a method to better understand what triggers the deed of purchase

Stefan Lendi, author and creator of the PsychoMarketing method

Stefan Lendi is a marketer and creator of the PsychoMarketing method, based in Switzerland. He has created referral platforms and helped several colleagues to develop their businesses. He is the author, specifically of PsychoMarketing: attract and retain even more customers! “He was marketing manager in several companies, including Nestlé, IBM, Danone and Nespresso.

You are at the origin of the PsychoMarketing method. Can you explain us what it consists of and who exactly is it for?

PsychoMarketing (or Psycho Marketing) is based on the brain activities (of the prospect, of the customer) and uses actions to trigger a succession of psychic states, which lead to a marketing result. The final goal sought: to generate a number of satisfied and recurring customers, or ambassadors.

PsychoMarketing is a methodology, which is aimed at marketers as well as entrepreneurs or merchants who have no experience in marketing. It applies to any organization that caters to Human. It is therefore not intended for a particular type of company, organization size, geographical area or sector of activity: it can be adapted in any case.

What are the advantages of Psychomarketing? Why should companies integrate it into their strategy?

Marketing is essentially about recruiting customers – it’s all about acquisition. Because it is expensive to recruit customers, marketing budgets are often seen as costs, and rightfully so.

PsychoMarketing rehabilitates customer loyalty. It focuses on creating ambassadors, which make it easier to recruit new customers, reduce customer acquisition costs and increase the productivity of marketing investments. Marketing expenses then turn into investments.

To achieve this, it is necessary to rehabilitate theHuman and create a relationship of authenticity and goodwill before, during and especially after the transaction.

What scientific criteria is this method based on?

PsychoMarketing is based on techniques proven by science and practice, in order to attract, convince and retain customers. The methodology combines, among other things, behavioral sciences, cognitive neuroscience, techniques of influence and persuasion, direct marketing, digital marketing, neuromarketing, hypnosis, neurolinguistic programming (NLP) or transactional analysis.

To understand what motivates people and how to trigger psychic states that lead to a purchase act, we particularly rely on behavioral sciences. So my book Psychomarketingfor example, it is based on more than 70 scientific references, mostly social experiments.

But that is not all. To understand theHuman, it is necessary to understand the functioning of the brain. That’s why, to better understand the mechanisms of attention, perception, memorization, decision, motivation and action, PsychoMarketing draws on the latest findings of neuroscientists on brain function. A marketer who knows how the brain works will create more effective messages and communications.

How does this method distinguish itself from others and allow companies to more effectively achieve their goals?

Other marketing methods say, for example, that you need to start by drawing a portrait of the prospect you’re targeting. Which is not wrong. Yet we marketers have biases, cognitive biases, and limiting beliefs. Also, before studying your ideal prospect, you need to start with yourself. Socrates phrase ” Know yourself “makes sense. In PsychoMarketing, therefore, we will start by doing our introspection: identifying our cognitive biases, our false beliefs, in order to understand our client and the market in a much more objective, empathic and clairvoyant way.

Another example: we know that recruiting a new customer costs up to 5 times more than retaining an existing customer. And in marketing we often talk about “retention”. But if you have to “keep” a customer, it is because the work has not been done well, because a satisfied customer does not want to leave!

This is why PsychoMarketing rehabilitates loyalty, creating a benevolent experience, before and throughout the relationship, through a ” spiral of value and persuasion “This spiral of PsychoMarketing aims to give so much value to the perspective that it ends up convincing itself that we are the right choice. And it creates in fact a barrier to entry, which annihilates competition.

What are the indicators to follow to measure the performance of a strategy based on PsychoMarketing?

The spiral of value and persuasion contains 7 steps, which aim to trigger a succession of psychic states in the perspective, in order to bring it closer to the desired marketing result. The 7 steps are as follows:

  1. the pre-flu,
  2. attraction,
  3. the transformation,
  4. The commitment,
  5. temptation,
  6. the transaction,
  7. and Recurrence.

Each stage has its own temperature of desire (the higher it is, the greater the propensity to buy) and, for each state, there are means of measurement. There are many, we can mention in particular: the size of the audience, the spontaneous / assisted notoriety, the opt-ins (registrations) and the opt-outs (abandonment rate), the opening rates, the commitment, the additions to the shopping cart, transaction size, promoter net score (NPS), or customer life value.

psychomarketing_spiral-value-persuasion
The 7 steps of PsychoMarketing. © Stefan Lendi

Do you have an example of a successful PsychoMarketing strategy? What was the need, the levers activated and with what results?

The book details the Nespresso case, in particular the ability of this brand to create a unique experience and a long-term relationship thanks to its Club, with the success we know. There is also the Glassdoor case, which mixes B2B and B2C, and which manages to bring value to an employer as well as to a candidate.

Additionally, many DNVBs (Digital native vertical brand, brands that come from digital and operate on a vertical) apply all or part of PsychoMarketing. This is the case of DollarShaveClub.com, which was sold in 2016 to the Unilever group for 1 billion dollars.

What advice would you recommend to companies wishing to implement a PsychoMarketing strategy to increase sales and build customer loyalty?

After learning the PsychoMarketing methodology, it would involve carrying out an audit to identify what is already in place in the company and what could be integrated into the process. On this basis, an action plan can be drawn up, which will aim to fill gaps and implement specific performance indicators to measure each stage of the value and persuasion spiral. Finally, it is advisable to test each new PsychoMarketing action individually, because in the end, as with any other method, it is always the market that decides.

To find out more about the PsychoMarketing method, find Stefan Lendi at the 5th edition of the Inbound Marketing France event, which will take place on Tuesday 21 June 2022 (9: 30-10: 20) at the Couvent des Jacobins, in Rennes.

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