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The psychology of sales – 9 triggers proven to make more money

Use these marketing strategies to help grow your business

Imagine if you could get into the mind of your ideal client. Not only would you know what to buy them for Christmas, but it would obviously be a great way to get more business.

No need to guess about their greatest needs, desires and objections. Selling to them would be easy-peasy, mac-n-cheesy.

Unfortunately, that kind of mind-play doesn’t exist…yet.

But here are 9 proven psychological triggers that professional copywriters and marketers employ to get into the heads, and hearts, of potential clients.

Many of these triggers come from the book Influence: The Psychology of Persuasion, written by well-known psychologist Robert Cialdini. The book delves into the science of what makes people say yes. A bible for marketers, it provides insight into how people’s brains work when it comes to persuasion.

Personalization – We all want to feel special. So it makes sense that making communication more personal creates better results. According to LinkedIn, marketers typically see a 20% increase in sales revenue when their email campaigns are personalized. And having a name in an email subject line increases open rates by 26%. Yes, it’s a computer program that gets the name in there, but it still works.

Urgency – Scarcity – be it availability, quantity, time – is a proven way to create a sense of urgency. And that sells. Fear of missing out is real and has been used for centuries to sell products and services.

Social proof – Reviews, testimonials, case studies and business credentials all offer confirmation that other people believe in this particular thing. And for many of us, that’s all we need to know. Essentially, the more people, the more evidence, and the less I have to think about it. Whether that’s the correct process is a whole other story….

Authority – Along the lines of social proof, if you can create authority through celebrity endorsements or even social media followers, you can be seen as an expert. And everyone trusts an expert, don’t they?

Reciprocity – You got to give a little to get a little. Free trials and complimentary assessments not only provide incentive for potential clients to ‘sign up now,’ but they also create a little bit of a guilt factor. Just think about the non-profits who send out address labels and other ‘gifts.’

Surprise – Have you ever received an unexpected free gift or upgrade? Feels good, right? A small surprise can create feelings of gratitude, happiness and general goodwill – all of which help convert leads into sales.  

Commonality – Relating through common emotions or situations is a common way to create a connection. Whether it’s an us-against-them scenario or just being part of a group, we want to belong and hang out with likeminded others.

Visual imagery – Babies, dogs and baby dogs. Enough said. A picture is worth a thousand words and the right one gets folks feeling a few different sensations, subconsciously and instantaneously.  

Curiosity – Even cats know curiosity is a powerful emotion. A hint of information can drive the need to know more. From interest-piquing subject lines to a slow reveal campaign, curiosity can be a marketer’s best friend.

Want to jumpstart your copy, build your business and rev up your revenue? Give these triggers a try. Or let us!

Nancy Miller
Nancy Miller

Owner and editorial rockstar at Rock.Paper.Copy Writing Solutions

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