Persuasion – Velocity Media

5 January 2016

Six tips for more persuasive marketing

With customers bombarded with so many brands and advertisements each day, it is your job to make your marketing messages more persuasive and relevant to break through the noise.

But where do you start? Here are six tips to help you make your marketing messages more persuasive.

1. Know what your customers are buying

When your customers choose to buy from you, they are buying more than a product or service. They are buying the solution to their problem, the answer to their question, the feeling they’ve been missing or the convenience they’ve been wanting.

When you uncover what your customers really want, you capture not only the attention of your customer but their heart as well.

2. Speak with authority

Every purchase requires your customer to trust you. The higher the purchase price, the more trust your customer needs to have in you.

To build trust, you need to speak with authority. Present yourself as the expert, share your knowledge, draw on your experiences, and tell stories about the value you have provided. Own your skills and expertise. Be confident in your abilities and bold in your belief that you can deliver. Confidence makes you more persuasive.

3. Leverage social proof

People follow people. People also want to be part of something – a movement, cause, group or community. Social proof helps you to build this.

When you share the experiences others have had with your products and services, you ease the concerns and minimise the risks for your customers. But more importantly, you create commonality among your customers, and that can be built into a sense of community.

4. Treat customers as ‘the one’

Do the unexpected. Go above and beyond. Be committed to doing the most you can do in your business. The more you can make your customers feel like they are the only one you are concerned about and the only one you are speaking to, the more powerful your message becomes.

5. Keep it simple

Our customers crave convenience, yet many of us have a tendency to overcomplicate our sales process. We give too many choices and price points, include too many steps and clicks and request too many details.

Keep it simple. Don’t ask for every contact detail up front, make your website easy to navigate, ensure the next step is clear, and your calls to action are compelling and easy to follow.

6. Create urgency

We are a competitive bunch. If we think we are going to miss out on something, we act faster. So once you have established your value, create urgency through special edition products or services, time limited opportunities or bonuses open to limited people.

How can you be more persuasive in your marketing?

Amanda

30 June 2015

The top three selling emotions – and how to use them

As we are discovering “why?” is one of the most powerful questions we can ask. Not only in terms of problem solving, but also for motivating and influencing our customers and prospects.

When we can convince our prospects as to why they should buy from us, and take them on an emotional journey to get there, we are in a far greater position to make the sale.

But what emotions should you appeal to and where do you start? In my experience here are the top three selling emotions and how to use them.

1. Discontentment

To move quickly, people need to experience discontentment with their current situation. As much as we want to move towards pleasure, we are far more motivated to move away from pain. Just think about it if we were all motivated by pleasure, we’d all have what we want, or be well on the way to getting what we want.

The purpose of using discontentment is to create a need or desire in the mind of your prospect. Discomfort can come from many different emotions including frustration, envy, resentment, regret, guilt and even fear to name a few. You might find yourself appealing to current emotions or the possibility of them experiencing them in the future by taking prospects to the ‘worst case scenario’ (think life insurance for instance).

When you can demonstrate their pain and frustration or potential or pain and frustration, you start to make your prospect discontent. If you can make them uncomfortable and then show them a way to be more comfortable than they have ever been, you have increased your chances of making the sale.

A word of warning: When you are appealing to emotions, particularly strong, negative emotions tread carefully and sensitively. You need to make sure the feeling is about one specific area that you can move your prospect out of quickly to not leave those feelings associated with your brand.

2. Hope

Hope is a powerful emotion. It can motivate us to act completely out of our comfort zone and do some crazy things for the potential of a reward.

Once your prospect is discontent, give them hope that there is a way out. If discontent is your ‘worst case scenario’ then hope is your ‘what if…’ scenario.

A word of warning: Hope is where expectations are made. While you do need to build up your ‘what if…’ scenario, don’t build it up to a point where they could experience disappointment if they buy from you.

3. Excitement

Now your prospect has hope it’s time to build excitement. Excitement motivates us to move forward, and it also ensures that whatever we are excited about stays at the forefront of our mind.

To get your prospect excited though, they also need to see the value, incentive (“what’s in it for me?”) and urgency. You need to demonstrate to your prospect that they need and most importantly want to act now.

A word of warning: When someone is really excited they want to act immediately – and you want them to act immediately because the feeling can be fleeting. To cater for this make it easy for them to act by being clear on the next step. The fastest way to squash excitement is to make the process too hard or long.

Are you appealing to the right emotions in your marketing?