people will naturally gravitate towards products or services which they view
as “in” or “trendy”.Psychological Trigger #4: Comparison.
Related to the past concept is comparison. Human beings have an innate fear
of standing out or missing out. Basically, we inevitably compare ourselves to
our peers whether or not we may notice that we are making such comparison.
This operates in two ways: first, we do not want to be the only one doing
something in a particular way and second, we do not want to be the only one
not doing something in a particular way. Hence, we are more likely to try
something new if we see that everybody else is doing it already.
In terms of purchasing behavior, this means that consumers are more likely to
try new products and services when they notice that their peers are already
using these new products and services. Unlike the bandwagon effect
however, which requires that the consumers themselves observe the existence
of the trend in question, comparison is something that can be completely
manufactured to suit the purposes of the seller or marketer. That being said,
you can appeal to your target buyers by mentioning that everyone else is
buying or using whatever products or services you are selling. Essentially,
you want your target buyers to feel that they are missing out on a lot if they
do not make a purchase.Psychological Trigger #5: Liking.
This is another psychological sales trigger that I am sure you are well aware
of. The concept behind liking is quite basic, really: if you like someone, you
are more likely to do what they say. This is where the power of celebrities
come in. Brands pay good money for celebrity endorsements for one simple
reason: well-liked celebrities who have a large and loyal fanbase can easily
drive up sales. After all, people are more likely to heed the advice of their
favorite celebrities. This means that not only are fans more likely to make the
same purchases as their celebrities, their means permitting, but they are also
more likely to purchase products which their favorite celebrities endorse.
Hence, another infallible sales tactic is enlisting the services of a prominent
individual to endorse a particular product or service. Of course, not all
companies can afford to do this, in which case sponsoring a celebrity (letting