Marketing Psychology from the Inside Out
22 CPD hours
This welcome lecture explains:
- Why the lectures are short and the focus is on your assignments
- Why the inside out approach is essential to boost the personal and business brands of CPD professionals
- Why improving our personal brand is essential for tapping into the minds of others
- What marketing psychology concepts are included and why
- Why it is essential to give OFFLINE and ONLINE marketing psychology equal attention
- Why continuous learning is important to motivate, inspire and persuade others to take your desired action
Lecture 2 is a brief outline of the course and explains that a ‘customer’ is an umbrella term for customers, business partners, your boss, employees and other stakeholders – anyone you want to motivate, inspire and persuade to take YOUR desired action. ‘Lead’ is an umbrella term for anyone you don’t currently have a relationship with but would like to motivate, inspire and persuade them to become ‘customers’.
These three lectures are about super sensory marketing and how we can use it to stimulate our customers into engaging and connecting with our brands. We will be exploring all five senses: smells, sounds, sights, taste and touch. It doesn’t matter if you are an A* CPD professional and the best in your professional field – if you or your reception area smell terrible, it will be difficult to build a rapport. On a more positive note, we can use smells to tap into 75% of the unconscious because scents and smells trigger emotions and this lecture explains how to use the senses to tap into customers and leads, so you can motivate, inspire and persuade them to take your desired action.
This is the first of two lectures on motivation. We want to motivate people into action – whether they are customers, leads, employees or other stakeholders. This lecture uses Maslow’s Hierarchy of Needs and case studies to understand why customers are not always very motivated to buy products and services. They may have other needs to worry about before they worry about you. You will have opportunities to apply all your learning to your business.
This is a thought-based lecture, with examples, designed to make you think. I give a brief history of marketing psychology and how the theories have evolved. This lecture opens a can of worms, and you may have more questions afterwards! We explore brand promise, marketing to children and then marketing to people with habits and lots more!
Why are we bothering with marketing tools? This course is an Introduction to Marketing Psychology from the Inside Out. As a Chartered Marketer on a CPD journey myself, I live and breathe by these tools to keep my business ahead of the competition. Combined with Marketing Psychology, you have a powerful combination of tools at your fingertips. If you already know how to create an Ideal Customer Profile (ICP), a customer journey, marketing funnel and STEEPLE, then feel free to skip on.
The Ideal Customer Profile (ICP) is created for the person who will value your services or products the most and the ICP enables you to put yourself in the shoes of that person. This lecture demonstrates how the superpower questions enabled me to tap into the mind of one of my customers. Asking the superpower questions helps you identify your customers goals. Discover the global desired superpowers and what this means for you.
The Ideal Customer Profile (ICP) is created for the person who is the best fit for your services or products. It enables you to put yourself in the shoes of that person. This lecture takes you through the benefits of creating an ICP and I share a case study of how the superpower questions enabled me to tap into the mind of one of my customers. Asking the superpower questions helps you identify your customers goals. Learn the most desired superpowers in the UK and globally and what this means for you.
Many people are so dazzled by digital they forget about offline – not me! This explains both offline and online to get your leads down the bottom of the marketing funnel complete with case studies. In this lecture I take you through each stage of the marketing funnel and explaining which marketing psychology concepts are most effective at each stage of the funnel. If you are familiar with the marketing funnel, feel free to skip this lecture. We will be referring to it throughout this course.
This thought-based lecture gives you a massive step ahead in tapping into the minds of customers and leads. We explore demographics, culture, social psychology and much more. How does technology, politics and environmental matters have had a massive effect on the way we think and do things? Learn from exciting case studies and how the global leading businesses have made grave mistakes. Learn how social psychology affects the buying behaviour of your customers and leads and how you can adapt your personal and business brands to increase motivation.
Why is our willpower sometimes weaker than normal? Why are we sometimes sucked into more expensive deals than what we originally intended? You will learn how global brands tap into the minds of customers, leads and other people and how we can use the adapted Freudian marketing psychology concepts to strengthen our negotiating powers. We then relate this back to your personal brand, business brand, customers and leads and there are opportunities to apply Freudian learning to your business throughout the lecture and in the assignment.
What archetype does your personal and business brand fall into? This marketing psychology lecture will help you make your brand irresistible! Learn how to create a personality to tap into and motivate, inspire and persuade customers, leads and all of those all around you. There are 12 brand archetypes. Which is most suited to your brand? The lecture includes case studies of national brands and how they use archetypes to become more likeable and engaging.
Introducing Cialdini’s six powerful marketing psychology concepts. Reciprocation, Scarcity, Authority, Consistency, Consensus and Liking/Friendship. Reflecting back through the marketing tools, I take Cialdini’s marketing psychology insights one step further; boosting your personal brand and business brands, making you irresistible to customers and leads.
Lecture 29 : Adler is rarely used in marketing psychology, but essential to grow your personal and busines brand
Adlerian concepts are not often associated with marketing psychology, but you will soon learn how relevant it is. This lecture will enable you to create messages that will appeal to your niche market rather than trying to be all things to all people. You will learn how certain phrases can sound sincere or insincere and how this can make or break trust, and lots more good stuff which you will apply to your brand.
Lectures 30: Decoy Marketing is maybe overused, but learn these techniques to take it one step further
A short but powerful lecture about how to package your online and offline services and products to seduce your target audience. This topic is enriched with powerful case studies. The Decoy Marketing Psychology concept is applied to your personal brand, business brand, customers and leads, so you can superpower your sales.
