14 Psychological triggers that will make your conversions go berserk [Scripts & Examples Inside]

Tavleen’s quick note: If you are selling your product, service or authority online, you should understand buyer psychology and know how your buyer thinks and why while going through your website. This can make all the difference! You can transform people ignoring you and behaving like 3rd standard kids being indifferent to the teacher while banging fists on the desks to people you can influence and sell to. 

Have you ever thought of using your knowledge of buyer psychology to get your prospects to take the action you want?

“No, that’s manipulative.”

Did you just hear yourself saying that?

Here’s the thing:

It is no black magic or Wodoo but its pure science. Some of the best internet marketers use it to influence and persuade us.
Yes they apply these powerful techniques to get us to take the action they like.

Let me give you a quick example:

Imagine you were thinking of hiring a consultant who’s website read:

My calendar is open for everyone. Every day and every time on it is available. You can choose what suits you best.”

Would you still hire him or would you feel he’s always available and deduce from this that his business may not be doing well?

What if he replaces this with:

“My calendar is filling up fast. You must schedule a call now to get your appointment because we work on first come, first serve basis.”

Spot on!

You’d think of him as crazy busy and may deduce that he has something unique to offer that you may miss out on if you don’t contact him.

That’s a way of inducing scarcity and tapping into our fear of missing out. A psychological trigger that makes people grab the call to action faster than you say the word ‘grab’.

[Did you just say the word in your head? Hahaha..So did I]

Okay so like scarcity I have put together a laundry list of buyer psychology triggers that you cannot afford to ignore if you are in business.

Again, this is not a how to guide on customer hypnosis but offers powerful insights into how your buyer thinks and why..

By the end of it you will have not just an incredible overview of this fascinating science but also learn about the tweaks in your messaging that can impact your conversions.

So take some time off your work and invest into learning. Yes?

P.S. Act on as many ‘doer’s tips’ as possible .

#1: Employ The Social Rule of Reciprocity (Guilt people into action)

Remember your parents telling you this or another version of…

“If your friend gives you a sweet, you must share a bit of your sandwich with him?”

If the answer is yes then you have been – in psychological terms- conditioned to reciprocate gestures.

Reciprocity is the social rule which expects us to return favors.

Let’s look at another example:

Just the other day while browsing on the web, I stumbled upon an interesting Podcast. Since the insights were value-led and action-oriented, I found myself scribbling notes and tips.

The website had quite a few informative blog posts too. I read and listened to a lot of their free content.

This convinced about becoming a paid member of their insider community.

And I couldn’t resist paying them back as I knew full well, by the existing matter that I won’t be disappointed.

“A funny thing happens when you give value up front. You guilt people into buying stuff.”

Gary Vaynerchuk

The youngest recipient of the Market Watch Magazine’s business award, Gary Vaynerchuk, is the author of “Jab, Jab, Jab Right Hook”. The very title of his book means – give, give, give and then ask.

This is how he tweets to his followers:

“Is there anything that I can do for you?”

He invites them to respond and send in their requests.

As per a news report by David Segal on New York Times, one of his followers from Canada replied to this tweet with, “Just ran out of Tabasco.” ,

Not surprisingly…Vaynerchuk got eight bottles delivered to him overnight. For some more interesting of reciprocity in development psychology, follow the link.

Doer's Tip:

  • Give your best ideas for free: Remember…By giving out your best ideas in consumable formats like video, text or audio you are doing them subconscious favors.
  •  Remind and reinforce that you are giving away your best material for free.
  •  Deliver beyond expectations: People feel indebted to you when they receive value from your webinars/blogs/videos. This lays the foundation stone for forming your own powerful community.
  •  Give rewards: Little rewards like freebies, bonuses as perks of associating with you will take you a long way.

#2: Use The Principle of Commitment & Consistency (Get your foot in their door)

Bind your audience to a small action and follow up on them before you make your pitch for sale.

