This week begins a complete three week series of articles to increase YOUR sales using psychological activators.
Most salespeople and marketers love scripts.
They seriously believe that those words are going to make them money.
Lots of managers insist on employees sticking to scripts. Of course, there is a time and a place for compliance. New kids on the block shouldn’t be telling potential customers that the stock market is going to be their retirement vehicle, then quote ridiculous projections (imaginary futures that aren’t going to happen).
Sales are Personal
The reason people LIKE YOU and DISLIKE YOU is because of WHO YOU ARE.
It’s personal, of course. So are the majority of sales that are won … it was personal.
Psychological activators are much less effective when used by people with Moderated Personality Traits.
Key Point: The more unique you are, the stronger people will feel about you.
Consider Donald Trump and Bernie Sanders. No one knows how the elections will play out a year ahead of time, but one thing you can be sure of, people who don’t like Donald Trump and Bernie Sanders REALLY don’t like them … a LOT.
But, this is, counterintuitively, a good thing!
The same emotions and feelings that Trump or Sanders evoke in people are so strongly stated that they resonate with a LARGE percentage of the population.
But Trump and Sanders gain attention because they are not reading a script. They are speaking their mind. No one is wondering if they are “telling the truth.” These are the kinds of people who make excellent salespeople. They are the maverick, the loose cannon. They screw up on compliance. (They aren’t typically politically correct and really don’t care if they are or not.) But they have extreme beliefs, direct communication, and often contradict themselves with what they said yesterday. They are NOT on script and there is a LARGE percentage of the population that craves doing business with people like this.
Trump and Sanders aren’t going to lie to you. It makes it safer to buy from them. If you can tolerate evolving thinking, you love to buy from these folks. They are far and away the best salespeople out there.
Meanwhile, politicians like Clinton, Bush and so forth toe the party line and read the same scripts their predecessors read. And for people who identify with a group over intensity of feeling, perception of truth, those followers will fall right in line with the party’s candidate.
It’s really difficult for “party people” to be successful at selling or marketing, though obviously enough money can buy enough persuasive advertising to generate a victory for almost anyone.
But the “salesperson” doesn’t have that bank full of money.
The salesperson has only their self and really no one else to make the sale, make the money, generate the customers, develop loyal relationships.
And it’s personal.
With rare exception, people don’t buy product. They buy YOU.
The Psychology of Selling
Both types of salespeople can sell a lot more if they take advantage of the Psychology of Activated Selling. The biggest long-term winners with the most loyal following and customer base will almost always be the Trumps’ or Sanders’.
If you put the elements of a sales letter or video in the wrong order, sales will tank. If you’re not pushing the right emotional sales activators at exactly the right time, the conversion rate will be pretty terrible.
In person or on the phone, it’s all about pushing the right buttons while people are in the process of confirming that they identify with you.
The point is, in order to start getting more subscribers and sales, you need to understand that people are going to BUY YOU and they want to know that you get why they behave the way they do, what they’re thinking, and be certain what they are buying is going to work for them.
You can use these psychological activators in your sales letters, blog posts, newsletters and more. You can use them to get more subscribers, get sales, get referrals … or whatever else you need to grow your business.
Sounds good, right?
Sales Activator #1 : Touch their Fear
Fear is an incredibly powerful motivator. You’ll see everyone from marketers to politicians to bosses to parents using fear to get people to take some specific action. They do it because it works.
Fear is the activator of the flight/flight/freeze response in nature.
Salespeople, like politicians, can give doses of fear in large quantities and screw up everything. And this happens a great deal. If I don’t buy cable or DirecTV, my life will not likely end and it would be tough to scare me into buying once you inappropriately attempt to touch my fear button.
No! What you do is lightly touch the fear activator to make a big impact.
Here’s one proven method of utilizing fear.
Create a Fear of Missing Out
This specific fear is more prevalent today than it ever has been in the past.
In fact, the phrase (fear of missing out) has become so popular recently that it has its own acronym: FOMO. Typically this comes into play when people can’t stop looking at their smartphones, because they have a fear of missing out on some Facebook post, pop culture trend, or even an invitation to go out.
Sadly or pleasantly … this fear is the easiest to manipulate for good or bad intention.
You have a good intention?
