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I'VE BEEN TRIGGERED: 6 Psychological Buttons to Push For $$$$$

Discussion in 'Copywriting & Sales Persuasion' started by uristjack, Oct 7, 2016.

  1. uristjack

    uristjack Junior Member

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    I'VE BEEN TRIGGERED: 6 Psychological Buttons to Push for $$$

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    Let me tell you a story.

    You're writing copy for your newest website, BrandableNonsense.com. You're making some sweet, sweet SEO + Affiliate Marketing money. It's nice. But not enough. So what do you do? You hop onto BHW, hoping to tune that copy so you can squeeze more money out of BrandableNonsense.com. And then you find this. Six proven psychological triggers that are almost guaranteed to supercharge your copy-writing.

    Enjoy.


    Reciprocity
    We have an obligation to repay gifts.
    Gifts are an important part of many cultures - take Christmas (or assorted winter holidays) or birthdays, for example. This creates an element of trust. In addition, the tension between receiving a gift and giving one in return is highly powerful - so powerful, in fact, that you can use it to sell products. People (most people, anyway) have a sense of fairness, and obligation. Due to this rigid inner compass, people like to return favors.

    How do you apply this? Simple. Build up a bank of favors. This sense of reciprocity is like a bookkeeping system, in that it automatically tallies up favors into scores. And, since it accumulates, you can turn many of your small favors into one big favor on their part.

    What sort of favors? Have a list:

    • Physical things. Many religious groups give out some form of physical product, and use it to persuade you to donate.
    • Information. I'm doing this right now (as does every other BHW member who contributes well). Why? Because I hope that you will return my favor of information with a favor of praise - or in other words, those sugary sweet internet points!
    • Praise. Just talked about this one, but you can dish it out as well. Don't do it too much, though - it can seem fishy. This also helps with another trigger, that of liking.
    • Time. Pretty ephemeral, but still very useful. Usually coincides with the gifts of information and praise.
    This sense of fairness is very powerful. Use it to your advantage.


    Consistency / Commitment

    We have a need to be internally consistent.
    Cognitive dissonance is what happens when we are internally inconsistent. And we don't like when this happens.

    When we make promises, we feel obliged to fulfill them. When we are committed to a decision, we convince ourselves it was the right one. Why? Humans have internal models. We have belief systems, comprising of values, moralities, choices, schemas, and personal self-images. If we do something that is out of sync with our belief system, we will rationalize the action. We will intentionally remake our belief systems so that we are once again in sync. Pretty interesting, actually, how we feel that need of alignments.

    How can you apply this? It's fairly simple. By slowly getting your prospects, leads, or customers to take small actions - baby steps - you can get them to agree more and more with you. This is the whole point of call-to-actions - they help you to convert leads into prospects into customers.


    Social Proof

    Herd mentality, exploited for fun and profit.
    Humans are political animals, says Aristotle. Unlike our concepts of politics nowadays, however, Aristotle does not mean that we are all interested in elections. He means that we are all by nature part of the polis, or city-state. He means that by our very nature society is a part of humans just as humans are a part of society. He means that a human raised entirely outside of the boundaries of society can never fully partake in what it means to be human.

    What we learn from this, is that people copy each other when they are unsure of what to do. After all, what is society but a set of rules we all agree to follow?

    The concept of social proof is why we use testimonials to sell products, and why TV producers use laugh-tracks on their sitcoms.

    How do we use this? Well, like I just said, use testimonials. In any way you can, use customers (or made-up ones) to create a social proof around your website or business. This is the whole point of fake likes on FB and fake comments on blogs. It's to create a sense of popularity and to further enforce how great all your stuff is.


    Liking

    We are obliged to help friends. Become a friend.
    Like I said, people are political animals. We are part of a tribe. What is the basis of the tribe? Social relationships between people - some positive, some negative, some neutral - and how these relationships change. People are motivated to do cruel things to their enemies, nothing to neutral acquaintances (or positive things to encourage the formation of new friendships), and good things for their friends.

    How may we use this? Become a friend, so that people help you. This is easier said than done, however. Countless books have been written about this, such as the fantastic How to Win Friends and Influence People by Dale Carnegie, and there are too many to read. Instead, have a quick list - the 7 F's of getting people to like you.

