Friday 15 November, 2013
Okay, so these are not exactly ‘mind control’ techniques but they’re psychological tricks to selling that truly work. In online marketing we get caught up in SEO, traffic and the tech side of things and we forget that our customers are still human beings, and as human beings they respond psychologically to things we say and do in certain ways. Here are 7 tricks that you can use to sell better.
The Authority Speaks
People trust authorities and this is especially true online. You need to build authority and credibility by sharing good content and presenting authoritative credentials. What if you don’t have any? Not to worry. Publish books for Amazon Kindle, guest blog, give presentations, do work in your community, etc. Each of these things adds something new you can put on your site to show that you’re the real deal. Your customers will then be much more likely to buy from you.
The Social Proof Is in the Pudding
Social proof is the principle that if other people say something is good, it must be good. This is very powerful in marketing and it’s the reason we put testimonials on websites. Visitors can see that others have bought and enjoyed the product before them. This is also why review sites are so important. Encourage your customers to leave reviews and put them up everywhere so that people can see them.
This Offer Only Good … TODAY!
There’s a reason why offers have a time limit. When a customer knows that it’s going to expire, they’re much more likely to buy. When something is limited or exclusive, it raises the value considerably. Give your customers a time limit even if you end up not enforcing it.
A Personal Experience
Make your marketing as personal as possible. Even small things like using the customer’s name in emails have a powerful psychological impact. The web is naturally impersonal so we need this kind of personal touch. There is software you can install on your site that personalizes users’ visit. Connecting with your customers through social media is also a great way to personalize.
Us and Them
Another psychological trick is called social isolation. What this means is establishing a bond between you and your customers, and ‘isolating’ with this bond by showing them how you’re not like everybody else. Health product marketing does this constantly by offering to show you the secrets doctors don’t want you to know. What they’re in effect saying is that you (the buyer) and me (the marketer) are outside the system. We’re rebels who don’t play by the rules. This makes the customer feel connected to the marketer.
Call to Action
Finally, there’s the call to action. Never let website visitors assume what they have to do and never make them think. Show them the benefits you offer and tell them exactly what they need to do in order to achieve these benefits, and tell them to do it now.