Marketing Psychology from the inside-Out

This is a thought-based lecture, with examples, designed to make you think. I give a brief history of marketing psychology and how the theories have evolved. This lecture opens a can of worms and you may have more questions afterwards!

Then we go onto ethics of brand promise, marketing to children and then marketing to people with habits. Would you like your brand to be linked to vices or virtues?

We discuss how technology has enabled two-way communication which as forced brands to be more ethical, with examples.

Why are we bothering with marketing tools? Well, this course is an Introduction to Marketing Psychology from the Inside Out. So not everyone will have the fundamentals of marketing in their repertoire. If you already know how to create an Ideal Customer Profile (ICP), a customer journey, marketing funnel and PESTEL, then feel free to skip on. However, we are going to enjoy a flavour of marketing psychology, so it might be different from what you already know. More importantly, lack of control is one of the biggest causes of stress, so learning these marketing tools, puts you back in control. It's just worth having a glance alright anyway. I hope you enjoy it.

The real learning is applying the knowledge to your business. The assignments provide this opportunity.

The Ideal Customer Profile (ICP) is created for the person who is the best fit for your services or products. It enables you to put yourself in the shoes of that person. This lecture takes you through the benefits of creating an ICP and I share a case study of how the superpower questions enabled me to tap into the mind of one of my customers. Asking the superpower questions helps you identify your customers goals. Learn the most desired superpowers in the UK and globally and what this means for you.

Part 2 of of Creating an ideal Customer Profile using Marketing Psychology.

This lecture is a 'how to' lecture and provides a more detailed approach to completing your own Ideal Customer Profile. Download the ICP word template and superpower questions for this lecture.

I will be running through a B2B case study which we will use as the backbone to creating your own Customer Profile. I will be adding B2C case studies on the Facebook group. If you are not on Facebook, please let me know in the Q&A.

Covered: Understanding your customers' passions, behaviours, pain points and goals. We will be discussing how social psychology and elements like technology have a dramatic effect on psychology.

Please download the resources, if you haven't already because you will need them for the assignment which accompanies this topic. The resources here are the same as for lectures 8 and 10.

The final part of Creating an ideal Customer Profile using Marketing Psychology. 

Covered: How confirmation bias can cause us to make the wrong decisions in marketing - in this case innovation bias.

This lecture  is a 'how to' and provides a more detailed approach to completing the Ideal Customer Profile.

Please download the resources, if you haven't already because you will need them for the assignment which accompanies this topic.

We explore what is included in the customer journey and why it is so helpful. We will be referring to the customer journey throughout this course. If you know how to create a customer journey and you have one to hand, then feel free to skip this lecture – although this lecture has a definite marketing psychology flavour to it, so some parts may be new to you.

There is a blank Excel customer journey template within the resources. The case study I use is based upon a real example with one of my customers, with names changed. I explain how the customer maybe feeling along each stage of the journey and how his feelings, fears and pain points may be a barrier to shopping with me. I overlay this with my actions.

Continuing with the Rupert Randall and Apple case study, we take a sneak glimpse at the marketing psychology concepts which work best along each stage of the customer journey and how they motivate, influence and persuade customers at each. There is a lecture for each marketing psychology concept you can see there. ­­­

I explain how I use the marketing psychology concepts for desired customer behaviour. We then apply the Inside Approach to the Customer Journey – looking at the personal brand, business brand, customers and leads – again explaining which marketing psychology works best at each stage.

Many people are so dazzled by digital they forget about offline – not me! This explains both offline and online to get your leads down the bottom of the marketing funnel complete with case studies. In this lecture I take you through each stage the marketing funnel and explaining which marketing psychology concepts are most effective at each stage of the funnel. If you are familiar with the marketing funnel, feel free to skip this lecture. We will be referring to it throughout this course.

