Marketing is the elephant in the room for creators, either reaching out to new customers or announcing your brilliant services. Innovative and exceptional marketing strategies, when implemented right, spur the interest of the audience, rolling your brand on the trending graph.
Did you think about what makes each unique marketer stand out?
Of course, creativity is a remarkable skill, but how the message gets expressed matters meticulously when the art of persuasion comes into the picture. Understanding psychology is a prerequisite to strike a chord with anyone who comes across your offerings.
In this article, you get to learn about a growth hacker’s effective implementation of psychological principles in one of the most happening workshops successfully delivered to over 10M people.
Yes, I am talking about the LinkedIn 5 day workshop hosted by well-known Growth Hacker Vaibhav Sisinty.
Many individuals worldwide rampantly attended this course, especially during the lockdown. Chances are you have already been a part of the amazing journey if you are reading this.
Don’t worry if you don’t know or haven’t attended the workshop; it will not affect understanding the psychological concepts.
So let’s get started knowing how Vaibhav used the powerful psychological tools from the beginning to the end of his workshop.
Human conditioning enables marketers to exploit the triggers. You can find out what works best for you as a marketer to keep the ball rolling.
If someone reiterates the word target audience, don’t overlook it. The potent word decides if your efforts are going to pay off. Imagine a group of people who aren’t into gaming; they show up across social media platforms to comprehend the law. Wouldn’t it be irrelevant to splash ads on these people? Especially when they are disinterested in the topic. Considering the amount you invest, you would want to generate double/triple, aka ROI. Selecting the right set of audiences is critical.
Running different ads remained an interesting tactic. For instance, I read a lot about this workshop, so I searched for the website to know more. Even after scanning through, I gave it time to think if I needed to take this. While I scrolled through the social media app Instagram, another ad popped on my profile asking if I had any doubts and why haven’t I registered yet. This maneuver ingrained a thought of the workshop again. Hooking the audience by adding a personal touch surpasses any other method.
And I can bet on this, every second person you know loves dogs. Ads telecasted had two intriguing factors. Personalizing content and, next to it, the adorable pet makes you want to watch the entire video. What worked is the guest appearance of the pet, intentional or unintentional.
- Pricing contrast principle
The psychology of price fixation works when the price gets fixed at 499 only. Setting 99 pricing outperforms the 00 pricing significantly.
Interestingly, Vaibhav applied the contrast principle eloquently. By comparing the price of his workshop to a pizza, he grabbed the eyeballs of a wider audience. Though the comparison has disparity, the contrast principle of pricing benefited him.
Stressing on pizza first and then mending it with his workshop, the effect has snowballed wisdom one could gain at such a minimal price.
Rule of commitment states when humans decide, they get persuaded to commit to actions justifying their decision. People have subscribed to the LinkedIn 5 day workshop. They knew many new things they weren’t aware of, which made them perceive it as magical wisdom. Now having purchased the workshop, their actions will favor the earlier decision to buy the workshop. The first factor that acts as evidence is them showing up on the webinars. Most of the audience attend the webinar, live sessions, watch online videos sent as part of the workshop because they earlier committed to it.
Registering for the workshop makes the person follow and implement what they learn. In the coming days, they schedule and prioritize the completion of the workshop. Bombarding constant reminders in the emails reminds them of the purpose of choosing the workshop and what they can get out of it. It created a determined mindset, allowing them to reflect on the emails sent. Homework allotted to complete after each module makes people abide by it as per automatic consistency, the famous commitment rule. They aligned homework with classwork because you took admission to the class.
Email and WhatsApp reminders help a great deal in prompting users of a webinar session. Notifying about webinars strikes the audience’s mind to free themselves of all the tasks when attending the session. Even if people already made a plan and marked their calendars, the constant reminders assure them you value their time and wait to interact to solve the queries personally. It further elicits the need to get the earlier tasks done so they don’t have to face the deadly FOMO.
Psychology confirms the fear of missing out makes people do everything in their capacity to imbibe a sense of belonging, not to feel left out or misunderstood in a group. Try thinking of a situation you encountered; imagine you are in the classroom. Students have appeared to write the exam. You didn’t even know there’s an exam conducted until you hear the teacher strictly saying, ‘students, time for the test.’ doesn’t it strengthen the “left out” feeling? Posting a sneak peek of live sessions also gives a positive vibe to the people. They are being telecasted and spoken about in front of the lakhs of followers the influence possesses. You feel valued, part of the group, happy about the mention.
Hundreds of users noticed constant feedback popping on their LinkedIn profiles. As a person who just started exploring or didn’t want to miss out on any opportunity, it creates FOMO to know more about the workshop.
People value an item more when provided in limited quantity, with a possibility of customers losing it to others if they don’t grab the opportunity right away. The psychological rule of scarcity entices people to assume the short supply, as highly demanded its value. Our triggers reckon scarce resources are valuable. Presenting advertisements with limited time offers allures to audiences to hurry in taking those scarcely available slots. FOMO accompanied by scarcity rule extracts remarkable response.