Take this natural fear and funnel it into your sales system by creating an offer that’s somehow scarce. For example:
- Limit the offer to a set number of people. For example, perhaps you set up a membership site with a strict membership limit of just 200 people. Or you can offer a bonus or discount to the next 10 people who order now.
- Offer a discount or bonus for a limited amount of time. For example, you can offer a 50% discount that ends in 72 hours.
There are a lot of different ways to heighten the sense of scarcity, boost urgency and in general bring the FOMO into awareness.
- Discount sales.
- Flash sales.
- Dime sales (the price goes up every day or after every purchase).
- Early bird offers.
- Introductory special rates.
- Holiday sales.
- Grand opening sales.
I could go on with this list. In all cases, the offer is somehow limited. This creates a fear of missing out on a great deal, which, in turn, boosts your conversion rate. This is true whether you are online or face to face. It makes no difference.
There are other ways to wisely and effectively touch fear …
Remind People of Their Fears
One of the best examples of this comes from the marketing you see from insurance companies. Basically, they get prospects to imagine what it would be like if the spouse dies … and they didn’t have insurance.
It’s a very real scenario that happens every day. There’s good reason to be concerned!
No matter what you’re marketing or selling, you can remind people of what might happen if they don’t order now. For example:
- If you choose to do nothing and leave this sales page, you won’t lose the weight. The ridicule will continue. People will give you disapproving looks when you’re out on the street. You’ll hate what you see when you look in the mirror.
- This problem is not going to get better if you ignore it. Those few fleas you see on your dog now will multiply. Soon your entire house could easily be infested. Most people don’t know that fleas can even infiltrate the carpet, the furniture and then your bed.
Highlight a scarce offer or remind people of their fears, and you’ll see a boost to your sales and conversion rates.
Now, the next conversion-boosting triggers …:
Sales Activator 2: Activate their Curiosity
Curiosity is a powerful motivator.
Humans want to know …
They want to know secrets …
They want to know what someone else is talking about …
They are eavesdroppers on conversations.
That activates curiosity. Sure thing. But watch the next few sentences and how your feelings CHANGE as you read them …
Humans read private emails of other people.
People search their way into their family members’ computers and Facebook accounts.
Just me mentioning that people in your house “hack” into Facebook accounts makes you WONDER if that’s happening to you.
(It’ also important to recognize that I just did this and that it isn’t necessarily really happening in your house!)
The point is, you are NOW CURIOUS.
Key Point: You are now in a BUYING STATE for ANYTHING THAT SATIATES your curiosity.
That’s because when you inject it into your content, it’s like creating an itch that your readers need to scratch. And the only way they can scratch this itch is by taking some specific action (such as using your service or buying a product or solution).
Do you remember the original BluBlocker sunglasses and their advertising? Marketing expert Joseph Sugarman eventually took over the marketing for these glasses, and they sold tens of millions of pairs. One thing Sugarman did was create curiosity in the original TV ads.
By showing the reactions of real people as they looked through the sunglasses for the first time. They usually exclaimed, “Wow!” And then they’d go on to talk about how everything looked so amazing, and how they’d never worn sunglasses like this before.
Sugarman admitted that they could have slipped a BluBlocker lens over the camera lens to show the home audience what it’s like to look through those sunglasses. But they didn’t do it, because they wanted to arouse the home audience’s curiosity about what it’s like to look through those glasses.
The only way to scratch that curiosity itch was to order the sunglasses by mail. It worked! The BluBlocker company sold millions of pairs of sunglasses in their first few years.
Now YOU can use curiosity.
Let me give you a few examples …:
Strategy A: Use curiosity to ensure people keep reading.
You saw how you kept reading when I talked about humans having emails read by others.
That’s HOW you tell a story. That’s HOW you get and KEEP engagement.
Whether it’s a face to face meeting, a blog post, an email, a report or even a sales letter, you can evoke curiosity in the beginning or even the middle to keep people reading until the end.
Let me give you a few specific examples:
- Build anticipation in the introduction. This is effective for content such as blog posts, newsletter articles and reports. Simply tell people what they’re going to learn in your presentation or article, and arouse curiosity in the process.
For example: You’ll find out what exercise the world’s most elite military leaders have used for 500 years to train their best soldiers!
