Today, we will explore the link between psychology and marketing, focusing on a few mental models you can use to improve your content. You will discover how these psychological tools can help you create a more authentic connection with your target audience and guide them towards more conscious and strategic purchasing decisions.
What is a Mental Model?
If you are not a psychology enthusiast like me, you might be wondering what a mental model is. In short, it is a term used in psychology to describe the way people use different worldviews, concepts, and structures to interpret and make sense of the reality around them.
When we use mental models, it’s as if our brain receives information, processes it through these frameworks, and then acts accordingly, making decisions, forming beliefs, or taking actions.
Before diving into the mental models we will address today, I want to make an important preface: using psychology in content does not mean manipulating people. We are not trying to push them to do something they don’t want or to buy products they are not interested in. The goal is simply to better understand the human decision-making process and help them make more conscious and informed purchasing choices.
Authority Bias
First, let’s analyze the authority bias. This bias is based on the idea that we tend to trust and believe information more readily when it is provided by an authoritative figure or an expert in the field. For example, if a police officer gives you an instruction, you will be much more inclined to follow it than one from a random passerby.
This principle can also be applied to your content. To gain credibility and trust, it is essential that your articles or materials are written or supported by authoritative experts in the relevant sector.
An excellent example is Healthline, a platform that always has its articles reviewed by professional doctors. This is particularly important when dealing with sensitive topics, such as those related to health, where providing accurate and reliable advice is crucial.
Keeping the authority bias in mind is especially useful when writing about YMYL (“Your Money, Your Life”) topics—those subjects that can have a direct impact on your audience’s health, finances, or well-being.
In these cases, the principle of E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) becomes crucial for conveying trust and authority in your content.
Familiarity Principle
Another fundamental concept is the familiarity principle. This principle is based on the idea that we are naturally inclined to prefer what is familiar to us. In other words, we tend to like what we already know or recognize more.
In your content, you can leverage the familiarity principle in several ways. For instance, make sure you use language that is simple and familiar to your audience. Speak like they speak, using terms and phrases they easily recognize. Avoid using complex jargon or words that might confuse readers, as clarity is essential to maintaining their attention.
Furthermore, this principle can be applied when introducing a new concept or product. A great strategy is to relate the new element to something your audience is already familiar with. A brilliant example of this is the ADHD app called Inflow, which describes itself with the phrase: “Like Duolingo, but for ADHD.” This approach positions the product to be immediately recognizable, associating it with something the audience already knows and appreciates, like Duolingo.
Using the familiarity principle in your content not only aids comprehension but also helps create a sense of comfort and connection with your audience.
Price Anchoring
Now let’s move on to price anchoring, an extremely powerful mental model that can be applied in many contexts. I highly recommend delving deeper into this concept, but for now, we will focus on the basics.
Price anchoring involves “anchoring” the price of a product or service to the cost of something your audience is already familiar with. This helps people evaluate whether a given price is justified or not, as the price alone does not convey much value without context. We often see examples of price anchoring in supermarkets, where brands claim that their product is, for example, X times cheaper than the main competitor. This type of comparison helps consumers perceive the value of the product.
Another common example of price anchoring is found in SaaS (Software as a Service) subscriptions. For example, a subscription might be compared to the cost of a cup of coffee: “For only X euros per month, less than the cost of one coffee a day, you can access [service/benefit].” Because people are used to buying coffee regularly, this type of comparison makes the subscription price more understandable and accessible, creating a perception of good value for money.
There are many ways to use price anchoring in your content and marketing strategies. You can apply it:
- In the headlines of your advertising campaigns, to immediately capture attention.
- On sales landing pages, to make the product’s value more apparent.
- In email body text, to emphasize an offer or promotion.
- On pricing pages, showing the value compared to costly alternatives.
- In CTA (Call-to-Action) buttons, to reinforce the perception of affordability.
Price anchoring, when used correctly, is an extraordinary tool to help your audience perceive the value of your product and encourage them to purchase.
The Rule of Three
Another fundamental principle is the rule of three, which is based on the idea that things presented in groups of three are perceived as more complete, balanced, and memorable. There is something inherently pleasant and intuitive about sets of three that makes them particularly effective in communication.
You can apply the rule of three in multiple ways in your content, such as:
- Headings: A headline with three key points is more engaging and organized.
- Bullet points: Limiting your lists to three elements makes them clearer and easier to remember.
- Service structure: Dividing your offers or features into three main categories.
- Pricing tables: Offering three price levels helps the audience make a simpler, more instinctive choice.
A practical example of the rule of three is the fire safety slogan: “Stop, drop and roll”. The simplicity of the set of three makes the message clear and easy to remember. In advertising, another excellent example is the Mars slogan: “A Mars a day helps you work, rest and play”. This not only uses the rule of three but also includes rhyme, which further amplifies the message’s memorability.
The rule of three is extremely versatile and can be integrated into different aspects of your content to make it more engaging, organized, and memorable. Do not underestimate its power: often, three really is the magic number!
