Making the right impression
Giuseppe Caltabiano, head of content strategy for EMEA and APAC at Contently explains some of the psychological principles that drive people to engage in your marketing.
Here’s Giuseppe’s overview of the principles at play:
Status Quo: People generally prefer status quo, even if they say otherwise.
Reciprocity: People generally feel indebted to those who do something for them without asking for anything in return.
Social Proof and Acceptance: We generally value opinions and ideas from people like us, and we feel greater compulsion to act when we see others like us taking action.
Scarcity and Fear Of Missing Out (FOMO): When we fear that something is scarce, we feel compelled to act – buying, stockpiling or experiencing that thing before it’s gone.