| "How
To Trigger a Successful Sale Through the Power of Psychological
Triggers" Hi
What Works Now Student,
Have you ever been channel surfing on an early Saturday morning
and stopped on an infomercial?
You start
out wondering what they are selling, and you end up ready
to pull out your wallet and call the toll-free number.
How is
it that you can begin watching one of these infomercials with
a completely jaded eye, and end up buying a bun blaster or
super-duper wonder cooker?
Hint:
It's All In Your Mind
What these
masterful marketers have learned is how to push
the right buttons to get people to watch -- and buy.
They know
the psychological
triggers that will get you instantly interested, then
proceed to break down your buying barriers one by one.
==>
You're almost helpless unless you stay away!
Would
you like to have the same magnetic pull in your marketing
efforts?
If you'd
like to learn how to create an almost svengali-like sway over
your customers, then perhaps the best person on planet earth
to listen to is Joe Sugarman.
Joe was
the creative genius behind the BluBlocker Sunglasses. He's
also one of the top direct marketers and copywriters in the
world.
In this week's What Works Now gem -- The Triggers of Success:
How to Trigger a Successful Sale through the Power of Psychological
Triggers -- Joe shares some of the secrets he's used to "control"
the minds of his customers (and how you can use them for yourself).
Here's to your success,
Kevin Wilke and Matt Gill
Co-founders of NitroMarketing.com
Editors - What Works Now Training
www.WhatWorksNow.com
P.S. Want
a sneak peek at Joe Sugarman's Psychological Triggers product?
Visit
www.psychologicaltriggers.com
and fill in the pop-up form for your 2 chapters. I guarantee
you'll get some great ideas for your sales materials. Sign
up today!
"How
To Trigger a Successful Sale Through the Power of Psychological
Triggers"
By Joe
Sugarman
A
desire to buy something often involves a subconscious decision.
In fact, I claim that 95% of buying decisions are indeed subconscious.
Knowing
the subconscious reasons why people buy, and using this information
in a fair and constructive way, will trigger greater sales
response -- often far beyond what you could imagine.
I recall
a time when I applied one of these subconscious devices by
changing just one word of an ad, and response doubled. I refer
to these subconscious devices as psychological "triggers."
A psychological trigger is the strongest
motivational factor any salesperson or copywriter can use
to evoke a sale.
There
are 30 triggers in all, some of which I will reveal to you
in a moment. Each trigger, when deployed, has the power to
increase sales and response beyond what you would normally
expect.
There
are triggers, for example, that will cause your prospect to
feel guilty if they don't purchase your product. Let me give
you an example. Whenever you receive in the mail a sales solicitation
with free personalized address stickers, you often feel guilty
if you use the stickers and don't send something back -- often
far in excess of the value of the stickers. Fundraising companies
use this method a great deal. You receive 50 cents worth of
stickers and send back a $20 bill.
Another
example are those surveys that are sent out asking for you
to spend about 20 minutes of your time filling them out. Enclosed
in the mailing you, might find a dollar bill included to encourage
you to feel guilty, and entice you to fill out the survey.
And you often spend a lot more than one dollar of your time
to do that.
Guilt
is a strong motivator. I have to admit that I've used guilt
in many selling situations, in mail order ads and on TV --
with great success, I might add.
I call
one of the most powerful triggers a "satisfaction conviction,"
which is a guarantee of satisfaction. But don't confuse this
with the typical trial period you find in mail order, i.e.,
"If your not happy within 30 days, you can return your
purchase for a full refund." A satisfaction conviction
is different. Basically it takes the trial period and adds
something that makes it go well beyond the trial period.
For example,
if I were offering a subscription, instead of saying, "If
at anytime you're not happy with your subscription, we'll
refund your unused portion," and instead said, "If
at any time you're not happy with your subscription, let us
know and we'll refund your entire subscription price -- even
if you decide to cancel just before the last issue."
