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In this video, we will discuss Marketing Persuasion 2.0, 10 Scientifically Proven Ways to Sell More Stuff With Less Effort. Part #1
The content for this series will be split into five bite-size videos.
Part 1 will include 1: Here Are Just 3 Little Words that Break Sales Records and 2: Here’s the Payoff for Not Using Ego Testimonials.
It’s the ultimate marketing dream: Press a button, send an email, and money comes pouring into your bank account.
But before that can happen, a lot of work needs to go into things like finding or creating the right products for the right audience, finding that audience, and then convincing them they want to buy what you want to sell.
Which is where we jump in today – how do you convince people to buy? How can persuasiveness become second nature to you so that no matter what you do – write an email, a sales letter, a blog post – your copy brings the reader ever closer to buying?
There’s no one magic switch or formula to learn to be more persuasive, but they’re many tactics that have been proven through scientific study to persuade people to do what you want.
This isn’t mind control. It’s a simple scientific fact that people tend to be wired to respond positively to specific tactics and methods that anyone can learn and use to get what they want.
1: Here Are Just 3 Little Words that Break Sales Records
You’re probably familiar with those late-night infomercials. There is an overly enthusiastic audience, a couple of catchy phrases, a celebrity endorser, and plenty of calls to action to pick up the phone and order the product.
But one of these infomercials shattered all preexisting sales records by making one tiny change to their script. This change had the immediate effect of convincing people that others were buying the product in droves. No matter how much the average person will tell you otherwise, the social proof goes a very long way to convincing them to join the party, too.
What kind of proof did this record shattering infomercial use? Was it testimonials? Experts? A sobbing product user who said the product saved her life?
Nope. It was much more elegant and straightforward than any of those things. And in fact, most people who picked up the phone and called had NO idea why they suddenly felt compelled to do so, either.
They just did it.
When you’re watching an infomercial, and the host says, “Operators are waiting, please call now,” what do you imagine? Rooms of bored operators reading magazines and filing their nails while they wait for the phone to ring? The product must not be selling too well if they’re not getting that many calls.
But when “Operators are waiting, please call now” was changed to, “If operators are busy, please call again,” sales skyrocketed.
The image conjured was of operators going straight from one call to the next while barely keeping up with the demand.
Notice there’s no implicit scarcity here. No one is saying that only 1000 units are available. No one is saying there is a deadline or time limit. All they’re saying is you might have a little trouble getting through.
And yet, this one change shattered sales records.
When you find ways to show that demand is high without implicitly stating it, demand will indeed increase.
2: Here’s the Payoff for Not Using Ego Testimonials
Let’s say you’re selling a “how to make money” type of product. Your ideal customer is someone in their 30’s to 50’s, earning $50,000 a year in a dead-end job, tired of working and wanting more time freedom to do what they want.
Your product is excellent, and industry professionals praise it like crazy. Your fellow marketers give you glowing testimonials. These are guys and gals pulling in 6, 7, and 8 figures a year in your niche. Their names are super well-known, and you are sure their testimonials will convince your target audience to buy your product.
Except, they likely won’t.
Remember, your target market is trying to break into online marketing. They are currently working a job and earning $50,000. Your prized testimonials are from work at home millionaires.
And numerous scientific studies show that others most influence people they perceive to be just like them.
So, let’s say you’ve got a testimonial buried on your sales page from Suzy Q. of Akron, Ohio. She gives a riveting account of being broke and working 60 hours a week in 3 different part time jobs. Your program was her last hope on earth, but she trusted you, and so she bought it. That was a year ago, and now she’s not only quit her jobs and paid off her debt; she’s also purchased a home and is working on fulfilling her lifelong dream of opening a shelter for senior and disabled dogs and cats.
That is the testimonial you should feature in your sales copy. Your prospect can relate to Suzy Q. and her plight, and they can envision themselves having her success. Conversely, another testimonial from a millionaire about how this program will work for the ‘little guy will not resonate with your ideal prospects.
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