Is your list full of prospects but they never convert to customers? All those leads are worthless if you can’t entice them to buy. This can be extremely frustrating to entrepreneurs. How do you efficiently convert all those prospects to customers? There are 7 psychological triggers that have been proven to consistently convert leads.
The first is pain avoidance. Psychologists and highly successful salesmen will tell you this is the largest motivator of all human behavior. To convert your prospects to clients, you need to identify their pain and explain how you can help them avoid pain in their life or business. With this information in your arsenal your chances of converting prospects are excellent.
What is the second most efficient motivation for getting someone to do something? The opposite of the first motivator of course, Pleasure! Many psychologist believe that either pain avoidance or pleasure attainment is at the core of every human decision. Tap into this by making it clear how your product or service addresses the pleasure side of the equation.
Did you stand in line for hours to get a new Iphone 6 as soon as it hit the market? Hundreds of people did. It’s all about the desire to have the newest technology. That’s why marketers use words like “New” or “the latest” to appeal to the consumers. On a physiological level, novelty boosts the release of dopamine in your brain. Dopamine is a neurotransmitter, and one of its functions is to stimulate your belief that a reward is just around the corner. Make your offering new and novel and your conversion rates will skyrocket.
The need to know why starts at a young age. If you’re a parent you probably suffered through the toddler stage where your child constantly asked, “Why?” Most adults still want to know why and you can use that to your advantage. Psychologist Ellen Langer illustrated this with a psychology experiment.
To people using a photocopier, she asked, “Excuse me, I have 5 pages. May I use the Xerox machine?” A full 60% of the people she asked allowed her to cut in line in front of them. Then she began asking, “Excuse me, I have 5 pages. May I use the Xerox machine BECAUSE I’m in a rush?” Compliance shot up to an incredible 94%.
How can you use this to your advantage? Explain to your prospects exactly why they need your product or service and make sure you use the incredible power of the word ‘because.’ By doing this, you will fulfill the psychological need in your prospects’ minds to know why they should do something.
Social proof is “a psychological phenomenon where people assume that the actions of others reflect the correct behavior for a given situation… driven by the assumption that the surrounding people possess more information about the situation.” [Source] This concept drives the popularity of user generated content (UGC) which is a powerful tool in every content marketer’s tool kit. If you are not familiar with UGC, learn more about it here. When you use testimonials, referrals and case studies from your satisfied customers, you provide your leads with the social proof they need to influence them to purchase. People usually trust reviews from their peers more than a professional. In fact, Website Magazine found “68 percent of millennials trust peer reviews while just 64 percent trust professional reviews.”
Since elementary school, people desire to belong to the most popular club or clique. We have an innate desire to be a part of something bigger than ourselves. Consider sports fans that often form lifelong relationships with others who follow the sport (whether the same team of a rival). The sense of belonging can forge a strong bound. Marketers harness this desire effectively when they use phrases such as “everyone is signing up,” or “your neighbors are joining.” These marketers are appealing to the human herd mentality. You can dig deeper into the psychology of belonging here.
Have you ever wondered why thousands of consumers camp out in front of Best Buy before Black Friday? You actually here stories of people getting in line days ahead of time. Seriously?! Why do they do this? Part of it may be to get the best price but another factor is no one likes to think they missed out on a good thing. Use this to your marketing advantage by using time limitations on your offers. You can use such terms as “limited time offer,” “limited to only 100 customers” or “this offer will absolutely end Sunday at 12 pm.” These statements compound the effectiveness of this psychological sales trigger by limiting the quantity of products or offers you have available.
Start integrating these seven psychological triggers into your marketing. You will see your conversion rates rise immediately. I’d love to hear what worked for you! Please leave me a comment.