How To Convert Leads into Customers By Utilizing These 15 Psychological Triggers
Would you like to know how to convert leads into customers who can’t wait to buy your products and services?
It is much simpler than you think…You wont need to manipulate or hypnotize them into buying. You just need to give them what they want.
All human beings essentially have the same mental triggers that drive actions. In order to influence and understand your customers, you need to know what those triggers are and how to utilize them in your marketing message.
So, it is important that you have an understanding of the following 15 psychological triggers as explained by Akshay Nanavati (an entrepreneur that reads over a book a week on psychology and marketing), that will help you to convert leads into customers easily.
1. The Driving Forces of All Human Behavior
- All human behavior, at its root, is driven by the need to avoid pain and the desire to gain pleasure.
- Even when we do something that appears to be painful, we do it because we associate pleasure with the action.
- To use this trigger in your marketing, you need to first understand what your customers associate with pain and pleasure, because not everyone associates pleasure with running a marathon or crossing an icecap.
- This is a key point to remember in any marketing message: In order to influence someone, you need to know what already influences them.
- You find this out by getting clear on who your audience is.
- Once you know who they are and what they want, then use the A to Z technique to implement this trigger in your marketing.
- The A to Z technique:
- Your customers want to get from point A (where they are now) to point Z (where they want to be).
- In your marketing message, your goal is to teach your leads how to move as close as possible to Z before you ask for their money.
- The closer you get them to Z, the more likely they are to buy from you in order to go the final few steps needed to arrive at their desired end result.
- By doing this, in their minds, they start to associate your business with the pleasure they get from the results produced as they arrive at all the milestones between A and Z.
- Novelty makes our brains feel like there is a possibility for reward waiting for us just around the corner.
- That potential for pleasure motivates us to seek it out.
- If you want your prospects to buy your products, create new ones, or just make a few tweaks, update the old ones, and rebrand them.
- You also could combine this with the scarcity trigger to release a certain product once every few months, so that every time it is released it creates a perception of novelty.
- Most successful online marketers do this with their information products.
- They release them it for only a week or so every few months.
- They could just as easily have the product available for purchase throughout the year, but that would fail to employ the novelty and scarcity triggers, which in turn increase their sales.
3. Explain Why
- Our brains are always searching for answers.
- Essentially, we seek out explanations to understand everything we experience in life.
- In your marketing copy, explain why you are offering something, and your prospects will be far more likely to comply with your request.
- Stories trigger emotions and we are emotional creatures
- Telling stories activates parts of the brain associated with sight, sound, taste, and movement.
- They make us feel an experience without directly experiencing it.
- They literally transport us into the world of the story and light up our emotional brains, which is where we make our decision whether to buy or not.
5. Simplify Your Solution
- We always migrate to the easiest option to achieve a desired result.
- Feed this psychological trigger by creating an easy-to-follow framework for your audience to follow.
- Show them how your product makes it fool-proof to achieve the result they want in the fastest time possible.
- So give your audience what they want, the easiest and simplest solution, on the front end and teach them what they need on the back end.
- Use words like easy, step-by-step, fast, system, or framework in your marketing copy to let your prospects know that your solution is the simplest one available and they will be far more likely to buy from you
6. Create a Common Enemy
- Every audience has a common enemy that they believe is the reason they are not getting the results they want.
- Create a common enemy and ally with your prospects against it in order to get them fired up to invest in your products and services.
- We create common enemies because it unites us with groups of people we believe to be like us.
- It also allows us to create an explanation for why bad things happen in the world. And remember we are meaning-seeking creatures, so we create enemies to ensure that the world makes sense again.
- You have to be careful with this trigger, because you don’t want to create an enemy that causes people to dislike your brand.
- It is a good idea to stay away from politics, race, and religion when defining the enemy.
- Choose something more general or something that most people see as an enemy
7. Inspire Curiosity
- When there is a gap between what we know and what we want to know, we will take action to fill that gap.
