People are people. Online or off, people don't act without a reason. Sometimes they don't even know why. If you know how to trigger action, your copy can more than sizzle... it can deliver measurable results.
Emotional Triggers Create Movement
Effective advertisers "push your buttons." They know what makes you tick. They know what makes you buy. They use proven methods to turn casual browsers into qualified leads. Want to learn how to find your buyers' emotional triggers to get results? Read on to learn techniques top advertisers proved consistently move readers to action.
Beyond "What's in it for Me"
Sure, you have to tell your site visitors why they care about your product or service. Until you show your potential customers why your product solves a problem or provides a benefit they don't have now, don't even try to close the sale. But how do you close the sale and get action?
Need, Greed, and Fear of Loss
Most emotional triggers come down to either need, greed or fear of loss. If your prospect's TV just exploded, they "need" a new TV. You don't have to convince them they need it, just that they should buy it from you. This is a motivated audience who will buy, either from your or your competition.
For most products and services, it's not a given that they need your product or service. Likely they do without it today, so you've got to show them they'll profit from it somehow (greed) or that they'll lose what they have without it (fear of loss).
Which is the Most Powerful Emotional Trigger?
People fear losing what they have now. Decades of research show when someone fears losing what they have, it motivates them to action faster than getting more than they have now. Many of the most effective emotional triggers rely on fear. Here's a few examples:
- Fear of Lost Opportunity
- Fear of Losing Something You Value
- Fear for Personal Safety
- Fear of a Valued Relationship Going Bad
While fear can move to action, it can also paralyze one. Especially those who don't take an action until they feel sure of themselves often freeze up when fear is involved.
Positive Emotional Triggers
Because negative, fearful emotional triggers are so easy to capitalize on, they get overused. When used too often, people become numb to fear. That's why it's so important to know the positive emotional triggers. When you paint a picture of your product or service in an optimistic light, often you motivate more than fear ever could. Here's a few proven to call to action:
- Instant Gratification
- Exclusivity or Uniqueness
- Honesty and Integrity
- Curiosity
- Desire to Belong
- Credibility
- Current Fads
- Hope of Something Better
Why Do You Care How They Feel?
Want to really differentiate your product or service? Focus on the positive. Why? People hear negative things all day long. From the news to politics, they get a steady diet of negativity. When you lift them up, you're different. You stand out. For online results, hope trumps fear.
They Want It... But Do They Want It Now?
So now that you've found and pushed your Web visitor's hot buttons, what's next? It's not enough to convince them they need your product or service. You've got to tell them why they need it NOW.
Without urgency, buying your product or service goes on the pile of things your customer will get to... eventually... maybe.
How Do I Improve My Conversion Rate?
Before your mechanic can fix your car, he has to know what's isn't working the way it should. The same goes for your Web site. To know what opportunities for conversion improvements, you need to know what isn't working effectively. This is why Online Marketing Advisor offers the Conversion Audit.
Over years of research into conversion factors in online and traditional advertising, direct marketing and other forms of sales copy, Online Marketing Advisor identified 67 specific factors which determine if your site converts or not.
We've tested these in real-world examples to determine their relative effectiveness. We know what works through exhaustive testing. We boiled it down to a predictable science.
How Do I Get Started?
Call our office at (801) 859-5126 to arrange a free site conversion consultation. While I prefer to get to know you by phone, if your schedule doesn't permit, just send me a quick email at seomarketer@gmail.com and I'll get back with you right away. |
