Seductive Marketing
From , the free encyclopedia
| |
| Category | Marketing |
|---|---|
| Science | Psychology |
| Tactic | Viral Marketing |
Seductive Marketing is a marketing method and psychological model of persuasion. Many psychological studies have shown that a potential buyer experiences a number of emotional decision points during the purchasing process commonly referred to as the "buying temperature".
Seductive marketing has identified the typical sequence of these decision points and tested the strength of many marketing techniques and weapons of influence. The result was a seductive marketing blueprint of a "perfect" marketing campaign, where each prospect is targeted with the most effective marketing technique in each decision point. The prospect is "irresistibly" led down the path towards a favorable purchasing decision.
Since all marketing efforts are precisely targeted, seductive marketing leads to maximized conversion rates and minimized marketing costs.
Contents |
History
Marketing and marketing techniques have been the focal of many psychological studies. For example Robert B. Cialdini published his book influence where he identified six psychological triggers (or "Weapons of Influence": Reciprocation, Commitment and Consistency, Social Proof, Authority, Liking and Scarcity) that can strongly influence people's decision. However what is still unknown is the exact sequence of which trigger should most effectively used at which point.
In 2006, the Seductive Marketing - Golden Vault was launched as stealth venture. SMGV attempted to staff the venture in secret, although speculation online was not uncommon. One source of speculation was the company's bizarre webpage. It is known that, over the course of three years, SMGV conducted a series of tests using online and offline marketing techniques to validate the model. On May 1st 2009, a cryptic video appeared with the following message:
There's a secret formula, known only to a fortunate few,
those who know it harness its power,
to launch the most successful brands in marketing history.
Now for the first time the formula has been captured in a secret blueprint,
decoding how to seduce the mind into buying products.
Online source speculate that SMGV is about to reveal the "TSR model" (Tempt, Seduce, Close) as the blueprint of the "perfect" marketing campaign.
Introduction
The assumption is that if people experience different levels of emotional excitement and investment during the buying process (the "buying temperature"), and if weapons of influence can precisely target those mental states, that then even low cost marketing efforts can become highly persuasive with maximized sales conversion.Therefore there are two key elements to seductive marketing that makes it simple and effective:
- A psychological model of nine sequential emotional states that a typical buyer experiences while in the process of buying a product.
- A marketing method with that describes exactly when and how to use which marketing techniques and weapons of influence to move potential buyers from one emotional state to the next in the process - closer and closer towards the buying decision.
Online source speculate that there are three phases and nine emotional states in the seductive marketing model. The first is the Tempt phase and its objective is to get the prospects "hooked" by capturing and leading their imagination based on their desires, passion, needs and fears. The second phase is called "Seduce" and its goal is to get the prospect emotionally more invested by amplifying the perceived value of the product. The last phase is the "Close" which aims to instill a sense of exclusiveness and urgency to encourage the buying decision and make the buyer feel special. How the nine emotional states map into the three phases and which marketing technique and weapons of influences are to be used when is still unknown.
See also
Further reading
- Cialdini, Robert B. (2001). 'Influence: Science and practice (4th ed.)'. Boston: Allyn & Bacon. ISBN 0321011473.
- Hogan, Kevin (2004) The Science of Influence: How to Get Anyone to Say "Yes" in 8 Minutes or Less! (ISBN 978-0471670513 ).
External Links
- Seductive Marketing - Golden Vault at seductivemarketing.com