Uploaded byJon Payne
Basic Psychology to Influence Buyers, Grow Profit
The document discusses how to improve marketing and conversions by leveraging principles of human psychology. It emphasizes appealing to intuitive thinking (System 1) over rational thinking (System 2) by making the conversion journey easy, familiar and feel effortless. It suggests highlighting intuitive next steps, smoothing jarring experiences, and delivering value at every step to improve conversions. Anchoring expectations high is also recommended.
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Basic Psychology to Influence Buyers, Grow Profit
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- 6. System 1 >System 2 Law of least effort Cognitive ease Reciprocity Anchoring
- 9. Play to System1 first
- 10. System 1 >System 2 Law of least effort Cognitive ease Reciprocity Anchoring
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- 28. System 1 >System 2 Law of least effort Cognitive ease Reciprocity Anchoring
- 32. Marketing not workingvery well? Improve the conversion journey to make it better.
- 33. Marketing not working verywell? Improve the conversion journey to make it better.
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- 37. REPEATED EXPERIENCE CLEAR DISPLAY PRIMEDIDEA GOOD MOOD FEELS FAMILIAR FEELS TRUE FEELS GOOD FEELS EFFORTLESS EASE
- 38. REPEATED EXPERIENCE CLEAR DISPLAY PRIMEDIDEA GOOD MOOD BRAND CONSISTENCY UX FULL FUNNEL MARKETING PERSONALITY EASE
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- 40. System 1 >System 2 Law of least effort Cognitive ease Reciprocity Anchoring
- 46. Deliver value atevery conversion
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- 51. System 1 >System 2 Law of least effort Cognitive ease Reciprocity Anchoring
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- 56. Play to System1 first Highlight intuitive next steps Smooth jarring journeys Deliver value at every conversion Anchor high
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Editor's Notes
- #2 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
- #3 Should have called this… Crap Conversions?
- #4 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
- #8 Sales
- #10 There aren’t any examples. This is just fundamentals else you won’t get your head around the rest of the things.
- #12 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
- #13 1 thing
- #14 Clearly the preferred option Avoid extremes
- #16 Consensus / Social Proof – from Influence or Presuasion
- #18 Consensus, default and avoiding extremes
- #20 Monthly, £5 amount…. and
- #21 Payment method
- #22 Language Trip type Location Date of travel Length of stay Number in party Other recommendations
- #23 lang
- #24 Trip type
- #25 locaiton
- #26 Trip leave date Duration Number of travellers, Class
- #27 Other recommendations
- #28 Think of your best buyer persona – think of the natural next steps for them at each stage of their buying journey
- #30 Repeated experience
- #31 Two personas
- #32 Repeated experience for Mrs Payne
- #33 Font
- #34 Clearer display
- #35 Primed message
- #36 Primed idea
- #37 Clear display, primed idea
- #38 This is Daniel Kahneman’s diagram.
- #39 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
- #40 If nothing else – put your best buyer persoan in mind and
- #42 Reciprocity – Give / Get
- #45 We have to really sell because we’ve made our privacy statement massive – if it wasn’t so big we could get more info!
- #46 Nerd something.
- #47 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.
- #50 Grandfather is best in class, Mother was best in breed.
- #51 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
- #55 Blair ennis. His book is OK, but $320 USD? It’s only $100 for a PDF download, which now sounds like super good value!
- #59 And, you’re lucky that we’ve got a respected specialist who can help you after this too..,.
- #60 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.
- #61 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.