fbpx

The Priming Effect

Imagine this …

You’re on the market for a new sofa. You pull up the online store of a brand you’ve seen advertised on your Instagram timeline before.

You finally find a leather sofa that would match your living room perfectly. In every product image, there’s also a beautiful coffee table beside the sofa.

But you’re not on the market for a coffee table – just the sofa.

When you reach the end of the checkout, a small prompt asks you if you’d like to add the coffee table to your purchase for 50% off its regular price.

What do you do?

In today’s edition of Why We Buy, we’re taking a look at Priming — why exposure to images and ideas can get you to make decisions faster. 

Let’s get into it.

 

“Top Marketing Newsletters You Need to Subscribe To”

The Psychology of Priming 🧠

Priming occurs when exposure to one stimulus influences your response when exposed to another.

Let me demonstrate. What’s the last word in this sequence?

Elbow
Neck
Foot
T_e

You probably guessed toe, right? 

But there are other words that would also work: tie, tee,

By priming you with body-related items, you were more likely to guess toe than tee. Had instead the priming words been about golf, you probably would have gone with tee. 

Cool, huh?

Inside Your Buyer’s Mind🧐

Priming is a super-effective way to prompt someone into recalling specific information based on how you primed them. 

There are a few types of priming:

Positive & Negative Priming – Positive priming makes us process information faster and reduces the time required to retrieve information (ex. Listing all the states when asking for the capital cities). Negative priming slows down information processing.

Semantic Priming – I demonstrated semantic priming with the toe example above. It involves using language to prime for a certain result. Words of a similar category are more quickly accessible than random words.

Repetition Priming – Pairing items together makes you think of them as a single unit (ex. Jack Daniels AND _____, peanut butter AND _____, shake AND _____.)

Perceptual Priming – Uses shapes and sounds to help with recall. Rhyming and colours are examples of priming tools (ex. goat 👉  boat, green 👉  grass).

How To Apply This 🤑

Alright, so how can we apply this right now to sell more?

Relatable Content & Imagery

To evoke a specific feeling or emotion, prime your buyer with images associated with that feeling. (ex. If you’re selling a scented candle that has a fresh scent, use images of green fields, beautiful flowers, and a breezy window. Seem familiar?)

Stick With A Pattern

If you’re going to start using a recurring pattern, stick with it. Your buyer will get used to it and any change will mess them up (ex. Aligning text to the left, then changing it to the right).

Draw Attention To A Problem

Before a product launch, start sharing content that revolves around a specific problem that the product helps to solve. This will prime your audience to start noticing that problem more often right as you launch the solution.

The Short of It 💥

Use imagery, words, and patterns to get your buyer in the right context before you ask them to take action.

Once you choose a pattern, stick with it. Familiarity helps people make decisions faster.

Repetition helps your buyer remember important information.

Until next time, happy selling!

 

Pssssttt…

 

Wanna really get inside your buyer’s head?

There are a few ways I can help:

  1. Get explosive clarity about what works with buyers by learning how to conduct 1:1 Clarity Calls (2000+ happy students)
  2. *NEW* Learn how to mine online reviews from real buyers to generate ideas and copy that converts (250+ happy students)
  3. Book a 1:1 strategy call with Katelyn and get the answers you need to get unstuck and move forward with confidence

Thank you to our featured sponsors

Written By Katelyn

Katelyn Bourgoin is the CEO of Customer Camp, a 4X founder, and a cheese lover. She lives by a simple mantra: whoever gets closer to the customer wins.

Related Posts

Tinder

Tinder

Let’s explore Tinder—the $42 billion giant that revolutionized dating for a generation.

Messenger Effect

Messenger Effect

Let’s explore the Messenger Effect—why we’re more likely to pay attention to a message when someone we trust delivers it.

LEGO

LEGO

Let’s explore LEGO— the Denmark toy company that became the largest toy seller in the world.

Dunning-Kruger Effect

Dunning-Kruger Effect

Let’s explore the Dunning-Kruger Effect—why we tend to overestimate our competence when taking on new tasks.

Framing

Framing

Let’s explore Framing—why we’re influenced by the way information is presented.

Scarcity

Scarcity

Let’s explore Scarcity—why we want something more when there’s less of it.

Fresh Start Effect

Fresh Start Effect

Let’s explore the Fresh Start Effect—why we have more motivation to start a new habit at the beginning of a new time period.

Reciprocity

Reciprocity

Let’s explore Reciprocity—why we feel compelled to return favors.

Blemishing Effect

Blemishing Effect

Let’s explore the Blemishing Effect—why we are more likely to believe positive information when a little negative information is added into the mix.

Comments

0 Comments

0 Comments

BECOME A MINDREADER

Wanna get inside your buyer’s head? Join our newsletter and get one customer psychology tip delivered straight to your inbox each week. It’s like a 2-min workout for your brain.

You're in. Giddy up! 🤠

Become the go-to customer EXPERT

If you can figure out what makes people tick, click and buy, you can make bank

We’re often asked if we offer a certification program teaching our in-depth research methods. The answer is… not yet. But we’re working on it.

Want first dibs when we launch our new certification program? Jump on the waitlist.

You're in. Giddy up 🤠

BECOME A MINDREADER

Wanna get inside your buyer’s head? Join our newsletter and get one buyer psychology tip delivered to your inbox each week. It’s like a 2-min workout for your brain.

You're in!

BECOME THE GO-TO CUSTOMER EXPERT

If you can figure out what makes people tick, click and buy, you can make big $$$. We're working on a new research certification program. Want first dibs when we launch it? Hop on the waitlist.

You're in!

JOIN WAITLIST

Wanna get the buyer insights you need from key stakeholders (and look like a boss)? Our new Stakeholder Mining Kick-off Session training is coming soon. Join the waitlist to get first dibs.

You're on the waitlist! We'll reach out soon!

JOIN WAITLIST

Wanna get the buyer insights you need from key stakeholders (and look like a boss)? Our new Stakeholder Mining Kick-off Session training is coming soon. Join the waitlist to get first dibs.

You're in!