Did you know that there is a six point blueprint that will allow you to create an irresistible offer to potential customers?
Marketers have long since known that this blueprint exists. But implementing it smoothly is the skill which sets the successful apart from those who fail.
In his landmark book Influence: the psychology of persuasion, Robert Cialdini outlined the six emotional triggers humans have built into their psyche that influence many decisions they make. Implementing these six triggers correctly will transform your lead generation strategy.
So let’s go through that six point triggers blueprint for you right now.
If somebody does you a favour, you will feel obliged to return that favour at some point in the future. Anthropologists suggest this has allowed humans to develop complex trade and skills.
In terms of your lead generation strategy, we can build reciprocation into stage three of the sales funnel. Just so you are clear, the stages of lead generation sales funnel are:
- Person visits landing page
- Person downloads free report in exchange for email address
- Prospect reads free report and is enticed to consider the next step
- Prospect is further warmed up through a series of emails
- Prospect is made a great offer that they take you up on
By delivering a high quality free lead generation report to your sales prospect, you will build that feeling of reciprocation in them. For the rest of the points in this article, see if you can decide where in the sales funnel outlined above they can be used.
In psychology, commitment relates to the consistency principle in human actions. When we make decisions, we like to feel we are right and we therefore stick with them.
In terms of our sales funnel, this means building in commitment points to encourage consistency.
Once your free report has been read you need to strongly link it to the fantastic additional information you are going to deliver in your follow-up email sequence. This will build a commitment to continue with the information receiving process they have started.
You can also build commitment into the individual emails on two levels. Firstly a commitment to read the next email and secondly a longer term commitment to consider a purchase.
3. Social proof
Social proof is incredibly powerful. However, if you recognise social proof, it is often quite blatant and you wonder why people cannot see it.
As a genuine example, I was sitting in a queue of traffic heading up to a roundabout in rush-hour the other day.
Unlike most mornings, the traffic wasn’t edging forward towards the roundabout, it was stationery. After a couple of minutes, a car towards the front of the queue did a u-turn and headed back past everybody else in the queue.
My first thought was that perhaps that person had seen there was an accident, or the route was otherwise blocked. Obviously other people also considered the same possibilities, because almost instantly other people began to copy. They had taken his actions as proof there was a problem and followed his lead.
I recognised this as premature action taken only through social proof. So I sat and waited.
Two minutes later the traffic started to move and I was across the roundabout as usual. The people who turned round were now committed to a much longer journey, through not resisting our inbuilt herd mentality.
That’s how powerful social proof is. It’s the reason why marketers build social proof into a lead generation strategies.
Social proof strategies can be blatant or subtle. Casually mentioning that your site has 5000 members or 5000 subscribers is sending a social proof message. Displaying a customer review video on your site is another social proof tactic.
If we like people then we want to get to know them. As long as they demonstrate the behaviours we want, we then develop trust in them.
Know, like, trust is a key strategy consideration you should build throughout your marketing structure.
Within your lead generation sales funnel you should work hard to get people to like you, through allowing them to get to know you personally. This means speaking to them directly and relating personal problems and solutions around the product or service you are selling.
So work hard to build yourself into your lead generation literature, so that people form an emotional attachment to you through liking you and therefore developing trust in you.
Human society is hierarchical. We appoint people to lead it and then most of us follow their lead. This works in terms of human development because it allows for an ordered and obedient society. However, for obvious reasons it is open to all sorts of abuse.
This is why authority such a powerful marketing tool. If you position yourself correctly as an authority by offering great information, then you will create a certain level of trust and obedience in your audience.
You can also build authority through integrating key people in your niche within your sales material. If your product or service is recommended by someone who is seen as an authority, you put out an appeal to authority to your potential buyers.
This one should be obvious. In fact it is obvious, which is why you should use scarcity sparingly!
The “only six spaces left!”, “Just 50 copies available!”, “This offer closes at midnight!” tactic has been used so often to create artificial scarcity that most people are now oblivious to it.
However, when used intelligently and blended in with the other points in this blueprint, it can push people over the edge into making a buying decision.
The more subtle way to use scarcity is to imply that unless they make a quick decision to buy they will miss out on results. This finite resource angle can help to turn prospects into buyers through tapping into people’s desire not to be left behind.
Reading those six points, they all seem really obvious don’t they.
However the skill is in weaving them into your sales funnel so that they work together to create an irresistible offer.
This is what makes a well-constructed lead generation sales funnel so powerful.
It is the ability to use all six of the psychologically persuasive triggers that we have identified in one powerful sequence.
So does your sales funnel use the psychology of persuasion?