6 Marketing Mind Hacks To Sway Your Prospects
By Ella Wilson
Marketing is the art of persuasion. When it comes right down to it, marketing uses words and pictures to get your customers to (hopefully) take some action. Without a doubt, it’s a difficult thing to do – that’s why companies like yours pay tens of thousands of dollars to companies like ours to get it right.
Well, brace yourself for some free advice that we usually get paid big for. Just a little holiday gift to you.
Here are 6 sneaky mind hacks marketers use to get into your customers’ brains and bend them to your will. Mwahahahaha…..
The principle of reciprocity
Freebies aren’t just a way to get your product in front of your customers. It goes deeper than that. The social principle of reciprocity means that when a person receives something, they feel obligated to give something in return. Whether it’s a free gift, some great advice, or a pre-sale invitation to an event, your customers are more likely to respond to your offer if they receive something first. This is why you get 800 million address labels from charities – they hope you’ll feel obligated to send them $10 in return for labels that cost 50 cents.
Movie theatres charge $8 for a small popcorn and $10 for a large because they know you’ll pay $10 for the “better deal.” They don’t expect to sell small popcorns. The small size is just a decoy. You’ll pay more for a better perceived value, even if you’re not hungry for a 5-pound bucket of heart attacks.
You can do decoy pricing by offering a couple versions of your most popular products. Offer the base version, maybe without a key feature or two. Then for a small amount more, offer the full package. To drive home the “value” of the mid-priced option, offer the product with a lot of features that people don’t really need for a more expensive price. You may never sell any of the low- or high-priced options, but you’re more likely to sell your mid-priced option to customers who are giddy that they got such a great deal.
Always focus on what the customer is getting, not what they’re giving up
You can see this principle at work in ads for diets or addiction counseling. Both require the customer to give up something they love and get great pleasure out of, and that’s a hard sell! But the ads talk about what benefits the user will see from these products – confidence, happiness, and a better life.
One trick negotiators use to sway situations in their favor is mirroring. Mirroring is the process of reflecting back the other person. We have a saying in marketing that “People don’t want to hear about your product. They want to hear about themselves.”
When you’re creating your marketing materials, whether it’s for an email marketing campaign, website copy, or social media ad, remember to base every single word on your customer. Empathize with their problems. Build up their confidence. Show them you understand them, and they’re more likely to trust you and hit the “Buy” button.
People identify more with nouns than verbs
If you’re trying to change someone’s behavior, use nouns (which they’re more likely to identify with) rather than verbs (which they’re more likely to connect to the behavior of others). For example, “I want to be a writer” is more powerful than “I want to write.” Because “being a thing” is a more nuanced, layered picture that comes with a multitude of positive attributes, your copy will drill deeper into the recesses of your readers’ minds than simply saying they want to perform a certain act.
Long copy and sunk costs
A sunk cost is what we’ve already paid and cannot get back. Sunk costs are the reason we stay in bad relationships (“I’ve dated him for three years, I can’t give up now!”), won’t throw away ugly clothes (“I paid good money for that suit!”), and can’t leave the blackjack table even though the losing streak we’re on is reaching epic proportions (“My luck has got to turn around any time now”).
With your marketing, creating sunk costs is a tricky strategy, but it can be effective. One way to do this is with long copy. Long copy is just what it sounds like – it’s copy that is long, from 3 to 20 pages or even more. Long copy goes against the general consensus about what works in marketing on the internet. Customer attention spans are approaching goldfish level, so “best practices” on the internet is to use short bursts of copy – the less the better.
Long copy, however, is right for certain products and situations. For products that are extremely expensive, long copy works. For products such as homeopathic supplements, where consumers would be fairly skeptical, long copy gives them all the information they need to calm their fears.
Long copy also creates sunk cost. If you can make it interesting enough to keep the readers’ attention for all 15 (or more!) pages, by the time they’ve gotten to the end of your copy, they’ve invested an hour or more of their very precious time. That shows you that they are committed (or very bored), and they’ve put a lot of time and work into getting to the end of your sales page. That time and energy is their sunk cost.
Use this to your advantage by putting a CTA at the END of your sales page, not just the top where they usually go. Hopefully by the end of your long copy sales page, you’ve provided the lead with all the information they need to make a purchase, plus, you’ve worn them out with all that reading. Add the sunk cost into that and a powerful CTA, and you’re looking at conversion gold.
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GetUWired specializes in marketing for small businesses that don’t have the time or resources to invest in marketing that doesn’t work. Call us today at 877-236-9094 or visit us online at www.GetUWired.com.