If you want to persuade people online...
It's not enough to know marketing strategies & tactics.
You need to understand how the mind of your audience works.
Sounds hard?
OK.
These 10 mental shortcuts to persuasion will make your life easier.
Thread
It's not enough to know marketing strategies & tactics.
You need to understand how the mind of your audience works.
Sounds hard?
OK.
These 10 mental shortcuts to persuasion will make your life easier.
Thread
1. Risk compensation
People are more willing to take action in the presence of elements that make them feel safe.
One example of this mental shortcut?
Money-back guarantees.
People are more willing to take action in the presence of elements that make them feel safe.
One example of this mental shortcut?
Money-back guarantees.
2. Salience
People will pay attention to those things that stand out.
How to make your message stand out?
Make your copy emotionally appealing.
- Agitate their pains.
- Promise a solution to their problems.
People will pay attention to those things that stand out.
How to make your message stand out?
Make your copy emotionally appealing.
- Agitate their pains.
- Promise a solution to their problems.
3. Ben Franklin effect
Your reader is more likely to do something for you if they have done something else for you before.
How to leverage this?
Ask for a small favor at the beginning of your funnel before asking for the sale.
Your reader is more likely to do something for you if they have done something else for you before.
How to leverage this?
Ask for a small favor at the beginning of your funnel before asking for the sale.
4. False-uniqueness effect
Each person has the tendency to think that they are 100% unique.
So make your reader and prospect feel special.
Each person has the tendency to think that they are 100% unique.
So make your reader and prospect feel special.
5. Ambiguity effect
If you give your prospect two options, they will choose the one where the previous positive results are known.
That’s why it’s crucial to add proof to each claim.
If you give your prospect two options, they will choose the one where the previous positive results are known.
That’s why it’s crucial to add proof to each claim.
6. Loss aversion
People are more willing to take action to avoid losing something they already have than to act to get something they don't have yet.
That’s why some online services offer you free trial periods.
People are more willing to take action to avoid losing something they already have than to act to get something they don't have yet.
That’s why some online services offer you free trial periods.
7. Proportionality bias
People tend to think that the greatest outcomes are the direct consequence of the greatest actions and causes.
That is why some people tend to underestimate some solutions that seem "simple".
People tend to think that the greatest outcomes are the direct consequence of the greatest actions and causes.
That is why some people tend to underestimate some solutions that seem "simple".
8. Von Restorff effect
In the presence of multiple similar messages…
Your prospect will remember the one that is most different from the rest.
In the presence of multiple similar messages…
Your prospect will remember the one that is most different from the rest.
9. Serial-position effect
People will remember better the beginning and the end of your message because they tend to forget what you say in the middle.
if you share the most crucial points at the beginning and at the end you'll get better results.
People will remember better the beginning and the end of your message because they tend to forget what you say in the middle.
if you share the most crucial points at the beginning and at the end you'll get better results.
10. Reminiscence bump
Adults tend to remember better the things they used to do when they were younger.
It’s common to find sales messages with references to things that the audience consumed when they were teenagers.
E.g.
Sports references, music, films, & video games.
Adults tend to remember better the things they used to do when they were younger.
It’s common to find sales messages with references to things that the audience consumed when they were teenagers.
E.g.
Sports references, music, films, & video games.
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