Psychological triggers that make people buy

The king of marketing analytics: Revenue

Brand awareness doesn’t pay the bills. Tracking revenue in marketing is essential and must always be in the spotlight. 📊 

Here are 4 reasons why you meticulously track and prioritize “revenue” as a marketer: 

• Revenue directly impacts business success – without revenue and profits, there is no business to market.

• Revenue provides insights into customer behavior. It helps you understand your target audience’s purchasing habits and preferences better.

• Revenue helps allocate the marketing budget. By tracking revenue, you can understand which marketing activities are driving the most revenue.

• Revenue is the ultimate measure of marketing success. The effectiveness of any campaign should be measured by its impact on revenue.

Psychological Triggers That Make People Buy

Joseph Sugarman is one of the most legendary copywriters.

He once sold a $240K airplane in a single mail-order ad. In his book The Adweek Copywriting Handbook, he shares some psychological triggers that get people to buy:

1. Credibility - “Credibility means truthfulness.”

Honesty and integrity make credibility. Sugarman believed you needed to avoid these 3 things if you want to build credibility:

• Rash statements

• Cliches

• Exaggeration

2. Value and Proof of Value - “Copywriters want to convey value through comparison.”

Sugarman knew that consumers were smart enough to know that there are other competitors out there.

It’s your job to bring that up and show them YOUR product is the best bang for the buck.

3. Justify the Purchase - “The higher the price point, the more need there is to justify the purchase.”

Sugarman says if you want to resolve the objection, you need to justify every purchase in your copywriting, even if it’s just “you deserve it.”

Keep reading for 22 additional psychological triggers highlighted by Joe Sugarman 👇️ 

Three links of the week

• CPM costs are down. Is now a good opportunity to target online ads? Tune in to the “Marketing Against The Grain” podcast where Kipp and Kieran give you their insights on trends.

• Your website is the digital equivalent of a brick-and-mortar business’s storefront. Here are seven actionable steps to turn your homepage into a lead-gen machine.

• Content is at the heart of every social strategy. Here are the nine most valuable types of social media content according to marketers.

What the fuck I’m up to?

I’m building a new habit of writing down my thoughts every evening – sort of like a daily journal. I have done this for 30 days now and find it extreeeeemely helpful!

I loosely follow this structure:

• ~3 paragraphs of what I did, experienced, or thought about that day

• 1-3 takeaways and learning points

• 1 useful piece of content I consumed + my key takeaway from it