Date: Tuesday, July 10, 2007
Selling with psychology
If you’re a business who has tried everything to sell their product or service, you should consider using psychological devices. Using psychology in a piece of simple sales copy may seem ludicrous but it can dramatically boost sales. We’ve explored some of the most powerful devices below but if you choose to use them, do so responsibly and discreetly.
Neuro-linguistic Programming
Neuro-linguistic Programming (NLP) is used to describe the way the brain processes experience and learning. As it uses language to send messages to and from the brain, NLP can help you create some very persuasive copy.
Presuppositions are a particularly effective form of NLP. They work because the brain struggles to process more than one thing at once and when it’s bombarded with questions, it has to guess or presuppose the right answer. This means that when asked a question like, “Could you spend an extra $450 a month?” the brain is forced to make involuntary decisions to provide an answer. In the case of this question, the brain looks at the “could you spend…” element of the question and assumes it’s been awarded the money because it’s being asked if it could spend it. The brain uses this logic to provide an answer and while the answer may not be right, the brain is satisfied because it’s produced one.
There are many more NLP devices that could provide a useful boost to sales, including linguistic binds and embedded commands.
Zeigarnik Effect
The Zeigarnik Effect works by assuming that uncompleted tasks cause a state of mental tension and imbalance in the brain. When applied to copy, this simply means that the reader shouldn’t be distracted or confused by too many different ideas, gimmicks or offers. By sticking to a single message and limiting the use of links and banners on your site, you’ll succeed in calmly leading your customer down a single, straightforward sales path.
Cognitive Dissonance
Cognitive dissonance is a state where change their perception of something or seem to behave out of character. This can prove useful in terms of selling as it can help you to change the way your product is seen by those who may never have considered using it. To do this, you simply need to ensure your copy features a compelling reason for them to buy your product or service.
The Reason Why Model
The ‘reason why’ model is one of the most straightforward and effective psychological devices. It was developed by a top Harvard social psychologist who realised most people need a reason to do something. When applying this theory to sales copy, it simply means that by providing readers with a valid reason to buy, you can encourage them to purchase your product or service. This reason could literally be anything from free gift offers and money-back guarantees to making them the envy of their friends.
A Tool for Successful Selling
Ultimately, using psychology is not about conning your customers but understanding them. By gaining a better insight into the way their minds process information, you’re in a much greater position to appeal to new and potential customers alike.
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