As Robert Cialdini explains it:

When we make a promise to someone, we want to fulfill it. As social animals, we want to align our public commitment with our inner beliefs and we don’t like to break promises.

But don’t believe me just yet…:

First imagine you are at home and you hear a knock at the door.

He’s that school boy from your neighborhood..

He pulls out a paper and pen from his bag and asks, “Could you please sign my petition to help stop rash driving on our school road?

You find yourself sympathizing and nodding your head in agreement. Who doesn’t want kids to walk to school and return safe and sound?

Who doesn’t want rash driving to end??

You enthusiastically sign the petition.

He says, “Thank you. You are so kind. Can you donate $5 to help us make signboards for our school road and spread awareness?

You will won’t you?

Since you have signed the petition and committed yourself to the cause you are much more likely to agree now and give the money.

Like I said:

We have an urge to align our public commitment with our inner beliefs and values. And we want to be consistent.

Can you relate to this?

Here’s the success mantra of Henneke Dustermaat, founder of EnchantingMarketing.com.:

“ Asking people to raise their hand for her 16-part Snackable Writing Course.”

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On signing up she routinely delivers 16 emails with short and easily consumable content.

Do you realize that by accepting her offer, the readers move one step further in their relationship with her?

This is similar to the popular ‘foot in the door’ technique where you place your foot on the customer’s door by asking for a small request.

Doer's Tip:

  • Get your website visitors to commit to a small, easy to execute and free of charge action: It could be a short course, a mini training or reading and reviewing your e book.
    When they walk with you over a short distance, they are more likely to be comfortable doing business with you.

#3: Crack The Code of Liking (Hit a blockbuster by getting people to like you)

Have you ever wanted to watch a film, overlooking the plot or theme solely because you love the leading actors?

If someone likes you, they are more likely to seal the deal with you.

People like you when you share something in common with them. Think about your close friends, don’t you share things in common?

Your website’s ‘about us’ page plays a vital role in getting people to like you.

Let’s look at an example: Darya Rose, the author of Foodist Kitchen introduces herself as someone who was struggling with cooking.

She at length describes her frustrations and nightmares with cooking.

Here’s a snippet of her about page:

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What do you notice?

She projects herself as an ordinary person who makes mistakes, that we as readers can relate to. She focuses on her challenges first and then taking the reader through her uphill journey. This develops an instant appreciation for her.

That said, you don’t have to manufacture obstacles or fake things in common to get people to like you. Showing your personality and the true side of yourself also builds liking.

In 1994 psychologists R. Kelly Aune of the University of Hawaii at Manoa and Michael D. Basil of the University of Denver reported research in which solicitors canvassed a college campus asking for contributions to a charity. When the phrase “I’m a student, too” was added to the requests, donations more than doubled.

Robert Cialdini

Doer's Tip:

  • Show your authentic self to people. Not the alpha male or female you’d rather be… Redo your about page:
    Love dogs? Say it.
    Can’t cook? Confess it.
    Have a weird laughter that scares people? Admit it.
    Have a favorite Football team you secretly revere? Show it.

These simple things help people connect to you at an emotional level. Try out!

#4: Use Authority to Seal The Deal (Elevate yourself in your prospect’s eyes)

We all have seen those ads  in which a dentist endorses  toothpaste brand. They vouch for the toothpaste’s chemical formula that apparently helps fight germs.

That’s the brand’s way of associating their product with an authoritative figure. They’d rather use a dentist than a celebrity to market their product.

Ever asked yourself why?

When it comes to toothpaste, a dentist has more credibility in the heart’s of the people than someone with good acting skills.

Endorsing your product isn’t rocket science and no, you won’t have to impersonate a dentist.

It’s simple:

Start publishing methodical and trustworthy content in your domain to motivate your reader.

Let’s take the example of Bryan Harris from VideoFruit.com.

