In the realm of marketing, especially internet marketing, there is a focus on changing customer behavior. Just changing their thoughts isn’t enough. Your copywriting needs to move your customers to take the desired action. This post will detail some great psychological principles that convert more customers.
This involves a customer being influenced by factors other than the argument itself. This can come in the form of your authority, credentials, testimonials and even aesthetic cues that suggest your message is trustworthy and accurate. Of course, you should still employ logic and reasoning backed by supporting evidence, but peripheral processing can give you the extra boost needed to convert.
Primacy and Recency
Studies have shown the order in which items are presented take on a certain hierarchy of importance in a person’s mind. The primacy effect dictates that what appears first has the strongest impression in a listener’s mind. The recency effect says that the last, therefore most recent, item has the most impact. So, to maximize your chances, employ both. Put your strongest arguments at the very beginning and ending of your offer.
Loss aversion suggests that the negative emotions associated with losing something are stronger than the positive emotions associated with gaining something. For example, it feels more bad to lose $100 than it feels good to gain $100. Try framing offers in terms of what the customer could lose or miss out on.
Social proof can play a large role in the process of persuasion. If you are associated with authorities within your industry, it provides a boost in trust. Try to collect customer testimonials and join relevant organizations and advertise them proudly.
Call to Action
A call to action isn’t about bossing your customers around. It’s about giving them clear instructions on how to act on your offer. Show them how to get all the amazing benefits that they know they want. It takes the work out of it for them. Maybe it’s calling you, clicking the buy now button or opting in to an email list, but a call to action should always be clear and simple.
When you give someone a gift, they feel obligated to reciprocate. Give your customers free gifts and advice in a fun way. They’ll be more likely to return the favor with their attention and their money. It feels good to give and to get.
Unfortunately, many people have given persuasion a bad name. But just like any other tool, the power is in how it’s used. By implementing these psychological principles, you can better communicate your message and deliver your product to your customers. This makes your content more efficient and therefore saves you, and ultimate your customer, money. Use these psychological principles and convert more customers than ever.