As Zig Ziglar, American author, salesman, and motivational speaker, once shared:
“I have always said that everyone is in sales. Maybe you don’t hold the title of salesperson, but if the business you are in requires you to deal with people, you, my friend, are in sales.”
Well, that’s an interesting way to think about things, isn’t it? Yes, sales definitely get a bad rap. Reason being, most people think of a sleazy car salesman when that very term pops up in conversation. And, while you may feel the need to steer clear from learning how to sell because you just don’t consider yourself to be in such a position as an entrepreneur, it’s time for a change.
Why? You’d be surprised to learn it’s not just because of the infamous quote by Judith Charles: “A copywriter is a salesperson behind a typewriter.” But, it’s also because there’s an age-old adage of “know your customer.” Ultimately, that boils down to empathy. And, in the world of sales, empathy requires you to take the time to walk in your ideal customer’s shoes, which can be a gamechanger for your copy and your conversions.
To truly take a walk in their shoes, however, since you can’t read their minds, you need to develop a rock-solid understanding of behavioral psychology principles. You know, those that enable us to speak to the internal motivators, fears, and pains that drive a buyer to act now, not later.
Although, I’m sure you’re wondering: what are these psychology principles you speak of and how can I tap into them to get the results I’ve been looking for? Great question. And, that’s why I’m here today—to share with you the five proven psychological triggers that will boost your copy (and ultimately your sales!).
1. The Desire to Belong.
We all have a natural desire to belong—to our family, friends, and certain social circles. Why else do you think social media platforms were created? They certainly help fulfill this basic need, and provide new and more accessible opportunities to facilitate connections, both near and far.
Without a sense of belonging, it can seriously affect our health and happiness. And, that’s a fact, according to a study conducted by psychologists Roy Baumeister and Mark Leary! Therefore, you don’t want to miss out on harnessing this powerful psychological trigger in your next sales piece.
How to unleash it in your copy:
- Use the power of social proof—don’t be shy when it comes to dishing out testimonials, case studies, and even quotes from “celebrities.” Each of these serves as a casual way to get the following message across: “If all of these (successful) people are using it, why aren’t you?” After all, people are more likely to say “yes” and buy from you when they see others doing it, too.
- Invite people to join your exclusive community—maybe you offer a mastermind Facebook group that’s only open to product or service users. You can also use language such as “Members only,” “Login required,” “Ask for an invitation,” “Become an insider,” or even “Get it before everyone else.” In other words, this is your opportunity to welcome your people with open arms and allow them to become a part of the “cool club.”
- Use the power of reciprocity—this is an “I’ll scratch your back if you scratch mine” kind of concept. Give your potential customers something of value first (ex. a free checklist or relatable download that pairs with your product or service). When you do, they’ll feel more inclined to give you something in return, like their hard-earned cash or a word of mouth mention!
2. The Fear of Missing Out (FOMO).
As humans, there’s no doubt we hate to miss out. It’s a natural human instinct connected to the pain we feel when we lose. And, the desire for whatever is in short supply amplifies as we anticipate the regret we might experience if we don’t act fast enough.
Therefore, marketing is intentionally constructed to create a sense of FOMO built on potentially artificial urgency and scarcity. Have you seen it in action before? Sure you have! Just set your sights on a new product launch, event advertising, Black Friday promotions, and even Groupon deals to see real-life examples of what I’m talking about.
How to unleash it in your copy:
- Set a time limit—decide on a deadline to share with your audience by saying something like: This offer will be closing at 11:59 pm ET on Sunday, October 15. Once I close down the offer, I won’t re-release it at this price.
- Utilize limited availability—when products or services are low in availability, it’s only natural for people to tend to feel a stronger desire to purchase. Therefore, to incorporate scarcity, use particular phrases such as “Limited offer,” “Supplies running out fast,” “Get them before they’re gone,” “Only [X] available.” If you sell a service, put a limit on the number of new client spots for next month. On the other hand, if you sell a product, limit the amount of stock you’re opening up for purchase.
3. The Need for Safety.
In a world where most shopping happens online, buyers like you and me are haunted by more anxious thoughts and doubts than what would be the case if we were shopping at a brick and mortar. As a result, we sincerely value brands that give off vibes of being safe and secure to not only purchase from, but also use.
After all, no one wants to make a poor decision when it comes to purchasing a product or service that claims to alleviate their biggest headaches. That said, perceived risks will pop up, which can quickly turn into a loss of a sale for you. Using this psychological trigger, however, will help ease their purchase anxiety. And, make them feel like they’re in good hands.
How to unleash it in your copy:
- Demonstrate your credibility—use testimonials from clients, or badges and certificates you’ve earned from trusted sources, to comfort your potential customers and illustrate that they can, in fact, trust you.
- Create a common enemy—for example, if you’re a chiropractor, talk about how excruciating back pain is your potential client’s enemy. Then, tell them how you’re going to help him or her overcome it.
- Combat buyer’s anxiety—what if it arrives damaged? What if the product/service isn’t what you promised it to be? And, most importantly, can I get my money back if I’m not satisfied? Those are all common questions your buyers will have. So, to put their minds at ease, you need to dish out a guarantee that’s fair and clear.
4. The Craving for Esteem.
At some point in time, simply belonging to an exclusive group won’t be enough motivation for your people to grab hold of your product or service. Why? Because, in addition to belonging to a specific group, people also want to feel liked, respected, and needed as individuals within it.
Thus, esteem is another psychological trigger you can tap into. Some questions to get you thinking about how you can weave it into your copywriting efforts include: Does what you’re selling make people stand out from the crowd? Can you enhance someone’s personal brand, self-esteem, or company image? When you’re able to offer an opportunity to master something, or gain recognition, you’ll find it easier to influence a customer’s buying decisions.
How to unleash it in your copy:
- Create a message explaining how your product or service will make your ideal customer stand out from the crowd—whether it be through its uniqueness or rarity.
5. The Hunger to Grow as a Person.
As good ‘ole Oprah once said, “The whole point of being alive is to evolve into the complete person you were intended to be.” We all have the right to grow. I mean, who in their right mind would want to stay stuck being the same person they were a year, a month, or even fifteen minutes ago? I know I wouldn’t!
Instead, most of us, including your ideal customers, want to feel that our life has a purpose—outside of the status of our bank balance or social standing. So, when thinking about how your offering can help them achieve just that, ask yourself: Can my product help people grow? Does it educate, enhance, or challenge them? Can it help them express their highest principles, or enable them to become masters of their craft?
If you found yourself nodding your head yes to each of those, this might just be the trigger you’ll want to use in your sales materials.
How to unleash it in your copy:
- Appeal to the need for self-actualization—share how your product or service helps your people become the best version of themselves.
- Be an authority figure—you’ll have to come across as knowledgeable and authoritative to be successful with this trigger. So, master your niche, get to writing guest blog posts, and offer people something to help them grow as individuals.
Now, the key is to not pick through these triggers all willy-nilly. And, instead, be sure to put as many to work in your next sales piece as possible so you can get to appealing to the needs of your people. When you do, you’ll finally have the psychological upper-hand to double your sales ASAP.
If you’re looking for just the thing that’ll help you take this insight a step further, I’m giving you a free copy of our list of the 20 Opt-In Bait Ideas to Leverage More Conversions. It’s just the thing you need to harness the power of reciprocity and make your people feel like they belong!
What psychological tricks do you use in your copywriting to influence your ideal customers? I’d love to take this conversation further in the comments section below.
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