He knows the trick to create an instant credibility for himself Take a look at his home page:

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First: He creates an authoritative piece of content:

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– Next he:

  • Leads by proof by promising a specific deliverable and backing it with facts.
  • Offers matter-of-fact advice and uses a step by step approach followed by a case study.

He also, uses behind-the-scenes graphs to build trust. And the snapshots provided, act as evidence and make the plot a lot more believable.

 

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Doer’s Tip:

  • Create authoritative content for your readers that hand-holds them through a process.
  • Make it more value-adding through examples, steps and by keeping it fluff-free
  • Back it up with stats and real data.
  • Encourage them to take action on your advice.
  • Answer your audiences’ questions on Quora, Reddit and other such platforms.

#5: Set Up The Loss Aversion Ploy (Make them cringe at their loss)

Loss aversion refers to…

Our aversion to preferably avoid loss. As humans we detest losing more than they love we gaining.

Two noble prize winning psychologists Amos Tversky and Daniel Kahneman, well applauded for their work on behavioral economics, demonstrate the principle of loss aversion through this observable fact:

Your friend asks you to participate in a bet. He says he’ll flip a coin and on heads, you’ve to pay $1 but on tails he’ll pay you $1.25. Would you accept the bet?

Usually people won’t accept it till it is a $1.75 or $2. This means that the fear of losing a dollar is more than the joy of winning one. That’s even though the probability is 50-50.

So let me tell you this:

We are hardwired to be hurt by a loss and the disappointment due to loss stays with us longer but the joy of gain is fleeting.

To understand loss aversion better, let us look at this example from a payment gateway provider:

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Did you notice how the company mentions its competition in its main headline itself?

It is actually accentuating its own value proposition by pointing at failed payments and a loss of revenue due to the competing gateway.

Now since loss looms larger than gains, it creates a greater impact on the reader’s mind.

We spontaneously fix a leaking bucket to avoid wasting water. Now what if we think about water as cold hard cash?

This is how your consumer feels.

Here’s another example:

In Sixappealprocess.com, Ash Ambirge points at the loss of revenue due to visitors not converting.

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The copy uses facts and figures to build on the agony caused due to loss of revenue from website visitors not converting.

Notice the linchpin of this argument is not ‘buy this course, it is good for you’ but ‘you are losing money and to plug the leaks, invest in this course.’

Loss aversion trumps strong benefits too! Clever right?

Indeed it’s one of the best employment of the loss of aversion principle.

Doer's Tip:

  • Use words like ‘you’ or ‘your’ as it makes everything more personalized and the reader feels he already owns your product..
  • In order to make them truly feel the pinch, let your readers visualize everything that you say. Paint pictures in the minds of the reader by using well chosen words, narratives and examples increasing their sense of ownership.
  • Go the extra mile to show them the magnitude of their loss, using research, facts etc.

#6: Use Social Proof to Pacify the Reasoning Mind (Play on the herd-mentality)

According to Psychology:

Social Proof or social influence, is a phenomena in which people look at the behavior of others to guide or validate their own actions.

They believe those who have spent on the product and used it will guide them better than anyone else.

Don’t you spend time sifting through the reviews before making a decision to buy something?

Haven’t you rejected things when their reviews were unfavorable? That’s natural, we believe in reviews and ratings more than the marketing copy of the product.

Now, let’s dive deeper::

Mostly our choice of a new restaurant depends on how popular or crowded it is.

We conveniently go with the crowd as we assume better food, service and ambiance compared to a restaurant that’s vacant.

Though these factors we assumed are independent of the number of people the restaurant is serving it is still a fixed notion in our minds.

Bottom line?

Social proof helps allay fears and puts doubts to rest. The human brain processes this as an assurance that ‘if others like it… it must be good!’

You will be surprised to know that this really goes beyond regular reviews, trust seals and testimonials.

 

Social Proof has been noted in areas such as the use of laugh tracks, where participants will laugh longer and harder when they perceive the people laughing to be similar to themselves. – Wikipedia

As an example look read this compelling story.

