Marketing is the art and science of persuading people to buy from a distance. Use of language and images convinces consumer that your product is worth purchasing. The persuasion process works by displaying “triggers” that incite people to overcome their own skepticism. Below are examples of effective marketing triggers:
1. Low Price:
When people see “30 – 50% off” the regular price, the opportunity to save money can entice the desire to buy. This is usually the easiest trigger to employ, but it can backfire if you use it too often and erode your profits.
2. Marketing Copy:
When people read a compelling hook and a clear description of the benefits that awaits, they’re more likely to make a purchase. The benefit of this trigger is that you have complete control over the language.
3. Free Sample:
Give consumers a chance to test your product or service for free, and a lot of their doubt can be dissolved. However, your sample must be unique and satisfying or your product will be ignored.
4. Word of Mouth:
Word of mouth doesn’t happen by itself. You can stoke the process by giving customers something interesting to talk about and making free word of mouth tools available. Tools include giveaways, behind the scenes info, testimonials, “Tell a Friend” buttons on your website, etc.
5. Top Seller:
When you tell people that a product is a bestseller, it acts like passive word of mouth and aids their vetting process among product choices. Using the “top seller” trigger reflects the old adage, “Nothing attracts a crowd like a crowd.”
6. Scarcity / Urgency:
Using phrases, such as “Only 10 seats left” or “Sale ends in 48 hours,” can create heightened interest among consumers by limiting access to your products. You play upon a person’s internal desire to avoid missing out on a good opportunity.
If your marketing campaigns are struggling to reach their full potential, you may not be employing enough triggers. Review your most recent promotions, including your website store, advertising materials, email campaigns, and social media posts. How many of the six triggers listed above did you use? Selling from a distance isn’t easy, but there are many ways you can prompt people to get off the fence and make a purchase.
Shopping woman image courtesy of stockimages via FreeDigitalPhotos.net