No matter who you are or what your job title actually is, you’re in sales.
Think about it. Every day, you’re busy trying to get what you want. Maybe it’s getting support for a new project at work. Maybe it’s getting a raise. Maybe you just want your coworkers to agree with you on Thai food for lunch.
When it comes right down to it, you’re in the business of figuring out how to convince people to do something. Whether you want them to think a certain way or behave in a particular fashion, it’s your job to convince someone your way is the right way. This problem of needing to persuade others to see things our way leaves us with a question rooted in human desire.
How can you get more of what you want?
The short answer? You have to be more convincing. How can you do that? Understand the roots of human development and psychology.
It might sound complicated, but stick with me. It’s not — and we’re going to get you the resources you need to apply these psychology principles in a practical way. As a marketer, your job is becoming more rooted in data and science everyday, because if you’re in business, you’re keenly aware that it’s never been more challenging to change someone’s mind.
With consumers being bombarded with ads on their televisions, phones, and computers, they are pretty well aware how much everyone wants their time and attention, and ultimately, their money.
Now it’s your job to get them to part with more of their limited resources, because your product is phenomenal and will make their life easier. But how can you convince them of that without using the rehashed, sleazy marketing tactics you see everywhere on a daily basis? For starters, you can download our newest guide:
Today, though, we’re going to cover the most practical ways you can talk to your audience and create stronger connections by being more persuasive.
These 5 tips will help you get what you want by teaching you to be more convincing.
1. Use psychological cues
Did you know having an image of a person looking a certain direction cues whoever is viewing your web page to do the same?
Or that most buying decisions are based on a gut reaction – not a rational thought process?
Or that you can create a pricing page that encourages your customers to upgrade in a way that they’ll love you for?
These are all proven psychology cues you can use to convince your customer your product is the right choice for them. We covered some of the most relevant psychology cues you can employ on your landing pages here. Review these, and test them on your page to start persuading your leads into becoming customers. (Better yet, download this guide for 10 Research-Backed Ways to Boost Conversion Rate with Psychology.)
2. Use words that work
Headlines are your attention-grabber. They are what makes your prospect decide whether or not to click the link to your page, and when they get to your page, it better have message match so they feel confident about sticking around.
Transparency works. Authenticity works. Investment works. Efficiency works. Innovation works. Frank Luntz’s book, Words That Work is required reading when it comes to figuring out how to use language in a way that tells your audience what they want to hear in the way they want to hear it.
So at this point, you’re probably wondering – what doesn’t work? Here’s a good base line: anything that sounds boring or corporate (which are mostly synonymous at this point). The words you use in a headline should provoke an immediate curiosity or emotional response.
Stick to the high power words that build trustworthiness. Don’t forget to test your headlines, too. Coschedule’s Headline Analyzer is a great way to determine if your headline carries enough power and emotionally charged language.
3. Use different modes of persuasion
Think there’s only one way to be persuasive? Oh contraire.
As far back as Aristotle, humans have been exploring how to provoke a desired response from other humans. If you notice one approach doesn’t work for your audience, it’s worth your time to test copy that’s a better fit for your niche. Some customers will respond much more to an emotional approach than a scientific, rational one. It all depends on your positioning, so test out different motivations in your copy.
4. Be fascinating
Sally Hogshead’s book Fascinate is a primer in discovering the best possible way for your brand to break out and become a remarkable and convincing company. She covers 7 primary fascination triggers, which you can check out in this Slideshare presentation, to help determine how your brand can play to its natural strengths, versus trying to be all things to all people (which almost never works anyway).
5. Be the authority
Robert Cialdini’s marketing classic Influence goes over six core principles of persuasion, and while they are all important (and you should certainly use as many of his concepts as you can on your quest to be more convincing), I want to highlight authority.
Authority is a tricky thing, because so many different factors influence it. From having a credible, professional looking website and landing page to using professional photos to guest posting on high-power blogs, there are a myriad of ways you can connote your authority online.
But when it comes right down to it, you become an authority by saying so and then getting other people to agree. Trust seals, testimonials, and more are all ways of saying, “Yes, I know what I’m doing. Other people say so, too.” Consider how you are proving your authority and how you could up your game, like by speaking at conferences, hosting an AMA, or even hiring a PR agency.
The art of persuasion is as simple as being more remarkable
Is your product phenomenal? Is your company interesting? These factors alone will have a huge impact on how your brand markets itself, but remember, even boring companies can have killer marketing. With the right combination of psychology and appealing to someone’s aspirations, you can convince someone you’ve got exactly the solution they are looking for – and really, isn’t that why you went into business?