5 Visual Marketing Tricks that Tap the Psychology of the Human Mind

Words That Sell
5. Use words that sell
  • Create a sense of urgency when trying to get viewers to take an action.
    limited time. limited quantity.  

When no action is taken, it’s not necessarily because the viewer wasn’t willing to. It’s a non-decision. Often a little push is all they need.

“one of the most influential psychological factors that affect the buying process is urgency—giving your prospective customers a reason to buy, now. Not tomorrow. Not down the line. In this moment.”
-James Scherer


  • If applicable, Offer Samples

Allow the user to sample the product/service. (This combats their ‘doubt’ mechanism and creates a sense of obligation or reciprocation to the seller)


  • Newness is good

Using certain words that give a sense of something new trigger an instinctual motivation in humans and thus can entice a sale or other action.

  • Familiar is good.

As much as we love ‘new’, we also love ‘familiar’. Studies show that viewers tend to respond well to words like: Friend, Home, Love, Partner, Fair, etc. Such words evoke a connotation of warmth and comfort.


  • Testimonials build trust.

Consider making them very visible on websites, videos, banner ads, newsletters, etc. 


  • Branding builds trust. 

Feature well known names of companies that you’ve worked with or are associated with if your brand isn’t already established. Develop a good logo, look/style, personality, and color set and be consistent with it.


  • Numbers (stats) establish credibility and build buyer confidence.

Don’t expect them to take your word for it. Show it with real numbers, real case studies, real results – where possible.

Actionable Strategies:

  • Collect testimonials from wherever you can.
    • Reach out to satisfied customers for a testimonial. Add a rating plugin to your sales funnel that will ask customers for a written review if they respond positively.


  • For products, consider replacing images of your products with images of people using your products.
Much of the info contained in this blog post was extracted and condensed from James Scherer’s course on Psychological factors that influence purchase decisions. For a deeper dive into this information, please consider taking his course here.
Introduction revisions contributed by Patrick Eck.

About the Author:

Tim has worked to produce videos for a long list of clients including Dove, LA Fitness, Dermalogica, and Theatre Communications Group, helping to build upon their brands. He founded Invisible Harness (Video for the Arts) in 2016 with the goal of building a team of talent that is known for producing high-quality promotional media for arts organizations and to ultimately find ways to use video to benefit humanity. He enjoys traveling, experiencing other cultures, being in the company of good people, and singing.

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