Confirmation Bias
Another important concept to consider is the confirmation bias, which is the tendency for people to seek out, favor, and believe information that aligns with their pre-existing beliefs. This principle can be a powerful tool for connecting with your audience, as it allows you to create content that deeply resonates with their current experiences and perspectives.
How to apply confirmation bias in your content:
- Audience research: First and foremost, dedicate time to getting to know your target audience. Find out their current situation, their thoughts, beliefs, and the experiences they are going through. You can gather this information through surveys, interviews, or by analyzing demographic and behavioral data.
- Creation of targeted content: Use the information gathered to structure your content in a way that connects with your audience’s experiences and values. When people recognize themselves in your content, they are more likely to trust you and your message.
A concrete example of this principle is Design Academy, which sent emails to their clients asking about their main frustrations in the design field. Using the responses received, they created content that directly addressed those frustrations, demonstrating a deep understanding of their needs and winning the audience’s trust.
Another way to leverage confirmation bias is through the use of testimonials from people similar to your target audience. This helps your audience imagine themselves in the “before and after” that your product or service can offer, showing how it can help them move from their current situation to an ideal state.
Practical advice:
Dedicate time to communicating directly with your audience to better understand their needs and concerns. This will not only improve the quality of your content but also strengthen the connection you create with them. With confirmation bias, it is not about manipulation, but about understanding and resonating with what truly matters to the people you are trying to reach.
Rhyme as Reason
Another fascinating principle is rhyme as reason, which is based on the idea that we are more likely to believe and remember something if it is expressed in rhyme. While it may seem curious, research shows that advertisements and messages that rhyme tend to be perceived as more memorable, original, reliable, and persuasive.
How to apply the rhyme principle in your content:
- Catchy headlines: Use rhyme in the headlines of your articles, posts, or landing pages to immediately grab the audience’s attention and make your message more memorable.
- Rhythm in content: Even if you don’t use obvious rhymes, try to add a pleasant rhythm to the sentences in your content. This will help the audience read with greater fluidity and remember the message better.
A great example of rhyme as reason is the famous Mars slogan: “A Mars a day helps you work, rest and play”. The rhyme and rhythm not only make the message pleasant to hear but also reinforce the idea that the product is versatile and beneficial.
Another example is the headline used by Basecamp, a project management tool: “Not everything under the sun, just what’s necessary to get it done”. This headline, used on the features page, uses a rhythmic and clear structure to highlight the product’s key message: offering only what you need, without complications.
Why does it work?
Rhymes stick in the memory thanks to their sonic structure and rhythm, making the message easier to recall and more pleasant to read or listen to. This principle is particularly useful in marketing, where capturing attention and staying top-of-mind for the audience are essential goals.
Practical advice:
Play with rhymes in your content; experiment in headlines and key sentences. Even small touches of rhyme or rhythm can make a difference, making your message more engaging and memorable. Don’t be afraid to be creative: rhyme can add a unique and distinctive flair to your communication style!
Circle of Competence
Finally, let’s talk about the circle of competence, a concept introduced by Warren Buffett. This principle is based on the idea that you should focus and specialize in what you truly know well, staying within your “circle of competence.” In other words, aim to become an authority in a specific field and build your credibility around that subject.
How to apply the circle of competence:
- Specialize in a niche: Identify the area in which you are most competent and passionate. For example, if your strength is SEO for e-commerce, focus exclusively on this topic and become the point of reference for anyone seeking content or services in that area.
- Create targeted content strategies: Dedicate your time to developing content that demonstrates your expertise in that specific area. Write articles, make videos, create guides or tutorials that highlight your skills, ensuring you delve into the details that only a true expert knows.
Why does it work?
Focusing on what you truly know well allows you to build trust and credibility. The audience will recognize your expertise and be more inclined to consider you a reliable source. Furthermore, this approach helps you stand out from the competition, as you position yourself as a specialist rather than a generalist.
Practical advice:
Make your circle of competence your daily bread. Constantly talk about your field of specialization and demonstrate your authority with quality content. For example, if you deal with SEO for e-commerce, share case studies, strategies, and practical advice related to this topic. The goal is to be recognized as a reliable expert, the first name that comes to mind to your audience when they think of that specific niche.
Staying true to your circle of competence not only solidifies your reputation but also helps you gain more attention and trust from your target audience.
In conclusion, these seven mental models represent just the beginning of the journey toward creating high-converting content that speaks directly to your audience. They are powerful tools for improving the way you communicate, connect, and persuade, but remember that they are only the tip of the iceberg. There are literally hundreds, if not thousands, of other mental models you can explore and integrate into your content strategy.
I encourage you to continue experimenting, adding new models to your content, testing them, and observing the results. The important thing is to maintain a curious and creative approach. If you discover new models that work for you, don’t hesitate to share them: we are always curious to know how you are evolving your strategy and what successes you are achieving. Happy experimenting and good work with your content!