12 marketing psychology triggers to convert leads into customers

Even though we like to think of ourselves as rational, we’re not. We have cognitive biases that operate at the subconscious level. And this is what drives a lot of our decision making.

These psychological triggers are used by companies in their business marketing strategies (hopefully in an ethical way) with the aim of turning leads into customers — and, ideally, loyal ones.

For added effect, companies will often combine two or more of these triggers into a single marketing campaign.

There are many reasons to be interested in this. Maybe you have an idea for a start-up and need to design a marketing strategy? Perhaps you are a consumer who would like to understand how business marketing strategists try to influence our behaviour?

Whatever your interest, here’s a summary of what those triggers are and how they’re used strategically.

1. Reciprocity — repaying a favour

If somebody gives us something or does something for us, we feel obliged to give them something back in return.

It’s this trigger that marketers are playing to when they offer free samples, gifts or discounts. Many B2C companies do this. For example, supermarkets often offer taster samples of products to shoppers.

B2B companies use this method when they offer free downloadable e-books or white papers (often in exchange for an email address).

In both cases, the salesperson has activated the principle of reciprocity. They have done something nice for you without asking for anything in return. This creates a sense of indebtedness. Because of this you are likely to feel more inclined to listen to a sales pitch or even make a purchase.

In the B2B example, by collecting your contact information, the company also has the opportunity to follow up with you in the future and potentially sell you products or services. This is because they have built a level of trust and rapport with you by offering you something of value for free.

2. Commitment and consistency — sticking with it

This principle works on the basis that once we’ve committed to something — either through action or verbally — we’ll be inclined to remain consistent and follow through. Because we feel driven by an inner responsibility to do so.

It has more effect when the commitment is made in public and is even stronger when the commitment is verbal. For example, if you say to friends, “I will run the marathon this year”, it will be harder to back out than if you’d said it to yourself, in private.

This is why marketers who stop people in the street will often ask yes or no questions (and, usually, leading ones).

For example — ‘Do you want to save money?’ Invariably, people will say yes. After a sales pitch, and when the time comes to commit, it’s then difficult to say no.

Car or sofa salespeople will often ask their customers to sit down with them to discuss basic information about preferences and budget.

This method uses this principle because, by asking the prospect to make the small commitment of sitting with the salesperson, it creates a sense of personal investment and increases the likelihood of a purchase.

In the digital world, the principle is applied through free trials or the creation of an account.

Once that step has been taken, a small commitment has been made. Again, this creates a sense of resolve which is then more likely to lead to a purchase.

So we can see how this works for B2C and B2B companies.

3. Social proof — follow the crowd

This principle suggests that people are more likely to conform to the behaviour of others. It works on the basis that we feel reassured if we do what other people are doing. Essentially, it’s the herd mindset.

Most commonly, marketers use this principle by sharing testimonials and endorsements to persuade prospects to buy their product or service. Amazon does this very well. The company knows we’re all inclined to read reviews before we make a purchase.

The technique works equally well for small businesses or start-ups. Small business marketing consultants design incentives for happy customers to provide testimonials for their clients – it’s much more credible and cost-effective than advertising.

This is also one of the reasons brands use influencers and celebrities in marketing campaigns. We want to do what they’re doing. A lot of us, anyway.

4. Unity — creates togetherness

This is another version of social proof and is centred on encouraging customers to join a community. Again, it’s part of the herd mentality.

A business marketing strategist will often use this in sign-up campaigns with slogans, such as ‘Join our 10,000 other members….’.

This works because people like to feel they are part of something (especially if it’s successful or perceived to be of high quality).

It can also work when exclusivity is added in. For example, marketers will use language, such as ‘Be the first to know…’ or ‘Join our VIP list…’, etc. People will sign up because it gives them the feeling of being special.

5. Authority — trust and obey

This principle suggests people are more likely to trust and obey someone they perceive to be in a position of authority or expertise.

It’s been proven to be true through numerous experiments.

For example, one showed that people on a train were much more willing to give up their seat when the request came from someone in uniform (without any reason given for why the person needed the seat and despite the fact there were many others available).

Companies use this trigger in their marketing campaigns by featuring people with perceived credentials or status. This adds authority to an endorsement.

