The act of purchasing often involves a subconscious decision. In fact, it's estimated that 95% of buying decisions are made subconsciously. Understanding the subconscious motivations behind purchasing decisions and leveraging this knowledge ethically can significantly boost sales. This article explores the power of psychological triggers in sales and marketing, providing insights into how they can be used to drive successful sales.
Psychological triggers are potent tools in the arsenal of any salesperson or copywriter. They are the strongest motivational factors that can be used to stimulate a sale. For instance, a simple change in wording in an advertisement can double the response rate. There are about 30 known psychological triggers, each with the potential to significantly increase sales and response rates.
One such trigger is guilt. For example, when you receive a sales solicitation in the mail with free personalized address stickers, you may feel guilty if you use the stickers without making a purchase. This guilt often prompts you to spend more than the value of the stickers. Fundraising companies frequently employ this tactic, sending out small gifts and then capitalizing on the guilt recipients feel if they don't reciprocate.
Similarly, surveys that request 20 minutes of your time often include a small monetary incentive. This token amount is designed to make you feel obligated to complete the survey, even if it takes more of your time than the incentive is worth.
Another powerful trigger is the "satisfaction conviction," a guarantee of satisfaction that goes beyond the typical trial period. For instance, instead of offering a refund for the unused portion of a subscription if a customer is unhappy, a satisfaction conviction would offer a full refund at any time, even if the customer decides to cancel just before the last issue. This approach conveys confidence in the product and a commitment to customer satisfaction, which can significantly boost response rates.
In the realm of email marketing, understanding psychological triggers can be the difference between a successful campaign and a failed one. For instance, the subject line of an email is akin to the headline of a mail order ad or the first few minutes of an infomercial. It needs to grab the reader's attention and compel them to take the next step.
Most people are averse to advertising and won't open an email if they perceive it as an advertisement. Therefore, the subject line should pique the reader's curiosity without appearing to be an advertising message. This approach can compel the reader to open the email and read the message, setting the stage for a potential sale.
Understanding and effectively using psychological triggers can significantly enhance communication in advertising, marketing, and personal selling. It can also help avoid costly mistakes that waste time and money. However, it's crucial to use these triggers ethically and constructively to build trust and foster long-term customer relationships.
