Have you ever unpacked your groceries and realized you bought way more than you intended? You may have been influenced by mental triggers designed to get you to spend more money. Yes, it’s true, those magazines and candy bars are at the checklanes for a reason.
Not only do these tricks work, but you also don't need to own a grocery store to use them. It doesn’t matter what you sell or who your customers are; you can increase leads and land more conversions. Look at some of these very effective mental triggers.
Nearly everybody appreciates something for free. This could be a free software trial, access to some gaited content, even a free sample product. Freebies can be given before a sale is made, or after. They create a win-win for consumers and salespeople.
When you give somebody a gift, it creates a sense of obligation. They feel as if they must give you something in return. Make mental focus on free stuff. Think about it! You walk across the food court, and the guy from Panda Express is giving away free samples of orange chicken. You take one, knowing that you’re already planning on grabbing a sub. You choose the sample, then as you walk to the sub shop, you feel a twinge of guilt.
Many people have that same feeling. For some, it’s intense enough to change their lunch orders. Others make a note to get the orange chicken tomorrow. If you do the same for your potential customers, they may pay you back by setting up a demonstration or subscribing to your email list. An existing customer might pass a recommendation off to someone else.
All you need to do is figure out what your orange chicken is. It should be appealing to the customer, create a bit of a wow factor, and it should be something you can afford to give away in volume.
These have two things in common. First, we’ve all read or heard them in ads before. The second is that they create a fear of missing out. FOMO really can entice someone teetering on the edge of the sales funnel. In fact, Ticketmaster targeted FOMO messaging to customers who had seen events but hadn’t made a purchase. As a result, they saw a measurable uptick in purchases.
There’s nothing new about the idea of FOMO. It long predates the internet. The idea that you could be stuck at home while your friends are out having fun has been the stuff of teen fiction for years. So has the sales tactic of reminding people that they could be missing out on a great opportunity.
Have you ever noticed that your grocery store places displays of products in aisles where they usually don’t belong? You may have also seen endcap displays with a variety of products in one place. For example, during the holiday season, you might see gravy mix, boxes of stuffing, pie fillings, cans of yams, and other foods associated with the season.
This does a few things. First, it can serve as a simple reminder. Shoppers see this and realize they need to buy the other items. It can also serve as a source of temptation. After all, if you’re buying this, wouldn’t this also be amazing. Or, I was unsure if I should buy this, but now that I see the package deal what do I have to miss.
You don’t need a brick and mortar location to do this. You can do this by featuring relating products and services together on landing pages. For example, if you sell college textbooks online you can group them with other products that appeal to adult college learners. You can also do the same with personalized recommendations.
You’re walking down the street. Suddenly you pass a business with a big line in front. People seem chatty and happy. First, your curiosity is piqued. What does this place have to sell? What is so great about this place?
On the other hand, there is something that you do know. Lots of people like and trust this place, and they’re willing to spend money there. That is an example of social proof.
Other examples of social proof include testimonials, trust badges, and evidence of social following and sharing 89% of B2C marketers credit testimonials as being very successful in marketing templates.
Price can also be a mental trigger. However, that might not work the way that people expect. Lower prices can bring in more leads, but that’s not always the case. Pricing psychology is a set of strategies that you can use to make people feel better about the price they are going to pay for an item.
Buy one get one free is one of these strategies. Another is to reduce a rounded price by a penny. For example, $100 becomes $99.99. These strategies tend to appeal to the bargain hunter. On the other hand, luxury products often sell better when prestige pricing is used. This means rounding up. So, $47.72 becomes $50.00. Because the rounded number is easier for the brain to process, the customer focuses more on their excitement about the product.
Two of the key elements to making sales are convincing your audience that you can solve a problem that others can’t and build a sense of community around a common purpose. One way to do both things is to foster an us vs. them mentality. The us in the equation is your brand and your target audience. The them in the comparison can vary. They can be other businesses that have failed to meet your target audience’s needs. They can also be people who act as roadblocks to your target audience getting what it wants.
The most famous use of this may be the Mac vs. PC marketing campaign. Actors represented both Mac’s and PCs. Mac was young, hip, handsome, and in touch. PC was older and out of touch. Because of this and earlier ad campaigns, Apple has managed to build a solid base of product loyalists. In fact, this strategy works so well that brain imaging shows the same areas of the brain lighting up when Apple fans talk about Apple products as when devout people speak about their religion.
By carefully using these proven mental triggers, you entice members of your audience through the sales funnel. This will result in more leads and more conversions.
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