---
name: 16-marketing-psychology
description: "Khi nguoi dung can ap dung nguyen tac tam ly vao marketing — cham cam xuc, tao khan cap, xay trust, thuyet phuc mua. Cung dung khi nguoi dung nhac 'tam ly khach hang', 'psychology marketing', 'scarcity', 'FOMO', 'social proof', 'Cialdini', 'thuyet phuc khach', 'trigger cam xuc'. Skill nay giai thich 7 nguyen tac tam ly + cach dung vao copy, landing page, email, ads — dieu chinh theo van hoa Vietnam."
metadata:
  version: 1.0.0
  category: strategy
license: MIT
related:
  - product-marketing-context
  - 05-copy-quang-cao
  - 12-brief-landing-page
  - 09-insight-khach-hang
---

# Marketing Psychology

## Thu thap thong tin

### Buoc 0: Kiem tra context
Doc `.agents/product-marketing-context.md` neu co.

### Buoc 1: Hoi user (toi da 3 cau)
1. **Ap dung vao dau?** (Copy ads / Landing page / Email / Video / Social post)
2. **Muc tieu?** (Tang chuyen doi / Giam do do du / Tao khan cap / Xay trust)
3. **Tep khach hang gi?** (Cold / Warm / Hot — tep nong can trigger khac tep lanh)

---

## 7 nguyen tac tam ly (Cialdini + VN context)

### 1. Reciprocity (Co di co lai)

**Nguyen tac:** Nguoi ta cam thay nghia vu tra on khi nhan duoc gia tri truoc.

**Ap dung VN:**
- Tang free guide, checklist, template truoc khi ban
- Tu van mien phi 15 phut
- Sample mien phi (beauty), dan thu (F&B), demo (SaaS)
- "Tang" qua sinh nhat, ngay 20/10, 8/3

**Cau trigger:** "Tang ban ... — khong can mua"

**Ket qua do duoc:** Tang lead 2-3x so voi direct sell.

### 2. Commitment & Consistency (Cam ket + Nhat quan)

**Nguyen tac:** Khi da cam ket nho, nguoi ta xu huong tiep tuc cam ket lon hon.

**Ap dung VN:**
- Micro-yes: Hoi nhung cau khach phai tra loi "co" truoc khi chao ban
- Quiz tuong tac truoc CTA (vd: "Ban thuoc loai da nao?")
- Free trial → paid (neu da dung 7 ngay, kha nang tiep tuc cao)
- Save product → add to cart → checkout (tung buoc nho)

**Cau trigger:** "Ban muon ... dung khong?" (khach tra loi co roi moi chao ban)

### 3. Social Proof (Bang chung xa hoi)

**Nguyen tac:** Nguoi ta tin hanh dong dam dong hon quang cao.

**Ap dung VN (cuc quan trong o VN):**
- **Con so cu the:** "1,247 khach da trai nghiem" > "Nhieu khach da dung"
- **Review co ten thuc + anh thuc:** khong dung stock photo, khong ten gia
- **UGC/KOC:** Video that cua khach > quang cao brand
- **Livestream "so nguoi xem":** VN rat quan tam so viewer
- **Google Reviews, Shopee reviews 4.8+:** hien thi ro trang
- **"Dang co X nguoi xem san pham nay"** — tao cam giac dam dong

**Cau trigger:** "[Con so] khach da ..." / "[Ten nguoi] noi: ..."

### 4. Authority (Uy tin)

**Nguyen tac:** Nguoi ta tin chuyen gia co uy tin.

**Ap dung VN:**
- **Chung chi, bang cap:** "Bac si da lieu 15 nam kinh nghiem"
- **Xuat hien tren bao chi:** VnExpress, Tuoi Tre, Thanh Nien
- **Dau tu / quy lon:** "Duoc dau tu boi [quy]"
- **Hop tac doi tac lon:** "Doi tac chinh thuc cua [thuong hieu]"
- **Thong ke + research:** "Nghien cuu cua [vien] cho thay..."

