Want to know how to get more customers who can’t wait to buy your product or service?
Despite what some would have you believe, it’s not as difficult as you might think. No need to manipulate or hypnotize them into buying. You just need to give them what they want.
And here’s a nice benefit that goes hand in hand with increasing your sales.
You’ll be serving more customers and clients.
So, what’s the tipping point?
Developing an understanding of psychology.
Almost everyone has the same mental triggers that cause them to take action. In order to influence and understand your customers, you need to know what they are and how to use them in your marketing message.
Why? Because it’s your prospect’s mind that decides what to buy. Once you understand how a mind functions, you are in position to influence a decision.
All basic human behaviour is driven by the need to avoid pain or gain pleasure.
And, even though a person might do something that APPEARS to be painful, she might do so because she associates pleasure with the action.
Take marathon running as an example.
Don’t know about you but there ain’t no way you’d ever get me to believe that running 26 miles and 385 yards could be pleasurable.
But to many, it is. They choose to associate pleasure with the challenge, hard work and, ultimately, the sense of accomplishment that comes when they cross the finish line.
Although studies show people will be more likely to act to avoid pain than gain pleasure, that doesn’t mean you can’t use pleasure as a trigger.
You simply need to understand what your ideal prospect associates with pain and pleasure.
In order to influence someone, you need to know what already influences them. This comes from having a clear vision of who your target audience is.
Once you know who they are and what they want, you use a simple A to Z approach to implement this trigger into your marketing.
Here’s how it works:
Your prospects want to get from point A (where they are now) to point Z (where they want to be.)
As you build your marketing message, your objective is to continuously move your prospects as close to Z as possible BEFORE you ask them to make an investment.
The closer you get them to Z, the more likely they are to buy from you in order to go the extra few steps needed to get what they want.
EXAMPLE: A recent offer on a GoToMeeting landing page promised “freedom of online meetings,” for free with no credit card required! This kind of offer takes the reader to point Y – one step away from Z. If the reader wants to get to point Z, he needs to pay them.
This is far more likely to happen after having already experienced a “taste” of the freedom he wants.
Using the “pain” motivator, show your prospects all the dangers along the road from A to Z and how your product or service is the weapon they need to defeat those dangers.
Although the pain motivator has always been cited in the past as being the stronger of the two, in today’s world, people seem driven by both forces equally when it comes to buying decisions.
Like, who really NEEDS an iPad? It doesn’t solve a pressing problem. We were all happy with our laptops before the iPad showed up. Yet, people flock to Apple stores at every new release.
Why? Because the iPad addresses a desire and a want. It makes life more pleasurable.
And yes- baaaaaaaa – I have one.