Basically
you're saying to your prospect that you are so sure that they'll
like the subscription, that you are willing to go beyond what
is traditionally offered with other subscriptions. This in
fact gives the reader the sense that the company really knows
it has a winning product and solidly stands behind the product
and your satisfaction.
Is this
technique effective? You bet. In many tests, I've doubled
response -- sometimes by adding just one sentence that conveys
a good satisfaction conviction.
I received
an e-mail from a company, a subsidiary of eBay, requesting
my advice. They had an e-mail solicitation that wasn't drawing
the response that they had expected. What was wrong?
Looking
over what they had created, I saw several mistakes, many of
which would have been avoided if they knew the psychological
triggers that cause people to buy. Let me give you just one
example.
In the
subject line of most e-mails that have solicited me, I have
been able to tell, at a glance, that the solicitation was
for a specific service or an offer of something that I was
clearly able to determine. Examples such as "Reduce your
CD and DVD costs 50%," Or "Lose weight quickly,"
pretty much told me what they were selling. Was this good
or bad?
The problem
with those subject lines is that the reader was able to quickly
determine: 1) that it was an advertisement; and 2) that it
was for some specific product or service.
Most people
don't like advertising. And most people won't make the effort
to open their e-mail solicitation if they think they are getting
an advertising message -- unless they are sincerely interested
in buying something that the
advertisement offers.
The subject
line of an e-mail is similar to the headline of a mail order
ad, or the copy on an envelope, or the first few minutes of
an infomercial. You've got to grab somebody's attention and
then get them to take the next step. In the case of the envelope,
you want them to open it. In the case of an infomercial, you
want them to keep watching, and in the case of an e-mail,
you want them open up the e-mail and read your message.
The key,
therefore, is to get a person to want to open your message
by putting something into the subject area of your e-mail
that does not appear to be an advertising message -- one that
would compel them to take the next step. And the best trigger
to use for this is the trigger of curiosity.
There
are a number of ways you can use curiosity to literally force
a person to take the next step. You can then use this valuable
tool to put a reader in the correct frame of mind to buy what
you have to offer.
Once again,
all the principles apply to every form of communication --
whether it be advertising, marketing or personal selling.
And to know these triggers is the key to more effective communication
and most importantly, the avoidance of costly errors that
waste time and money.
-----------------
Joe Sugarman, the best-selling author
and top copywriter who has achieved legendary fame in direct
marketing, is best known for his highly successful mail-order
catalog company, JS&A, and his hit product, BluBlocker
Sunglasses. Joe's new breakthrough book, "Triggers,"
cracks the human psychological code by identifying 30 triggers
that influence people to buy.
Grab
Psychological
Triggers today and receive the audio of Advertising Secrets
of the Written Word, a special bonus gift worth $50. But hurry
- this offer won't last long! Order
today!
The
Top
3 Steps You Can Take Today to
Boost YOUR Online Business...
STEP
1) Profit from the information and knowledge available
to you at:
www.NitroMarketing.com/products.html
STEP
2) 1 hour, dozens of great ideas, years of fat profits...
Listen
in for free as successful marketers share their secrets to
success with you every month. Sign up for your free access
at:
www.NitroWebCasts.com
STEP
3) Let us pay you with one of the most lucrative affiliate
programs on the Internet.
- 58+
high converting products
- Lifetime
commissions on everybody you refer
- Residual
commissions on our monthly services
- Commissions
as high as $100 and $200 per sale
Find out
more and sign up today at:
www.NitroAffiliates.com
BONUS
STEP: Has your "Big Break" eluded you up until
now? Get paid to work with us on big time projects:
www.NitroMarketing.com/projects.html
|
Frankly,
I know nothing that could truly make a significant difference
in your net worth like the infusion of Joe Sugarman’s
Triggers into your current marketing and sales activities.
Oh, and did I mention that the ebook is remarkably entertaining?
Joe Girard, "the world's greatest retail salesman,"
has this to say about it:
