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The Marketing Memo #41: The Psychology That Influences Every Buying Decision

The Marketing Memo #41: The Psychology That Influences Every Buying Decision

Plus: Two resources to help you use the reciprocity principle in your marketing

The Marketing Memo Editors
January 27, 2025

Hey there marketers,

Welcome to the 41st issue of The Marketing Memo. We’ve pulled in a couple of can’t-miss resources for you to check out.

But first, let’s start with a Monday marketing meme:

Now that’s marketing psychology.

Had a good chuckle? Now you’re ready for today’s newsletter. Here’s what we’ve got:

A guide to using buyer psychology in your marketing strategy
A quick tip for making your audience feel grateful

Let’s jump in.

Guide: Unlocking the Secrets of Buyer Psychology

It’s a given that psychology plays a big part in marketing, but it isn’t always a no-brainer how to put that into action to influence buyers.

“Manipulation is using persuasion for your own benefit. Influence is using persuasion to help someone do something that is in their best influence, which you can still benefit from.”

This guide lists out 6 questions to ask yourself to help you channel the 4 primary directives of the human brain within your sales and marketing strategy.

Unlocking the Secrets of Buyer Psychology

Discover the Four Primal Programs That Influence Every Buying Decision

bettermarketing.pub/unlocking-the-secrets-of-buyer-psychology-000cf54705d4

Today’s Tip: Scratch Their Backs So They’ll Scratch Yours

Another great psychological tactic to include in your marketing strategy is the reciprocity principle.

“We are hard-wired to respond positively to a gift, even when we didn’t ask for it or particularly wanted it. We feel gratitude, which leads to feeling indebted to the giver.”

Dig deeper into that idea in with this piece by marketing strategist Adriana Tica walks through how to use the reciprocity principle in your marketing through freebies, referral programs, and more.

Give to Get: How to Use The Reciprocity Principle in Your Marketing

You don’t have to run a charity to be a giver. Here’s why it pays off.

bettermarketing.pub/give-to-get-how-to-use-the-reciprocity-principle-in-your-marketing-fd1f27a1bfbb

Want to dig even deeper into this idea? Revisit this piece from our editor Sinem:

Most Freebies Suck. Here’s How to Create One That Actually Helps You Grow Your Email List.

More subscribers equals more money.

bettermarketing.pub/most-freebies-suck-heres-how-to-create-one-that-actually-helps-you-grow-your-email-list-78bc4de939fb

The Marketing Memo: Our Favorite Tools 🛠️

Want to see a comprehensive list of our favorite marketing tools? Check out our full recommendation list here. If we come across a new tool we love, we’ll highlight it in an upcoming newsletter.

Loved this newsletter? Forward it to a marketer you love in your life.

We’ll see you next Monday for the next Marketing Memo.

- Kati Amberry and Sinem Günel

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