As I've got older (and maybe a little bit wiser) I've realised that psychology is something I really should have studied far earlier on in life.
The reason this is on my mind at the moment is that I'm re-reading 'Thinking, fast and slow' by Daniel Kahneman.
It's a book that has made me realise just how flawed my own reasoning and understanding of the world around me are.
One big idea that I took from this meaty book is the idea of priming and how it can influence people's behaviour.
I realised just how powerful a concept this can be in marketing, and business in general.
Think about this... When you go to an auction, the 'list price' frames the expected final sale price.
If an item is expected to sell for £2000, an initial offer of £200 would seem ridiculous.
The expectation has been set, so as a general rule the bids will be likely to be in the 'ball park' of the guide amount.
This can also be used linguistically.
If I talk to you about the concept of washing and cleanliness, and ask you to fill the blanks to find a word that fits S_ _ P ... Then you're likely to think of the word 'SOAP'.
But if I had said the words food and nourishing, you would probably me more likely to think of the word 'SOUP'.
In any conversation or communication you can use language (and visuals) to increase the likelihood of a desired outcome.
If your product or service enhances your customers lives, then talk in terms of investment, and self improvement.
People will subconsciously associate those attributes with what you are selling.
It's a powerful concept, and one that many businesses overlook.
I have found that studying psychology has transformed the way I market mine and my client's businesses.
For anyone who is looking to increase their knowledge in this area I can massively recommend this book. I've read it 3 times in the last 12 months and don't think I've even scratched the surface.
Check it out on amazon, I doubt you'll be disappointed.