Lately, I’ve been hearing some great feedback from my colleagues about how I really know how to urge people to buy.
But to be honest, it’s not some special gift or secret I learned from some guru somewhere. Getting people to buy comes down to this: understand the hot buttons – the triggers – that motivate people to convert – and then implementing the ones that work for your ideal client. Sometimes figuring out what works takes a little testing and tweaking, but it’s quite doable.
So in the next few posts, I’d like to share some of the triggers so you can start testing what works with your market.
1) An unexpected surprise.
Unlike the recent surprise I got when my house flooded last week, most people like NICE surprises.
And the best part? Nice surprises can happen at anytime during your marketing message. It’s actually hard to mess this one up because you are simply sweetening the pot. The only danger may be that if you sweeten it too much, you may trigger the perception that your product actually has a low value.
Often times this means that people sweeten the deal in their sales pages by adding bonuses near the end of their sales copy. But try also ‘spreading the goodness’ by offering a little surprise at the top of the sales page as well.
I’ve put a little surprise at the top of the Sales System Formula page. It’s obvious when you see it, and it gets people reading further to find out more.
2. Make it a novelty
Back in the days of when I worked in TV news, there was one thing that we always used to decide if some story should be covered: was it new? (After all, that’s why we call the news, the news!)
And the same works with all your marketing, because it’s human nature to avoid not being ‘in the know’ and left behind. The “new” trigger makes us feel that
we are in the lead pack. So we pay attention to and desire novelty.
Think about the iPhone. Why does it get thousands of people waiting to buy it – and tons of news coverage to boot? Because NEW sells.
A word of warning before you just slap the word ‘new’ on something and call it a day. In many markets, “New” and “New and improved” have become landmines instead of stepping-stones toward conversion.
The mistake, however, is to not pull the novelty trigger for fear that it will raise skepticism. All of the triggers have reached saturation points via certain methods. You merely need to avoid using the overused method.
Next time, I’ll share some more triggers that can work! In the meantime, if you want to learn how to make more sales with a proven system, check out http://SalesSystemFormula.com