Contact Us

Brand Newsroom Marketing Podcast BNR 154: How to use psychology to succeed in marketing

by Brand Newsroom
Lush Digital’s Carla Young joins James and Nic to talk about the psychology of marketing.

It’s obvious, really, that psychology is a big part of marketing. After all, we’re talking about human behaviour and trying to influence that behaviour. James has a master’s degree in psychology, so the BNR team leans on his expertise to explore how to use psychology to succeed at marketing — including content marketing, public relations, advertising and more. Lush Digital’s content strategist Carla Young is filling Sarah’s shoes this week.

 Here are some key take-outs:

  • The power of technology means we can now connect very easily, no matter where we are around the world. Brands need to understand how people behave as “packs” now, rather than just as individuals.
  • A lot of this is instinctual. We know it simply because we’re humans interacting with each other.
  • Social proof works. If other people are doing it, we want to do it, too. It’s why things go viral.
  • Scarcity still works, too. People have a fear of missing out.
  • Word of mouth, based on interpersonal trust, is still the best form of marketing.
  • People want to share positive emotional content rather than negative.
  • If you focus on the audience and what the audience wants to engage with rather than what you want to tell them, you’re better placed to succeed.
  • Psychology also affects post-purchase evaluation. It’s as important to continue marketing to someone after you’ve made the sale, as that helps create loyalty.

Here are the links you might need

On My Desk

Carla recommended the website Crazy Egg.

James recommended Bernadette Jiwa’s book, Marketing: A Love Story.

Nic recommended Soozey Johnstone’s book, I Am The Problem.

Have you heard the one about…

Recently James, Sarah and Nic took a close look at SEO and its place in marketing in 2017.

And here’s a discussion about the demise of King Content — and why the end of Australia’s biggest content marketing agency isn’t the end of content marketing itself.

Like what you’ve heard?

Please subscribe and leave us a review on Apple Podcasts. Or subscribe on Spotify, Acast, Stitcher, Google Play, Overcast, Pocket Casts or wherever you listen to your favourite marketing podcasts.

For more information about the show, visit the Brand Newsroom website, where you can join the Brand Newsroom Community and receive exclusive content and opportunities to meet James, Nic and Sarah.

About the author : Brand Newsroom

Brand Newsroom is a weekly podcast for anyone who has a say in how companies communicate. James Lush, Nic Hayes and Sarah Mitchell provide a global perspective on content marketing, traditional media and PR to help modern marketers tell better stories and communicate more effectively.


Join 5000+ other savvy business owners and sign up to our fortnightly newsletter. You’ll get practical advice, strategies and helpful content marketing resources delivered right into your inbox to make you more effective in your own job and business.