As I dive deeper into research and share it in Vik’s MIX, I keep stumbling upon marketing insights that seem simple at first glance but are packed with profound psychological power.
What fascinates me most isn’t just knowing that something works—it’s uncovering why it works.
What’s the psychology behind it?
What’s the underlying mechanism that influences buying behavior?
That curiosity fuels my passion for writing this newsletter. It’s not just about delivering tips and tricks; it’s about equipping you with the know-how of what makes those strategies tick.
I hope you’re loving the journey as much as I am!
Now, let’s dive into Edition #33 of Vik’s MIX (Marketing Insights Exchange). Here’s what’s inside:
Standing Out in a Crowd – How to cut through the noise and grab attention
The Psychology of Colors – The science behind hues that make people feel
Emotional Triggers – The subtle cues that compel action
Let’s get started!
Standing Out In The Crowd
Every company would hate to be a part of a giant, chaotic flea market. Everyone’s hawking the same goods, trying to outshout the next guy.
It’s exhausting, and honestly, it’s no way to win loyal customers. We need to stand out. And we don’t need to be disruptive innovators.
Sometimes, it’s about doing the simple stuff better than anyone else and adding a touch of personality that sticks.
Let’s look at how successful companies are standing out in the sea of sameness.
1. Carving Out a Niche
Ever heard the phrase, “The riches are in the niches”? It’s true. When you stop trying to be all things to all people, you start to really shine.
Take Trellis, for example. They focus on eCommerce platforms like Magento and Shopify.
They’re not messing around with random web design projects or “maybe we can do this” experiments. They’re dialled in, laser-focused, and they’ve become the go-to pros for online stores. It’s like skipping the buffet and heading straight for the gourmet dish everyone raves about.
2. Legendary Customer Service
We all know the nightmare of trying to get help from a company and feeling like you’re talking to a brick wall.
That’s why businesses that actually care about their customers are such a breath of fresh air.
ZoomInfo is killing it here. They don’t just dump a bunch of data in your lap and say, “Good luck!” Nope, their team is right there with you, showing you how to use their tools, answering questions, and making sure you walk away feeling like a genius.
3. Telling Stories That Hit Home
Let’s be real—nobody’s getting emotional over pie charts and bullet points. But a good story? That’s sticky. It’s memorable.
Figma, for instance, knows this. They don’t just say, “Hey, use our design software.” They show you how a scrappy team of designers used their tools to create something awesome. Suddenly, it’s not just software—it’s the hero of a story that could be your story.
4. Made-to-Order Solutions
Nobody wants to feel like they’re buying off the rack when they need something tailor-made. That’s why companies offering custom solutions win big.
Take Scorpion. They’re a digital marketing firm for industries like healthcare and law, and they don’t mess with cookie-cutter plans. Instead, they roll up their sleeves, figure out exactly what each client needs, and build a strategy just for them.
5. Pricing That Just Makes Sense
Many times B2B pricing is often as clear as mud. But some companies flip the script and keep it simple.
Take Xometry. They’ve got an on-demand pricing model that’s as straightforward as it gets: you pay for what you need when you need it. No hidden fees, no funny business.
6. Owning Their Expertise
Being the smartest person in the room isn’t about bragging—it’s about showing, not telling.
That’s what Gusto does. Sure, they sell payroll and HR software, but they don’t stop there.
They offer free guides, webinars, and resources that make their clients smarter. It’s like having a mentor who genuinely wants you to win.
7. Sustainability with Soul
More and more businesses care about who they’re partnering with—and if you’re making an impact, they notice.
Look at Interface. They make commercial flooring and it’s all about sustainability. They’re creating floors from recycled materials and aiming for 100% carbon neutrality. When clients pick them, they’re not just getting a product—they’re joining a mission.
8. Building a Tribe
People don’t just want to buy—they want to belong. Companies that build communities get that.
Take Autodesk. They don’t just sell design software; they’ve created a buzzing online hub where users share ideas, tips, and success stories. It’s like a clubhouse for creative minds.
Because at the end of the day, it’s not about being flashy—it’s about being unforgettable. And that? That’s how you win.
So identify your biggest differentiator and make it your positioning statement that drives all your marketing.
Psychology of Colors
Ever wondered why Coca-Cola feels like a burst of energy or why IBM oozes trust? It’s not just the logos or slogans—it’s the colors. Yep, colors have a sneaky way of crawling into our brains, stirring up feelings, and even nudging us to buy stuff.
Colors aren’t just “pretty” or “bold.” They’re strategic weapons in branding and marketing. Let’s break it down and see why choosing the right color isn’t just a design choice—it’s science in action.
First Impressions Matter (A Lot)
Here’s a fun fact: up to 90% of first impressions come down to color. Think about it—before you read the words or notice the logo, the color hits you like a punch to the gut. You’re already feeling something.
For brands, this makes colors a big deal. They can mean the difference between “Wow, I trust this” and “Meh, I’ll pass.”
Colors = Brand Glue
Consistent use of color can make a brand stick in your brain like a catchy song. It boosts brand recognition by 80%, which is why you don’t confuse Coca-Cola with Pepsi or Starbucks with, well, anyone else.
Colors become their thing. And when you see that color, you don’t just think of the brand—you feel what they stand for.
The Feelings Behind the Shades
Here’s the cool part: colors have personalities, and they mess with ours.
Red is like your loud, fun friend—it screams excitement and urgency. That’s why it’s all over sales signs.
Blue is chill. It’s your trustworthy, dependable buddy, perfect for banks or tech companies.
Yellow? That’s sunshine in a color. It’s happy, cheerful, and great for brands chasing a youthful vibe.