- Foot-in-the-door technique
The famous foot-in-the-door tactic is a compliance strategy by which they make the users agree to a reasonable request first. As the duration of the workshop ceases, they pitch the premium service. They request audiences who are interested in more details to stay while others leave. Those who find the workshop impressive and crave more go ahead. The foot-in-the-door technique traps these people.
It creates mindset audiences are hardworking and can flourish with a bit of effort for implementation. Eventually, the deep-rooted thought ingrained by an experience influence their commitments. Attending another webinar, live session, or volunteer for an event revolving around the topic could be anything.
The 5-day workshop is a moderate request, while the premium at a higher rate is the larger one.
Offering free services for a brief span and making people subscribe to a newsletter are two of the most popular foot-in-the-door techniques in modern times.
You’re bonkers about football. Sitting in a cafe, you watch a football match. Noticing the enthusiasm in your face, a group of strangers joins you to share their craziness with the game. Ultimately, you end up doing what these like-minded people you have found to do. If they visit a cafe on weekends to watch the match, you practice that as you see yourself as part of the herd. The above-stated example explains the psychology of social proof. Humans do what the people they find relatable do. Audiences who want to grow on LinkedIn are mandatorily attending the workshop and recommending it. These audiences may be part of your connections. And there you got the answer! What would you do if your friend/connection/mentor is taking part?
Social proof and obligation to repay works like a charm. When someone you mostly connect to/ like does something, their actions will highly influence you. The bandwagon of tweets, demand for a product, and career choices you make get influenced by the people you look up to. So if a person in the professional field is committing to something and you find the trick has worked for them, you probably wouldn’t want to miss out on that wonderful opportunity. Thus, the target audience reciprocates rightly. Having received more than awaited, humans develop an obligation to repay. Two reasons for this are; first, you want to get noticed among thousands of people, giving you organic reach. Second, it’s a payback time for the wisdom you have consumed. Participants get asked to provide testimonials; there is no compulsion to write feedback to ensure the audiences develop reasons to support their choices. A written declaration is more impactful, and in the current digital world, the boom of videos stays well known. Audiences who highlight pros get a shout-out through Instagram stories and likes on their posts, boosting their reach. There’s a pull to words that get people pledged to what they have written.
Vaibhav created a Facebook group, encouraging people to upload the tasks they have completed.
By publicly disclosing the track you have been traveling on, chances are you will implement the next step by hook or crook because you have already made a commitment and disclosure in front of thousands of people.
A successful growth hacker strongly believes in implementing the basics first to boost organic reach. They recommend you get the optimization homework done before diving into low-cost yet excellent strategies to get yourself noticed online.
Though most of the information you access through workshops is available on the internet, people would rather spend to gain organized content. Why? Because we are all lazy and want to reduce the time of scanning through the scattered content. If the goal of a lead generator is a 10% conversion rate, you’d research potential platforms to find clients and would now want to prevent the time and effort learning of the application. So reaching the end goal of subscribing to an experienced person’s workshop seems sensible and workable.
I am not being a critic in analyzing the quality of content delivered, but appreciating the meticulous execution of psychology in reaching the end goal.
Does a person’s experience in a specific field influence people’s compliance to avail of his services? Yes! Yes! Yes! Have you ever been when you had to decide in comparison? Chances are, you would opt for a professional who is more experienced. Reason? Because of the authority they have in the field. A person’s position in a domain makes people automatically inclined towards using his services. Hailing from a marketing background with spectacular experience from top companies is enough to convince people about the quality of the person’s services.
Imprinted on everyone’s mind is the tons of positive feedback flowing in social media. They encourage video and written feedback. There are no constraints set on how the structure of your feedback should flow. Therefore, giving you enough liberty to observe results and give away genuine opinions. As the algorithm pushes your profile to the top, giving enormous reach, your doubts about your worth now take a backseat. The first times are always special. The first time you are generating higher reach, you instantly think of the mentor who made this unprecedented dream a reality. Written feedback obliges you to be accountable for what you write. You feel responsible, committed, and grateful for what you produce. And sometimes even greedy to get noticed by the organizer because you feel valued.
Not leaving the existing followers out of psychological reasoning lets us know how what persuaded them. Honestly, it’s easier than reaching out to new people. The audience who follows Vaibhav’s content stays acquainted with the services rendered. Consuming valuable content on different platforms, having availed of his services earlier, or working with him in the past, influences the decision-making of this audience in the current scenario.
I have attended this workshop and found it to be beneficial. This article intends to learn the psychological tactics by associating them with the efficacy of the strategy implemented. The underscoring point is if you think it is going to help you, then go for it! Familiarity or unfamiliarity with psychology doesn’t surpass the necessity of acquiring knowledge. The theories and strategies emphasized here get their inspiration from the famous book “Influence, the psychology of persuasion.”