    • Flattery. Build on people's sense of identity by complementing them. Be careful about your application of this - too much is a big no-no, as they will see through your duplicitous behavior and hate you.
    • Fawning. Build on people's sense of identity by acting inferior. By acting inferior (and thus putting them in a superior position) you make them superior. Again, be careful - this can seem excessive, and eventually you may make yourself so inferior that they ignore you.
    • Favors. We discussed this earlier. Doing favors for people builds social capital - which is the basis of the book-keeping system mentioned above.
    • Facilitation. Help them help themselves. Most products revolve around this. You can do this in many ways - guiding them, giving them advice, and so on.
    • Face-Saving. Help them avoid embarrassment. This tends to be a more personal thing, so I won't cover it.
    • Feather-Bedding. Making life luxurious for them. Make things easy for people. They like easy things - hell, it's the basis of the hundreds of noobs on here begging for spoon-feeding.
    • Following Requests. Doing what you are told. Again, more in-person, so I won't cover it.

    Authority
    We listen to the people in charge.
    We are brought up to obey authority figures as part of our childhood. Parents and teachers fulfill this role early on in our life. Later, it's politicians, religious figures, police, and so on. People listen to people in positions of authority - or people they think are in positions of authority. We also listen to people who are experts - we do not obey them, but we accept their beliefs and opinions as our own.

    How can we use this? There are two kinds of authority - command authority (think "obey me") and informational authority (think "believe me"). It is best to position yourself in both a command authority position and an informational authority one. When do we accept people as authorities? Here's how:

    • Their role grants them authority
    • They speak assertively and confidently
    • Other people tell us they are authorities
    • We find information that confirms they are authorities.
    How doe we become authorities? A big one is so-called "authority markers". These are titles that grant authority for effectively very little investment. Just join various groups and governing bodies related to your topic. Voila - instant authority!


    Scarcity

    If something is scarce, it becomes valuable.
    If we can get something now but not in the future, we will go for it. This is the very basis behind the idea of "supply and demand" in economics. Summarized simply, sales shoot up for scarce stuff. The principle behind scarcity as a motivational factor is anticipated regret. In other words, when we anticipate the future, we also anticipate the emotions linked to it. Amusingly, these pseudo-emotions - in the sense that they don't really exist, and are instead anticipated and created in a self-fulfilling prophecy - are quite powerful in shaping people's decisions.

    How does one use this principle? Simple. Make your offerings have a sense of scarcity. There are many ways of doing this, such as w
    aiting lists, or "(x) Copies Left" type counters on your webpages. By artificially limiting supply, you artificially increase demand.


    Conclusion
    These six triggers are useful in increasing your copy-writing prowess. I would personally recommend that instead of only using these, you do other research and mix and match them with other persuasion methods and frameworks to greater effect.

    To finish, a quick summary of what we've looked at:
    • Reciprocity
    • Consistency / Commitment
    • Social Proof
    • Liking
    • Authority
    • Scarcity
     
    • Thanks Thanks x 7
  2. Auctoritas

    Auctoritas Newbie

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    Dr. Cialdini's points are a classic.

    Have you read his newest book?
     
  3. JTrussles

    JTrussles Junior Member

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    10/10 list, thank you for sharing this.
    Have some praise!
     
  4. sadecentpoint

    sadecentpoint Junior Member

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    nice , in my writing experience you also need to add anaxity trigger by Lara John
     
  5. uristjack

    uristjack Junior Member

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    I figure most people here weren't familiar with Cialdini - evidently you are - and, since I thought he had some great ideas, I repackaged them into a forum post. And no, unfortunately I have not read his newest book. What's it called?.

    Do you mean anxiety? I think these 6 triggers are more positive, rather than negative, if you catch my drift. There are negative triggers that you can use - fear then relief, for example - and they can be quite powerful. One thing I would mention, however, is to be careful. Otherwise you can end up alienating your prospects. Which is never good.
     
  6. davids355

    davids355 Jr. VIP Jr. VIP

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    Urgency is also important - I know you grouped it in with scarcity but I think it deserves a mention in its own right.

    You could make something sound scarce by saying there are only x copies available but that wouldn't necessarily create urgency.

    Whereas if you say it's at a discount of xyz for 24 hours that is specifically creating urgency however many of the products you have.

    The thing here is that if you don't sell to someone whilst they are wrapped up in the moment then every minute that goes by you risk losing them as they convince themselves back out of it.
     
  7. KraftyKyle

    KraftyKyle Jr. Executive VIP Jr. VIP Premium Member

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    You might want to cite the original author... give credit where credit is due.
     