Welcome to STEEPLE. This thought-based lecture explores SOCIO which includes demographics, culture, social psychology and much more. Technology has had a massive effect on thew way we think and do things.You will learn that the elements of STEEPLE have an effect on one another. For example, social media may be categorised in SOCIO and TECHNOLOGY: Is the 'like' button the cause of instant gratification or low esteem? You will learn why STEEPLE is so important for marketing psychology. We will be using case studies including Sindy, to learn how country events, culture, technology, politics and social psychology is changing how we all think and increasing our expectations. STEEPLE affects the behaviour of you, your leads and customers. If you are an online company, that means you are accessible globally and may be perceived differently in different cultures. Learn how social psychology affects the buying behaviour of your customers and leads and how you can adapt your personal and business brands to increase motivation.

What comes after streaming music, social media and artificial intelligence? In this lecture, I continue to explain how the STEEPLE elements effect the motivation and psychology of your customers and leads. You will learn how to make each STEEPLE element work for your personal brand, business brand, customers and leads. I share the best places to research the latest technology trends.

1. Technology: How will technology continue to change our thinking? Understanding technology advancements is essential because it has a massive effect on our psychology and the other elements of STEEPLE. Learn what happens when technology gets into the right and wrong hands? Technology has affected marketing psychology globally.

2. Economic - The economy has a massive effect on your customer buying behaviour and marketing psychology. What can you do to future proof your business brand ready for the next recession? How will your mental health be affected in a recession?

3. Environmental - Learn how the environmental element can make and break brands. I share a detailed case study of how the environment element enabled me to grow a business from £36-60 million. This explains how you can use STEEPLE for your business too.

Continuing with STEEPLE - Politics, Legal and Ethical with case studies and links to research sources. In this thought-based lecture, we apply STEEPLE to your personal brand, business brand, customers and leads and how you can combine a SWOT analysis (Strengths, weaknesses, opportunities and threats) and STEEPLE.

1. Politics: how politics plays a massive effect on the economy and legislation. So it pays to keep one step ahead.

2. Legal: What is the legislation in your sector? For example, HR laws, environmental laws. I ask how we can lead by example and make change before laws make the change for us. I discuss how businesses with a higher Power Distance Index (PDI) may take longer to adjust to new laws.

3. Ethical: What can we learn from this? With some case studies of businesses who are not so ethical.

I explain how you can use STEEPLE for generating interesting marketing content. You will have opportunities to apply all learning to your personal brand, business brand, customers and leads.

Why is our willpower sometimes weaker than normal? Why are we sometimes sucked into more expensive deals than what we originally intended? This lecture begins with a brief history about the Freudian psychology concepts, then I explain the background to his conscious, preconscious, unconscious, id, ego and super ego, with relevant case studies. You will learn how global brands tap into the minds of customers, leads and other people and how we can use the adapted Freudian marketing psychology concepts to strengthen our negotiating powers.  As with all the marketing psychology concepts, we relate this back to your personal brand, business brand, customers and leads and there are opportunities to apply Freudian learning to your business throughout the lecture and in the assignment.

What archetype does your personal and business brand fall into? Remember back in the Freud lecture – you learned that people’s id and ego can blur when they fall in love and they may pay a higher price for products and services. This marketing psychology lecture will help you make your brand irresistible!

The lecture is a combination of thought-based and step-by-step and begins including a short history to explain Jung’s psychology concepts. Then onto brand archetypes. Learn how to  create a personality to tap into and motivate, inspire and persuade customers, leads and all of those all around you. There are 12 brand archetypes. Which is most suited to your brand? The lecture includes case studies of national brands and how they use archetypes to become more likeable and engaging. This lecture explores The Sage, The Innocent

We continue exploring the archetypes using case studies and thought-provoking questions. In this lecture, we take a closer look at The explorer, The Caregiver, The Creator, The Hero, The Magician and The Lover.

We explore Easyjet's brand values and you will learn why Easyjet fits into certain archetypes, yet other airlines' archetypes differ. Why is this? This case study will help you to apply the most suitable archetypes for your brand and you will learn how you can adopt archetypes to superpower your marketing campaigns. You will also learn how the choose right imagery will make your brand irresistible and drive your business forward.

