PPP in marketing doesn’t stand for the Paycheck Protection Program, it’s all about Post-Purchase Persuasion. Let’s take a minute and dive into the world of the sale after the sale – the stuff no one’s talking about, but everyone should be!
Brands that think the game’s over once you hit that “Buy Now” button are missing out on a (literal) golden opportunity. The smartest brands out there? They’re not just selling you stuff; they’re taking you on a psychological ride that if done correctly, you won’t even be aware of, and it will have you easily ready to spend more. The best part is that it feels like you’re treating yourself, not emptying your wallet with reckless abandon.
Let’s open up the post-purchase playbook that goes way beyond typical AI-speak and typical upsell tactics and dig deep into the mind of the buyer.
At a Glance:
The key takeaway is to focus on creating engaging experiences that foster customer loyalty and desire through Four Key Enticement tactics:
- Leveraging the “Completion Bias” to encourage completing sets of products.
- Employing the “Champagne Principle” to create a feeling of exclusivity.
- Using the “Endowment Effect” to create a sense of ownership.
- Tapping into the “Dopamine Deposit” by gamifying the shopping experience.
The “Completion Bias” Hack – Because We’re All Secret Perfectionists
Ever notice how you can’t stand leaving a puzzle unfinished or an email unread? That’s your brain tapping you on the shoulder constantly saying, “Finish what you started!” We’re wired that way, and smart brands are cashing in by tapping into your psyche.
Picture this – you’ve just snagged those killer name-brand tennis shoes you’ve been eyeing. But wait! The brand hits you with,
“Hey Flash, don’t forget the moisture-wicking socks designed for these bad boys. Wanna complete your set?”
Suddenly, you’re not being sold to, you’re on a mission to complete your workout gear ensemble. It’s like scratching an itch you didn’t even know you had, and the decision that provides you satisfaction takes two seconds.
The Champagne Principle – Feeling Fancy, Are We?
Have you ever walked into a fancy restaurant and been offered champagne right off the bat? That’s not just them being nice, it’s setting the tone for your whole experience (and your soon to be bigger bill).
After you’ve made a purchase, instead of shoving another product in your face, smart brands make you feel like royalty:
“You’ve made an exquisite choice. Here’s a little something extra for our VIP buyers.”
Then they hit you with the upsell, but it feels like you are now part of an exclusive club:
“Because you’re now part of our inner circle, you’ve unlocked our private sale. Take 20% off your next order, but only for the next 24 hours. Don’t miss out!”
This is worded in a way that you don’t feel like you’re being targeted, you’re being validated. And as every IG influencer will tell you, they live and die on user validation.
The “Endowment Effect” Play – It’s Already Yours (Kind Of)
Here’s a fun fact; we as consumers value things more when we feel like we own them. Its why free trials work better than discounts – people get attached! So, post-purchase, smart brands don’t push an upsell, they make you feel like you already have it.
“Psst! Your premium order qualifies for this exclusive add-on. But you gotta claim it before we ship!”
Suddenly, you start to feel like you already own it, making it hard to imagine being without it. That’s the endowment effect at its very best.
The Dopamine Deposit – Making Shopping Feel Like Winning
Ever wonder why you can’t stop collecting those Starbucks stars? It’s not just about the coffee (yes, I said not JUST) – it’s about the chase!
Smart brands know we’re not just buying stuff; we’re chasing that sweet feeling of progress. So instead of a boring order confirmation, they hit you with:
“Woohoo! You just earned 40 points! Spend 50 more to unlock a surprise reward. Wanna grab a quick add-on and see what you get?”
Suddenly, spending more feels like you’re winning at life, and the business is celebrating with you! It’s not a transaction you just made; it’s a game, and you’re winning. And everyone wants to win.
Don’t Sell, Seduce
Most brands treat post-purchase upsells like a clumsy attempt to grab more cash (No, I DON’T want fries with that!). But when you stop pushing products and start crafting experiences, people can’t help but come back for more.
“Would you like some freshly sliced, crispy, golden Idaho potato fries seasoned to perfection to accompany your ice-cold thirst-quenching Coca Cola, fresh from the fountain?”
By weaving these psychological tactics into your post-purchase game plan, you’re not just making more per sale – you’re creating a love affair between your brand and your customers. And trust me, that’s where the real magic happens.
Next time you’re plotting your post-purchase strategy, remember…don’t just sell. Using enticements and a hint of seduction, makes them fall for your brand. It’s how you turn a one-time buyer into a ride-or-die fan that will bless you with positive word-of-mouth advertising and repeat-customer loyalty.
~Bruce Thiem, CMOco Director of Integrated Media
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