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1. You have to make the
visitor like YOU.
People buy from people they like.
They don't buy from companies or web sites. They buy from people
like you and me. Small businesses often make the mistake of pretending
they are big companies by saying: "We offer..." and consultants
say: "Mr. Jones has been a consultant for 15 years......" STOP
THE INSANITY! Get personal. Put your picture up on the home page
and say: "I am Joe Blow and I am here to help you......" Develop
a personal relationship with visitors as if you were standing
right there talking to them. The web is a one-to-one relationship
thing, not a mass media. Make'm like you.
2. Know their problems.
Selling is a "HURT'EM and HEAL'EM"
process. No matter what you sell. After you make them like you,
make their HURT painful. Say" I know it's frustrating to find
the right car for your family because I have been through what
you are going through many times and failed. I don't want you
to make the same mistakes I made." Make it hurt. Then you offer
the solution: "That's why I am here, to make the process smooth
and painless - and, I'll show you how you can get the best price
on the car you want." Oh What A Relief It Is!
3. Prove it.
Now you have the visitor interested.
He or she feels the problem, and you claim you are the healer.
The protective shield comes up - "All right.... How do I know
I can trust you to heal me? I really want to get healed, but I
don't want to get hurt by a scamster." Unless you are brand new
in business, this is where you invoke the powerful "Social Proof"
influence strategy. People react favorable to your proposal if
they know other people just like them were healed the same way.
So you say" I know you are doubtful, but read what others say
about......." You want them to say to themselves "Hey, that's
me!" Or better still, say "845 of people with the same problems
you have don't have them any more. They got their car without
being pressured."
4. Make it scarce.
One of the strangest things in the
world of persuasion is the "SCARCITY" factor. People will always
want things more if they feel they might lose the opportunity
to have it. I have always found this to be weird - why do things
increase in perceived value because there is only one left? It
must have something to do with the built in need for freedom.
If you take away my freedom to choose....I want to exercise my
rights and buy it. Right Now. Faster if possible. Make your product
scarce. For a limited time, exclusive to certain people, make
them qualify to get it are all proven strategies to make people
act.
5. Make it easy to buy.
You never know when a visitor is
ready to buy. Make sure they are only one or two clicks away from
the BUY button. On your 'CLOSE' page, re-establish how you are
healing them and the guarantee, then ask for the order. Don't
be afraid. If people want to buy, they will. If they don't want
to buy, it doesn't matter what you say anyway. So ask for it.
Put these basic influence strategies
to work - and you'll sell more.
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