The most popular words in the English language are “I” and “me.” We love to talk about ourselves and put the world in a context of how it directly affects us. Marketers have known this for some time and apply this psychological trope to many products that they sell. Just look at the iPhone. That “I” isn’t there for nothin’, folks. It’s called the “Endowment Effect,” and if you’re a marketer and want your product to connect with people, you better find out how to have a one-on-one relationship with each and every consumer. Don’t worry. It’s actually not as difficult as you might think.
Marketing psychology expert Jake McKenzie is here to explain how personalizing your product for whomever you’re targeting will make what you’re selling seem more valuable — even if your product is at parity with those of competitors. The ego is always a fascinating subject and it’s what will be discussed on today’s podcast.
Welcome to the Ad Couch with Jake McKenzie, CEO of the Intermark Group ad agency.
About the Show:
Take a journey through the world of creative psychology and group imagination. Each Ad Couch episode puts a different concept, brand or expert “on the couch” to analyze how:
- Different brands and agencies are effectively leveraging creative psychology to move consumer behavior
- Principles of psychology can be used by marketers and advertisers to build movements and produce change
- Influencers are changing the course of advertising through applied psychology
- Pop culture impacts markets and the power of ideas
About the Host:
The Ad Couch is led by Jake McKenzie, whose targeted expertise is helping brands incorporate creative psychology into their marketing and advertising strategies in order to influence consumer behavior.
A graduate of Vanderbilt University with a Bachelor of Arts in Psychology and Political Science, McKenzie is now the CEO of Intermark Group, one of the Southeast’s leading advertising agencies. Under his leadership, the agency has built a strategy team known as the “Insight Team” that includes a Ph.D. in psychology to facilitate applied psychology advertising methods and enhance brands’ success.