Power Your Sales with Persuasion
Why does scarcity increase sales? Does implying popularity influence buyers’ choices?
A classic 1975 experiment asked people to rate the taste of cookies. It let individuals select a cookie from one of two jars. One jar contained 10 cookies, and the other held just 2. Same cookies, but different quantities. Subjects consistently rated the limited quantity cookies as better tasting. Two factors were in play. The limited supply in one jar gave the appearance of popularity, and the scarcity also led to higher demand for the 2 cookies. Neuromarketing offers better ways to persuade the unconscious mind.
Harness the Persuasion Power of Words
Far too many business websites lack useful content. Some websites overload their content with keywords to spam search engines. Most web designers fill up websites with large, meaningless photos. They often use off-the-shelf templates that aren’t designed to accommodate adequate content. The truth is that written copy is your best sales tool. If it carefully uses neuromarketing principles, it will steadily lead potential customers toward taking action. Copywriting must recognize its readers’ needs and speak in terms that are easily understood. It should provide solutions to the problems that brought them to your website.
- 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.
- Why 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 how 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.
- Why 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.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 that is responsible for 95% of daily decisions. 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.
- Why 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.Your self-centered web content can quickly drive away your visitors to your competitors.
- How to Guide Your Customers to Buy – People read web page content in individual ways. Some take in only titles and headings. Others scan text, looking for emphasized words or bullet points. Many visitors 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 sub-headings 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.
- Why Graphics-Heavy Websites Fail to Persuade Customers – Most web design companies use large photos will fill up websites, because they have no useful content for visitors. That’s especially true when cheap stock templates are used. Graphics, in themselves, do not trigger conversion because one photo can mean 10 different things to 10 different people.Even visitors who only read titles and bullet point headings gain confidence when ample content is available. Graphical images and page elements are important in convincing visitors to remain on the site, as neuroscience research has shown. However, they rarely contribute to conversion decisions. Increase conversion rates by providing adequate, brain-conscious marketing copy to engage the information-seeking brain for maximum effectiveness.
- How to Lay out the Path to Conversion – Dynamic 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.
- How to 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.
Boost Conversion with Neuromarketing Content
Web copywriting is often treated as an afterthought by business owners and web design companies. Words carry strong persuasion power and matter to conversion rates. The most beautiful website ever designed will convert poorly unless it also shows visitors why they should buy. When you look at your websites, 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 consumer neuroscience 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 internet businesses. Those companies understand what it takes to persuade their customers to act. Follow their lead and you’ll achieve the success you seek.