Psychological tricks to convert customers to buying
Lesson 44 from: Brand Marketing Bootcamp: Build An Actionable Marketing PlanScott Lancaster
Psychological tricks to convert customers to buying
Lesson 44 from: Brand Marketing Bootcamp: Build An Actionable Marketing PlanScott Lancaster
Lesson Info
44. Psychological tricks to convert customers to buying
Lessons
The definition of strategy
03:39 2The 4 stages of marketing
03:16 3The difference between strategy & tactics
03:46 4The 6 laws of marketing
09:56 5Understanding Creative & Distribution
02:16 6The 4 marketing P’s and how to use them
05:08 7SWOT Matrix and how to use it
02:28 8Porter's Five Forces
04:4360/40 Law of marketing
04:04 10The marketing funnel
06:27 11Analyzing your competitors
07:14 12Deciding your target audience
06:59 13Creating your marketing objectives
11:42 14Pricing your products perfectly
08:16 15Watch this before arranging your marketing strategy
02:21 16Awareness, finalizing your awareness tactics
03:52 17Partnerships and affiliates (free tactic)
09:40 18Blog writing & SEO
07:26 19Podcasting
07:10 20Public Relations
05:58 21Giveaways
07:18 22Word of mouth
06:21 23Valuable courses
08:09 24Social media overview
05:28 25YouTube
09:36 26TikTok
03:58 27Twitter / X
04:48 30How to create better content in half the time
07:54 33Why start-ups should never use paid advertising for awareness
06:21 34Education & Consideration
01:33 35Workshops & Webinars
08:39 36Social Proof
06:55 37Effective Email Marketing
05:34 38Utilizing FAQ Sections
05:31 39Portfolio & case studies
07:39 40Leveraging product comparisons
03:26 41Tips to increase desirability
07:22 42Harnessing the power of Google reviews
05:20 43Sales & Conversion
02:28 44Psychological tricks to convert customers to buying
08:25 45Building a list of customers ready to buy
08:46 46Irresistible Offer
08:31 47Persuasive Sales Page
07:35 48Promotions & Free shipping
04:24 49Improving conversion rate (PIPE FRAMEWORK)
06:39 50Customer Retention
03:43 51Expanding your product range
07:18 52Asking for feedback & refining your product
03:37 53Loyalty programs and the subscription model
06:43 54Gifts & Surprises
05:02 55Finalizing your marketing strategy
07:40Lesson Info
Psychological tricks to convert customers to buying
So if you're a founder or entrepreneur and you're wanting to get more sales for your business, there are some psychological tricks and triggers that you can use to convert website traffic into sales and these tactics do not even apply just to websites, they apply to retail and in person conversions as well. But first, we need to ask the question of why using psychological tricks and hacks actually matters when it comes to converting potential customers into paying customers. Well, the reason is that as we are making purchasing decisions, our brains are ultimately trying to weigh up which option is best for us. And by doing that, we are ultimately trying to find the best option that suits our personal needs and requirements. Now, the reality is that most brands and their offerings are pretty even. So, for example, the headphones that I have here, which I've mentioned a few times in this course, already do pretty much the exact same thing as every other headphone out there. But the diffe...
rence is the Apple brand is more desirable and they use certain tricks and triggers and hacks to make me think that it's worth it, paying an extra 200 to $300 for these headphones as opposed to every other headphone on the market, which is considerably less. So let's break down some of the most common psychological tricks that you can use for your business so that you can move forward and get more sales in future. So the first psychological trick that a lot of brands use is scarcity. For example, the next time you go into a premium bakery and there's lots of lovely cakes out and you can see everything that you could potentially buy. Do you know why they don't show all of their products immediately? And there's only one of each cake out there for you to see. The reason they do that is to make you think subconsciously that that is the last cake available. Therefore, they have the element of scarcity working in their favor to persuade you to buy the cake that you want. Now, obviously, you could just buy that cake anywhere, but it is best to have as much advantage as possible when you are in the stage of converting customers into paying customers because ultimately the more sales you get the better. Now, the scarcity tactic also works online, for example, have you ever been on a website? And it says there are only two of this particular item left in stock, even though they could have plenty of that product available, they still use that their advantage because it entices you to actually press the button to buy the product just in case it sells out. One thing to keep in mind is when we are actually being affected by the psychological triggers. And I'm going to go through a few more in this particular lesson, we are being manipulated. Subconsciously, it isn't something that we are logically thinking through. It's something that we feel inside, we feel like we're going to miss out. Therefore, we want to purchase the product because we want it anywhere but we're just enticed to make that leap a little bit more. Now, the next psychological trigger is reciprocity. Now, if you don't know what that is, it's essentially when you give someone something and naturally feel inclined to give something back in return. Now, this type of technique is used very commonly in restaurants. For example, when a waitress or a waiter serves the bill at the end of a meal, they'll leave some chocolates or some mince or some little present to essentially make you feel good after eating your dinner or lunch. Now, what this does and this has actually been proven by studies is it increases the likelihood that you will leave a better tip for the waiter or waitress. And this type of