Despite the fact that converting customers is the most crucial job of any marketer, rarely can they explain to you how it’s actually done. Most will tell you everything there is to know about metrics, PPC banners, and split testing, but when it comes to the psychology of persuasion they come up short.
To help you avoid this common trap, we’ve put together a definitive list of elements that you can include in your scripts to help move a customer through the sales process. When we write your video script, we sprinkle in as many of these as we can to make your animation as powerful as it can be.
Let’s dive into some classic sales switches you can use in any of your content, from landing pages to video scripts.
The A – B magnet
Unless you’re selling love, self-esteem, eternal life, or the respect of one’s peers, nobody is actually interested in your product. They are interested, however, in where your product can take them. If A represents your customer’s current state, and B represents their goal state, your product needs to be the magnet that gets them from one to the other.
New is exciting. New is popular. New is better than what’s come before. Be new.
Trust and desire
Without these two critical emotional triggers, your product simply cannot sell. Customers must see a desirable outcome from your product offering, and they must trust that it can do what you claim it can.
Using data from a third-party source appeals to the logical part of your customer’s mind. Data lends credibility that great copy and flashy graphics simply can’t, especially if it was created by somebody without a vested interest in the sale.
The objection game
No matter how great your product seems, your customer is going to have some objections to it. Is this for real? Is it worth the cost? Will it really work? Try to predict these objections in advance and shoot them down before they start to get in the way.
We’re social creatures by nature; if something looks good to other people then it will probably look good to us too. Testimonials – especially ones that address specific objections – are extremely powerful persuasion triggers. Why recommend something yourself when you can get your customer to do it for you?
The big idea
In life, we usually have to work hard for what we want. Sadly, customers simply don’t want to hear this; they want the magic solution that will get the problem solved now and are unlikely to settle for anything else. They’re looking for the next big idea, so make sure you give it to them.
The words ‘why’ and ‘because’ are extremely compelling in sales situations. Why? Because they put your proposition into context and help you avoid ‘face-value’ reasoning. When you get the bottom of your customer’s ‘why’, you’ll know how to truly communicate with them.
When we’re given something, social convention demands that we give something in return. This idea is so deeply ingrained in us that it might as well be a part of our DNA. The more you give to your customers for free, the more they’ll want to give in return.
This one is closely linked to trust. When we like somebody, it’s often because we feel they are similar to us or operating on the same ‘wavelength’. Thus, we’re that much more likely to believe that they empathise with our situation and are looking out for our best interests. Enthusiasm, empathy, and positivity are all strong likability switches.
Humans are trained to respond to authority figures from birth because, generally speaking, we’ve learnt that they usually have our best interests at heart. Though we’ve realised this is by no means true by the time we reach adulthood, we still respond well to authoritative names, brands, and ideas. For example, compare a person who’s written a blog post to one who’s written a book. Even though the post could be longer and better, the book still sounds more authoritative.
One of the most powerful triggers; if we believe a resource is scarce then we’re likely to buy as soon as possible to avoid missing out. Countdown timers, periodic sales, and limited editions are all great examples of scarcity marketing.
We hope that’s given you a great overview of conversion triggers you can use in your sales copy and scripts. If you’d rather leave the script-writing to the experts, get in touch and we’ll bring your company message to life!