When it comes to your inbound marketing strategy, you can only get so formulaic before you need to start thinking outside the box.
And inside the human mind.
While we like to think we're logical creatures that make informed, logical decisions, sadly, studies have shown the complete opposite to be true, especially when choosing between, say, two financial firms. In fact, a whopping 80% of a consumer's purchasing decision is based on emotion instead of information and logic.
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And not only are we letting our emotions run amok and get the better of us, but we're also falling victim to a few common biases as well.
One such bias is the Framing Effect.
This bias shows that consumers are less likely to risk-take when a choice is framed in a positive light than when it is framed negatively. In order to use this to your advantage when creating content for your inbound marketing strategy, present your readers with a common pain-point of theirs and explain how the benefits (not the features!) of your service will provide a solution to their issue.
To put it rather crudely - scare them a little! ...while at the same time offering them a charm against the dark.
Check out the infographic below for more sales marketing psychology.