Derek Halpern, founder of SocialTriggers.com uses case study as a social proof and communicates a story through it.

His employs a true and inspiring story to prove how, with the help of his course a couple fought against all odds to achieve success.

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Now let’s figure out why this works:

1. Real people with real stories effectively communicate social proof. As they are way more persuasive and trustworthy than mere facts.

2. They not just grab attention they also keep the reader invested.

3.They create empathy and hence have a positive impact on the conversion.

4.People are more likely to remember that, than mere facts.

Persuasion psychologist, B.J. Fogg calls this the prominence interpretation theory.

According to this theory two things happen when people assess credibility online:

1. The user notices something (Prominence), and

2. The user makes a judgment about it (Interpretation)

However, if he does not notice it, he will not be in a position to make any judgment..

Hence testimonials with gripping stories and pictures of people are noticeable and register in our minds.

Doer's Tips:

  • Show happy customers on your website along with their testimonials
  • Highlight success stories through case studies and use techniques of storytelling
  • If you have any media mentions go ahead and flaunt them there
  • Feature stats like ratings, shares, following. They too help bolster social proof
  • Mention the number of subscribers, paid clients that you already have

#7: Jolt Them into Action by Creating a Sense of Urgency (Get them to act now)

Getting people to take the final step i.e. take an action is the hardest part.

They already have a priority list and you are unlikely to be at the top. A useful hack to get their attention is to create scarcity that induces urgency.

Imagine yourself as a consultant eagerly awaiting clients. Now you may tell them:

“My calendar is open for everyone. Every day and every time on it is available. You can choose what suits you best.”

Most people who hear this are likely to procrastinate fixing an appointment with you as they’d feel you are always available.

Now let’s employ the psychological trigger of scarcity to create urgency:

“My calendar is filling up fast. You must schedule a call now to get your appointment because we work on first come, first serve basis.”

Why is this better?

This ‘limited availability’ generates both demand and a sense of urgency in your prospect’s mind, nudging them to act fast..

Remember a website attracts three types of visitors:

First: They like you and promptly decide to buy.

Second: They don’t like you and will never buy.

Third: They like you but remain ambiguous about buying.

The last category of people i.e. the procrastinators are the easiest lot to convert if the dagger of urgency and scarcity is placed right.

Doer's Tip:

  • Set definite closing dates for response. Deadlines have a nudging impact on our minds. For example, “offer closes midnight, 1st Feb”.
  • Limit the discount offers to the first few set of buyers.
  • For example: “I am offering the discovery call at half the price to the first 50 people who register.”
  • Give them a reason for your discount or special offer. For example, “I am offering this discount because I am celebrating my business’s first anniversary.” (As silly as a reason may sound, the power of reasons is demonstrably positive).
  • Tell them that you may reopen only after a long interval (specify how long). And if you may never open again, make sure you say it. This strengthens the fear of missing out.

#8: Use The Hypnotic Word 'Imagine' (Make them escape the practical world)

The word ‘imagine’ can help you bypass your customer’s line of defense and skeptical mind. It lets you sneak in, through the backdoor.

To understand the power of this word, let’s look at two weight loss training equipment ads.

 

“Imagine yourself 3 months from today. You put on your dream dress, the seductive red colored knee-length dress with a lavender lace. Imagine walking into the party with a panache. Your well-toned body and tucked in waistline shows your beautiful side curves as you turn every woman green and leave every handsome man ogling at you.  You straighten your back, keep your nicely manicured hand on your waist and pout for the shutterbugs. Isn’t that all you ever wanted?”

v/s

The Shopcues Home Gym comes with a standard 100 kg resistance upgradable to 300 Kilograms.. 4 in 1 stepper, twister, jogger and push up bar. Maximum weight capacity: 105 Kilograms..

See what we did?

In the former approach, we appeal to people’s emotions before their mind.