    • Thanks Thanks x 3
  8. blogzandstuff

    blogzandstuff Elite Member

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    Yes I agree, OP should say he found it elsewhere
     
  9. ContentWriter

    ContentWriter Jr. VIP Jr. VIP

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    Hi, @uristjack. You've just spilled the beans on how to write an effective sales page. Knowledge of human psychology is an integral part of a successful marketing.
     
  10. Auctoritas

    Auctoritas Newbie

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    It's called Pre-Suasion. Really interesting stuff. I need to re-read it to see how I can apply it
     
  11. JimneyCricketIsDead

    JimneyCricketIsDead Newbie

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    Yeah, OP didn't spill the beans. He copied someone's creative writing, and passed it off as his or her own.
     
  12. philsfog

    philsfog Junior Member

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    never forget the bandwagon effect.
     
  13. Avada Kedavra

    Avada Kedavra Newbie

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    His new book is called Pre-Suasion: A Revolutionary Way to Influence and Persuade, it's an amazing book, and I highly recommend both this one and his evergreen "Influence" , and although I find these tips very useful, I must add that there is a contradiction in 2 of them:

    Under "Liking", you suggest Carnegie's book and on of the F's which is "Fawning", and that is completely antagonistic to your the next trigger, "Authority". How can you be authoritative and inferior at the same time? o_O

    I like Dale's book but I regarding "fawning", I don't agree with that one... unless you are building a relationship with some super powerful individual with a hell lot of influence and power (in that case, acting inferior might be a good thing :D), but aside from that, for ordinary day to day relationships between peers, friends, family, etc. , I think acting inferior won't make them like you more...

    I've been acting superior in most of my relationships and have positioned myself as the "go-to expert" for certain things, and people appreciate that, and like it, if I were to kill that and become somewhat "inferior" to them, all that rapport and trust will be broken, and it will have a complete vice-versa effect, in my opinion. :cool:

    Last but not least, I would highly recommend one more book, which I believe is the best book on copywriting ever written - Breakthrough Advertising by Eugene Schwartz. It's harder to get it nowadays because it's been out of print for some time, nevertheless, there are used copies and although quite expensive, it is well worth the investment.

    Persuasion, and ultimately copywriting as well as sales in person, is the evergreen art that really teaches people how to earn the big bucks. The rest of it is noise :D


    Avada Kedavra
     
    Last edited: Oct 24, 2016
  14. Avada Kedavra

    Avada Kedavra Newbie

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    Sorry, forgot to quote you, the above post was in response to:

    P.S. Get his new book...a highly recommended read :)
     
  15. uristjack

    uristjack Junior Member

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    Fawning is quite contextual. It tends to work far better:
    - in person
    - especially if they're rich / famous / powerful / could help you
    - and when you're selling to the cream of the crop.

    I realize most people here (i.e. the ones who actually apply methods) just sell advertising space for a pittance, or CPA, or whatever. But anyone (like me) who's into ORM - online reputation management - should know that if you're selling to some bigwig, you should make him feel valued. Perhaps you're the college student, just paying for your way through tertiary education, and you'd really appreciate if this guy could buy from you - and potentially mentor you.

    Again, it's contextual.
     
  16. Avada Kedavra

    Avada Kedavra Newbie

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    It is contextual indeed, but then again, it contradicts the next psychological trigger: "Authority"

    IMO, you can't have both at the same time, in other words, you can't really act inferior but authoritative at the same time, maybe you can act inferior but talk from the place of self-dignity, self-respect and self-confidence, but again, that is not authority.

    When we are beeing authoritative we obviously position ourselves as "experts" in the field and we talk from a place of power. I don't think that we can do this while implying inferiority at the same time.

    Just my opinion anyway...

    Avada Kedavra

     
  17. adako

    adako Junior Member

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    Would you recommend any books on this topic?
     
  18. Charade

    Charade Newbie

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    - Pre-Suasion: A Revolutionary Way to Influence and Persuade (Robert Cialdini) - as Avada Kedavra recommended. (I also recommend)
    - Influence: The Psychology of Persuasion (Robert Cialdini)
    - Buyology: Truth and Lies About Why We Buy (Martin Lindstrom)
     
  19. nanetto

    nanetto Registered Member

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    Please read Buying Trance by Joe Vitale: really interesting and powerful techniques!
     
  20. jailedbygoogle

    jailedbygoogle Newbie

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    "Secrets" to a successful persuasion... fake praise, fake testimonials, fake comments, fake likes, fake authority, fake scarcity, fake, fake, fake, fak, fak, fak.......... :D