Why do we need psychology in a commercial offer?

Psychology in a commercial offer helps to win over a person, keep his attention, make the product more desirable and attractive, and motivate him to buy.

It is worth using psychology in a commercial offer in order to:

• Understand the client. Find out about his problems and win him over to you.
• Evoke emotions. Establish an emotional connection with the client and motivate them to buy.
• Stand out from competitors. Sell not a product or service, but the result that the purchase will bring.
• Make the customer permanent. To ensure attention to the buyer and a service approach.
• Explain the value in the client's language. Tell how buying a product or service will make business life easier.

What principles of psychology to use in a commercial proposal

American psychologist Robert Cialdini formulated the principles in his book The Psychology of Influence in 1984. They explain the behavior of people in society and their actions in various situations. Marketers have been using Cialdini's methods to increase sales for 40 years.

1. The principle of scarcity

The scarcity principle states that people place more importance on things that seem limited or difficult to access. This principle is based on the natural human tendency to seek scarce resources because they are perceived as more valuable.

Three aspects of this principle can be used in a commercial offer:

• exclusivity: a product or service that is not available to everyone;
• Rarity: Items that are rare, such as a limited collection.
• Time limit on the offer.

2. The principle of social proof

People tend to make decisions and form beliefs based on the behavior and opinions of others. If a customer sees that other customers of the company are happy, then they are more likely to make a purchase.

A person repeats after other people, especially when he is not confident in his knowledge and experience. He wants to fit in with society or look up to leaders.

Here's how you can use this principle in a commercial proposal:

• bring the number of satisfied or regular customers;
• show positive reviews for a product or service;
• List well-known brands that have contacted the company.

3. The principle of authority

People are more likely to listen to those they consider experts in a particular field. Usually these are specialists or media personalities with a certain level of knowledge, experience or status. Customers also trust the awards, certificates, and prizes that the company has received for its merits.

The principle of authority in a commercial offer can be applied as follows:

• include recommendations and reviews from famous personalities;
• indicate certificates or achievements that confirm your authority in the market;
• talk about cooperation with experts or industry leaders.

4. The principle of reciprocity

People tend to respond to good with kindness. When you are provided with a favor, there is a subconscious desire to repay in kind. This principle can be used to attract customers.

For example, a free sample of a product or service will create a sense of commitment in the client, and in the future he will want to buy something.

To use the principle of reciprocity in a commercial offer, you can choose one of the following ways:

• Give something as a gift, such as an additional service or a trial sample.
• offer a discount or promo code;
• Show care - offer a service that will completely solve the client's problem.

5. The principle of sympathy

The principle of liking means that people are more likely to agree or cooperate with those they know, find attractive, and trust. The principle is based on the idea of mutual influence and relations between people.

How to use this principle in a commercial proposal:

• create similarities with the target audience: for example, emphasize common values;
• share a case study of how the product helped a client with similar needs — this will create an association with a successful result;
• Make a commercial offer visually appealing.

How to apply the principles of psychology in a commercial proposal

Psychological principles are based on triggers — special elements in a commercial offer, the so-called "hooks" that arouse the client's interest and encourage a purchase. Incorrect or excessive use of psychological principles will reduce the likelihood of a purchase.

For triggers to be useful, follow a few rules:

1. Don't use many principles at once. Limit yourself to two or three. For example, write about well-known partners and offer a discount on the purchase until the end of the month.
2. Research your target audience. What doubts, desires and pains she has. If you send a rebranding proposal to an online store that has just updated the site, there will be no response. Instead, study the site — there may be problems in its work that you can offer a solution to.
3. Keep your promises. Reduce prices or conduct a free consultation if you indicated it in the commercial offer. If you indicate that discounts are "only today", do not keep them for a week.
4. Carefully manage the client's emotions. Manipulation repels from advertising and the product, causes distrust in the company. Do not press on pity, cause a feeling of fear or shame.