I also share the negatives and positives of each brand archetype, along with their best superpowers. As always, I will explain how archetypes link to other marketing psychology concepts and there will be opportunities to apply this learning to your business from the inside out – which as you now know includes your personal brand, your business brand, your customers and leads.

In this lecture we explore the jester and everyman brand archetypes and you will learn how you can adopt different archetypes to make your marketing campaigns more memorable and get important points cross.

I also share a special tool which helps you choose authentic archetypes which will make your brand irresistible. I explain step-by-step how to use the tool. There is a blank tool in the resources for you to download.

Once you have established your archetypes, you I explain step-by-step how to choose seductive, inspirational and memorable images to best reflect your brand archetypes for maximum engagement.

By the end of this lecture you will have chosen your most relevant archetypes and selected stunning images to reflect your archetype and make people fall in love with your brand which will blur the line between the id and ego!

Introducing Cialdini’s six powerful marketing psychology concepts. Reciprocation, Scarcity, Authority, Consistency, Consensus and Liking/Friendship. I introduce thinking and patterns from other thought leaders in these marketing psychology. I relate all learning from the inside out; your personal brand, business brand, customers and leads. Customers include all stakeholders, especially your employees!

This lecture explains how you can use reciprocation to make your personal and business brand shine by boosting interactions and touch points, both offline and online, along the customer journey ­ for example when you meet leads at business networking events. What can you give to your customers and leads that will make them feel connected and want to give you business? I share a case study and reciprocation strategies that will make your customers feel special, without breaking the bank. As with all the lectures, I shall be intwining thoughts from complementary marketing psychology concepts to boost the effect.

By the end of this lecture you be able to make people feel either unique or regret missing out on your brand. Depending on the archetypes or your brand and your customers, you can use different scarcity tricks to motivate desired behaviour in your target audience. Once you have acquired this scarcity savvy, you will benefit personally. As you will learn, applying scarcity is a balancing act, and as always, we will be applying this marketing psychology concept from the inside out.

Learn how to create trust in you and your brand. Discover how blind obedience can cause catastrophe in the world including plane crashes and environmental disasters. How can you make people blindly obedient to our brands? We will explore the impact of hierarchy in countries, businesses and families and how you may need to adapt your marketing messages if you sell globally. Understanding authority will enable you to make better decision making all round ­ both personally and professionally. We will apply the concept inside -out, to superpower your personal brand, business brand irresistible to your customers and leads and make you shine against your competitors.

Do you want to tap into the minds of others? Do you want people to fall in love with your brand? Do you want customers to always say YES? Do you want your business to be the best? Do you want to finish this course and superpower your business and personal relationships, boost post engagement and sizzle your sales and enjoy more holidays?

This lecture which teach you how to create the most powerful elevator pitch ever! No-one will be able to resist you or say No to you again.

Generally, we avoid risk, and we tend to follow the consensus to avoid risk and failure. Your leads will be doing the same. In this lecture you will learn how to use words, language and strategies to tap into the mind of the consensus. You will learn to convert your customers to be the consensus that leads want to follow. How to use the consensus marketing psychology concept in your messages to motivate, persuade and inspire people to the desired action.

People buy from people they like, and this lecture empowers your brand to more likeable and loveable. Think about people you like. Why do you like them? By the end of this marketing psychology lecture you will be able to build rapport both online and offline. You will be blurring that important line between the ego and id which will strengthen your powers of motivation, inspiration and persuasion.

I share a really smart idea to help you beef-up your story telling and become more compelling. This strategy will also strengthen your stamina, making you loveable even when the going gets tough.

We will be applying this learning from the inside out – your personal brand, business brand, leads and customers, both online and offline.

Adlerian concepts are not often associated with marketing psychology but you will soon learn how relevant it is. By building the courage to be disliked, you will write messages that appeal to your niche market rather than trying to be all things to all people. You will learn how certain phrases can sound sincere or insincere and how this can make or break trust. You will also learn how focusing on the now can help you make you become more intuitive and help you gain more important insights and kudos from those you meet online and offline.