emails according to Venture Beat! The text messages I get from Too Faced makeup, pictured, and mobile reminders I get from my gym are hard to ignore.

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Marisa Sanfilippo is a journalist turned award-winning marketing professional who has more than six years experience developing and executing marketing campaigns for small and medium sized businesses. Her work has been featured on Huffington Post, Social Media Today,, Patch, and other publications.