Marketing and sales folks have realised that a one-for-all blind strategy will fetch no good results, and even if it does fetch good results once, consistency is a rare virtue of such strategies.
For a strategy which is to be used to convert your lead into a customer or a sale, what you really need to do is persuade your customer to buy your product/service. What better way to achieve this, than by customising your strategy according to basic human psychology?
To be successful, perception is the key; even if you really have the best product in the world, if your customers don’t see it that way, then it’s all for nothing.
To master the art of creating the right perception which can help you convert better, here are some psychology hacks.
1. Be clear about your limitations
Don’t use your content to portray perfection, because people will not believe it, and they would be right to do so. For example, your product may not be suitable for a set of population, the best strategy then is to be direct and open about it – specifically mention who and what your product is for.
When you are open about your limitations, it is easier to gain people’s trust. On the contrary, if you try to sell your product to everyone, and try to make it seem is like the most perfect option, people are not going to trust you.
At Hiver, we strictly follow the ‘No-fit-no-game’ rule, i.e every time a potential customer contacts us, the first thing we do is to determine the fit of our products to our customers need, and if we feel that we don’t fit, we let them know about it. This way, we may be losing a short-term business option, but we are definitely gaining value amongst our customers by operating in good faith, and hey – referrals in the future!
It’s not just about converting as many leads as you can, it’s about converting the right target market for your service/product.
2. Show the impact not in terms of metrics, but in terms of the lives affected
A lot of marketers and salespeople even, make the mistake of slapping stats on their potential customers. Bad Idea! The same stats and metric results can be expressed with grandeur, and with larger-than-life impact.
Instead of telling them you sold ‘X’ number of products and you got ‘Y’ ratings, tell them how you changed someone’s life, tell them stories of experiences your previous customers had, and tell them how you can change their lives.
For example, companies like Dove are using the concept of feminism and self-acceptance in their marketing campaigns – this way they are not another product-based company, but they are a change-driven, socially impactful company. A great way to occupy space in your customer’s minds.
Here’s my tips:
- Humanize your product/service. Especially in content marketing, rephrase your content to serve this purpose.
- Show them that your product will definitely and certainly change their lives for the good. Using storytelling in your marketing is a great way to accomplish that.
3. Use hooks which trigger emotions like fear, shock and caution in your content
All content marketers will agree that hooks have a huge role in getting your customer’s attention.
Here is an example: when Listerine first came into market, they marketed their product as something which prevents ‘Chronic Halitosis’; the usage of this term caught everyone’s attention, when in reality, all it means is bad breath. But you tell me – which term would have had more impact, the former or the latter? Definitely the former.
When they use a scientific term like ‘Chronic Halitosis’, it alerts the listeners and the readers, catches and keeps their attention.
In this world of information overload, if you can capture your customer’s attention – you win! and the best way to do that is by using the right of kind of hooks in your content.
So, instead of harping about the good things you are providing, tell them about the bad things you are preventing through your service. Works like a charm!
4. Use Anchoring to your advantage
In the famous book Influence by Robert Cialdini, he says that you have a better shot at convincing someone, if you give them two pieces of information – the first one should be the not-so favourable offer and the second one should be the relatively more favourable offer. There is a higher chance for them to say yes to the second option.
This effect is called Anchoring – one of the basic psychological concepts frequently used by marketers to achieve high conversion rates.
People, always look for something better than the first thing you show them. For example, if one day a customer sees a trouser for $100 and the next day he sees a discount of $50 on the original price, he will be more likely to buy the product even though his usual budget for trousers is only $25.
We tend to think always in relative terms than in absolute terms and this is one of the most useful psychology hacks for a marketer.
Psychology is the key to boost the impact of a marketing strategy. Although, I won’t suggest using human psychology as a bible for all your business decisions (because in the end, it doesn’t really give a 100% guarantee), I would suggest that you use it as a framework and a guideline to come up with the best possible strategy.