FFN #56: Win Clients with Marketing Psychology

🧐 Please Explain

The psychology of marketing is basically understanding human behavior and the factors that influence decision-making. At its core, marketing taps into emotions, desires, and cognitive biases to create compelling messages that resonate with potential clients. For freelancers, leveraging this psychology involves recognizing what drives your target audience (clients). I know it sounds overwhelming but hear me out!  By appealing to the emotional and psychological triggers that influence decisions, you can create more persuasive marketing strategies that lead to higher client engagement and conversions.

👯‍♀️ Street Cred is Important

To make things a little more actionable let’s go through how we can use marketing psychology in our biz. One powerful psychological principle in marketing is social proof, which leverages the human tendency to follow the actions of others. That means we freelancers can use testimonials, case studies, and client success stories to demonstrate the value of our services. When potential clients see that others have benefited from your work, they’re more likely to trust you and feel confident in hiring you. By showcasing your expertise and the positive outcomes you've delivered, you build credibility and reduce the perceived risk of working with you. I love to share a few testimonials ahead of discovery calls so clients can feel more confident ahead of the call.

🥹 One More for Good Luck!

Another key way you can implement marketing psychology is the scarcity principle, which suggests that people are more likely to act when they perceive something as limited or exclusive. For freelancers, this can be applied by highlighting limited availability, such as booking slots or exclusive packages. Creating a sense of urgency encourages potential clients to make quicker decisions, reducing the likelihood of them hesitating or seeking alternative options. By strategically incorporating psychological principles into your marketing efforts, you can effectively influence client behavior and drive your freelance business’s growth. Remember, there is an art to implementing these principles, especially with scarcity, no one wants to feel rushed so practise your delivery and wording to see what resonates best and always do temp checks on your discovery calls - some people aren’t fans of pressure!

Behave

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