For example, doctors usually feature in pharmaceutical adverts and engineers are often seen in car adverts.

Another use of this principle is through branding around the product or service.

For example, using technical jargon or industry-specific language. Hiking brands will often promote the use of GORE-TEX in their products.

Showing off awards from reputable bodies is another way to apply the authority principle.

Leaning on expertise is another. A business marketing strategist will often promote testimonials, guest blogs and webinars by leading industry and expert figures.

Potential buyers are more likely to trust and value a product or service if it is associated with some form of authority they respect.

6. Liking — we like people who are like us

People are more likely to be persuaded to buy something if it is promoted by someone they like and who they perceive to be similar to themselves.

This is another reason why brands use models and influencers.

They will also use language and visuals in a way that will seem familiar and relatable to their customers.

They’ll also make sure they promote their commitment to the social causes they believe their customers care about.

Liking can be a powerful strategy for small businesses, which often have a more authentic personality than big corporations. Small business marketing consultants use the technique by linking a brand to the personality of the founders or the home town where it is based. This can prompt consumers to feel a much stronger personal connection to the brand.

B2B companies focus on relationship-building strategies to make the most of the liking principle. They’ll offer free consultations, share industry news, expert tips and case studies.

According to one famous experiment, people were found to become fonder of people or things they experience while eating. This explains why business lunches and networking over drinks and canapés have endured.

If customers feel a connection or familiarity with a brand they are more likely to be interested in its products or services.

7. Scarcity — don’t miss out

If something seems scarce, we're more likely to want it. This is because we’ll see it as rare or in high demand.

This is the scarcity principle and it works on the concept of loss aversion. Essentially, it capitalises on people’s tendency to be motivated more by the fear of loss than the prospect of gain. We hate to lose more than we like to win.

This is why business marketing strategists look to create a sense of urgency and scarcity around a product or service to drive immediate action.

Examples include time-limited discounts, countdown clocks, low stock availability, one-time deals, etc.

They want their customers to hurry up and buy before they miss out.

Start-ups can turn Scarcity to their advantage – if you have a great product, why not make it a selling point? A good small business marketing consultant will know how to use this to put your brand on the map. ‘Available by invitation only’. ‘Only 100 ever produced’. Scarcity can be a great PR strategy for start-ups – images of queues around the block can really create a buzz around your brand.

8. Compare and contrast — creates a preference

Imagine being presented with two options in quick succession. Instinctively, our brains will focus on what makes them different rather than how they may be alike.

A sense of contrast will have been created, i.e. one option will appear more attractive or valuable than the other.

This would not have happened if the options had been presented on their own. This is the compare and contrast principle.

Real estate agents often use this when they do house viewings. The first house will usually be the least appealing. The second (more expensive) will be nicer and any houses after that (even more expensive) will be nicer still.

Their aim is to create that sense of contrast. They want the viewers to see the last house as being comparatively more attractive than the others. So it will appeal more and make a purchase more likely.

Retail salespeople use this too. They’ll often first show a product that’s not so appealing (and likely cheaper) before going on to show a more attractive (and likely higher-priced) item. It is the second of the two products which is more likely to win the customer over.

This principle is also used by companies when they present a competitor’s product or service alongside their own. They want to give the impression that theirs is better and of superior quality.

9. Halo effect — the power of positive associations

This is basically a form of projection. When we notice something positive about a person, product or service, we project this more broadly.

The most common example is seen with physically attractive people. This positive trait is projected. For example, better-looking people are considered to be clever and more trustworthy.

This is why companies use good-looking people, and often professional models, on their websites and across their branding.

And here’s another less obvious example.

A brand may be known for its high-quality and reliable products. Consumers may then project this and assume its customer service or innovation are also exceptional (even if there is no direct evidence to support this).

A business marketing strategist uses this halo effect in various ways.

Brand endorsements — Through celebrities or influencers who are admired and respected. This is to transfer positive qualities from the endorser to the brand. Consumers will then think of the brand in the context of the positive attributes of the endorser. George Clooney adverts for Nespresso is an example. At the other end of the scale, even minor celebrity endorsements can be a fantastic source of PR for small businesses.

