Selling is an art; and if you haven’t yet mastered it, you need to do it immediately for the sake of your business. As any great salesman will tell you, instigating the customer into making a favorable decision is all about psychology. Online marketing is no different. You need to integrate psychology to make marketing work better.
Three kinds of people visit your site – the buyers, who have decided to make the purchase, the potential buyers, who aren’t sure about their decision yet, and the casual window shoppers, who are just browsing sites without any intent to purchase.
Your task is to mentally prepare the two latter groups into making a purchase decision. A clever way to do it is with a smart web copy. Include into it every detail about what you deliver. Add to it a refund promise, and you have a recipe for success.
Visitors aren’t the only one given a choice to make the purchase. A business may have a choice too in the selection of who it sells to. It does sound kind of counter-productive, but if it clicks, it can work wonders.
A great example is the BoksQuiz. It allows a visitor to be part of the program only after he/she completes a small quiz. The only drawback is that this tactic may not work well with all kinds of audiences. It’s best to test the waters before you utilize this idea.
Another option is to let people apply for the product and wait for it. For example, you may have to wait for a month to get your hands on a specific Hermes bag. The time delay builds up excitement.
Suppose you sell hot tubs. It’s good to focus on how great your tubs are, what features they incorporate and how affordable they are. But you can also use another point of view. Instead of the products, your site may focus on its impact.
Just build your site on the premise of ‘what a great addition a hot tub will be to a home’. Include pictures and descriptions of people enjoying hot tubs in serene and romantic surroundings or hosting a party around it.
Once your visitors have a clear idea about how great a hot tub will be for their home, it’s much easier to make a sale. Just make sure your products deliver what you claim on your future-focused site.
Apple does this best. They just drop teasers about their forthcoming products and leave it at that. And people wait eagerly for whatever they are coming up with. And jump to the first opportunity of making a purchase of such an anticipated item.
Disney also drops hints about its approaching releases but holds back the details. And people wait excitedly to find out more about what’s on their plate. But they don’t really divulge anything until its time.
Time delays flares up the enthusiasm of visitors. Just space your steps properly and don’t make them wait too long. If you do this, they will soon lose interest. This is especially important if you aren’t exactly on the same bracket as that of Hermes.
Why will someone make a purchase from you? Why will they subscribe to your blog? Why will they avail of your service? This is perhaps the most important point you need to focus on. It’s not about you, but about them.
When a visitor comes to your site, they aren’t interested about you. They are interested in how you could benefit them. This needs to be the central point of your site. Take a leaf from Carbonite Cloud Backup Services.
The Homepage itself is a clever creation that answers every question a visitor may have. The benefits the services provide for the customers are highlighted in bold colors and letters. The testimonials are also there. That is what a winning page needs to look like.
As a marketer, you have to study people’s minds and direct their behavior into making a purchase. How do you do it? With a little bit of tact, you can bring into play the psychological quotient and boost your sales. It isn’t as difficult as it seems; you just have to pay attention to the little details that matter.