#29 Consumer Psychology Tips
CONSUMER PSYCHOLOGY TIPS
THIS IS PUT-IT-TO-IMMEDIATE-USE INFORMATION.
How many emails have persuaded you to take action?
How many Websites have bored you?
The Goal is to get folks to take the desired action.
You want people to take action… request more info, use their credit card or get involved.
Most people don’t know anything about what makes folks take action.
You must capture ‘Their’ imagination in order to make ‘Them’ want to Take-Action.
Learning this information is not enough… you must experience the results of using it.
Consider these psychological techniques as catalyst of persuasion, using ‘Their’ innermost desires to tap into ‘Their’ minds & influence decisions made.
Psychology is used to discover:
1. What ‘They’ want
2. How ‘They’ feel about what ‘They’ want
3. Why ‘They’ act as ‘They’ do
So you can tell ‘Them’ how to feel & what to do.
WHAT PEOPLE REALLY WANT:
‘They’ care mostly about themselves… what your offer will do for ‘Them’…
To understand why ‘They’ buy, only requires a sense of human nature & an understanding of how ‘They’ think.
Humans are biologically programmed with 8 Fundamental Desires that are responsible for most Decision Making:
1. Survival, life enjoyment & extension
2. Enjoyment of food & beverage
3. Freedom from fear, pain & danger
4. Sexual companionship
5. Comfortable living conditions
6. Being superior, winning, keeping up with the Joneses
7. Care & protection of loved ones
8. Social approval
These are all part of Human Nature.
The two strongest appeals are sex & self-improvement.
‘They’ buy because of emotion & justify with logic.
SECONDARY WANTS:
1. Being informed
2. Curiosity
3. Cleanliness of body & surroundings
4. Efficiency
5. Convenience
6. Quality & Dependability
7. Beauty & Style
8. Economy & Profit
9. Bargains
With the 8 Biological Desires, you are tapping into the Human Psyche.
The secondary Desires are ‘Learned’ (not programmed) Desires.
The 8 Biological Desires produce Tension.
Tension → Desire → Action to Satisfy the Desire
Not only is it pleasant for us to satisfy our eight primary desires, but also it’s pleasant for us to read about how others have satisfied them… Testimonials.
Using ‘Visual Words’ causes ‘Them’ to experience the benefits of your Offer before ‘They’ actually have it. That imagination increases ‘Their’ Desire for it. Produce a ‘Virtual Movie’ in ‘Their’ mind.
The more Imagery you provide with Visual Words, the more intense ‘Their’ desire becomes.
Next, you must push ‘Them’ to take action.
Get Inside ‘Their’ Heads – Consumer Psychology
#1 Selling the Fear Factor
Fear sells, motivates & urges.
Fear works by causing Stress. Stress causes the desire to act.
Tension → Desire → Action to Satisfy the Desire
The Fear of Loss, Regret, Safety, etc. causes stress.
Stress causes the Desire to do something… take an Action to avoid the ego’s quest for “Self-Preservation”.
Your Offer must overcome the Fear or reduce the threat.
‘They’ must believe ‘They’ can use your Offer, successfully.
Your Offer must be Credible & Achievable.
Fear motivates but ‘They’ must be convinced that your offer provides the solution… persuade & motivate.
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Dr. Robert Cialdini studied the words & behaviors that move people to Buy & Comply.
In his book: “Influence - The Psychology of Persuasion”, he lists the 6 “Cues of Influence”. (Actors on stage also use Cues to prompt the next step.)
1. Comparison: The power of peers. - The bandwagon effect. - “Everyone is doing it, why aren’t you?” - pressure to Conform.
2. Liking: The Balance Theory.
“Because you Like me, you should do as I say: BUY!”
“I like you...take my money!”
People like to do business with people they Like.
3. Authority: The code of credibility, like the official-looking person wearing a Dr’s. White Coat. Eliminates the need for consumers to research & verify.
4. Reciprocation: Reciprocation is feeling the need to give back in return for something Received from another person. What goes around comes around...profitably!
5. Commitment/consistency: Elicit a string of “yes” responses, followed by the ‘Real Question’ to which you want a “yes” response.
6. Scarcity: “Get’em while they last!”
We want what we think we can not have - one-day sale, limited offer, while supplies last, first come, first served.
Until you can get your prospects to imagine using your product or service, ‘They’ are not going to take the next step & buy it.
Rhetorical Questions like: “Aren’t you glad you use Dial? Don’t you wish everyone did?”, provides the ability to ‘infer’ facts without proof.
