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Imagine this…

It’s mid-afternoon.

Your to-do list is a mile long, but you’ve hit a mental wall and you’re struggling to concentrate.

That’s when you hear a ping from your phone.

Someone texted you.

“Guess I should check it,” you think smugly as you welcome the distraction.

At first, you’re disappointed. You were hoping for a text from a friend. But without even opening it you can see it’s a promotional text from a pet swag company you recently purchased a mug from.

Yep, you proudly bought a mug with your pup’s face on it.

You click to open the message and immediately start laughing out loud.

Inside the message is a mockup of socks with your dog’s face all over them.

Why do you want these socks so badly?

In today’s edition of Why We Buy, we’re taking a look at Personalization – why we love experiences that feel like they were made just for us.

Let’s get into it…

🧠 The Psychology of Personalization

We live in a world of distraction.

It’s estimated that the average American sees 4,000+ ads a day.

The result? We’ve become great at tuning out the noise.

But there’s something that CAN get our ears to perk up and our eyes to take notice.

Researchers discovered the Cocktail Party Effect when they found that people tune in the moment they hear their name.

​The left hemisphere of your brain activates more to your own name than somebody else’s.

This goes beyond just hearing or seeing our names.

We place a higher value on the things that relate to our identity in comparison to those that feel disconnected.

And this includes products.​
​

🧐 Inside Your Buyer’s Mind

Personalization creates a connection between buyers and brands.

• 56% of buyers prefer purchasing from retailers that recognize them by name.
• 65% of buyers prefer retailers that “know their purchase history.”
• 58% of buyers prefer retailers that make product recommendations based on past purchases.

People don’t even have to own the product for their personalization bias to kick in.

Even the perception of ownership has powerful psychological effects.

Once a prospect feels a sense of ownership over a product, they don’t want to give it up and they’re more likely to buy.

It’s easy to say no to the idea of a pair of socks with your dog’s face on them… until you see the socks 😍😍😍

​

🤑 How To Apply This

Alright, so how can you use personalization to sell more?

​Use personalization to keep marketing after the purchase

Too many post-purchase promo campaigns are aggressive or lack context. This teaches buyers to stop paying attention to your outreach.

But, a campaign personalized to each buyer teaches them to stay on the lookout.

EasyJet used its 20th anniversary to promote its BUYERS travels instead of the typical brand-centered campaign.

Their buyers now feel a sense of ownership over their EasyJet account (and excitement to keep flying with EasyJet so they can keep their miles and destinations all in one place!).

Segment your email list based on their pain points

​According to Hubspot, subscriber segmentation is the most effective email marketing campaign strategy.

Creating personalized email nurture funnels can help move new email subscribers along the buying journey faster.

Create a list of your ideal buyers top 3-5 pain points. (If you don’t know what their pain points are, 1:1 clarity calls with buyers will help.)

Then, build out an email funnel that relates to each pain point.

You can ask new email subscribers to segment themselves when they signup for your list or use targeted ads to attract people to each personalized funnel, like Casper does with their Instagram ads targeting dog owners.

​
Create moments of delight for current customers

Use Personalization beyond your products.

Don’t personalize experiences only around your products, but around your buyers as individuals.

Give them a gift that has THEIR company logo on it or a mug with a photo of their dog to create a moment of delight.​

Every time they drink from their mug, they’ll think of you.​
​

💥 The Short of It

People love the sound of their own name.

It’s one of the very, very, very few things they’ve associated with their entire lives.

They also love experiences that make them feel special.

Use personalization to show buyers that you value their individuality (instead of making them feel like they’re just another customer).

​Until next time, happy selling.