When you read the title, did you ask yourself: “Why would some marketers reveal their secrets to me, so later they won’t be able to control me?”

 

That’s what I was thinking when I got the idea to write this text. But don’t worry, these are just some of the secrets, while we, the main leaders, still keep our secrets private ;), so be careful not to be manipulated again.

 

To understand all this better, I must first make a short introduction.

 

As a human population, we generally believe that we are rational and conscious about ourselves (no one and nothing can influence our decision). However, our minds very often react to the world automatically and without our consciousness.

According to Daniel Kahneman's theory, our brain uses two systems of thinking

1) Fast, intuitive and emotional

2) Slow, thoughtful and logical

 

We consciously apply the first system, because it can be applied effortlessly, unlike system number two. The problem arises when the first system makes us make the wrong decisions, have wrong prejudices or make wrong choices.

These mistakes are called cognitive biases, and now I will list only four examples used by marketing to make consumers buy everything without thinking what is given to them.

So let’s go.

1) Anchoring effect - Excessive reliance on the first information we received

Imagine the situation: You are in a big shopping center, you come to the part where the TVs are and you see one of 9,000 euros … “Dear God, what fool would buy this?”

 

Next to that TV, there is another that is almost identical, but at a price of 3,000 euros. “Well, it’s not that expensive.”

 

Not expensive ?? Well, because it reminded you of the one which costs 9000, of course this which costs 3000 euros would seem more affordable

 

This was a conscious anchoring, but focus now on the following example.

Do you know the places where you have to take a piece of paper with the number to be in the line, even though there are only two people in front of you .. And let’s say you get the number 90, while standing in the line you are constantly thinking about that number 90, actually you are unconsciously anchoring!

 

And let’s say that you are in the shop of a mobile operator and they offer you a tariff of 50 euros, that tariff will not seem expensive to you, because you are unconsciously tied to the number 90! But that’s not expensive, right?

2) Drag or the withdrawal effect

The key here is that what others do and think affects our way of thinking and acting.

 

Is any example coming to your mind right now?

 

Well, the challenges. If you are on TikTok, you must have seen mothers throwing a slice of cheese on their babies’ heads. Every normal human being would call social workers to take away their children, but this is not the case because it is a viral challenge that is supposedly in trending.

 

What marketing technique is based on this? Well viral marketing. It is used by all portals and social networks where comments, assessments, opinions can be left.

 

Researches have shown that the rest of the comment section depends on the first comments. If you don’t believe me, try to comment on something with your 5-6 friends first, praise something that would otherwise get a lot of hatred, then just follow how people’s reactions will change.

3) Framing effect

We will understand information as it is presented to us – Although it tells us the same thing, we will understand it differently if it is packaged differently.

 

This effect is a little harder to understand, but now that I am giving you an example, I think it will be clear to you. (These are examples you can see every day)

 

Here’s how: We have the same product in two supermarkets. In supermarket number 1, this product is promoted and has a 33% discount.

 

In supermarket number 2, this product is also promoted but presented as 2 + 1 for free.

 

Most customers would go to the supermarket number 2. I would probably do the same, and so would you? And why are we doing this? 2 + 1 gratis is the same as a 33% discount on one product. So, forget about gratis, nothing is given for free in marketing.

 

Moreover, they made us take  even 3 products! While in the first market they would take only 1, sadness.

4) Bait effect

Of the 3 options offered, you will choose the one I want to choose so that one of those 3 will be the bait.

To understand this better, we will use the example of The Economist magazine. Magazine readers who wanted to subscribe to the contents of this magazine originally had two options: a one-year subscription to the online version of $ 60, and a one-year subscription to the online and print versions for $ 125.

68% of subscribers chose the first option and 32% the second. Of course, the goal was to get readers to subscribe to another option that would leave them with more money. And what did they do?

They inserted the third option using the “Good, Ugly and Evil” technique.

Wrong choice would be an online subscription of $ 60. Also a wrong choice would be a printed version of $ 125. And a good option and the one that should be chosen is the printed version + the online version for $ 125.

The first option, which previously had 68% of people, now had only 16% of customers. Of course, no one took the second option, while the third was chosen by 84% of people. That’s because option 3 gives the impression that something is being given away and people get the feeling that they didn’t just throw money away.

Do you think we logically moved from 32% to 84% at once? Do
people really need to subscribe to both the print and online versions, so what do they need? Obviously, they didn’t have any needs, but that is the most logical option that was on offer.

 

People really thought they used logic in their choices.

 

 Now that you have learned about this effect, you have probably been thinking of many and many companies that use this technique. (WordPress, Netflix, HBO ..)

 

There are countless other techniques used for manipulation in marketing, leave comments, opinions, experiences and if you liked the text, I will write another one without any concern.