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Understanding Consumer Psychology

July 6, 2020

Today we're gonna be going over consumer psychology with personal branding, the 101 basics. I’m sure you know by now that personal branding is important. I’ve talked about the basics a lot, of how to create a personal brand. But, the psychology behind why personal branding is so important, and why personal branding is so pivotal for a business is also crucial to understand. Learning what you can do right now in order to create a deeper, more meaningful relationship with your ideal clients and your followers. 

I want to ask you, what do you believe is the most tried-and-true way of advertising a business? Would it be through organic marketing, would it be through ads, like what is the tried-and-true, number one way to advertise a business? A lot of people will say it's organic marketing, it's maybe running Facebook ads or like, if you run billboards. But the truth is the best marketing for a business is... word of mouth, hands down, number one way to advertise any business. 

For example, let's just say you're looking for a car mechanic because you broke a piece off of your car, or someone rear-ended you. If this happened to you, would you either go to Google and sift through every single website, every single ad, to see if you could maybe find one that has good reviews that you like, kinda sorta trust, OR would you go to someone who you know knows a good mechanic? Which one are you more likely to choose? I don't know about you, but I am not going through ads, and Google reviews because who's got the time? I don't trust people that much, okay? I just don't, especially with ads, because anyone can pay money to write an ad, it doesn't mean they're great, it doesn't mean they're reputable, it doesn't mean they're not gonna charge you thousands upon thousands of dollars for extra that isn't even the best work in the city. So, word of mouth is so imperative moving forward with your business. 

Thinking about that then, how does a personal brand fit into that word of mouth? How does personal branding fit into the word of mouth section of advertising? Let's just call it that. So, the term, the industry term that people are using now is influencer marketing, basically what it is. So what influencer marketing is, is someone who has an authentic personal brand, recommends a product, people buy it. Presumably, they're gonna make money, it's a circle. So let's just say, for example, and this is why MLMs like Monat, it’s a massive business because these people who are so, so good at personal branding then sell this product. In turn, people are like, "Oh my God, "I wanna work with you" and/or they're like, "Okay, you say these products are so amazing? "I trust you, and I'm gonna buy this product". Therefore, they make money, so on, so forth, so on, so forth. 

When you have a super strong personal brand, let's just say, for example, if you're in business right now, you're like a social media coach, or you are a business coach, something like that. You then have this super strong personal brand, people love you, they know you, they trust you, they see you as a friend that they have on the internet. Let's say you pivot to only doing influencer marketing, or only affiliate marketing, where you have a code for all these products and you say, "Oh, go to this website "or go to their Instagram, and buy this using my code", and you make money, they're still going to support and purchase from you because they're so in love with you as an authentic human being because they see you as a friend. Do you understand how that works?

The number one person that I can think of off the top of my head is Angie Lee. Angie Lee used to be a marketing coach and now literally all she does is affiliate marketing with some random masterclasses, and it's like, she obviously also has her main CBD business as well, but even then, she also has affiliate codes for that too. So if we're mainly just talking about Angie Lee as a human being, she once was a business coach, now she only does affiliate marketing, and probably makes thousands upon thousand dollars a day just from affiliate marketing because her personal branding was so strong. You could compare a car mechanic to a business coach because there are so so many coaches out there, but at the same time, there's room for everyone. 

So let's say, for example, that you're looking for a business coach, but you were looking for a very specific type of business coach. You'd probably go to that one person who's in your corner, like your biz bestie and then you be like, "Hey, I really need a business coach, who do you recommend?" And then they'll send you like, two or three Instagram profiles, and then you're like, "Okay, sick, now I don't have to go through "and type 'business coach' into Instagram, "and filter through every single fucking person, "and all of their reviews, and all of their posts, "and see if they're a good fit, and get on all these calls." Like, you could just like, go to someone for word of mouth. So, even then, again, the word of mouth comes from you being that friend on the internet and the trust factor. 

