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The Psychology Behind Lead Generation

Psychology is useful in many aspects, especially when it comes to marketing. As a marketing professional, it is always useful understanding a number of psychological principles and their applications.

Out of the many areas of marketing that psychology comes in handy, one of the most pertinent is lead generation. Psychology affects lead generation because both concepts are related to triggers. Once you realize what triggers people to become interested or to purchase a product, you’ll be able to convert them into buyers. If you’re ready to take your lead generation strategy to the next level, below are psychological tips and principles worth having a grasp of.

Cognitive Dissonance Repaired by a Call to Action

The concept of cognitive dissonance is one that you don’t want to have in relation to your product or your customer. This principle is essentially when your brand aims to represent something, but your customer has a conflicting view. Neither party is aware of the dissonance and as a result, therefore you as the brand manager should assume it exists and try to bridge the gap between what you are representing and what your customer is understanding.

In order to prevent cognitive dissonance, one of the most effective solutions is to create an great call to action. Your call to action should be a phrase or a few sentences that clearly and concisely explains what your brand is and why prospect should buy into the brand. In addition, the call to action should prompt the buyer to take action. To achieve these, the call to action should include actionable phrases and terms. A few examples of these include, “call now,” “reach out today,” or “don’t wait!” By including these types of terms, you’ll notice your lead generation skyrocket.

The Novelty Effect

Another psychological factor behind lead generation is what is known as the novelty effect. According to Psychology Today, the novelty effect is when individuals are exposed to new concepts and entities. When exposed to something new, individuals are more open to experiencing the new things, especially when those things lead to solutions of problems. In terms of lead generation, the novelty effect is best served through a service-oriented brand.

If your marketing a service, then then under the novelty effect, pitching your service as a new and novel solution to a potential client’s problem will help you turn the prospect into a lead. To put the novelty effect into action, it is best to create marketing content that presents your service as something new and unique from what your competitors are offering.

Also, while you could use the novelty effect on products too, it is ultimately better served for services. However, if you can spin it a certain way during your marketing campaign, you may be able to turn the novelty effect into a success when generating leads for a product.

Authoritative Power

In the marketing world, having authority means a lot, especially if you are trying to generate leads. Simply put, people are more likely to gain interest in and purchase products or services when there is an authoritative voice behind that product or service that testifies to how the product or service was valuable to them. After all, if the authoritative voice found the product or service to be of use to them, the inference is that the prospect will also profit from purchasing the product or service.

To achieve the use of authoritative power to generate leads, you should reach out to lead voices in the industry who have a large fan base. By having them pitch your product or service on your landing page or their blogs, you’ll be able to drastically improve your lead generation.

The Influence of Trust Seals

Lead generation can be achieved in many ways and it is proven that individuals are much more likely to buy into brands that they can trust. When a prospect trusts your brand, they feel comfortable not only with what you are marketing, but they also have faith that the product or service that you are offering is going to work for them.

There are a number of ways to promote trust between the brand and the prospect. One of the easiest and most effective though is to add a trust seal to your brand’s webpage. The trust seal can be a transactional seal – meaning that during any transaction, the users information is secure – or the seal can be an award from a recognized source. Either way, but placing a trust seal on the webpage, you’ll be able to gain trust points from the potential buyer, thereby generating more leads. Keep in mind though that inundating your webpage with too many seals and superfluous awards may have a deterrent effect. Therefore, you need to be strategic in the way you use this method.

The Story Effect

Finally, another psychological principle behind the effectiveness of lead generation is the story effect. Stories are what trigger memories, emotions, and feelings about a particular subject. When your brand successfully presents its own story in a manner that causes the potential buyer to feel certain emotions, the potential buyer will associate with your brand more and feel comfortable purchasing what is offered.

To ensure that your brand is successfully creating a story that generates leads, you simply need to find a good writer that can effective turn your brand’s story into words. Through this, your brand will be able to not only connect to its prospects more, but it’ll also be able to present itself in a more successful manner.


Psychology plays a major role in lead generation, as evident through the above points. While not an extensive list of psychological factors that influence lead generation, these factors are the most pertinent to today’s buyer. By recognizing these psychological factors, you can do right by your buyer, by your brand, and for your lead generation strategy in the future.

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About Sean Donahoe

Sean is one of the most recognized industry leaders in business and marketing. As a popular speaker, author, consultant he has helped over 50,000 students world wide find success in their businesses and has consulted with Fortune 500 companies and businesses of every size grow and thrive...

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