10 Psychological Sparks To Get More Customers
What’s trending in the world of marketing may change every other year, but human psychology remains a steady constant and an invaluable resource for anyone knowledgeable enough to use it. Giving people what they want how they want it is the best way to serve your customers, as well as one of the best ways to convert leads.
Understanding what it is people want and how to harness those desires for conversions begins with a basic understanding of human psychology. The firm psychological basis of sales and conversions is becoming better understood by the day, and as that insight is further revealed, the best way to get more customers is becoming easier to figure out.
It’s counterintuitive to think about, but too many choices can be crippling for consumers. When you’re selecting between two or three types of jeans, it’s easy to form strong and definitive opinions about the best option for you. But when you’re faced with choosing between 20 different types of jeans, action paralysis can set in. This is the paradox of choice – too many choices can lead to negative emotions.
Overcoming this paradox means trying to present one product at a time. The ideal number of choices is six. Whenever you have to present more than six options, break down these options into a decision tree allowing the consumer to organize the information.
Assess the Type of Buyer You’re Dealing With
All buyers can be broken into three categories according to their willingness to spend: average, thrifty, and tightwad. Determining exactly what type of buyer you’re dealing with is the first step to giving a real edge on your sales presentations. If you’re preparing a sales pitch for the a thrifty buyer, your sales pitch needs to be more oriented on bundled items and added value than anything else.
Putting aside a detailed explanation of the brain processes behind the human inclination towards novelty, suffice to say humans like new things. The difference between the next generation of iPad and the current one, or the next big smartphone, isn’t a vast technological expanse.
Anyone who looks at the new models and compares them to the old ones can figure this one in seconds, but it doesn’t stop consumers from lining up for the release of the next generation of their favorite device. The automobile industry is also largely built on this phenomenon. We don’t need a totally new type of car every year, but the novelty of new products is something people truly crave.
Both online and offline, shoppers worldwide prefer to try goods before purchasing them. From sampling grapes in the grocery store to trying on a dress before you buy it, consumers want the proof of quality that will ultimately provide them with the trust necessary to purchase from you.
Simply asking someone for their email address can pose a significant trust issue due to the moderate risk that trust could be broken. Try to give samples of your services in order to help build that trust.
If you’re in the business of building a newsletter readership, it’s a good idea to give your prospects samples of what they’re getting into before they hit that subscribe button. In one study, giving sample content prior to prompting the reader to subscribe raised conversion rates by more than 10%.
Your Best Foot Forward
People often download documents with the intent to read them later, but later never comes if the reader gets caught up in day to day life. When someone downloads whitepapers you’ve prepared, you can mitigate the risk they’ll not be read by including some of your best material right in your preview.
Even if your presentation isn’t read later on, the reader is still made aware that the material is valuable, which can increase the chance they’ll read the rest of the document later.
People tend to conform to social pressure. If consumers believe that your services are well liked by others, they’re psychologically incentivized to approve of them as well. That’s why building customer reviews, product ratings, and social share metrics are all a part of standard modern marketing practices.
Social proofing also helps to build trust with your brand, which is an excellent way to get more customers as it strongly correlates with increased conversion rates.
Foot In The Door Technique
The foot in the door is a common persuasion technique that asks the reader for a minor concession in knowledge of the fact that once we’ve taken action we’re more likely to follow up on that first move. This is a great way to build user engagement.
Rather than bombarding consumers with sales pitches, build relationships over time and sales are sure to follow. Simply getting your foot in the door by getting someone to “like” your Facebook page or dig past your landing page can go a long ways towards helping you get more customers.
People like to have reasons, even if those reasons aren’t compelling under scrutiny. Some of the latest research from Harvard has discovered that people are willing to do more for you when provided with a reason.
When you’re working on your next landing page, give your reader a few reasons why they should take the next step. Explain what they’ll get out of the exchange or why you’re offering the thing you’re offering, and that explanation alone will increase the chances the reader will comply.
Human Curiosity Mobilized
Psychologists understand that when there is a gap between our knowledge and the knowledge we desire to have, we act to fill the gap. Curiosity can be a powerful motivator, as well as great way to get your readership to open your next email, delve deeper into the content you offer, or simply ask questions.
If you can write copy that teases out an information gap in your reader, you can be sure that reader will take the next step to find the answers you’ve hinted at.
According to consumer psychologist Kendra Cherry, “successfully building consumer anticipation for the release of new products is a crucial part of the formula for success for some of the world’s largest corporations, not the least of which is Apple.”
Every year, hundreds of people line up hours or even days before product releases, often enduring much of that time in the cold, just for a chance to get their hands on some anticipated product. And creating anticipation for your next product or service can be as simple as developing some publicity prior to release.
Musicians do it when they announce a new album in the coming year, and large corporations like Apple do it when they hint at new features in the coming iteration of their devices.
The Take Home Message
It doesn’t take a degree in psychology to leverage human nature to your own advantage. Armed with little more than a few insightful facts about how we tick, and the desire to get more customers, it’s possible for just about anyone to give people more of exactly what they want. Take the time to look through some of your own content and think about the ways that you’ve could use this psychology to your own advantage, and get started on implementing those ideas today!
Do you use psychological triggers to increase your sales? Share them with us!