Reputation Management — Positive customer reviews, industry awards and other respected recognition make a brand seem trustworthy and reliable. When brands promote this, customers may also think its products or services are equally high quality.

Packaging and Product Design — When we open lovely packaging or are presented with a beautifully designed product, we tend to project this to think the product is of high quality. Apple, fashion and perfume brands use this principle to great effect.

10. Framing — selective presentation

Framing is similar to the compare and contrast principle.

It’s about how information or choices are presented in a different way.

It involves highlighting certain aspects of a marketing message while downplaying or omitting others. This then shapes how people interpret and respond.

It’s used in various ways.

Positive Framing — This emphasises the positive aspects and benefits of a product. For example, the promotion of a weight loss product may focus on health benefits, self-confidence and general well-being. The idea of positive framing is to appeal to our desire for pleasure, happiness and success.

Negative Framing — This is all about focusing on the potential risks, drawbacks or losses if we don’t choose a particular product or service. An insurance company, for example, would emphasise the financial risks and potential consequences of not taking out proper coverage. Negative framing aims to create a sense of fear, urgency or the need to avoid negative outcomes.

Attribute Framing — This technique involves highlighting the specific attributes or features of a product or service. For instance, one brand of laundry detergent may be framed as ‘ultra-concentrated’ (suggesting superior cleaning power). Another may focus on being ‘gentle’ or ‘environmentally friendly’. The idea is to focus the attention of consumers on particular qualities of a product.

Goal Framing — This is when information or choices are presented in a way that aligns with the customer’s goals or aspirations. For example, a fitness app may talk about users achieving their fitness goals or tracking progress towards a desired physique. The idea is to increase engagement and motivation by appealing to consumers' ambitions.

Loss versus Gain Framing — As mentioned in the ‘Scarcity’ section, this technique appeals to people's general desire to avoid loss. For instance, a promotional offer may be framed as ‘Don't miss out!’ or ‘Limited time offer!’ It is designed to create a sense of urgency and loss (if the opportunity is not taken). We hate to miss out.

11. Anchoring — through reference points

When customers are given an initial piece of information, they rely on it (effectively use it as an anchor) to interpret further information.

Having this reference point influences how a customer thinks about and values what comes next.

Anchoring can be used in marketing to shape how a customer considers the value and pricing of a product. Here's how it works:

Price Anchoring — Marketers will often set a higher-priced option as the initial reference point. When they do this, subsequent prices will appear more reasonable or affordable in comparison.

For example, a clothing retailer may list a higher-priced item first followed by similar but lower-priced items. The initial high price creates an anchor that makes the lower-priced versions seem like better deals.

Product Comparison Anchoring — Marketers also use anchoring by starting with a premium or high-quality product before presenting other options. This creates a reference point and influences what the customer thinks of the later products.

For instance, a smartphone salesperson might introduce an expensive, flagship model first. When the customer is presented with other models in the product line, they will appear more affordable and attractive by comparison.

Feature Anchoring — This is used to emphasise the specific features of a product. Customers then place more importance on that feature when evaluating similar products.

For example, a camera salesperson may anchor the perception of image quality by highlighting the resolution of their top-of-the-line model. This will then influence the customer to prioritise image quality when it comes to deciding what to buy.

Time-Limited Offers — Anchoring can also be applied to time-limited offers. By applying an initial deadline or limited availability, marketers create an anchor of hurry. Subsequent offers without time constraints then seem less urgent or valuable in comparison.

12. Odd-number pricing — the impact of perception

It's common for customers to perceive prices that end in odd numbers as being more affordable than those that end in even numbers.

The reason for this is that people read from left to right and they pay more attention to the first number rather than the last (especially when a number of prices are presented). This is why retail prices tend to be quoted as just below a rounded value, e.g. £9.99 instead of £10. It's all about perception.

There are a number of very useful books on psychology and how it relates to marketing. Here are two of the best:

Cialdini, R. (1984) Influence: The Psychology of Persuasion. New York, Harper Business. For more about Robert Cialdini’s books and other work, see https://www.influenceatwork.com/ .

Kahneman, D. (2011) Thinking, Fast and Slow. London, Penguin Books. For more about Daniel Kahneman’s books and other work, see https://kahneman.scholar.princeton.edu/