Brands That Nail Their Colors
Coca-Cola: Red for Energy
Coke’s fiery red doesn’t just grab your eyeballs; it fires up your brain. It screams fun, energy, and positivity. When you see it, you’re ready to crack open a can and enjoy life.
IBM: Blue for Trust
IBM’s deep blue? It’s like a handshake from a reliable friend. You just know they’re serious, smart, and won’t let you down. For a tech company, that’s priceless.
Starbucks: Green for Calm and Care
Walk into a Starbucks, and that green logo feels... peaceful. Green’s all about renewal and growth, tying perfectly to their eco-conscious vibes and the chill experience they promise.
EasyJet: Orange for Bold and Budget-Friendly
Orange is loud, bright, and unapologetic—just like EasyJet’s low-cost style. It screams, “Hey, we’re fun, and we’re not going to drain your wallet.”
Cadbury: Purple for Indulgence
Cadbury’s rich purple wraps you in luxury. It’s not just chocolate; it’s a treat. That purple feels indulgent, special, and a little posh.
Picking Your Colors Like a Pro
Choosing colors isn’t about picking your favorite shade or following trends. It’s about matching the color to your brand’s soul.
Think about your audience: What makes them tick? Colors mean different things to different people.
Stay true to your values: Your colors should scream your brand’s message, loud and clear.
Spy on the competition: What colors are they rocking? Pick something that stands out but still fits your vibe.
So, if you’re building a brand, don’t just throw a dart at a color wheel. Pick the shades that tell your story and hit your audience where it counts—in the heart. Because when you get it right, your brand doesn’t just stand out—it owns the spotlight.
The Emotional Triggers That Win B2B Deals
No matter B2B or B2C we are all human. And humans? We’re driven by emotions. That’s why emotional triggers are a powerful way to tip the scales and turn interest into action.
Let’s look at some emotional triggers that are effectively used in B2B
1. Fear of Missing Out (FOMO)
Ah, FOMO. It’s not just what makes you check Instagram at midnight—it’s what gets buyers moving, too.
FOMO plays on a psychological principle called loss aversion, which means people fear losing something more than they value gaining it.
When buyers think they might miss a limited-time deal or see a competitor gain an edge, their brains go into overdrive.
Use this to your advantage by creating urgency:
Highlight time-sensitive offers with countdowns.
Share case studies showing competitors who acted quickly and gained big rewards.
Call out the risks of delaying, like missed savings or falling behind in the market.
2. Trust and Comfort
Trust isn’t just important in B2B—it’s everything. Why? Because these decisions aren’t just a $50 purchase; they’re long-term investments that can make or break a company’s future.
Psychologically, trust triggers the release of oxytocin—the “bonding hormone”—which helps people feel safe.
Build trust by being transparent and reliable:
Share testimonials and endorsements from big-name clients (think Salesforce or IBM).
Provide rock-solid case studies showing real results.
Offer guarantees, like free trials or no-obligation demos, to lower the perceived risk.
3. Connection and Belonging
Humans are wired to crave belonging—it’s in our DNA. Psychologists call it social identity theory: we define ourselves by the groups we’re part of.
When your brand creates a sense of community, it’s not just selling a product; it’s selling a shared identity.
To foster belonging in your marketing:
Use inclusive language, like “Join us” or “Be part of the movement.”
Create communities—forums, webinars, or events—where clients can connect.
Align your brand with values your audience cares about, like sustainability or innovation
4. Sadness and Empathy
Sadness in B2B? Yep, it’s more effective than you think. Empathy is the secret sauce for connection.
When you show buyers you get their struggles, it triggers mirror neurons in the brain, making them feel understood and valued.
Nonprofits use this all the time. They don’t just ask for donations—they tell stories about real people facing challenges. You can do the same in B2B by highlighting pain points and showing how your solution makes life easier.
For example, a cloud storage company might say, “We know losing critical data feels like a punch to the gut. That’s why our platform guarantees 99.99% uptime, so you can sleep easy.” It’s not just selling; it’s showing you care.
5. Excitement and Anticipation
Who doesn’t love a good buildup? Excitement taps into the brain’s dopamine system, which drives anticipation and reward. When you generate buzz around your product or service, you’re not just selling—you’re creating a moment people want to be part of.
Apple’s product launches are a perfect example. They turn simple announcements into global events. You can replicate this energy by:
Teasing new features or updates.
Hosting webinars or live demos with a “first look.”
Using language that conveys enthusiasm, like “Get ready for the future of [industry].”
6. Competitiveness
Appealing to your buyers’ competitive instincts is a surefire way to get their attention. It’s all about showing how your solution helps them outperform the competition.
To stoke competitiveness:
Share data comparing your solution to others.
Highlight success stories where clients gained an advantage.
Use bold, assertive language like “Outperform” or “Stay ahead of the pack.”
7. Reciprocity
Reciprocity is the golden rule of human behavior: if you give something, people feel compelled to give back. In marketing, this means offering value upfront to create goodwill and trust.
Think about it—free trials, whitepapers, consultations—they’re not just freebies. They’re psychological nudges that say, “We’re investing in you, so you’ll invest in us.” This taps into a sense of obligation without being pushy.
To maximize reciprocity:
Offer resources that solve real problems.
Make your free trials genuinely valuable, not watered-down versions.
Show gratitude in your follow-ups, like, “Thanks for taking the time—here’s a little extra insight to help you out.”
So, ditch the dry pitches and start crafting stories that make your audience feel.
That’s a wrap for the edition #33. If you enjoyed what you read, show some love with a thumbs up and leave a comment. Your support fuels my writing passion and helps the algorithm spread the word to more readers.
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