The latter is an emotionally flat, fact-focused advertisement with zero imagination; it paints no picture in your reader’s mind.

It keeps their mental TV screen blank by feeding cold, hard facts, keeping their emotional doors shut.

Doer's Tip:

Use the hypnotic power of the word imagine. Tap into your audience’s hopes, dreams and desires through sublime descriptions. Navigate them through their fears to a world of possibilities.

  • Get into intricate and specific details when you make them visualize
  • Keep in mind, people buy for emotional reasons, not practical ones. Use this knowledge in your favor to build your arsenal.

#9: Proactively Address Hidden Objections (Don't let them overwhelm your prospects)

Do you think revealing objections puts you on your back foot?

Do you think bringing up objections while selling is a sign of uncertainty?

Seriously, if you just said yes, you need to think again.

Objections pop up in your prospect’s mind as a reflex action, they are not really a well-thought out strategy.

By preempting objections and answering them in your copy, you appear really trustworthy.

You are promoting transparency and honesty through this gesture. As you ease their doubting mind, your persuasion prowess shoots through the roof.

You now come across as a more credible source of information.

Let’s look at an excellent example.

Fizzle.co, a website that trains creative people and entrepreneurs, does this in an interesting way.

In their 8th email to a subscriber who has not started a free trial with them, they field 8 possible objections.

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Take a look at a part of their email copy (Point number 3):

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I love how Fizzle takes up their audience’s pressing questions. Here’s why…

The email states a negative and then diminishes its effect by contrasting it with a positive statement.

The arguments create a joyride in the mind of the reader who goes from being negative and cynical to being positive about them.

This puts  the company in a good spotlight as it comes across as fair and balanced.

Lastly:

The message tries to empathize with the subscriber and not bulldoze over his concerns.

Doer's Tip:

  • To field your prospects’ objections, know them first. Think of it as, “if everything is right, what will still hold them back?” Go into the details of those reasons and craft your arguments to counter them.
  • To give you a kick-start, here are the most common objections that people have before buying:

I may not be able to get the same results as you claim

–Demonstrate the ease and robustness of your processes. Promise to hand hold them (if that’s what your offer includes) or point them to a DIY/ guidance/help desk availability post buying.

Your solution is too expensive for me

– Justify your cost by explaining the reason for the pricing.. . Focus on the value, the returns and dividends of associating with your program

Does it actually work the way you show?”

– Use case studies and testimonials to prove the results. Focus on the specific outputs that others have achieved with it.

Don’t shy away from taking up objections. Make sure you tackle them before they cripple people’s purchases.

#10: Take Your Competition Head-on (Give reasons to prefer you over others)

Taking your competition head on is a ridiculously powerful technique.

You may be wondering why.

It is because when you are pitching your product, your prospect is thinking about others with the same offers.

When you say your product is segment best, their best response is to Google the ‘segment’.

When you say you are class-leading, they put on their cynical lenses and scout for the others in the ‘class’.

When you say ‘it’s really fast!’, they automatically think ‘no…there will be something faster’.

Comparing competing offers to the point of satisfaction is only a natural response to your ask for sale.

After all they do not want to deal with buyer remorse, i.e. a sense of regret after making the purchase, later. So they do their homework by comparing competing products.

So how can you use this behavior in your favor?

You do the comparison and show them how you are different from the countless others.

Look at the following example: …

A cleaning service talks about their competition in their pitch and makes it very convincing.

“We dust, we don’t dust around things; we move things and dust the entire area. Do you know the most germ-laden areas of your home are little doorknobs and exhaust-fan switches?

We take time to sanitize them. Most other cleaners overlook these areas and don’t pay as much attention to these little things that matter the most. We use fresh rags, wipes and dusters. Other cleaners are not that picky about these things. So you can trust that when we leave your home after 4 hours of hard work, it will not only look spic and span but it will actually be clean.”

