I’ve just returned from a big event in Europe. Extraordinary week. We talked influence, persuasion, consulting, marketing, selling and at the end of the week everyone saw just what is possible to accomplish in a short amount of time.
On the return flight a few thoughts were triggered drawn from the vast number of questions people asked on breaks and after hours. I thought I’d share some of the answers with you.
Some of these marketing techniques are brand dependent. That means that I don’t use all of them but many other companies and brands do.
1. The “Dictionary Definition” Technique
Scientists often have people do anagrams and unscramble the word puzzles to prime the mind to take an action or do a behavior.
If they want to see if they can cause people to walk quickly they will have people unscramble related words to walking fast. (ex. Jog, jump, move, quick, running)
The “see the definition of (a persuasive word)…” strategy gives your prospects a clear description of a powerful word or two in your sales letter (for example). Sometime by just reading a definition of a “word that sells” will persuade them to buy. It will have more meaning than just highlighting it or making the word bold.
I use this more in articles than in promos, but the concept is the same either way. You are accenting something that is SIGNIFICANT and the extra brain power directs the brain to act in the direction of what is defined.
For example, if I want you to eat less junk food so you live longer, I might say, “the definition of diet is to NOT die now.”
“…and the definition of oscillation is the moving back and forth between yes and no and I want you to grab something healthy to eat when you are thinking, -yes- to sticking to the diet.”
I shared this with one particular participant at Boot Camp who saw the genius of this technique. She easily understood that genius is what puts you in the top 2% and she figured out that smart marketing = genius.
(See how that works?)
How many people use this? Almost no one. And as long as that is the case it will continue to be potent.
2. The “Guess Who?” Tactic
The “we have a mystery expert…” strategy tells your prospects that you’re not revealing a guru’s name that is somehow related to your product or presentation. They may have contributed to your product, endorsed your product or helped present (a teleseminar guest) your product. You could use 2 to 3 blanks for their name _____ _____ and then list all their credentials.
You need a GOOD REASON as to why you aren’t giving a person’s name TODAY.
If I’m doing a training in Las Vegas, I don’t want to introduce all my guest speakers or invited VIP’s at the same time. We know that individually or introducing people in pairs is much more powerful than presenting a group in one shot.
People will be curious about who the person could be. If they are really famous, you could tell your prospects that they likely have heard of them. If this expert is new on the scene, you could tell them that he/she is brand new to the (your niche) world or they work behind the scenes.
I like this approach IF I am not 100% certain that someone will be at the training. Quite often we have well known people stop in but you may not want to promise it.
Where the technique used to work was perhaps 10 years ago. At that time you could use this more effectively than it captivates today.
If you’ve done enough to BUILD a REALLY good mystery, people will read next time around to see just who you have coming.
3. The “I thought he was dead” Strategy
The “despite what you may have heard, (something related to your product) is not dead…” strategy tells your prospects that your product is still alive and kicking and they have been just hearing untrue rumors. You just need to dispel the gossip and give them proof why a lot of people are wrong about it.
This doesn’t work for KH stuff but it has excellent applications in other markets.
4. The “Birthday Reminder” Dual Technique
One of the greatest completely untapped uses of Social Media is that you know when someone’s birthday is. People REALLY believe their birthday is special. And it certainly can be. So why not send a birthday greeting to every person on your Friend list on Facebook?
People always want to know how to “use” Facebook. Well, this is one excellent answer. People don’t get a lot of cards anymore. This means that when a card DOES arrive in the mail it has ENORMOUS value. When they do get that card, they appreciate it and often remember WHO sent it. (At Christmas a lot of people keep track.) I know who sends me Christmas cards and birthday cards, and not only do I remember…. I appreciate…
The “get your (a friend, a family member, a colleague, etc.) a gift for (a holiday or birthday)…” technique tells your prospects to be giving on the particular holiday. You can tell them to reflect back to a time when they bought and gave a gift to someone they cared about and tell them to remember how good it felt.
Want another cool tactic?
5. The “How Did You Feel?” Strategy
Regret is a powerful feeling.
What most people don’t know is that when people SERIOUSLY consider an opportunity, evaluate and then pass it on it, even if it was 50/50 they rarely give the opportunity a second thought next time it comes up.
Read that again.
No one knows this. No one thinks about this. No one studies this critical phenomena. Now you KNOW IT. Obviously almost no one uses this out there.
Here’s a simple application. More complex applications are more effective but this is a “sound byte.” To overcome that:
The “have you ever missed (a big sale, a valuable opportunity, etc.)?…” strategy tells your prospects to actually mentally answer the question and think back in time. They will likely feel that regret that they anticipated last year or whenever.
Now, when you present your special product offer, they will think twice about passing it up and you will have overcome one of the most powerful pieces of invisible resistance in human behavior.
6. The “Perfect Timing” Thinking Process
Back in the old days when I was fund-raising or selling advertising, a bit of creativity in thinking was required. The Perfect Timing Thinking Process is rather cool.
I haven’t utilized this in two decades, but it’s a good way to get people to look at a commodity-type product or service today.
The “(a year, a month, a day or a full date) is the best time to (your product’s benefit)…” process tells your prospects to read more and see why it’s the perfect time to gain their desired benefit.
