Can You Pull the Psychological Trigger That Prompts Buyers to Act NOW?
How heuristics exponentially amplify your marketing and sales results.
Do you understand how your prospects make decisions? Have you reached into their minds and figured out what makes them tick? Can you circumvent the excuses, delays, and misdirection that so many buyers use to avoid saying “Yes” to your offer?
When it comes down to tactics on the ground, you MUST understand the specific psychological triggers that switch on the green light and prompt buyers to act. That’s the difference between an ad that gets a “meh” response and one that instantly galvanizes your audience on a gut level.
Decision-Making Is Hard. Heuristics Make It Simpler.
You’re probably wondering what a fancy word like heuristics has to do with marketing. Everything. Heuristics are rules or mental shortcuts that people use every day to simplify their decision-making processes. They can’t afford to spend a lot of brain power digging into every single choice, so they use efficient principles to help them make snap decisions.
We all do it. We all judge people based on the way they look, a store based on a few reviews, or a movie based on a three-minute trailer.
When it comes to your brand, your message, and your marketing, buyers are using heuristics to determine whether or not to engage with you. They need to quickly determine:
- If you are intriguing
- If you are credible
- If you can fix their problems
- If you are worth their time
In other words, you have to answer their real question, “What’s in it for me?”
You MUST Persuade and Fascinate Your Audience
Two incredible authors, Dr. Robert Cialdini and Sally Hogshead, offer critical insights into best practices for making your brand irresistible to buyers. They teach you how to leverage known human behaviors to your advantage in marketing and sales.
Here are a few principles to explore:
SOCIAL PROOF: Because People Are Herd Animals
We humans find comfort in believing what others say is true—and the more people saying it, the better. Whether that’s a trusted peer, a television personality, or a noted expert, we want third parties to weigh in on a product or service before we try it. It’s the mental shortcut of assuming other people have done the legwork for us so we don’t have to spend as much time evaluating a company.
This is why video testimonials and positive assessments from people outside your company have such an impact. Take the time to earn and cultivate good reviews and commentary in every venue where prospects might learn about your brand. Authority is another principle of persuasion, so having your own SMEs quoted in a white paper or other thought-leadership by another company in a related industry is also a smart move!
MYSTIQUE: A Riddle Wrapped in an Enigma
Nothing fascinates us quite like a good mystery. Being provoked with an unanswered question immediately sets us on a quest to learn more. In marketing, a mystique-oriented brand has a reputation for saying “just enough.” If a company with this branding does make a statement, it’s time to sit up and listen because it’s important. You recognize these brands because they aren’t constantly cluttering up your Pulse news feed or your inbox with communication. Instead, they create explosive content you ALWAYS take time to read.
If your buyers are pressed for time and value being “in the know” with information that gives them a competitive advantage others don’t have, this is a great trigger to focus on. Fascination often pairs well with the Prestige trigger, because the more limited and exclusive access to a product, service, information, or experience is, the more we want it.
Match Your Approach to Your Audience
While these principles and triggers all work some of the time for some people, they don’t work all of the time for everyone. That means it’s critical to understand which tactics match your brand and your audience—and where they are in their buyer’s journey.
To learn more about ways to fascinate, persuade, and motivate your prospects, download our white paper today: “The Definitive Guide to Creating B2B Ads That Help You Sell More”.
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Dr. Robert Cialdini (Influence: The Psychology of Persuasion, 1993)
Sally Hogshead (Fascinate: Your 7 Triggers to Fascination and Captivation, 2010)
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