- Use Open Loops. Tell a story, but don’t quite finish it. This arouses emotion, which is a good thing. But if you don’t finish the story right away, it also arouses curiosity.
For example: So you’re probably wondering if Brittaney met her goal and lost 50 pounds. You know what? I think the results are really going to surprise you. I’ll tell you all about them in just a few minutes. But first, let me share with you the #1 mistake dieters make that will STOP YOUR progress …
- Whet their appetite for what’s coming. You can do this anywhere in a presentation, sales letter, article or report.
For example: Brittaney got amazing fat-loss results using the same secret your favorite Hollywood celebrities use when they need to shed the fat fast. You’ll discover this secret in just a moment. But first …
Strategy 2: Make people curious about a product.
Let’s say you’re selling a new book about how to get traffic to your pizza shop. You might arouse curiosity by saying something like this:
You’ll discover the closely guarded foot traffic source that’s never been revealed before – just wait till you see how many people it brings … people that will become lifetime customers!
You can bet anyone who is interested in getting more traffic will be a bit curious about this little-known traffic source.
Here’s another example that would make a great benefit statement in a bulleted list:
You’ll find out which common herb reduces fine lines and wrinkles – you may already have it in your cupboard! (See page 15 to find out what it is.)
So you can see how this all works. Make people curious, and you’ll keep them hooked on your content, joining your list and buying your product just to satisfy their curiosity.
Now the next powerful sales activator …:
Sales Activator 3: Emanate Authority
You’ve heard me talk about the Stanley Milgram psychology studies on several occasions. People from all walks of life were told by an authority figure – which was a researcher in a white coat – to deliver electric shocks to someone else whom they couldn’t see.
Of course, there weren’t real shocks being delivered, but the subjects of this experiment didn’t know that. They were told the shocks were real, and they could even hear someone screaming and pleading in the next room over not to shock them. Yet these research subjects kept delivering shocks … all because an authority figure told them to do so.
When those with high levels of perceived authority were giving the instructions, 60% of subjects gave shocks that would have been lethal in voltage.
A recent study in France replicated this finding in a GAME SHOW setting and the host got 88% of contestants to issue lethal voltage shocks to other people.
YOU can use any authority you might possess to help build your credibility, get people to pay attention to you, and get people to do what you want.
Here’s how …
State Your Credentials
If you have some position of authority in your niche, then be sure others know about your credentials. This might be a degree or career path, such as doctor, lawyer or law enforcement. If you have a photo to back this up – such as you in judge’s robes or a uniform – include this with your content.
If your credential is being excellent in your field and you don’t have a diploma, then have a letter or endorsement from a well-known person whose reputation gives you the effect of THEIR HALO.
Borrow Other People’s Authority
If you don’t have a position of authority, you can still use authority to your advantage by borrowing other people’s position of authority. How? By partnering with respected people or participating in joint ventures or simply getting testimonials from authority figures.
For example, imagine you have a new book about dieting. You can have medical doctors and nutritionists review it and offer their testimonials.
You don’t have to have any specific credentials in order to position yourself as an authority in your niche. If you’re an expert, then act like one. Be a strong leader. For example:
The bottom line is so establish yourself as an authority, show your credentials when applicable, and borrow other people’s authority when possible.
Together, these tactics will boost your conversion rate.
Coming up? The next Psychological Activators that Increase Sales …
Decision Point–Discover a System of Decision Making That Will Clear the Way to Success
Next Course begins December 1, 2015
If you’ve ever taken one of my e-courses, yes, it’s like them! This E-course lasts 7 weeks and has more than 20 modules. You set your own schedule – you don’t have to be “in class” at any particular time each day. You get VIP access to a secret portion of the web site, and can log in at any time.
If you could point to one word, to one factor, to one element or cause of what happens to you in your life, it is decision.
Maybe you have been experiencing one or more of the following:
Moving is always tough but when there are more than one person’s job or one person going to a school that they love and the possibility of leaving friends behind makes for what many consider an impossible decision. What do YOU decide? How do you decide?
Your investments have done OK but your total income saved for your future is terrible. There are a lot of options you’ve been told about but you really don’t know what to do. What will you decide? How will you decide?
You are a manager at your company and only have enough budget to pursue one product line. You can choose between an almost sure thing with a very modest return or a riskier proposal that could make you a superstar. What do you decide? How do you make the decision?
