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Fear and greed are some of the psychological ‘triggers’ which advertisers pull in pursuit of sales, a leading marketer has told a local business group.

Mike Holland, managing director of Peterborough-based marketing communications agency Metrix Marketing (www.metrixmarketing.co.uk), was talking to the Peterborough Probus Club.

He introduced members of the group – all of whom are retired business and professional people – to some of the psychological ‘tricks’ which the marketing profession uses to persuade customers to buy.

Mike said: “The presentation explained how some of the psychology of advertising and other forms of marketing communications actually works.

“It is much like a magic show – when you know how the tricks are done, you can decide whether or not to go along with them. You stop being a stooge and can decide whether or not to become an active participant.”

After Mike’s talk, delivered in Peterborough’s Newark Hotel, Probus secretary Mike Croson said: “The presentation gave us an interesting insight into the way marketers can play upon our emotions and deep-seated hopes and fears.”

Instead of a speaker’s fee Mike Holland accepted a cheque for £30 for the Metrix charity of the year, the Sue Ryder Hospice at Thorpe Hall, Peterborough.