Basic Psychology to Influence Buyers, Grow Profit
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My talk from #DigitalGaggle Sept 2019
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Basic Psychology to Influence Buyers, Grow Profit
- 6. System 1 > System 2 Law of least effort Cognitive ease Reciprocity Anchoring
- 9. Play to System 1 first
- 10. System 1 > System 2 Law of least effort Cognitive ease Reciprocity Anchoring
- 27. Highlight intuitive next steps
- 28. System 1 > System 2 Law of least effort Cognitive ease Reciprocity Anchoring
- 32. Marketing not working very well? Improve the conversion journey to make it better.
- 33. Marketing not working very well? Improve the conversion journey to make it better.
- 37. REPEATED EXPERIENCE CLEAR DISPLAY PRIMED IDEA GOOD MOOD FEELS FAMILIAR FEELS TRUE FEELS GOOD FEELS EFFORTLESS EASE
- 38. REPEATED EXPERIENCE CLEAR DISPLAY PRIMED IDEA GOOD MOOD BRAND CONSISTENCY UX FULL FUNNEL MARKETING PERSONALITY EASE
- 40. System 1 > System 2 Law of least effort Cognitive ease Reciprocity Anchoring
- 46. Deliver value at every conversion
- 47. £26,000
- 49. Merlin = £4,500
- 50. Merlin = £3,500
- 51. System 1 > System 2 Law of least effort Cognitive ease Reciprocity Anchoring
- 55. Anchor high
- 56. Play to System 1 first Highlight intuitive next steps Smooth jarring journeys Deliver value at every conversion Anchor high
Editor's Notes
- 6yrs – Selling records. Had to catch them as they left the venue (good mood, repeated experience), nobody really mail ordered 17yrs – A van to Scotland on my own for a 3 day music fest. Credit cards satanic. And now, I’m still working on these things but
- Should have called this… Crap Conversions?
- 6yrs – Selling records. Had to catch them as they left the venue (good mood, repeated experience), nobody really mail ordered 17yrs – A van to Scotland on my own for a 3 day music fest. Credit cards satanic. And now, I’m still working on these things but
- Sales
- There aren’t any examples. This is just fundamentals else you won’t get your head around the rest of the things.
- Me and Nic walking dog – argueing about work. Cashflow forecasts, VAT bills, anything where we had to carry numbers in our head made us stop walking. Because System 1 doesn’t use many calories but system 2 REALLY burns them. Hence System 1 tries to maintain control
- 1 thing
- Clearly the preferred option Avoid extremes
- Consensus / Social Proof – from Influence or Presuasion
- Consensus, default and avoiding extremes
- Monthly, £5 amount…. and
- Payment method
- Language Trip type Location Date of travel Length of stay Number in party Other recommendations
- lang
- Trip type
- locaiton
- Trip leave date Duration Number of travellers, Class
- Other recommendations
- Think of your best buyer persona – think of the natural next steps for them at each stage of their buying journey
- Repeated experience
- Two personas
- Repeated experience for Mrs Payne
- Font
- Clearer display
- Primed message
- Primed idea
- Clear display, primed idea
- This is Daniel Kahneman’s diagram.
- Think of all the little things you can do – no matter how much pull you have in your business. The more suction you have the more you can do this at a foundational level
- If nothing else – put your best buyer persoan in mind and
- Reciprocity – Give / Get
- We have to really sell because we’ve made our privacy statement massive – if it wasn’t so big we could get more info!
- Nerd something.
- Be that newsletter sign up, downloads, webinar, specification meetings, sales meetings, quotes, everywhere. Conditioning a every time I give, I always get back in the mind of client, right up to close.
- Grandfather is best in class, Mother was best in breed.
- Nice enough – mother Labrador x border collie, father Vizsla. Good with kids, loyal. £2,000 or more, between £500 and £2,000 or under £500
- Blair ennis. His book is OK, but $320 USD? It’s only $100 for a PDF download, which now sounds like super good value!
- And, you’re lucky that we’ve got a respected specialist who can help you after this too..,.
- If you do have crap conversions there’s a limited number of spaces available for Katie and the team to deliver Fantastic Fixes by the end of Sept, else you can get on the waitlist.
- If you do have crap conversions there’s a limited number of spaces available for Katie and the team to deliver Fantastic Fixes by the end of Sept, else you can get on the waitlist.