The trust factor comes from you being a genuine human being and having a really strong, authentic, and strategic personal brand, hands down. So, how do we create this, super strong and strategic personal brand that our audience feels like they can come up to us and approach us with anything, and that they know us on a deeper level? Because we really do want people to get to know us on a deeper level and have it seem like we're besties, even though you may know so much about me and I don't really know that much about you. 

This happened to me in radio all the fucking time, all the time! Like, people would come up to me and be like, "Oh my God, Julia, I remember when you talked "about this one thing on the radio like six months ago." And I'm like... "What's your name?" And then they're like, "Oh my God, how's your dog? "Like, la, la, la!" And I'm like... "I'm sorry, I don't know anything about you." 

So let's kind of dive into some strategies!

Assuming we all understand the importance of a personal brand and how you can be that word of mouth/friend on the internet. And that people can trust you just based off your opinion. What I want you to do is go on your Instagram Story and share something that you absolutely love right now that is completely outside of the business world. "I love my pink Christmas tree", or like, "I love my Starbucks water bottle "'cause it helps me get my water in every single day, "and it is a vibe, okay?" I love my collage wall because it's a vibe, and I also have boobs on my wall. You can't see them, but I just think it's fucking hilarious, okay? Like, or I love, I, okay, I see it over there, but like, I genuinely love Special K so much. Like, Special K, the original cereal. Oh my God, I love Special K, okay? I eat I every single morning, sometimes three times a day.

Let's base this off of me having an obsession with Special K cereal , okay? And if you don't have it, wherever you live... You need to try it, okay? Like, I'll ship it to you, I don't even give a fuck. Special K is delicious. So let's base it off of me loving Special K. I'm gonna go on my Instagram Story and I'm gonna say, "Yo, confession, I eat cereal like, "three to five times every single day "because I am truly obsessed with Special K. "I have to buy two jumbo boxes for a week, "I am just, I love cereal so much." Then I would say that on my Instagram Story, and then I would put up a poll saying something like, "Oh my God, I love it too!" or "What the fuck is Special K?" And then I'm gonna DM everyone that votes on that poll either saying like, "I'm so happy you love Special K too, "everyone else thinks it's disgusting, "but we love it, and we have regular poops", okay? And then the other people that don't, are like, "What the fuck is Special K?", I'm gonna be like, "Hey, what's your address? "I'm gonna ship you Special K." Not really, but like, you need to try Special K. Drive up to Canada, get you some Special K because not only are you gonna be so regular, but you're also gonna have your tummy filled with delicious treats, okay? So then, that just adds this whole other level of personality and connection with that other human being on the other line that has literally nothing to do with business.

You may be thinking, "Julia, what's the point "in connecting people if that has nothing "to do with business? "All I wanna do is sell", then you have the wrong intentions. You shouldn't just be trying to sell people all the time, you should be trying to build relationships with people because then they're going to actually know, like, and trust you. If you're just sliding in all the time with being like, "Hey, buy from me, buy from me, buy from me. "Oh my gosh, here's a sale, sale, sale, "buy from me, promo, never about me, "no value, never about me whatsoever, "you don't even know my last name but here's another promo." Like, you're doing it all wrong, no wonder you don't have sales. Spilled the tea, just sayin'. Whoop! 

What I want you to do for homework is…

One, go on your Instagram Story and share something completely personal that is unrelated to business and all about you as the unique, incredible, beautiful, amazing human being that you are. 

Two, put a poll up and say, "Do you like this, too?", or whatever it's about, and be like, "Oh my gosh, yes, I love it" or "What the fuck is that?", whatever your response might be. 

Three, DM every single person who votes on that poll, whether they're a bot or not. If they're a bot, we'll talk about that in a second. But, DM every single person and just be like, "Oh my gosh, yes, like, I'm so glad you love that too!", or "Oh my God, you've never tried it? "Why or why not?" 

Anywho, also, when you do that Instagram Story, please tag me in that Story, because first off I wanna share you, and two, I wanna vote on your poll, and like, get to know you as a human being much deeper than we already know each other, which is probably very surface level. 

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