Marketing Psychology Strategies for Industry Influencers

Turning to Psychology to Understand What Drives Consumer Decisions 

Industry Influencers understand how to shape consumer behavior – they do it all the time.

It is not necessary to be a psychologist to be an Industry Influencer however, the super-successful understand how psychology impacts their marketing messages, both visually and verbally.

Industry Influencers who are smart, skillful and authentic use marketing psychology both legally and ethically, The respectfully use psychology as a means to attract and engage their ideal client, and compel them to sign.

Here are a few tips and tricks for using psychology to your own marketing campaign’s advantage:


Studies have shown that appeals that are rooted in emotion and psychological resonate more with buyers more than feature and function.  People buy into the “idea” behind the product. Women buy make-up for the notion of feeling beautiful. Este Lauder™ doesn’t sell make-up, they sell beauty, notably high-end exclusive beauty.


Honesty about your product’s areas of need builds credibility. Buyers trust someone who tells them the truth – all of the truth, the good, the bad and the indifferent.

Here is a great example of highlighting your own flaws to build credibility:

Coffee machine maker Keurig’s attempt to lock customers into its proprietary K-Cup coffee pods was a failure, the firm’s CEO has admitted, and the company is dropping the practice.

“Quite honestly, we were wrong,” boss Brian Kelley told analysts after Keurig’s latest quarterly results were released, the Washington Post reports. “We underestimated the passion the consumer had for this. We missed it. We shouldn’t have taken it away. We’re bringing it back.”


There are limited slots consumers have in their brain for products and services. So, the importance of positioning your business in the ideal slot is as important as identifying the consumer as your ideal client.

You may also find it necessary at times to reposition—changing the position a business occupies in consumers’ minds. A great example of repositioning the competition is  the Jif brand launch of the “Choosy moms choose Jif™” campaign, competitors were suddenly repositioned as products for mothers who didn’t care as much about the peanut butter their kids ate for lunch. What mother didn’t want to think of herself as a choosy mom? If you love your kids, you will be choosy about what they eat, therefore if you buy the other brand…you get the idea right?


Near the top of Maslow’s hierarchy of needs pyramid sits self-esteem. People want to feel important. They like to feel important and they like to be a part of an exclusive group. This is why expensive country clubs and gated communities are so valuable. The same is true why advertising copy that simple says: “We’re not for everyone,” is so powerful.

The U.S. Marines most famous for the tagline: “The Few. The Proud.” The most famous modern example of exclusivity in advertising is the American Express tagline: “Membership has its privileges.”

Of course, it should be noted that if you are making claims of exclusivity, your offer must be limited to the few, the elite, the privileged. If your offer is obviously available to any and everyone, this strategy will prove to be counterproductive.


This one is not particularly my favorite unless fear, uncertainty, and doubt, or FUD, is used legitimately by businesses. If an organization goal to make consumers stop, think, and change their behavior. FUD is so powerful that it’s capable of nuking the competition.

For example, Moms Demand Action is an organization that calls for, “Gun Sense In America.” They implement the fear of increased gun violence by aligning themselves with Everytown Gun Safety in America. They work to dispel the work of their competition the NRA (National Rifle Association.) Specifically, an NRA-backed amendment to the 1993 Brady Bill created a loophole that—over the last five years—has allowed more than 15,000 gun sales to dangerous people because a background check could not be completed within the three-day period required by the law. The FBI recently revealed that the Charleston shooter obtained a gun despite an incomplete background check due to this loophole in the law. So their notion that gun violence can and does happen in anytown and everytown in America will resonate with many.

There are many more strategies used by Industry Influencers. My team has put together snippets from a course we did a while ago. I am excited to bring you a shorter version,  10 More Marketing Strategies for Industry Influencers. For the next 10 days we will share a lesson to help you understand how to shape the decisions making process of your target market. Our aim is to help you influence the choice of your ideal buyer to increase brand awareness and increase revenue.


Looking forward to sharing more time together honing in on the art of implementing psychology into your marketing communications.

In awareness, passion, joy, purpose & extraordinary business,

Andrea Callahan leading Industry Influencers



PS. Join me on the Industry Influencer’s forum to continue the discussion about Maslow’s Hierarchy of Needs and how it impacts the business owner’s marketing decisions.

About The Author


Andrea Callahan is a brand designer. She helps passion & purpose-driven entrepreneurs maximize their strengths to craft and implement an image that represents their WHY and to use that why to position themselves as an Industry Influencer. She a speaker, seminar leader and the author of, "It's Your Brand ~ Make Your Identity Clear" available on Callahan launched the Industry Influencer Academy at

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