Notice how, there are negative and strong comparisons made to the competition. By drawing those comparisons, they position themselves as clear winners.

I can assure you:

It saves their prospect’s need to sift through other competing services to know the difference..

Yes people will still search for others but by doing this, you have already planted seeds and handled doubts at your home turf, getting an edge.

How can you apply this technique for yourself?

Imagine you are a health coach, if you said this, you can crush people’s doubts about your competition:

“Most other nutritionists and health coaches will give you advice to lose weight fast. None of them will tell you how to sustain it. We teach sustainable weight loss practices only.”

Notice how, by talking about competition, you have a chance to highlight what differentiates you from the pack.

What makes you stand out is the key to a strong value proposition.

Doer's Tip:

  • Do sufficient research about your competition. Know their prices, deliverables, claims, their arguments, , bonuses etc. Discover their loop holes.
  • Explain why your offer is a better qualifier by stating reasons for your customers to believe.
  • Take a potshot at the entire industry while mentioning your competition..Make sure you do not single out a specific website or brand, it will put you in bad light.

#11: Employ The Rule of Reverse Psychology (Argue against your self-interest)

Back in 1961, social psychologist William Mcguire developed a theory called ‘inoculation theory‘.

According to this people develop resistance to persuasion and other sales techniques.

High pressure sales tactics don’t work on people.

People find them obnoxious and are resistant to them.

So how can you get around these sales defenses?

Tell them not to buy.

Amused?

That’s reverse psychology in action.

Reverse psychology is a technique that proposes an action opposite to the one desired, that in turn encourages the subject to do what is desired.

If your mother always told you to have green veggies and milk and you still refused, you have got accustomed to turning a deaf ear to  her messages.

What if one day she said, “I think you should stop having veggies and home cooked food. You should have French fries, Burritos and large Chicken Burgers. Aren’t they tempting? That’s exactly what you should eat.”

After hearing this shocking statement, you’re more likely to want to go back to your veggies, which is actually her real motive.

The only problem with this approach is that you may take it literally! So how can you use it in your business tactfully, gaining your buyer’s trust negating the risks of using it?

Let’s answer this question with an interesting example.

Here’s a speaking consultant, who uses reverse psychology effectively and turns all the odds in his favor:

You should not join the training program if any of this holds true for you:

  • You want to learn scripting techniques to memorize your talks. We don’t follow scripting practices as it makes you sound unnatural.
  • You are expecting to learn all the complicated rules of presentation. Rules such as where to stand, where to point, where to look- We don’t teach you how to be a robot.
  • You are hoping to learn sneaky sales tactics that you can use to trick people into buying your product. Anything to do with bad karma is not our cup of tea

He argues against his self interest using reverse psychology so tactfully that it helps him strengthen his credibility. Just like the mother asking her kid to eat junk food.

He doesn’t just say that you shouldn’t join his program but gives specific reasons why not.

Notice how  each of these reasons are an opportunity to build up his case and show his value system. Indeed a neat execution of the technique.

Doer's Tip: 

  • Write a ‘qualifying’ copy or sales message. Apart from saying who should join you and why, think over your negative persona and those you don’t accept..
  • Use phrases like:

 This may not be for you…

 It is not right for you if…

 You may not benefit if you are expecting…

 Here’s what you should not expect from me…

 I don’t recommend that you join the program if…

#12: Meet Prospects in Their Own World (Develop an instant rapport)

Would you like to get more sales right now?

Are you struggling to sustain traction and convert visitors? Do you want to learn about a psychological technique that works like a miracle and helps you sell more?

Did you notice what I am trying to do with you?

With these questions I am creating a comfort zone for you and me..

I am trying to get your subconscious nods by asking you rhetoric questions about things that matter to you. By starting the conversation from your present situation, I am more likely to get your attention as I take it further.

When you show your buyer you understand him, he gets in a comfort zone with you.

