How to Use Psychology in Your Marketing

Hey, it’s Max from The Inbox Newsletter.

The best brands in the world don’t just sell… they brainwash you.

Not actually.

But today I want to break down five insanely powerful psychology tricks that brands use to make you buy.

Plus how you can use them in your own marketing to drive more conversions.

1. Labelling: Make Your Customer Live Up to Their Identity

People feel a deep need to align with the labels they’re given. If someone calls you “a great leader,” you’re more likely to step up in leadership situations to maintain that reputation.

✅ How Brands Use It:
A sustainable clothing brand might say:
"As an environmentally conscious person, you probably choose products made with recycled materials."

A supplement company might write:
"As someone who treats their body like a temple, you only give it the best ingredients."

The customer reads it and thinks, "That’s me. I want to live up to that!"—and just like that, they’re hooked.

💡 How to Use This in Your Emails & Copy:

• Assign your customers a positive trait that aligns with your product.

• Reinforce their self-image through your messaging.

• Watch them take action to stay consistent with that identity.

2. Negativity Bias: Sell by Avoiding Losses

People fear losses more than they desire gains. If given the choice between losing $20 or gaining $20, they’d rather avoid the loss. Brands leverage this bias to make products feel essential.

✅ How Brands Use It:
A gym supplement company doesn’t just say, "Our product helps you build muscle." They say:
"You put in 5 hours a week at the gym… don't let it go to waste by skipping this post-workout complex."

I saw that ad and thought, "Wait—am I actually wasting my workouts?" Boom. I bought it.

💡 How to Use This in Your Emails & Copy:

• Identify the biggest pain points or fears of your audience.

• Position your product as the solution that prevents that loss.

• Test framing your messaging around what they might lose instead of what they might gain.

3. The Pratfall Effect: Turn Weaknesses into Strengths

People trust brands that admit imperfections. It makes them seem more human and honest.

✅ How Brands Use It:
Instead of hiding their high price, a premium supplement brand might say:
"Our creatine isn’t cheap. If you want a cheap option, go elsewhere. But if you choose the cheap option, you lose out on the benefits that ours provides."

By acknowledging the “flaw” (high price), they increase trust and credibility, while reinforcing their product’s value.

💡 How to Use This in Your Emails & Copy:

• Instead of hiding your product’s weaknesses, own them—but tie them to a strength.

• Example: "We’re not the cheapest on the market, but we are the highest quality."

• This builds trust and makes your brand feel authentic.

4. Curiosity: The Click Driver

When people feel curious, they have to know the answer. It’s a psychological itch they need to scratch.

✅ How Brands Use It:
Instead of saying, "Here’s 10% off," some brands say:
"Reveal your mystery discount at checkout!"

Or instead of saying, "Our product will make your skin glow," they might say:
"There’s one thing dermatologists swear by for glowing skin… and it’s NOT what you think."

Guess what happens? People click just to find out.

💡 How to Use This in Your Emails & Copy:

• Use teasers to build intrigue and increase engagement.

• Try subject lines like:

  • “Most people make this mistake when choosing skincare (are you?)”

  • “Open to reveal your exclusive mystery gift”

• Drive clicks by making people curious about what’s inside.

5. Commitment Bias: Get Customers to Say "Yes" Early

Once someone starts a process, they’re more likely to follow through.

✅ How Brands Use It:
Ever seen a pop-up that says, "Do you want $10 off?" with a YES or NO button?
Once someone clicks “YES,” they’re mentally committed—so entering their email feels natural.

💡 How to Use This in Your Emails & Copy:

• Instead of just asking people to sign up, frame it as an exclusive commitment:

  • "Be a part of our VIP community."

  • "Claim your spot below."

  • “Click to get automatically added to an exclusive list with early access”

• These small tweaks can lead to huge conversion increases.

Recap: 5 Psychology Tricks You Can Use Today

1️⃣ Labelling – Assign your customers traits that align with your brand.
2️⃣ Negativity Bias – Focus on what they might lose instead of what they might gain.
3️⃣ The Pratfall Effect – Admit a “weakness” and turn it into a strength.
4️⃣ Curiosity – Create mystery to increase clicks and engagement.
5️⃣ Commitment Bias – Get small “yeses” early to boost conversions.

Email Inspiration Of The Day

Brand:
Bite

Email Design:
https://drive.google.com/file/d/1GoZBToRBAzva4LsiPab4oQJs3PrY_2lu/view?usp=sharing

Notes:
I just found this brand and it’s emails are BADASS.

This is a creative, informational, and jam-packed email.

I like how they fit it all in (pause).

Great email.

Template of The Day

If you want access to a bank of 134 mix and match templates like this equating to over 5,000+ possible email designs, click here » 

Helpful Links Of The Day

• What to do when your team is having too much fun

• More psychology tricks to use in marketing

• BIG news from Klaviyo

Reply to this email if you have any questions or further content you want covered.

Cheers,

Max

PS - If you run an ecommerce brand above $50k/mo and you want to have a free email strategy consultation with me, book a call here »

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