It could be because you’re having a sale right now, you just released a new and improved version of your product, your offer of a free trial, you’re offering an easy payment plan, etc.
7. The “Stop Succumbing to Fear” Approach
This is a life philosophy tactic which I have and live. It’s an approach to thinking that more people need to adopt. It is also an effective way to get people to ponder you, your products, services, etc.
Why does it work?
Because no one else uses it.
The “stop being afraid and live the kind of life you deserve…” strategy tells your prospects that fear is holding them back from improving their life, solving their problems and reaching their goals.
If correct, you can tell them it’s natural to be afraid of failing, but not to let that stop them. You can tell them about a similar circumstance where you were scared at first but accepting that risk really paid off.
I like this way of thinking and I like to utilize it in my promotions.
Want a few bonus tactics?
8. The “Autopilot” Strategy
You so need to utilize this thinking process more often.
The “it’s time you put your (a subject related to your product) on autopilot…” strategy tells your prospects they need to quit trying to gain their desired benefit manually. You can tell them that it’s hard work, takes up more of their free time or more expensive in the long run. If accurate, you can use phrases like: it will work by itself, never mess with it again, etc.
People NEED products and services that bring these results and the autopilot strategy can get them to experience the results NOW.
OK…here’s one more…the “Reverse Psychology” Strategy…
9. The “Reverse Psychology” Strategy
When I was a kid, I was the oldest of a slew of other kids in the house.
“Fred, don’t you dare turn off the light,” was what I said when I was tired and wanted to go to bed.
I always heard click seconds later. I’d then “grrrrrr” and I thought it was great.
The “if you want to buy this product because it (your product’s benefits/features), don’t…” strategy tells your prospects one of your benefits but with a little dose of child psychology. It gives you a chance to repeat one of your stronger product benefits and makes them want to buy it because you told them not to. People don’t like to be told what they can and cannot do.
In fact, I confess, I’ve utilized this approach with a lot more people than Fred…there is a little kid left in all of us….isn’t there?
10. The “Click It Again” Tactic
This is so smart. I’ve never used it, but I saw it last week and it works. Truly brilliant. I do wish I would have thought of it.
The “if it doesn’t work, please click on the order button again…” strategy tells your prospects that phone lines are busy. Please try again. You can tell them just to be patient. They will assume tons of people desire your widget and they won’t want to miss out either.
11. The “Take One Path” Approach
With information overload and tons of choices in everything, people MUST do SOMETHING. Your job in part is to get them to MOVE, because nothing happens until they do.
The “are you confused?…” strategy tells your prospects that the reason they may not have improved their life yet is because all your competition keep confusing them with tons of different ways or choices of how to gain their desired benefit.
If accurate, you can tell them your product will give them one simple plan to follow without all the indecisiveness.
If not accurate, fix your product!
12. The “Remember The Special” Strategy
I don’t do this, but a lot of my colleagues do and I think it is an example of very smart marketing. Smart and effective.
The “Remember, there is a special offer on my thank you page….” strategy tells your prospects to be on the lookout for the upsell offer after they order. You could give them a hint about your upsell offer so it sparks a lot of interest and anticipation. It will be one of the first things they look for after they order.
13. The “I’ll Do It Tomorrow” Technique
The “to be (a positive emotion) tomorrow, take action today …” technique tells your prospects that if they purchase your product today they will feel better tomorrow. Some positive emotions you could use are: happy, excited, relaxed, relieved, pain-free, etc. Most people buy products to change their emotions and feelings.
I don’t use this process, because it isn’t “me,” but if I did, I would also contrast the far more powerful negative emotions with the positive to increase compliance.
…and of course you want another?
14. The “One Won’t Do It” Strategy
You could probably use this approach. A lot of good marketers use this.
The “quit searching for that one product you think will solve everything…” strategy tells your prospects that no one product will totally give them their desired benefit. You can tell them a persuasive reason why and that you offer a combination of products so they will fully benefit. You can compare your product package to your competition’s inflexible, single product.
Smart, very smart.
15. The “Lucky Order Button” Strategy
As I look around at websites that have high traffic and sales, every now and then you see something really cool and creative.
I like this and someday will probably put this in the store, SOMEWHERE.
The “if the order button doesn’t work then we’ve reached our sales goal…” strategy tells your prospects that you are only selling a certain number of products. They will be curious to see if your order button does work. If it works for them, they will feel like they are one of the lucky few, even if they aren’t that interested in your product. Clicking to your order page will seem like scratching off a lottery ticket and may be enough action to get them in a buying mood.
ONE MORE and THAT is IT.
16. The “Know Everything Yet?” Strategy
Money back guarantees breed sales but lower loyalty levels. Therefore you won’t want to use this all the time. But it is cool for when you are debuting something and people feel uncomfortable in the decision-making process.
The “you’ll learn something new, I’ll guarantee it…” strategy tells your prospects that if they don’t learn anything new and beneficial from your information product, you’ll refund their money. Most of the people that buy your product have likely bought many items on the same subject in the past. Sometimes people think that they have run out of new things to learn. Your special guarantee will eliminate their buying defenses.
So….pick a strategy any strategy….from an ordinary deck of strategies.
Where can you get more of the most innovative and cutting-edge influence and persuasion strategies and tactics?
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