To further dovetail into how this works, I’d take a quick detour. Take a look at this snapshot on Quora.

The contributor struggles with inferiority complex and is in need of help.

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His statement highlights his struggles while dealing with inferiority complex. When you understand your ideal buyer that well, you can craft personalized messages that resonates with them.

Let’s see how we can terminate this buyer’s fears…

“Do you feel your inner critic is holding you back? It yells at you like you never would. You feel trapped in your own net. You deal with your own voice that keeps underestimating you. It draws comparisons between you and others..

You feel more and more frustrated every day, secretly hoping and praying that you don’t wake up the next day. What if I tell you there is an end to it?

These very thoughts that suffocate you……you can punch them in the face.”

Notice how the solution is not introduced or mentioned till we have described the prospect, their exact situation and challenges.

It’s more effective to pitch the solution after connecting with them. It helps supercharge the effectiveness of the copy.

The conversation should start from the point where the prospect will be most attentive- as you describe them to the T.

Doer's Tip:

  • Pay emphasis to your customer’s feelings and go through their pain points. Describe their current mechanisms of dealing with their problems.
  • Go for the kill but not until you have proved that you understand them well. This will help you develop an instant rapport.

#13: Justify Your High Price (Make it appear like a steal)

Have you ever deferred buying because you found something expensive even though you found it useful?

We do it all the time.

We may lead into decision-making with our emotions but the rational mind asks for logical justifications..

So even if your prospect is convinced and willing to shell out, he may not take it through if he cannot justify the price to himself.

One of the most powerful ways to flip the price argument on its head is to compete on value over cost.

When they say ‘You are expensive’, then rather than getting defensive, , justify this with logical reasoning.

How about saying, ‘Yes I am expensive but that’s because I add more value, here’s how…’

Here’s a case in point is where a rope seller who was told his ropes are expensive twisted the argument in his favor:

” Yes I am expensive but that’s in comparison to the ropes of an inferior grade.. If you’ve ever tried crossovers with one of those cheap ones you’ll know they don’t undercross quickly enough. And they twist up.  They have no proper swivels to pivot on but cheap plastics. They are $5-$12 a piece because that’s what schools buy for kid’s playgrounds. That’s all they are worth.”

Did you notice how this script pivots the argument from price to value?

Now, if his prospect is really interested in strength training and high quality crossovers, this argument will move him. It is no longer is about buying any product but buying a product that solves his specific need.

In addition, look at this interesting email from Ramit Sethi, New York Times bestselling author from I Will Teach You To Be Rich:

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First of all, notice that he empathizes with his prospect without rubbishing their argument.

His language indicates that he understands that the cost of his program can be a deterrent, causing discomfort to his prospects.

And so for justifying the price, he divides the large one time fees into smaller daily fees ($7/day). He further direct them to a calculator to show the returns they can expect from the course. Another robust strategy there.

His focus here is on value.

  Doer's Tip:

Here are some cues to pivot your argument on value over cost for your customers:

  • Point at the pain point they will continue to struggle with if they don’t say yes
  • Highlight the bonuses and incentives they will lose out, on not buying
  • Build on what will change for them if they buy
  • Bring up the returns they can expect from their investment

#14: Create Discomfort with Curiosity (Serve your message to ease them)

Curiosity does not imply direct sales. But curiosity is definitely a psychological trigger that grabs people by their collars. Curiosity creates attention and attention is a currency.

Here’s how it works in 3 steps:

1. Grabs attention

2. Creates engagement

3. Gets response

As per a research paper by economist, George Loewenstein of Carnegie Mellon University, curiosity occurs when there is a gap between what we know and what we want to know.

It is an important lever to be turned in a noisy world.

A quick story on curiosity:

A salesman once cold called a customer for the purpose of sales. The moment the guy on the receiving end realized it was a sales call, he started hurling abuses and rebuked him for calling. The salesman remained silent for a very long time. When the customer was done yelling,, the salesman said, “It is clear that you are frustrated by people trying to sell things to you.”