- It is referred to as the Information Gap Theory.
- Think of it like an itch that needs to be scratched.
- Our curiosity not only inspires action, it increases activity in the parts of the brain associated with pleasure as well.
- Triggering curiosity will ensure that your prospects open your emails, promote your content, and buy your products in order to fill the gap between the teaser you leave them with and the answer that lies beyond it.
- Telling your audience not to do something or self-deprecating yourself in some way is a great way to inspire curiosity.
8. Build Anticipation
- Create publicity for your products before they are released to get people excited about them.
- This will trigger pleasurable emotions that they will associate with your product and eventually buy them when your product is released.
- Next time you are launching a product or service, create publicity for it in your community by announcing it months ahead of time, getting people talking about it and finding influencers to promote its release as well.
9. Use Social Proof
- Professor of psychology and bestselling author of Influence: The Psychology of persuasion, Robert Cialdini says “If you can get people who are similar to the person you’re trying to persuade to speak on your behalf, it’s a lot easier for you than if you have to try to hammer your message one more time into a reticent mind.”
- Human beings are social creatures.
- We look to others to determine what actions we should take.
- Show your prospects how much others are benefiting from your product so that they know it works.
- Use testimonials from your clients or show numbers of how many people use your products to let your audience know that your product produces results.
10. Create References
- All life experiences are judged based on references that we have of previous ones.
- Create price juxtapositions and offer bargains sporadically to induce a previous reference that makes this new experience worthwhile.
- This will make people more likely to buy your products.
11. Make Your Potential Customers Feel Significant
- The need to feel significant is ingrained in all of us. Tony Robbins says it is one of the six basic human needs.
- We as human beings all want to feel important and significant, not just in our own eyes, but since we are social creatures, in the eyes of our peers as well.
- Make your customer feel important by letting them know you actually care about them
- Providing not just good, but excellent, customer service makes your prospects feel like you value them, which makes them more likely to buy from you.
12. Build a Community
- We have an inherent need to be a part of a social community and to feel connected to others.
- It not only makes us feel secure and comfortable, it inspires us to take action to achieve our desired results as well.
- So if your prospect feels that your product will help them get what they want, they will be more likely to act and hit the buy button.
- When you sell to a customer, give them something else to make them feel like they are now part of your community.
- This also builds fanatical loyalty that has your customers proud to be included in your group.
- One way to build community is with a compelling vision.
- Build your community by creating a compelling why that drives your business forward and enrolls people into your vision for the world.
- Do this and your tribe will promote your business without you even having to ask for it.
13. What Is Hot Off the Press?
- We react to what is most prevalent in our minds.
- And where are we getting the information that sticks in our minds?
- The media.
- Just like peanut butter reminds us of jelly, the more we’re triggered to think about a product or idea, the more we’ll talk about it.”
- Tie current events or celebrities that are currently on the top of people’s minds into your marketing to create triggers that make people remember your product.
14. Implement Scarcity
- The less there is of something, the more people perceive it to be a highly valued commodity, which in turn means that the more they will want to buy it.
- To use scarcity in your marketing, eliminate any possibility of future abundance in the minds of your prospects.
- Either maintain the scarcity or gradually increase the level of abundance, without revealing it to your audience ahead of time.
- Some other ways to use scarcity in your marketing are to put a countdown clock on your product page, create a limited number of products in a given time frame, or create a limited level of access.
15. Build Controversy
- Mild controversy in your marketing engages your audience.
- It not only inspires curiosity, but it triggers anger as well. And anger is the most effective emotion in creating viral content.
- Do not try to appeal to everyone.
- If you make it threaten people’s 3 Bs — behavior, belief, or belongings — you get a huge virus-like dispersion.
- Challenge one of the 3 B’s, behavior, belief, or belongings, and you will immediately draw people into your marketing message.
- Think about your audience and what their beliefs are.
Please comment below other psychological triggers you have used in your business to generate sales……
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