Empower Your Sales with Persuasion
- How do you price to sell more?
- Why do we all LOVE the word “FREE?”
You can price a product in 2 ways. The first is “Buy 2, Get 1 FREE.” The second is “Get 3 for the Price of 2.” Which price option generates more sales?
It is “Buy 2, Get 1 FREE.” The word “FREE” can trigger a subtle, but powerful emotional response. That response plays a big role in the buying decision.
Harness the Persuasion Power of Words
Whether your company sells online or in person, it is important to understand the persuasive power of words. Words can trigger both positive and negative emotions. Those emotions can influence your customers’ buying decisions.
- Guide Your Customers to Buy – People read web page content or print materials in individual ways. Some take in only titles and headings. Others scan text, looking for emphasized words or bullet points. Many customers will read only the first sentence in a paragraph before moving on. Others will read everything on the page carefully. Make sure all viewing styles are satisfied. Headlines and subheadings should begin with decision-triggering words that stimulate continued reading.This activates intuitive thinking and subsequent analytical thinking. At any point, an emotion-provoking heading can lead to an immediate conversion.
- What Is Your Story? – It is not new that the most powerful marketing is through story-telling. What is new is that Neuroscientists have scientific evidence to support it. When people hear stories, certain brain areas are activated. Those areas are not active when they hear commercials.Why do stories resonate more with your potential customers? A story has emotional elements that arouse the audience and trigger their decision-making. No matter what products or services you sell or provide, put it in a good story. You not only will have an engaged audience, but also more sales.
- Make Emotional Connections with Your Customers – When a roof starts leaking during the rainy season, the homeowner needs more than just a fast repair service. The leak causes anxiety. If you are a roofer, you need to assure the potential customer that you not only have a quick solution, but also understand the urgency of such a stressful situation. Your potential customers need more than just products and services. They want to feel good and safe.Only when you dig deep about what your customers are looking for at the emotional level, can you have the most persuasion power.
- YOU Is the Most Persuasive Word in the English Language – The unconscious, fast-thinking brain is self-centered. Your future customers want to know what you can offer them. All Neuromarketing content should focus directly on YOU, the potential customers. Whatever marketing or advertising materials you create, begin titles and headings with emphatic action verbs that assume “You” as the subject.For example, “Get,” “Discover,” “Make” and “Enjoy.” They speak directly to the subconscious mind of the customer.
- Avoid Talking Endlessly About Yourself – The self-centered brain cares about its own survival, pleasure and pain. Your customers only care about what you can do for THEM. Maybe you have an exotic hobby, won an award in college, or volunteer for a good cause. Keep those to yourself.The words “We” and “I” don’t evoke any positive emotions in your customers’ minds.
- Graphics-Heavy Ads Fail to Persuade Customers – Most marketing companies use large photos to fill up websites and print ads, because they have no useful content for potential customers. Graphics, in themselves, do not trigger conversion because one photo can mean 10 different things to 10 different people.Even those who only read titles and bullet point headings gain confidence when ample content is available. Graphical images are important in catching people’s attention, as Neuromarketing research has shown. However, they rarely contribute to conversion decisions. Increase conversion rates by providing adequate information to engage the analytical brain for maximum effectiveness.
- Lay out the Path to Web Conversion – Dynamic web page titles that immediately show relevance and create an emotional response are crucial in retaining visitors. Powerful headings and bullet points lead visitors down the web page and trigger thoughtful consideration.Quotes, summaries, colored text and testimonials can guide the eye to important information. Additionally, emotion-evoking link text, calls to action, and well-chosen photos can exert subtle persuasive power.
- Promote Web Conversion on Every Device – Since not every web page will be read by every visitor, your website needs to have a clear path to conversion at the top of every page. With responsive web design, even mobile users, who are always reluctant to scroll, should find all the useful information right away. Web page content should hit your main marketing points quickly. Actual conversion action is a fast response, and can come at any time. Even visitors who shift into slow information gathering mode use fast thinking when they decide to buy.The actions needed for conversion should be easy to find and use. Create page content with all viewer types in mind. It should activate decision-making everywhere by focusing on convincing readers to make a conversion decision.
- Write and Speak to Your Audience – Have a clear definition of who your target audience is. Use that knowledge to tailor content to the appropriate education level, age, and income. For example, if your target customer is technically savvy, write differently than for an average consumer audience.Skilled marketing copywriters automatically adjust content to suit a defined audience.
Boost Conversion with Neuromarketing Content
Copywriting is often treated as an afterthought by business owners. Words carry strong persuasion power and matter to conversion rates. The most beautiful website or print brochure or billboard ad ever designed will convert poorly unless it also shows visitors why they should pay attention or buy. When you look at your marketing materials, consider the available content. If it’s sparse and unconvincing, it won’t help you sell anything. Outstanding Neuromarketing content, crafted by experienced copywriters is essential.
Content that applies Neuromarketing principles is very rare, but more than repays its cost by boosting conversion rates and revenues. The power of words to trigger action has been demonstrated by Neuroscientists in experiment after experiment. Look at the powerful marketing copy used by the most successful businesses. Those companies understand what it takes to persuade their customers to act. Follow their lead and you’ll achieve the success you seek.