Why can some people sell anything, and others fail? Why, if sales copy is written one way, it converts – and another, it dies?
The answer to both questions is – TRIGGERS.
There are psychological triggers of human behavior – that, in most cases, result in predictable outcomes.
Here’s an example:
Turns out turkeys are very good mothers. They tend, warm, clean, and huddle their young beneath them.
But there is something odd about their method. Virtually all of this mothering is triggered by one thing: the “cheep-cheep” sound of young turkey chicks.
Smell, touch, or appearance play minor roles. If a chick makes the “cheep-cheep” noise, its mother will care for it. If not, the mother will ignore or sometimes kill it.
The Important Point is – Humans Have Parallel Trigger Points
Important to marketers, those trigger points can lead to increased purchases.
For instance, you might be surprised to learn that higher pricing can be more tempting than a discounted price.
Because a higher price triggers an expectation of higher quality. Buyers who want a better quality item will often go for the higher price because they think they are getting a better product – even when the two items are virtually the same.
While your inclination might be to highlight low prices … discounts … and close-out sales, consider if your customer is more interested in quality than in price. If so, you may want to add a higher-priced premium item to your list of services.
Over the next few weeks, I’ll be sending you more information on Trigger Techniques that you can use in your marketing.
In the meantime …
When you’re looking to take the sales performance of your landing pages … emails … sales letters … ads … websites … videos … content marketing … and other online and offline promotions to the next level …