The Secret to Using Psychology to Sell Tickets

Use your brain to get inside your fans' brains.

Use your brain to get inside your fans’ brains.

Don’t worry, this isn’t a post about hypnotizing your fans or “tricking” anyone into buying something they don’t want. However, it is about using psychology to reach your ideal audience in a better way. And who doesn’t want to do that?

If you’re looking to sell more tickets online and on social media specifically, take a look at HubSpot’s roundup of five psychological concepts to boost your social media strategy. You can read all five here and see the two we think your audience will respond to most below:

“1) Neuroplasticity

The human brain is constantly altering its behavior and responses to stimuli based on new experiences — this is nothing new. However, the growth of the internet (social media, in particular) has forced our brains to become even more adaptable.

This type of evolution is called neuroplasticity, and the quick, constant evolution of the social media sphere has increased its speed and effects on our collective brains over the past decade or two.

For marketers, the intersection of neoplasticity and social media results in two key takeaways:

Shortened attention spans = the need for bolder, digestible messaging.

Due to the onslaught of information coming at us from various platforms and devices, our attention spans are increasingly divided. In fact, a study from Microsoft reported that people tend to lose concentration after just eight seconds.

For marketers, this means finding a way to devise easily digestible messaging that stands out enough to capture the interest of our audience. To give you a better sense of how to craft this type of messaging, check out this post on successful brands on Twitter. From General Electric to Charmin, these brands are finding unique ways to nail their social presence and messaging, while keeping their followers super engaged.

Increased multitasking = the need for multi-channel marketing experiences.

Secondly, we’ve quickly become a society of multitaskers. And our ability to multitask and interact in several different ways at the same time has trained our brains to continuously switch gears.

The same study from Microsoft identified three natural attention modes that reflect consumer use of digital technology. One of which they referred to as attention ambidextrous mode, in which we “blend tasks together across devices.” We do this because we feel it enhances productivity — whether or not that is true is an entirely different argument.

For marketers, this desire to multitask presents another interesting challenge. And as a result, we’re ultimately tasked with creating multi-touch or multi-channel experiences in an effort to stay top-of-mind with consumers. To help you devise a social media strategy that spans across multiple platforms, start by reading this handy guide on how the news feed algorithms work on Facebook, Twitter, and Instagram.

2) FOMO: Fear Of Missing Out

Chances are that you are familiar with the term “FOMO” — or fear of missing out on a fun or exciting activity.

This concept is hardly new, however, it has significantly evolved as we’ve begun to document much of our day-to-day activities on social media. These days, we don’t have to wait for a friend to tell us they are doing XYZ to trigger feelings of exclusion. In fact, all it takes is a quick scroll through your social media feed to spark this type of anxiety. And this is something that brand marketers can use to their advantage in the social sphere.

Nearly everyone follows at least a few brand accounts on social media — whether it be Instagram, Twitter, Facebook, Snapchat, etc. For brands, this means there is an opportunity to tap into this psychological fear to suggest that your audience could be missing out if they don’t buy your product, or attend your webinar, or check out your new website, or … well, you get the point.

Generating a little anxiety and jealousy goes a long way towards establishing a connection with your target audience, but be sure to use the tactic wisely. Some research suggests that there are several real consequences of FOMO — such as “increased dissatisfaction with one’s life” and a “decrease in privacy” — so for the sake of others, keep things friendly.

To help, here’s a great example from the folks at SXSW of how to tap into FOMO the right way.”

SXSW_FOMO.png

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