The influence of a subtle nudge – Emphasize the need

Published on: September 8, 2022

An upgraded version of the “Would you like some drinks too, with your order?” MO, this principle draws on the fact that many of us are unaware of what we need or want unless someone nudges us to consider it.

Educate thy customer – Open her eyes

Customer education marketing tactics tune in to women’s pressing need, almost requirement, for additional information. As learning enthusiasts, they accept and appreciate lessons and advice; whereas men are less likely to accept suggestions and might even see it as an attempt to share their autonomy. In most cases, it’s often a case of supplying information the customer may not have had earlier or simply making her aware of a real need she’d just never thought of.

For example, women often have a feeling in general that they don’t need as much life insurance as their husbands. Suppose a couple earns equal income and together brings home Rs 1,00,000 a month. Out of this, they pay out their EMIs, son’s school fees, and sundry expenses. Heaven forbid, if something were to happen to her, not only would her family suffer irreparable emotional loss, but also a financial crunch. Her husband would find it challenging to make ends meet, what with the instalments and school fees to keep up with. Now, suppose she had insurance, it would help the family tide over tough times, for a while. It is to cover such unforeseen, unfortunate circumstances that women actually need more life insurance than a man earning the same income.

In this case, the insurance agent or company does not create a need, but only highlights a need that already exists. This type of awareness can be delivered by the company through a brochure or a TV commercial, or through an agent on a sales phone call or even at a seminar conducted to educate women on financial issues – these are all ways and means to educate your consumers and influence them through a subtle nudge.

Reach out via seminars and workshops

Seminar selling has proven to be an effective technique when it comes to marketing to women. During the pandemic, Himalaya BabyCare and Philips Avent invited mommies-to-be for webinars by lady doctors and specialists on how to gear up to welcome the little ones. Interactive sessions on topics like baby skincare, breastfeeding 101 and other healthcare tips were applauded by customers as a bid to educate customers and show support to new parents.

Women appreciate the chance to associate with and learn from other women, For them, it means they can take their time grasping new ideas, asking questions, and relating to other women in the group.

Blogs and articles

If there is an affiliation between the individual and the brand sharing them, blog posts and articles in women’s media offer as much benefit as a live seminar/webinar. Surely, the impact of face-to-face interaction will result in a higher conversion rate. But developing articles is more cost-effective and you can even target a broader audience.

Oftentimes, customers need to be prompted and nudged towards products that will make their lives better. And clearly, if your brand engages with them through multiple media touch points, it has huge twin benefits – you earn their business and even better, their loyalty.

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