Customers are humans just like you and me. We all have emotions and certain reasons as to why we do what we do.
If you have a better understanding of how the human mind works, the easier it is to attract customers for your business.
Below are 7 key ideas from one of the holy grails of marketing/psychology books, Robert Cialdini’s Influence: The Psychology of Persuasion.
Let’s dive deep into the human psyche and learn the psychological triggers that can help boost your business’ sales.
Reciprocity
If someone was to help you for FREE, you develop a feeling of indebtedness towards them. It’s just the way our mind works. It’s somewhat of an “owing a favor” type of feeling. Sometimes we even feel bad for not returning the help they’ve given us.
One of the most effective ways you can apply this psychological trigger in your business is by giving out free resources. Blogs, value posts in your account page, how-to-videos, e-books… anything that could potentially help your audience solve the problem they’re trying to solve.
This way, once they trust that the stuff you give out for FREE is the real deal, they’ll have no doubt that your paid products will deliver.
Another way to nurture reciprocity in your business is by giving out thank you cards, notes or gifts for every purchase. This is an effective way to increase your customer’s lifetime value and increase the chances of repeat purchases.
Commitment & Consistency
Robert Cialdini explains that people want their beliefs and behaviours to be consistent with their actions. We do this in order to show that we have stable decision-making skills: a perceived desirable trait.
A better way to look at this is getting your audience to do small low-risk actions to shape their beliefs and lead them to a big action (i.e the purchase)
An effective way to implement this is through opt-ins. Get people to share their email addresses to strengthen the idea that they are interested in your business’ products. The fact that they are willing to give their info subconsciously signals their minds that they could be willing to give something more valuable (money).
You can also apply this mind hack through quizzes, wishlists and setting up polls.
Social Proof
As humans, we’re hardwired to think that if a certain solution has worked for others, then it will most likely work on us too. There’s always that doubt about doing something if no one has done it before you. I mean, there’s a reason why when there were activities in school, we feel more relieved if we’re even just second in line to do the task.
Reduce the risk built up in your audience’s mind by showing testimonials from existing customers or case studies documenting how your product has helped people reach “Point A to Point B”.
You can also boost social proof in your business by mentioning how many customers you have helped. (Ex: Trusted by over 20,000 customers)
Liking
People are more likely to buy from someone they know instead of some random stranger. And they’re ten times more likely to buy if that someone is someone they relate to.
Tell your business’ origin story on your “about page” on your website and make sure it’s authentic. Show how you got started, why you started and if possible always frame it in a way that shows you were just like the customer at some point… that you too encountered the same problems they were facing and so you got fed up and just created a solution to share with others.
In fact, your story can actually be run as an ad hitting two birds with one stone. Boosting your sales and increasing the liking towards your business.
Authority
If I were to tell you that I have the cure for cancer knowing I’m no doctor, would you believe me? Of course not. And that’s where authority plays a role.
People trust those who they think are experts in their fields. Those who have the knowledge and at the same time the experience to gain said knowledge.
So if the budget allows, look for people with a larger audience in your field to endorse your brand and widen your business reach. This could be a doctor for health products, a niched celebrity about , or even influencers with millions followers.
Scarcity
Scarcity might be a tactic that’s more overused than the Happy Birthday song but it works like a charm.
If you’re about to lose something, that’s the time when you are more likely to cling to it. People take for granted things that are readily available to them. I mean, you don’t really think about the water that you use on a daily basis right? But when there’s a sudden shortage of it, suddenly every single drop becomes extremely valuable.
Apply scarcity to your business and give your conversions a little push by utilizing limited-quantity promos and time-sensitive deals.
Risk Removal
In the buying process, there’s always a risk present inside a customer’s mind: losing money and not getting something as (or more) valuable in return. And as a business, it’s your job to reduce that risk as much as possible.
This can be done by offering a money-back guarantee to show your customers that you’re confident that your product solves the problem. If your product really delivers people will be inclined to the first trigger: reciprocity, and they won’t act on the guarantee in the first place.
Need help implementing these 7 psychological triggers in your business? No probs.
We can share with you how our clients used these persuasion hacks to skyrocket their revenue and how you too can do the same.
You can book a FREE call here with one of our experts here: https://dashactivateonline.net
