Tuesday, July 12, 2016

Psych! Five Ways to Turn Prospects Into Clients Using Psychology

Marketers say that the key to increasing sales is to use A/B testing to determine which sales tactic is more successful than another. A/B testing (sometimes called split testing) is comparing two versions of something to see which one performs better. 

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 Pet Rocks? Nope. 

The key to turning prospects into clients is tapping into the deeply embedded emotions inside 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 five psychological triggers you can start using immediately to boost your bottom line.

1. Pleasure and 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. Simplicity

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 barriers to people's lives
or remove them? 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. 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 on release day, you've witnessed the power of novelty.

You can create innovation with your products by making a few simple changes, which will give your prospects that shot of dopamine they've been craving. Think Chia Heads.

4. Storytelling

Humans have evolved by telling stories. It's how we share our experiences. The best storytellers invoke all of the senses to pull their audience into the action.

You can infuse even the most mundane products with the magic of a good story. Update your copy to tell a story about your product that transports your prospects. They'll buy just to keep the story alive.

5. 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.

Peter "The Printer" Lineal
Plum Grove
2160 Stonington Avenue
Hoffman Estates, IL 60169
NEW EXTENSION: 847.882.4020 Ext: 520
NEW DIRECT NUMBER: 847-230-8520

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