5 Psychological Triggers To Convert
Prospects To Clients
Any marketer worth
anything will tell you that the key to increasing sales is to use A/B
testing to determine which sales tactic is more successful than another. If
you're not familiar with it, A/B testing (sometimes called split testing)
is comparing two versions of something to see which one performs better.
With that in mind, have you ever wondered why some tactics are more successful
than others?
Logically, we think that if we appeal to the rational brain, we will
convince people that our product is the best possible product for their
needs. However, if that were the case, would anyone ever buy Croc
Accessories or Pet Rocks? Nope.
Unless you're selling to Mr. Spock, there's a much simpler way of
convincing people to buy what you're selling. The key to turning prospects
into clients is tapping into the deeply embedded emotions inside each one
of them.
By identifying these emotions and learning how to trigger them, you can
increase your revenue faster than you can say "Chia Pet." Here
are the top 5 psychological triggers you can start using immediately to
boost your bottom line.
1. Increasing Pleasure and Avoiding Pain
Avoiding pain and increasing pleasure are the driving forces of all human
activity. This idea is the most fundamental reason we have a nervous
system. If something hurts, we find a way to stop it. If something feels
pleasurable, we do it more.
Translating this into your marketing strategy, you must first identify what
your clients associate with pain and pleasure. Once you've figured that
out, the rest is easy. Draft your marketing message in a way that shows
your customers how your product or service will get them as close as
possible to their pleasure trigger and away from their pain trigger.
2. Simplifying Life
For most of us, life is complicated. Too complicated. It takes 47 steps to
get us from the comfort of our beds and out the door prepared to work. We
don't need another product or service that will add more steps (obstacles)
to our day.
Take a good, hard look at what you're selling. Does it add or remove
barriers from people's lives? If it's not easy and fast to use, consider
making a few tweaks that will take all of the "no's" out of the
equation.
3. Creating Novelty
New and shiny are what we love. In fact, it has been scientifically shown
that exposure to something novel increases the amount of dopamine in the
brain, that chemical that makes us all tingly and excited.
If you've ever heard someone complaining about the lack of significant
changes in the latest iPhone, but still stand in line for hours to get one
in their hot, little hands on release day, you've witnessed the power of
novelty.
You can easily create innovation with your products by making a few simple
changes and give your prospects that shot of dopamine they've been craving.
Think googly-eyes on the pet rock.
4. Telling a Story
Humans have evolved over hundreds of thousands of years by telling stories.
It's how we share our experiences. The best storytellers invoke all of the
senses to put their audience directly into the action.
You can infuse even the most mundane products with the magic of a good
story. Try updating your copy to tell a story about your product that
transports your prospects to a happier, more memorable place. They'll buy
just to keep the story alive.
5. Building Anticipation
We've all turned 16 at some point in our lives. Remember the anticipation
we felt as the day drew nearer and the prospect of being able to drive
around without an adult sat winking at us in the distance? It made life a
little more sparkly, didn't it?
If you've got a new product or service in the works, don't just plunk it
down on the counter when it's all done. Start building some buzz while
you're still working on it. Send out emails to your current customers and
prospects. Create a series of videos giving out little bits of information
at a time. Get people in that "I can't wait" mode and your launch
day will be more profitable than you can imagine.
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