You’re on your way home for the holidays. You get stuck in bad weather and are put up at a local hotel. In the bar that night a beautiful woman strikes up a conversation with you and she has offered you the key to her room. What will you decide?
A relative lives with you. They take advantage of you but you can’t let them go because you don’t know what will happen to them. What is the right thing to do and will that thing be what you decide? How will you decide?
An elderly relative lives with you. They can’t take care of themselves any more. You hate the idea of a nursing home or “worse.” You also want “a life.” What will you decide to do?
Your wife is two months pregnant. A test reveals the baby is going to be born with a disease that will require your 24/7 care for the rest of your life. She decides she wants to keep the baby. But you haven’t made your decision. What will you decide to do? How will you make the decision?
Your home has a horrible defect that you can cover easily in the selling process and the defect almost certainly won’t be discovered for years. Revealing it will reduce the price of your home $100,000. What will you decide to do? How will you decide?
You can stay at your present job which you really don’t like that much and live on a predictable but very modest income or you can pursue a venture that has about a 70% chance of success and if it succeeds, you would double your income. What do you decide to do? How do you decide?
“Just wanted to thank you. I took your Decision Point E-Course earlier this year, and have put the ideas into practice. I knew I wanted to leave my job, but didn’t seem able to decide when, how, etc. Well, using what I learned from you, I was able to make a very definitive decision about NOW being the time. I feel great about the timing in my life now and at peace with the decisions I made. This means so much to me! Mahalo nui loa (thank you so very much).”
You’ve been thinking of getting a divorce but you’re just not sure. There are other fish in the sea but you wonder if you can still compete? Can you do better? What about the kids? What do you DECIDE? How do you decide?
You are involved in a custody battle for your children. One of the kids is misbehaving terribly and you don’t know whether you should spank them or discipline them firmly. The result could easily effect the results of the custody hearing. What do you do? How do you decide?
Two women have taken a liking to you. You date them both for some time. They both begin to talk about moving in and a permanent relationship. One is the kind of person you feel comfortable with and would be easy to love. The other is 10 years younger and is celebrity beautiful. Unfortunately she knows it and enjoys being the center of attention. What do you decide? How do you decide?
And those are just a few of the decisions that face real people every day. Decisions that people are forced into and have no idea what to do or how to do it.
THIS COURSE shows you how to make ALL of the decisions above.
And it’s important to note, that the right decision easily can be different from person to person. Knowing how to evaluate THAT is crucial to everything you will do…but no one ever does it….
“As a psychotherapist, I work in the minefield of decision-making and I can tell you that making good decisions is critical to happiness, success and relationships. Kevin Hogan’s course covers the terrain of decision-making with his usual thoroughness, candor and relevance. Kevin is always ahead of the game because of his extensive research, vast and varied connections and sharp mind. His thinking about ‘high noon’ and light a fuse, if applied, would save many relationships and learning the concept alone is more than worth the price of admission.”
If you haven’t taken an e-course with me: an E-course with me is not like an E-course as thought of by the rest of the world. With me an E-course means you will have instruction in several media forms. Video, audio and text. There is NO specific time you must meet with me every day.
About 50% of the people who take my courses collect all the materials and work at their own pace later. The other half work with me and sometimes with other participants when necessary, on projects that are necessary to learning how to make RIGHT DECISIONS.
My courses are universally known to be challenging, results-oriented, pragmatic and show you EXACTLY how to get where you want to go.
Decision making is a function of thinking that almost 90% of people do very poorly. Most people think that if something turns out well, they made a good decision. If something turns out poorly they made a bad decision.
And that conditioning is one of the biggest reasons why people are poor decision makers.
Decision making is first and foremost about MAKING DECISIONS IN THE FIRST PLACE.
Every day, people vacillate on making changes in their lives that they KNOW are absolutely necessary, but they decide to do nothing and hope for the best, only to live a life where nothing ever changes.
This is where we begin.
Elimination of PROCRASTINATION and VACILLATION.
You will learn how to recognize situations where you are about to commit acts of self-sabotage. I’ll show you how to identify it long before it becomes an issue. I’ll show you how to crush self-sabotage so you can make a CHOICE instead of only having the ability to stay with the Status Quo.
