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Hope is not a strategy when it comes to your marketing.

In this webinar with Sean Withford, learn how to improve your social media performance by strategically split testing various combinations of audience personas, scenarios and sales psychology in your posts.

How can you apply sales psychology to your marketing and turn clicks into customers?

1. Know the hidden processes that your customer’s mind follows when making decisions

Our brain is actually 3 brains, sitting on each other’s shoulders, pretending to be an adult. These are the:

• Reptilian Brain – looks after your reflexes, muscle control, balance, breathing, heartbeat, reproduction drives and hunger. This part of your brain processes information based on senses – touch, see, hear, feel – not rational thought. Your reptilian brain is responsible for “gut feel” and cares about good design because good aesthetics build trust and reinforces “safe”.
• Mammalian Brain – this part of your brain assesses risk, seeks loss aversion and manages stress. It processes information based on emotions, motivations and rewards. This brain evolved to help us live in groups so it makes buying decisions based on trust, social proof and status.
• Rational Brain – this part of your brain merges emotions into decisions. It tries to make sense of your buying decisions by rationalising the decisions your Reptilian and Mammalian brains have just made. It makes buying decisions based on logic.

These parts of the brain work together to make decisions. In fact, research by Antonio Damasio found that feelings don’t cloud decisions… they make them.

Key insight for marketing: All decisions are emotional.

So instead of talking about the product, it’s features, what it does, and how it works – find the emotional “buy buttons” hidden inside their brain.

2. Understand some of the key “buy buttons” hidden inside of our brain

 

My favourite book by Dr. Robert Cialdini, Influence: The Psychology of Persuasion, identified 6 principles of influence:

• Likeness – “People prefer to say yes to those that they like.”
• Social Proof – “People will look to the actions of others to determine their own.”
• Scarcity – “People want more of those things they can have less of.”
• Congruence – “People like to be consistent with the things they have previously said or done.”
• Authority – “People follow the lead of credible, knowledgeable experts.”
• Reciprocity – “People are obliged to give back to others the form of a behaviour, gift, or service that they have received first.”
• Unity – ”People will look to the actions and behaviours of others to determine their own.”

Using these principles, you can talk to the 3 parts of your brain in your marketing and influence the buying decision. Below are some examples.

3. Some examples of how you can apply these sales psychology frameworks into your own marketing to acquire new customers

‍Likeness

The Principle: “People prefer to say yes to those that they like.”

Marketing Insight:

1. Being human and sharing your origin founder stories helps create likeness with your audience
2. Relating with your audience around similar hopes, dreams, and fears builds trust and helps you get to yes more often
3. Using video adds a human touch, makes your business more personal and can help prospects draw similarities between the speaker and themselves

Social Proof

The Principle: “People will look to the actions of others to determine their own.”

Marketing Insight:

1. Testimonials, Case Studies and Reviews all improve your conversions and make great social posts
2. Include them on all home pages, landing pages, social posts, ads, and email sequences
3. These can be either videos or the written word

Scarcity

The Principle: “People want more of those things they can have less of.”

Marketing Insight:

1. Limited Editions, Limited Time Offers, Countdown Timers, all improve conversions due to this principle
2. An offer to “first movers” on a particular offer or deal is effective for this reason also – for example “early bird offers”

Congruence

The Principle: “People like to be consistent with the things they have previously said or done.”

Marketing Insight:

1. Congruency is particularly effective when used in retargeting people with incomplete cart / checkout. Can be used with retargeting ads, emails, and nurture sequences very well.

Authority

The Principle: “People follow the lead of credible, knowledgeable experts.”

Marketing Insight:

1. Sharing credentials early helps persuade your audience to get to yes
2. Thought leadership content can build your perceived authority
3. Ensure you are using Authority logos on your websites, landing pages, product pages to help improve your conversion rate

Reciprocity

Principle: “People are obliged to give back to others the form of a behaviour, gift, or service that they have received first.”

Marketing Insight:

1. Thought leadership content and resources helps build reciprocity with your audience
2. Go first in being valuable, and seek to be personalised wherever you can

Unity

Principle: “People will look to the actions and behaviors of others to determine their own.”

Marketing Insight:

1. Finding a collective cause that runs deeper than just your product is incredibly powerful

This data-driven approach can be applied to all areas of your marketing, not just your social posts. Everything from social ads, landing pages and emails, these tactics can help you to increase customer acquisition and unlock business growth.

Want to unlock growth in your business? Join us for a 1-Hour Growth Marketing Session here where our team will spend a solid hour with you to help you unlock growth using your marketing plan.