This is a continuation of a post on the ‘10 Ways to Convert More Customers Using Psychology’ infographic.
As I’d mentioned before, Help Scout’s infographic holds useful lessons for marketers. I’m here to explain the ways cause marketers can use the same data to power cause consumption and campaign support. All bolded text is from Help Scout's infographic.
1) Help customers break through “action paralysis” by setting minimums.
2) Embrace the power of labels.
3) Understand the 3 types of buyers.
4) Highlight strengths by admitting shortcomings.
5) Use urgency the smart way.
6) Make their brain light up ‘instantly’. When people think participating in your campaign (e.g. purchasing a product, donating online) equals a giant time suck, they become less likely to go through with that action. To combat this fear, provide simple, fast ways to get your audience involved, speak to the frustration of taking their time, and show appreciation when they do participate. Explain how their action will only take X number of minutes, (even better, break it into seconds!) and that the rewards reaped will be high.
7) Make an enemy. In cause marketing, this isn’t a lesson I’d highlight, but there is something worthwhile here. Don’t harp about how your competitor’s campaign is inferior (in fact, that will cause you to lose supporters); show how your method is noteworthy. It’s okay to take a different approach—explain how your cause strategy fits your business goals.
8) Stand for something. Most of the work is done here for me, but when your consumers hold shared values with your company, they’ll keep coming back for more. A perfect example of this is Warby Parker. The glasses company has fostered a community around shared values and relies on word-of-mouth referrals for the bulk of its business. From Inc., “In short, people are proud of Warby Parker, and want to share the company's mission with their friends and family.”
9) Devil’s advocate. This is an interesting concept—when people have their ideas questioned, they become more entrenched in their beliefs—which cause marketers can use to their advantage. For a number of reasons, some consumers are skeptical about companies supporting cause. As Help Scout says, “Address their concerns and dismiss them with…research information and examples.”
10) Keep ‘em on their toes. News alert! Customers like surprises. Show them how you do good in new and exciting ways. Connect with them via social media, delight with cause rewards, and provide incentives for folks to stay involved.
Love the image, but it's not mine! Check it out here: http://www.zeitgeistaustralia.org/ethical-consumpt