This simple technique allows you to make factual-sounding, possibly persuasive claims without having to support them with factual evidence or logical argument.
Heuristics is a process whereby an outcome can be obtained without going through the hard work & pain of deep thinking.
The use of Dr. Cialdini’s persuasive “Cues” is an example of Heuristics.
Heuristic decision-making, exposed to the right type of information provides for quick decisions without deep thinking.
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Techniques For Selling Anything To Anyone
Don’t reinvent the light-bulb… just turn it on.
‘They’ buy based on what the product will do for ‘Them’…
Not on what ingredients it has.
“Tell me quick and tell me true,
or else, dear friend, the hell with you…
Not how this product came to be,
But what the damn thing does for me!
Put your biggest Benefit in your Headline.
Your Headline must do 2 things:
Grab Attention & Make ‘Them’ continue reading.
After writing A Great Headline, capturing ‘Their’ attention with curiosity & desire, then start writing the ‘Body Copy’ that flows naturally.
Use the ‘Power of Attention-Getting’ –
‘Be The Purple Cow In The Herd’ –
When passing a pasture of cows & one is purple, which one gets all the attention? Become the one that ‘Stands-Out’.
Instead of the typical rectangle or square, have your ad set within a circular border… be different.
Don’t run pictures without putting captions under them. Put a brief selling message or human-interest message under every illustration you use.
Asking questions (especially in Headlines) causes ‘Them’ to continue reading to get the answer.
Make a List of all your Benefits (not Features) & Rank them in order of importance to the Prospect. Use the #1 Benefit in the Headline or first sentence of your copy.
If you don’t have ‘Their’ name, use something like: Dear Weekend Warrior or Dear Soon-To-Be-Millionaire but never Dear Occupant.
Start with a question like: “Do you want…?” & follow with your #1 Benefit.
“What would you like more of or what would you like less of in your life?”
Use the AIDA Formula (Attention, Interest, Desire, Action) as the structure.
The less your Ad looks like an Ad, and the more it looks like an Editorial, News Story or Article, the more readers will stop, look, and read. Then at the end, tell “Them’ how & where ‘They’ can get more information… (your website or contact info).
The P.S. is the most important part – often read first. Use it to restate you Offer or repeat your Contact Info & Call To Action.
RESPONSE TIPS:
1. SCREAM “Free Information!”
2. WRITE short, easy to read sentences with simple words.
3. CUT out the fluff!
4. FEATURE benefits (not features) to increase desire.
5. USE subheads to break up long copy.
6. PUT selling captions under photos.
7. USE visual adjectives to create mental movies.
8. ALWAYS include testimonials!
9. MAKE it VERY easy to act.
10. CREATE a sense of scarcity with deadlines.
11. GIVE your contact info, e-mail, and Web address.
12. INCLUDE a strong guarantee.
13. USE a headline that features your best Benefit.
14. USE the AIDA Formula (Attention, Interest, Desire, Action).
15. TELL ‘Them’ what to do.
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‘BELONGING’…
Humans are social with a powerful psychological need to belong.
“They’ usually are not buying your product or service, ‘They’ are buying the Result or Benefit of your product or service. And ‘They’ want to Belong… be part of the ‘Bandwagon’.
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Wally Wiki-Tips
Recent Comments
14
Read Dr. Robert Cialdini
: “Influence - The Psychology of Persuasion”
One of the best books I have every read, and certainly the best psychology book I have ever read. Great summation Wally
Yes, you will find a lot of Dr. Cialdini's teachings in several of my Post at:
https://my.wealthyaffiliate.com/wb5yjs/post
Wonderful man fantastic book it should be compulsory reading for anyone trying to sell anything
Very well put! Being able to step into the minds of your prospects is imperative to ones success! Thank you for this excellent piece!
There's only 4 things that affect Sales: Want - Need - Use - Afford.
You don't need all four to make a sale, you do usually need at least 2.
Of these four Want, overrides all the others.
We often buy things we; don't Need, can't Afford, and will never Use once we own it. But, you just Want It... Good enough.
The psychology of human desires, if understood, is one key to successful selling of your services. Thank you Wally for an explanation of what we all need to become successful at WA. To know what our perspective customer wants we should first understand our own desires - what makes us buy - then relate that to the message to your customer.
Wally thank you, that was great and helpful information.
Thank you for sharing, have a fantastic day.
I need to come back and read it again, a lot to take in.
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I have just made a WHOLE HEAP of notes! Thank you Wally!