technique can be used anywhere. If we feel like someone has given us something, then we feel inclined to give something back in return. And lastly, we have four more. So the fear of missing out is ultimately something along the lines of maybe putting a launch with a timer. So for example, you have 12 hours to actually secure this offer before it's gone forever. That would be the fear of missing out in play and what this does. And it's kind of similar to scarcity, but scarcity is more of the limited stock and the lack of units as opposed to actually the fear of missing out. But they are kind of intertwined. They are quite similar. Now, each of these approaches can be extremely useful in just nudging the customer in the right direction and getting them to ultimately buy your product or service. They could have bought it anywhere, but just having that extra little push is sometimes all you need to get more sales through the door. Now, obviously, there are pros and cons to using psychological when you are ultimately trying to increase your conversion rate. And one of those is an increased conversion rate, you can get more sales through using things like scarcity and for more to encourage customers to buy from you. And that obviously gives you a competitive edge, which is another pro you can have the ability to actually motivate people to buy from you as opposed to buying from your competition. However, on the other hand, you do have some cons of using psychological tricks and because if someone actually understands what you're doing, then it could potentially be seen as unethical. For example, when I see sales page, which has a timer automatically changes every single time I revisit the page. So for example, I'll refresh the page and the time will go back to the exact time it started with the previous time. Just because there's no actual offer there, it's never ever going to run out. It's just there to try and trick me. And that does leave a slightly bit of taste in my mouth because I don't want to buy from a company that's been unethical. So basically, if you are going to do any sort of promotion or any sort of, you know, offer like this, you need to make sure that you actually arrange the offer as you present it. You can't, you know, do anything unethical or anything unlawful for that matter. Now, another con is overuse. So if you again, just like do the same thing over and over again, your customers or potential customers, if they don't buy from you is ultimately going to become numb to it. They're going to see it as just being, you know, another offer by X or, you know, they're doing it again. You know, I know that this is this exact same thing is going to happen in a month's time. So why would I buy now I can just buy next month or maybe I just won't buy it all because you are cheapening the brand by constantly giving discounts or constantly saying there's only one piece left it doesn't really have the same impact, you do it all the time. Now, let's look at some real life examples of other brands that actually use these little psychological tricks to their own advantage. Amazon, for example, sometimes shows that there are a limited number of pieces or units available to entice you to buy. They also use social proof, which we discussed a little bit earlier on in the course to showcase reviews to give you more peace of mind. When buying booking.com also uses this approach, they say that there's only one room left within this hotel. And although it's pretty much that every single time I've tried to book a hotel room on booking.com, it gets me every single time and it just helps me to make the order and press or I've got a better sleep in tons of websites out there. Use the reciprocity approach to essentially get you to buy their products or even just leave your email. They'll offer you a free PDF or they'll give you something for free just to make you feel good about the actual brand or what you're trying to offer. And then you're kind of like, ok, you're going to take my because you've been nice and you've obviously given me that valuable PDF. So it's always a player, no matter what type of business you're doing, whether it's services, whether it's a product you're always getting hit with the psychological tricks and triggers. So watch out for them and also make sure you use them in your own business. So in regards to assessing psychological triggers and tricks, we've marked this as a 10 in regards to cost because it doesn't cost anything to ultimately set these things up. They're just psychological triggers and just clever ways of marketing. In regards to energy to set, we've marked it as a nine because it doesn't actually take that long to do and to actually set it up, it's all pretty standard. So as soon as you actually understand the concepts which you should buy, now, obviously, there are plenty more psychological triggers out there and tricks that you can use. But these are kind of the main three that used most commonly in business. You can actually get them set up pretty easily. It's just a case of applying them to your website or wherever you're actually selling your product or service. And then in regards to maintenance, you don't actually have to do anything afterwards. It's literally just a case of set up and go. So in regards to maintenance, I would actually score it as an eight. And then in regards to like the Roy, to be honest as well, that is pretty much a 10. You are always going to get a decent result, especially considering the fact that you don't have to invest any money. You don't have to invest much time or maintenance to actually get these things up and running and they are super powerful. So anyway, I hope you can find ways to implement psychological tricks and triggers into your marketing tactics. But anyway, I hope you find this lesson valuable and I will see you in the next one.
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