I’ve read 16 marketing and behavioral science books in the last 3 months.
I did it to prepare myself to crack it with my Proof of Concept!
And I discovered a bunch of exciting stuff.
Have you ever heard about Neuromarketing?
It’s a science-backed concept showing WE HAVE BUY BUTTON in our brain.
But most of us are not able to push it into our customers’ brains:)
Some fashion brands, mostly fast-fashion ones, use techniques that produce results we all know.
I’ve collected some of them below.
I am sure you will recognize them easily!
Push the BUY button in your customer’s brain!
BE PERSONAL
It’s not about you, it’s about them.
Write always in the first person, and show your customers clearly how YOU solve THEIR problem. You can have the best offer ever, but you won’t sell anything if it does not solve any problem.
BE MEMORABLE
Not more than 3 words per claim.
Keep you offer short. And bold. They have to remember it. Show up every day; it’s proven that average customers buys after seeing the offer at least 7 times.
BE CONTRASTABLE
Conflict drives choice. And choice drives changes.
It’s about their hard life without your service or product. Show them BEFORE and AFTER.
BE VISUAL
Visual identity is everything.
It tells about yourself more than words. Colors have meaning and change your perception. Use them wisely.
BE TANGIBLE
Do you have referrals?
There is nothing that sells better than social proof. Ask your ex-clients to leave you a review.
BE EMOTIONAL
What’s in it for them?
They have to feel it and believe in it. Include tangible proof in your offer and referrals that their lives will change for the better.
People buy, and they have always done it.
It is wired in our brains.
Understanding how we behave and which brain triggers are responsible for the BUY button makes the offer irresistible.
As we buy 100s t-shirts we don’t really need, we could purchase services and products that are sustainable, ethically made, and that truly change our lives for the better.
Understanding how the human brain works, how we decide what to buy, and which offers we decline is enough. Everyone should have this knowledge – it’s a life-changer!
Check out this video. I share thoughts about blaming fast-fashion brands for overconsumption. Is it their fault, or do they know how to use those techniques?
Agree? Disagree?
Have you used some of those techniques in your offer?
You can apply them to everything – your website, portfolio, CV, LinkedIn profile “about” section, and even in your next presentation at work, where you are trying to showcase a business case you are asking funds for.
Keep learning and growing,
Sylwia
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I am working on PoC to demonstrate that fashion technology is mature enough to let us sell garments even before one physical piece is stitched!
And that physical ones will look and act the same as their digital counterparts. I will share this journey in detail.
