Reverse Psychology Marketing

Kirjoittaja: Samuli Kaidesoja

16 syyskuun, 2022

Lähdeteos: Reverse Psychology Marketing

Lähdeteoksen kirjoittaja: Thomas Foscht

Teoriapisteet: 2

Prelude

Those who are familiar with marketing know, that marketing is all about getting publicity, and the more the better. This is a classic principle with marketing, at least one I have always thought to be true. And it is, there is just more than one way to do it. Usually when thinking about marketing, we think about explosive things that catch the eye instantly, and it makes sense to do so. In his book, Foscht though sees things differently through reverse psychology. Reverse psychology marketing and so-called pull-marketing is slowly replacing traditional ways. He sees that less is more, and traditional marketing signs have come to an end, and those step aside for creating mystery, network buzz marketing and the human need for authenticity.

Less is More

Traditional tendency for marketing seems to be to offer more to customers, more variety, more selection, more features, more stores, more brand extensions and more promotions and so on. This has become a term called over-marketing. In reverse psychology marketing, offering less is the basic concept. The idea is to create certain value, mystique, and allure to the market, which pulls people. In the book, Foscht says that people are less impressed with companies and individuals who seek to draw attention to themselves. I see this to be true, as I am often annoyed if I see someone trying to be the center of attention. Sometimes the attention comes through your work, and the less is more ideology is partly based on it. People respect so-called “quiet companies” more, as they just focus on their own work, make hard-earned profits and give their best to the customers without overextending themselves. It brings the customers to them.

Need for authenticity

People value authenticity, and in reverse psychology marketing, the company and its products look more honest and genuine with the customers. The idea is to play with people’s moral compasses and convince them the product is worth it. Company doesn’t mention itself that it’s creating authentic products, it puts them to the market and the product speaks for itself. In shortage, these products have to be honestly made, and it has to be publicly known. This sounds contradictory, that how are people meant to know that the company’s product is authentic, without announcing or marketing it themselves? Now we can move to third part of reverse psychology marketing.

The power of networks

If people like something, they’ll tell others. Eventually it will reach someone with big platform who likes the product, and that person speaks about it to even more people, and the publicity arises. This isn’t that hard to understand. Especially nowadays with TikTok and Instagram and Twitter and all kinds of social medias, if the company’s product is known to be good it will spread throughout the world even when the company itself wouldn’t do anything about it. That is the power of networks. The word will just spread, and people will accept it too, because it doesn’t come from the company itself, but other happy customers. It is really effective if it takes off. And here is the downside of reverse psychology marketing.

The big IF. Reverse psychology marketing is often seen as on/off. Either it works, or it doesn’t. There rarely is a middle ground. And if it doesn’t work, then the result could be really bad sells for the company. But as Foscht says in his book, in reverse psychology marketing the opportunity is much bigger than in traditional marketing. Through reverse psychology marketing, you can potentially reach so much more people with better public relations than through traditional marketing. Is it risky? Yes. But rarely in the business world there is a thing worthwhile doing that doesn’t include any risks.

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