This post is sponsored by Bigly
The afternoon slump has hit you.
You’re trying to keep cruising through your to-do list, but you’ve hit a bit of a wall.
That’s when you hear a ping from your phone.
Someone texted you.
“Guess I should check it,” you think smugly as you welcome the distraction.
At first, you’re disappointed. Without opening the message you can see that it’s a promotional text from a pet swag company you’ve recently purchased a mug from.
Yep, you proudly bought a mug with your pup’s face on it.
You click to open the message and immediately start laughing out loud.
Inside the message is a mockup of socks with your dog’s face all over them.
Why do you want these socks so badly?
In today’s edition of Why We Buy, we’re taking a look at Personalization – why we love experiences that make us feel unique.
Let’s get into it…
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The Psychology of Personalization 🧠
We live in a world of distraction.
It’s estimated that the average American sees 4,000+ ads a day.
The result? We’ve become great at tuning out the noise.
But there’s something that CAN get our ears to perk up and our eyes to take notice.
Researchers discovered the Cocktail Party Effect when they found that people tune in the moment they hear their name.
The left hemisphere of your brain activates more to your own name than somebody else’s.
This goes beyond just hearing or seeing our names.
We place a higher value on the things that relate to our identity in comparison to those that feel disconnected.
And this includes products.
Inside Your Buyer’s Mind 🧐
Personalization creates a connection between buyers and brands.
- 56% of buyers prefer purchasing from retailers that recognize them by name.
- 65% of buyers prefer retailers that “know their purchase history.”
- 58% of buyers prefer retailers that make product recommendations based on past purchases.
We don’t even have to own the product for our personalization bias to kick in.
Even the perception of ownership has powerful psychological effects.
Once we feel a sense of ownership over a product, we don’t want to lose it and are more likely to buy.
It’s easy to say no to a pair of socks with your dog’s face on them…until you see the socks.
Here’s how to create that perception of ownership with your products…
How To Apply This 🤑
Alright, so how can we apply this right now to sell more?
Use personalization to keep marketing after the purchase
What happens between one purchase and the next with your buyers? Promotional campaign blasts generally teach buyers to stop paying attention to your outreach.
But, a campaign personalized to each buyer teaches them to stay on the lookout.
EasyJet used its 20th anniversary to promote its BUYERS travels instead of the typical brand-centered campaign.
Their buyers now feel a sense of ownership over their EasyJet account (and excitement to keep flying with EasyJet so they can keep their miles and destinations all in one place!).
Segment buyers based on personal preferences
According to Hubspot, subscriber segmentation is the most effective email marketing campaign strategy.
Build out funnels for varying preferences and experiences to create personalized campaigns specific to your buyers.
Use our Clarity Call Cheatsheets to interview your customers. Create a list of 3-5 pain points. Then, build out a funnel for each pain point.
Have your customers segment themselves when they come into your funnel. Or create different lead magnets that attract buyers based on each pain point.
Don’t flush your Instagram ad dollars down the drain.
Instead, pick up this guide that explains nailing Instagram ads in vigorous detail.
It teaches you how to set goals, moderate engagement, and measure success to grow your business.
It’s a full-on intro to creating promotional content that connects.
Create moments of delight
Use Personalization beyond your products.
Don’t personalize experiences only around your products, but around your buyers as individuals.
Give them a gift that has THEIR company logo on it or a mug with a photo of their dog to create a moment of delight.
Every time they drink from their mug, they’ll think of you.
The Short of It 💥
People love their names.
It’s one of the very, very, very few things they’ve associated with their entire lives.
They also love experiences that make them feel special.
Use personalization to show your buyers your brand values their individuality (instead of making them feel like they’re just another customer).
Until next time, happy selling!
Wanna really get inside your buyer’s head?
There are a few ways I can help:
- Get explosive clarity about what works with buyers by learning how to conduct 1:1 Clarity Calls (3200+ happy students)
- Learn how to mine online reviews from real buyers to generate ideas and copy that converts (500+ happy students)
- Book a 1:1 strategy call with Katelyn and get the answers you need to get unstuck and move forward with confidence
- Apply to sponsor an upcoming issue of Why We Buy (next opening in May)