The Ultimate Guide to Flawless Persuasion
What is persuasion? Why is it important to be a successful marketer? Persuasion is the process by which a message induces change in beliefs, attitudes, or behaviours. This is the most general definition of what persuasion accomplishes; however, with respects to marketing it is the process by which a marketing campaign induces a change in a consumer’s belief so that they believe your product is better than anything else on the market. So how is this exactly accomplished? The trick is to breakdown a persons train of thought when you are trying to persuade them about your product or service. There are four conscious and unconscious steps between the initiation of a person’s marketing campaign and the actually purchase of that product or service. So the next time you craft a marketing campaign for anything remember what I call the 4 “ABLE’S”. If a consumer is thrown off an any of the four steps, this will lead to no action, therefore no product or service is purchased.
Step 1 – Comprehensible
Do your potential consumer’s understand what you are trying to sell? Do they understand your message by reading your sales letter? If not, YOU WILL NOT SELL ANYTHING!
Step 2 – Believable
Is your ‘life story’ from going from rags to riches believable? Are your claims of what your product can do outlandish and unbelievable? When crafting a sales letter or setting up your website, it is important to have a story of your how you got where you are; however, do not make it so unbelievable that people come to question your product based on the story that is supposed to make you look human and personable. As well as, it is good to boast about ones product but do not make it seem like it was the greatest thing to be created since the test of time. It is good to be enthusiastic about your process but like with everything else; do everything in moderation.
Step 3 – Rememberable
Is your marketing campaign rememberable to those who view it or see your sales letter through email? Not everyone that comes across your website or sales letter will buy your product, but maybe they know someone else that will. Next time they see that person, will they remember your site or is it just another vague memory on their mind? Make a lasting impression! How? Even though they do not buy your product give them something to remember by posting vivid testimonials, bonuses etc..
Step 4 – Actionable
Does your sales letter/website know how to demand an action? Do you tell the potential buyers the step needed to be taken to purchase the product, what that will get them, which should evoke a certain positive emotion. You need have a certain phrase or word that tells the consumer to commit to an action. An example would be ‘ buy now’ or ‘Save now’ or some sort of phrase that most marketing campaigns use.
Any factors that help people clear the hurdles in the persuasion process increase the likelihood of the them coming one step closer to purchasing your product or service. This is just the basic route to keep in mind; however, it is enough to get you thinking like a consumer which will eventually lead to a flawless marketing campaign.
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