The value of getting into the psyche of your customer to improve online marketing results is difficult to measure such is its crucial importance.
Online marketing, like any form of marketing, is about empathizing with prospects and customers and understanding what their pain points are, what is it that they need and what will inspire them to do what you want them to do. Ultimately you want them to buy your products or services, but you also want them to become fans and advocates of your products and services.
Online marketing – research, implementation, conversion
To begin with online marketing is all about keywords – which words are your prospects typing into Google or Facebook when they are searching for the type of products and services that you provide? This is the research stage.
The second stage is about getting your online properties in front of these people when they are searching. These properties – websites, Facebook pages, videos, etc – must contain an offer and a call-to-action along with a way that they can reach out and express their interest without having to pick up the telephone.
And this is the third stage – getting these people to take the required action when they arrive on your website or blog, or video page. It is difficult to get a visitor to buy something from a web page unless they have been led there by sequential marketing steps, so what we are really looking for from website visitors is an expression of interest.
What is interesting is that while the things you need to do to rank in Google (SEO) is constantly changing and evolving based on Google’s whims, changing technology and online habits, the third stage – conversations – remains essentially the same.
This is because we are dealing with people and people don’t change that much – certainly not at a level as fundamental as what drives their desires.
The four factors that determine how many leads your website generates
In terms of increasing your conversation rate – getting the prospect to do what you want them to do – there are four key areas that you must get right;
The NLP masters have this down to an art (or is that science?) with anchors, embedded commands and a whole lot more. The bottom line is that you need to identify the psychological triggers that make people act.
Like most people I used to believe that all my decisions, particularly those to do with money, ie. investing and purchase decisions, were made as a result of rational thinking, but as it turns out nothing could be further from the truth. Certainly buying decisions are justified with after-the-fact rational logic, but the actual decision is emotionally driven. If this was not the case up-sells and cross-sells would not work so well and there would be no need to “get into the head of your prospect”, there would be no hot buttons, etc.
This is closely connected to the psychological aspect. Words sell. Period. Consider these extreme example;
“Buy my second-hand bike – it’s old and tatty, but it’s cheap and works! Click Here”
“Keep healthy, save money, help the environment and get where you want to be quicker! Click Here!”
Which ad would you click on?
The first is just a list of “features” – even if we replaced “old and tatty” with “well-kept and clean” it is still not as powerful as the second ad which concentrates on the actual benefits that the bike will provide.
In copywriting one of the golden rules is to focus on the “benefits” of a product or service rather than the “features”.
Benefits are often intangible, they cannot always be measured or quantified, but they get to the root of the ‘purchase decision’.
For example, if you are selling kitchen refurbishments then your sales copy should focus on how having a new kitchen makes the client feel. It’s not about having walnut-wood cabinets, but about being able to invite friends and family around and feeling good about their home.
After features and benefits comes the proof and the most powerful proof comes in the form of story-telling. Storytelling is deeply embedded in the human psyche, has been used throughout history to pass down myths, legends and histories, is used in teaching and is one of the earliest forms of communication. Indeed storytelling may pre-date sophisticated language as evidenced by narrative flows in cave paintings.
So it is no surprise that storytelling helps convert sales. A story both grips attention and can be used to illustrate processes and benefits very effectively – “Here’s a person who used my product or service and this is how it changed their life.”
The saying goes; Facts Tell, Stories Sell
This fourth aspect is much like a sales funnel in that there is a definite process – someone comes in at the bottom level (eg. free gift) and then gets up-sold to the first paid solution, then to next and so on.
A prospect may have a number of questions, reservations or objections that will need to be overcome before they purchase and this can be dealt with using structured communication. This can take the form of blog posts, FAQs, video tutorials and 1-2-1 communication on the phone or face-to-face.
Returning to the kitchen example; the idea of a new kitchen may be a dream to someone browsing online. They want a new kitchen but really can’t afford it. They are concerned about the disruption that may be caused. So, although they want the end product they have too many obstacles to overcome. If your web page offers just a phone number as a way of contacting you this person will not interact with you. Calling is not an option, but if they were offered the opportunity to download a brochure this would give them some more day-dream material and represent the first step in a structured communication.
The brochure as well as containing gorgeous images also contains testimonials and sales copy designed to stop the prospect telling themselves that they can’t afford it and to start them asking ‘How can I afford this?’
The mind of the prospect
When looked at as whole, these four key areas all come back to getting into the mind of a prospect – what is the internal conversation that they are having as they go through the process;
1. What keywords are they using?
2. What benefits are they looking for?
3. What fears do they have?
4. What do they want to be told to overcome those fears?
All this should then be represented on your page or video or sales pitch – having the same feelings and using the same words and phrases indicates to your prospect that you “get” them, that you understand what they are going through and therefore that you are best placed to solve their problem with your product or service. By raising their issues and objections you can then demolish them so that there is nothing left to say ‘no’ to.
To increase the effectiveness of business web pages it is necessary to understand what the prospect is actually searching for.
People who buy drills don’t actually want a drill.
They want a hole!
Similarly, people who buy your products and services do not want the physical thing, or the process, they want the benefits of that product or service.
Once you understand the underlying driver it becomes easier to write copy that focuses on these benefits, that tells a story that is compelling and leads a visitor through a process that starts with them declaring interest in a free gift and ends with them purchasing a big-ticket item.
If your website is not converting visitors to leads and leads to sales at the rate at which you require then get some expert advice from Robert at Lead Generating Websites on 01708 208 889