The grumpy man replied, “What are you trying to sell?”

The salesman said, “What’s the point? I don’t think you will be interested.”

The man insisted, “No, no tell me. What do you want to sell?”

The salesman created so much curiosity in the man’s mind that he ended up wanting to listen to his sales pitch. And that alone sealed the deal..

As the story goes, this sales guy went on to use the same technique to make a fortune for himself.

Curiosity works its own way with the human brain Making you click on headlines and reading till the end.

Research shows, curiosity leads to dopamine activation in the mind. This assigns value to the new information received and interprets it as a reward.

Who doesn’t like rewards? Your mind loves them.

Looks at these examples:

Movies deploy curiosity to create melodrama that keeps the viewers hooked.

TV shows use this technique to gain attention by ending episodes with a cliffhanger or creating information gaps. This triggers people to continue watching..

So how can you use it in your business?

The fastest implementable idea is to get your content’s headline right.

Legendary direct response copywriter, Joseph Sugarman, said that the purpose of a headline is to get the reader to read the first line.

And the headline’s ability to do that can be equated with the level of curiosity it generates.

Here’s how a headline of an email from Mixergy.com’s Andrew Warner creates curiosity:

73cd53706dbe1d40308e4e02353179a7

It makes you think, ‘Isn’t Mixergy his own brand then why would he state the courses may suck?’ Don’t you want to know the answer to whether the courses actually suck?

Remember controversial headlines always trigger curiosity. .

This headline nudges you to click open the email and find out what he has to say. Once he has your attention, he will use it to tell you more about his courses. He does exactly that in his email.

Works perfectly well!

Here’s another example from Ben Settle’s sales page, he triggers curiosity and offers to satiate it only after you buy his product.

Look at this:

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Ben Settle makes a very clever point in his sales copy that makes his prospect itch his head wondering what exactly he’s referring to.

Also notice how he uses the power of ‘contrast’:

Eagerly buy your most expensive product“.

Doesn’t this sound intriguing?

Remember, curiosity triggers the desire to know and to fill the information gap with that knowledge.

And that’s why it works wonderfully.

Doer's Tip:

  • Write headlines that trigger the following reactions:

– “What? Really!”

– “Are you serious? I didn’t know we could do that?”

-“Oh my god! I need to know this”

– “What happens next?”

  • Reveal the details slowly so that your reader stays invested in the plot

Here’s a list of words that creates curiosity:

Banned
Behind the Scenes
Black Market
Blacklisted
Bootleg
Concealed
Confessions
Confidential
Controversial
Covert
Cover-up
Forbidden
Forgotten
Hidden
Insider
Off-limits
Private
Secrets
Strange/Weird

Conclusion

In conclusion to this post, I must tell you that this still is a tip of the iceberg. There are many other psychological techniques that you can use to drive more sales. But here were some useful ways to begin..

And I really hope that now you are bustling with ideas!

Always remember:

Understanding what people do and why they do it is rewarding.

It can give you a structured approach on how to sell.

These aren’t however, black magic tricks that work without thinking through.

They are universal principles. Practice them and hone your influence prowess.

You can use them well only after you gain a deep understanding of your buyer’s motivations. Knowing their psyche will give you the final push in framing your messages.

Do you use any of these triggers in your messaging or plan to use them in the future?

You are welcome to share your thoughts and ideas in the comment box below…

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About Tavleen

You should think of me when your visitors are bouncing off your website like a jumping jack...Or even the shocking pink color is failing to attract them to your call to action...Or after reading your 2-pager they still wonder- What's in it for them. But most importantly think of me when you're throwing a house party and your fridge is loaded with Ben & Jerry's!

One response to “14 Psychological triggers that will make your conversions go berserk [Scripts & Examples Inside]”

  1. I think this article is very helpful for people,it has solved my problem,thanks!

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