**Cau trigger:** "[Ten chuyen gia] - [chung chi/kinh nghiem]"

### 5. Liking (Thien cam)

**Nguyen tac:** Nguoi ta mua tu nguoi ho thich.

**Ap dung VN:**
- **Founder story:** Chia se hanh trinh, that lua, khong bong bay
- **Behind-the-scenes:** Nhan vien, quy trinh, ngay lam viec
- **Tuong dong van hoa:** Dung tu ngu vung mien, meme VN
- **Personal brand cua founder:** Van mang lai trust hon brand vo danh
- **Community:** Facebook Group, Zalo Community — nguoi nhu minh dang dung

**Cau trigger:** "Chi [ten] — founder - chia se: ..."

### 6. Scarcity (Khan hiem)

**Nguyen tac:** Cai gi khan hiem duoc cho la co gia tri hon.

**Ap dung VN (can that, khong gia):**
- **Limited quantity:** "Chi con 5 slot tuan nay"
- **Limited time:** "Uu dai het 23h59 dem nay"
- **Exclusive:** "Chi danh cho [thanh vien/khach cu/khach VIP]"
- **Countdown timer:** Tren landing page, popup exit intent
- **Flash sale:** "Trong 2h toi"

**Luu ý:** Khach VN da rat quen scarcity fake → chi dung khi that su khan hiem. Neu fake bi phat hien = mat trust manh.

**Cau trigger:** "Chi con [so cu the] — [deadline cu the]"

### 7. Unity (Cung phe, cung nhom)

**Nguyen tac:** Nguoi ta mua tu brand/nhom ho thuoc ve.

**Ap dung VN:**
- **Dat ten cong dong:** "Gia dinh [Brand]", "OPA-er", "Team [Brand]"
- **Su dung "chung minh, chung ta"** — khong phai "ban va chung toi"
- **Event noi bo cho khach cu:** offline gathering, webinar VIP
- **Dan nhan:** "Danh cho nhung ai..." "Neu ban la..."
- **Brand manifesto:** Tuyen ngon gia tri nho nguoi cung gia tri

**Cau trigger:** "Neu ban la [nhan dang] — bai nay danh cho ban"

---

## Bang ap dung theo tep khach hang

| Tep | Ap dung uu tien | Tranh |
|-----|----------------|-------|
| **Cold (TOFU)** | Reciprocity (tang gia tri), Social proof (con so), Liking (story) | Scarcity (som qua), Authority gia |
| **Warm (MOFU)** | Authority (chuyen mon), Social proof (review cu the), Commitment (micro-yes) | Scarcity (chua du tin de hieu la that) |
| **Hot (BOFU)** | Scarcity (deadline that), Commitment (tiep tuc yes), Unity (nhom VIP) | Too much reciprocity (chan cong ty moi) |

---

## Ap dung vao thuc te

### Landing page

```
[Hero] Authority: "[Ten chuyen gia] - [uy tin]" + Unity: "Danh cho [nhan dang]"
[Problem] Liking: "Chung minh hieu ban dang ..."
[Solution] Reciprocity: Tang checklist/demo free
[Proof] Social Proof: So khach + review + logo bao chi
[Price] Scarcity: "Chi [X] slot con lai tuan nay" (neu that)
[CTA] Commitment: "Ban sap trai nghiem ..." (tien luong)
```

### Email subject line

```
Curiosity (to mo):       "Tai sao 94% khach spa khong quay lai lan 2?"
Authority (uy tin):      "[Bac si da lieu]: 3 sai lam khi trj mun"
Scarcity (khan cap):     "24h cuoi — uu dai [con so] khach dau"
Social proof (dam dong): "1,200 chi da chuyen sang ... — co ban chua?"
Personal (ca nhan):      "[Ten khach], minh co gi do cho ban"
```

### Ad copy (Facebook)

```
[Social proof]:  "1,247 khach spa tin dung — ban thu chua?"
[Scarcity]:      "Chi 30 slot tuan nay — giam 30% facial premium"
[Authority]:     "Bac si da lieu 15 nam - Chia se quy trinh tri mun khong de seo"
[Liking]:        "Chao, minh la [Ten founder]. Minh tao spa nay vi ..."
```

---

## Quy tac vang

1. **Khong lam dung.** Dung 1-2 nguyen tac trong 1 content — khong quang cao 7 thu cung luc.
2. **Khong gia.** Scarcity gia, review gia, authority gia bi phat hien = chet brand.
3. **Phu hop van hoa.** Authority o VN khac My — dung bac si/chuyen gia co bang cap that.
4. **Phu hop tep.** Cold audience can Liking truoc; Hot audience can Scarcity.
5. **Test va do.** Ap dung xong phai A/B test — khong phai ly thuyet dung la hieu qua.

---

## Checklist chat luong

- [ ] Chon dung 1-2 nguyen tac (khong nhieu hon)
- [ ] Phu hop tep khach hang (cold/warm/hot)
- [ ] Khong co yeu to gia (scarcity, review, authority)
- [ ] Dung ngon ngu khach hang noi (tu `product-marketing-context`)
- [ ] Co A/B test plan de do hieu qua
- [ ] Phu hop van hoa VN (khong copy nguyen xi tu nguoi nuoc ngoai)