This first week’s module alone will be worth the investment in the course.
How would you like to NEVER procrastinate again?
What would happen if you could actually MOVE in the DIRECTION that you want to, even if it is ONLY AWAY FROM WHERE YOU ARE TODAY?!
By the end of week one, you will have daily projects to do for several weeks that will almost literally beat the habits of self-sabotage and procrastination from your life.
Most people don’t know that procrastination is a habit you picked up, but it is NOT your fault.
The same is true of self-sabotage.
I will explain why, where it all started, why it happens to everyone and why it must be eradicated intentionally and with no little effort. By the END of the course, IF YOU FOLLOW the Decision Point Plan, you will have eliminated procrastination and almost all forms of self-sabotage.
I’ll explain in detail why self-sabotage is a little trickier and lurks in EVERYONE’S back yard waiting to strike. I’ll show you how to get rid of it and then prevent it so you never have to deal with it in the future.
And that is only week one! How we doin’ so far?!
Decision IS Destiny
You make decisions all the time. Generally speaking, the more decisions a person makes, the more successful they are.
The better a person is at making decisions, the more successful they are.
When you move from your old home to the home you are in now; maybe you moved because you wanted a bigger house, or to put the kids in a better school district. Maybe it was just closer to where your job is…more convenient.
And of course in the case of uprooting and moving your family, you’re talking about a lot of variables, a lot of things to consider. You’re going to find out how to make the right decision in which house to buy and where to move.
What about leaving your job for some other opportunity?
FEAR enters the picture quite clearly and because the future is seemingly unpredictable, you feel frozen or stuck as to what to do, so you immediately default to stay in your same job. But there is a way to make this decision much easier. And you’ll be pleasantly surprised when you do….
But there are also the smaller decisions of life.
There is a simple method that takes little thinking at all to make these day to day decisions.
And then there are decisions that you make that influence other people’s lives like taking a new job, going into business for yourself, moving to a new area, having a surgery that has risks involved….
How do you know what to do? Don’t worry, most people haven’t got a clue as to how to make the right decision every time, and there is a right decision to make.
Then there are Destiny Decisions…those decisions that you make that will literally determine where you are going to be in three years or five years.
These are REALLY IMPORTANT decisions. Every day I see people screwing them up as if they are no big deal.
You’ll find out a methodical system that might take a very short amount of time or significantly longer depending on circumstances. Nevertheless, you will find out exactly what to do every time.
Obviously there are plenty of Black Swan’s (unexpected random events like hurricanes and terrorism) out there to get in the way of what you want in life, but nothing you can control impacts your life more than decision.
Write that down.
Nothing you can control impacts your life more than decision.
How would life be different if you knew you were going to make the right decision, every time?
Did you know that in life, there is almost always a best decision?
What would happen if you had the method for decision making?
What would it be worth to have a simple systematic approach to decision making where the guidelines are from your head and heart?
Most people are paralyzed with uncertainty about whether they should:
Why Do People Make Bad Decisions?
And…they make bad decisions because…we all have about 8-10 areas of failure in our brain….similar experiences where you make the wrong decisions over and over again.
(Like marrying the same guy five times, dating jerks, working for idiots, saying the wrong thing at the worst time, etc. Sound familiar?)
We’ll repair all of that. (If we don’t, life will be the same tomorrow as it has been in the past….)
Did you know there is a proven way to make the right decision in each of the above choices?
For the sake of discussion, let’s assume that is correct. There IS a method you can use to make the RIGHT decision just about every time.
It doesn’t take a genius to think, “I decide to make more money,” “lose weight,” “get a better job,” “get married to perfect person x”.
KEY: Learning the process of making the right decision involves making that decision STICK, be UNYIELDING and barring a Black Swan, guaranteeing you will follow through.
Over the last 15 years we’ve been fortunate to have studied the raw information about how to make laser beam accurate decisions. Complex software programs have shown scientists how to simplify the decision making process using some mostly simple (sorry, it’s not ALL instantly easy!) rules.
And now, you don’t need the software or the computer any more…
And, by the way, in the last 15 years there has been an incredible amount of research done about decision making that teach and use VERY FAULTY processes, that can’t and don’t work.