Welcome to the magic of metaphors. This thought-based lecture shares how people use metaphors to describe how they are really thinking. Us coaches use metaphors to tap into our clients’ minds because it relaxes them into opening up, therefore, learning this propels you many steps ahead of your competitors. I teach the different ways to use metaphors in your marketing messages and what to listen out for when your customers are speaking.
Learn how some of the global bigwigs have got it wrong through group think and how meeting psychology, hidden agendas, desire for instant gratification and blind obedience can cause group think. I share some coaching questions to superpower your meeting credibility and make you stand out for the right reasons. This lecture will superpower your decision-making skills which are essential for marketing.
Learn how to build rapport online and offline. NLP, Neuro Linguistic Programming, is the next best thing to mind reading. Ever wonder how some people can build rapport so much easily than others? This thought-based lecture helps you build rapport online and offline, beginning with a brief history of NLP moving onto more practical insights and NLP techniques.
Why do people act differently when stressed? How can your brand make people feel good about themselves? What do you need to feel good? What do your customers and leads need to feel good? Ever wondered how some people wind you up and others you get on with like a dream? Remember the whole point of this course is to tap into the unconscious, so we can motivate, inspire and persuade people around us. Find out how your brand can use this to tap into the minds of your customers and leads.
Why do people behave in the way they do and the best prompts to trigger a purchase understanding how your client feels about goals. This marketing psychology lecture will help you package and present the best solution to help people around you feel good and reach their goals more quickly. You can have lots of fun with this lecture. You will learn how to make it easy peasy for your customers and leads to take the action you want! We want to use every opportunity to motivate people! What motivates you?
You know when you see something, then you keep seeing it again. Is it coincidence? No it’s Baader Meinhoff. This lecture explains why it happens and how you can use it to grow your personal and business brands and step ahead of your competitors.
Learn how to create Fear of Missing Out (FOMO) for your brand, services and products. People will pay more for products, services and experiences when they are feeling FOMO. Learn from the brands that effectively create FOMO.
You know when you decorate a room, then you might want to buy new future to match the new room? How good do you feel when you have your new room looking good? This is the Diderot Effect. You will be learning how to create an addiction to good feelings associated with your brand, products and services, ethically so your customers want to keep coming back for more.
We are helping our customers and leads to achieve their goals right? But how can we make them do it more quickly? Simple. Priming. This thought-based lecture teaches you how to increase the probability of a desired customer behaviour or to prime people to be more receptive to your idea. You will learn how priming work works and the best time to use it. Priming can be used for campaigns and motivating people to complete goals like losing weight.
We explore the background of colour psychology and how colours can trigger certain behaviour, emotions and feelings. I share some mind games with you for fun. We are applying the colours back to brand archetypes, using some global brands as examples. We explore all the colours from mellow yellows to the metallics. What’s the best colour to use for website design, logo design to business networking events.
Have you ever done something that made you feel uncomfortable? This thought-based lecture explains how some customers may feel uncomfortable about purchasing some products but even more uncomfortable if we don’t it. Maybe your product or service is creating a conflict to how your customers have always thought about something? You will learn insights that help you to create a feeling of harmony with your brand.
Whats the latest thing you learned that went against your beliefs? Did you choose to accept or reject this information? Are you 100% certain your beliefs are correct? In this thought-based lecture, you will learn how your beliefs can make or break your personal and business brand, affecting the messages you send out to your customers and leads.
Many people make limiting assumptions about information they see, read and hear. What assumptions are people making about you and your brand? If information is missing, people tend to fill in the blanks with their own assumptions and beliefs. You will learn from true and false correlations. Learn how this affects your personal brand, business brand, customers and leads, enabling you to motivate, inspire and persuade others.
Some of the concepts you have been learning in this course are insights gained from neuro marketers. Neuro marketing fills the gap between what people say they do and what they actually do. Most of us don’t have expensive neuro marketing machines, but in this thought-based lecture, you will learn more insights and takeaways from what neuro marketers have discovered.
Notice we left this lecture until nearly last! How did you cope? What trigger instant gratification needs in your customers and leads? You will learn from the brands that have tapped into our instant need for happy chemicals. We explore how ethical some of these brands are. You will have the opportunity to apply Instant Gratification to your personal brand, business brand, customers and leads.
This lecture is 100% focused on you because you will enjoy more prosperous results when tapping into others once you have successfully tapped into yourself. I share simple techniques to superpower your psyche and maximise your motivation, inspiration and persuasion powers. As always, I expand on ideas from global thought leaders and take their ideas one step further, infusing them with other marketing psychology concepts to boost your personal brand.
Congratulations! You’ve now learned the marketing psychology concepts! Now you need to KEEP applying your knowledge to your business to obtain real wisdom. The checklist ensures you apply the knowledge consistently and correctly. You now understand the inside out approach and are able to motivate, inspire and persuade customers at each touchpoint along their journey to take the action you desire – whether that be increasing social media engagement, phone call enquiries, email enquiries, sales and becoming brand ambassadors. Congratulations!
Ready to get started?
Victoria is and experienced Marketer and Tutor. She teaches and mentors for the Chartered Institute of Marketing.
Victoria says: “I am passionate about applying Marketing Psychology insights to grow personal and business brands. In this course I share 20 years of expertise and experience in 22CPD hours. It is crammed with case studies and resources guaranteed to help you stand out way ahead of your competitors.
The course is designed with you in mind. Less time listening to me and more time you’re applying learning and insights to your business or situation. It is an interactive course, and you will have an opportunity to practice your learning throughout the course. The idea is that before you even finish the course, you will notice a visible difference to your work situation. I’ve received comments that people have benefited personally as well as positively”.