KEY: You’ll experience FIRST HAND, how what seems to be an obvious decision, is almost always the wrong one….the costly one…(often the disaster one….)
If you follow that teacher’s advice, you’ll flat out screw up.
You’ll end up with next to nothing and headaches and heartaches to boot.
People, including a lot of authors, are lazy.
They don’t do the research.
They get paid the same no matter what and when YOU screw up, they just say, “you did it wrong.”
Play along for just a moment.
Can I ask you a question?
Have you ever read that it’s been proven that 93% of all communication is body language?
Of course, lots of times. Everyone has read that.
And of course, it’s not true.
(It’s not even close to accurate.)
How could that be, it’s common knowledge…isn’t it?
There was one study done by a brilliant communication researcher 35 years ago that evaluated people saying one word to another, with the other person only being able to see the person from the neck UP. (that leaves about 90% of the body out of the study.) In this one specific instance, Dr. Mehrabian found that about 93% of the communication sent was at a nonverbal level. Obviously when people communicate with more than one word and people can see below the neck, all kinds of factors change the percentages.
Problem is people read something in a book written by Goofball X and they believe what she writes because she says it’s “scientific.”
People look at their lives and think, “I did everything I was told…”
Yep and look at that life. It didn’t work.
The guru didn’t do the research. They went with the party line and taught that.
I don’t care about the party line because I don’t like the people at the party.
Remember when Benjamin Franklin did his famous experiment about testing each of the virtues (temperance and so forth) for a month so he could eventually become adept at all of them? I’ve heard most motivational speakers talk or write about this. I’d name them, but it would take an entire page…
Anyway…You remember… but he gave up the idea after the first week …he never did the experiment. He wrote early in his biography that he was going to do the project and then soon after decided not to. Basically he said it was impossible to do such a thing.
I’ve never heard ANYONE get that right, either.
But THEY TEACH YOU TO DO IT…
And because you trust them YOU TRY IT and FAIL.
Franklin’s personal challenge didn’t work for all kinds of reasons I’ll show you later.
Question: Why did you believe he actually did the project?
Only one reason: …because someone you trusted or believed, an author, a teacher….told you that it was true.
Want a quick way to filter a crummy guru out?
If they tell you that story, they didn’t get very far in Franklin’s biography. If they tell you that, they’d tell you anything.
By the way…what did Franklin do instead?!
I’ll show you that at Decision Point, too.
The point is that MOST of the stuff people tell you to do…. that is “scientific,” that is based on laws of the universe or proven techniques is nothing more than their imagination having run wild.
…and following their advice will get you the same ultimate destination, every time…
Back to Start. (If you don’t go into foreclosure first.)
So why don’t the vast majority of people make good decisions?
Why are people AFRAID to make decisions at all?
They’ve been given crummy information and worse methods for how to choose and what to do.
It’s that simple.
(OK, there are eight other core reasons people make crummy decisions every day, but to pick on your neighbor here is so not cool…)
And what does the Power of Decision Point give you in life?
You’re going to learn it ALL in this 7 Week E-Course.
If you’ve been in an E-Course with me, you know that although they are always convenient, they are also densely packed with practical, real life application as the end result. That is the same here. Everything you learn will be immediately applied to a crucial part of your life because there is a LOT going on in your life right now and a LOT of it has to change but you don’t know WHAT.
Each week you’ll receive a number of emails or documents from me. You’ll have homework assignments that are all real-life based…your life. You’ll be given audios to listen to or video to watch. You will once again, find out what “over delivery” means!
You’re going to discover:
“You’ll never see a sunset if you keep going east! And you’ll never live the changes you want in life if you exercise your decisions in the wrong way. No matter how positive or determined you are. So, if you want to begin making decisions that will help you take control of your life at a whole new level, then you need to enroll and immerse yourself in Kevin’s new e-decision-making course. It’s packed with fresh, new, exciting information that will help you train your brain, period. Since I completed the course, I have learned to think better and smarter about challenges, enjoy being able to make powerful, timely and well-considered decisions with new secret technology that until recently, only the elite had access to. In the course, besides being presented in a convenient format, you will be able to start and work on your learning curve at your own pace. And, personalized learning means you can contact Kevin at any stage of the course. I strongly recommend this course, it has solutions that really work!”