There are a few things to remember when you are selling using psychology. Almost all of them are innate responses that all human kind will replicate. These seven tips for psychological sales are:
1. People make decisions emotionally.
They decide based on a feeling, need, or emotion, not through a logical thought process. That’s why intangible benefits are the keys to persuasion.
When you’re writing, you should ask yourself, “What is the emotional hot button here?”
Example: a man sees an advertisement with a photo of a sports car and instantly falls in love. However, he can’t bring himself to buy the car based on a feeling, so he reads the copy for technical details about the powerful engine, safety features, and low maintenance.
He wants the car because it makes him feel good. But he buys it only when he can justify the purchase rationally.
The word “egocentric” means centered around the ego or self. We all see the world in terms of how it relates to us personally. So when your copy asks someone to do something, it must also answer the unspoken question, “What’s in it for me?”
On a deeper level, the question might be “How does this give me feelings of personal worth?”
Value is not a fixed number. Value is relative to what you’re selling, what others charge, what the prospect is used to paying, how badly the prospect wants it, and how the prospect perceives the difference between your offer and others.
You must demonstrate a value that seems to be equal to or greater than the asking price. The greater the value relative to the price, the more likely people are to buy.
The human brain is not a computer, calculator, or information processor. Scientists have shown that its primary function is to deal with social interactions.
Remember how some mathematical questions in high school were stated as real-life situations? They were always easier to understand and solve than abstract problems. Your copy, therefore, should feature people through names, personal pronouns, quotes, testimonials, stories, photos of satisfied customers, etc.6. You can’t force people to do anything.
When people buy, it’s not because you wield some magical power over them.
You can urge. You can push. You can entice. But ultimately, people do what they want to do. This means your job is to show how what you’re offering meets your prospect’s needs.
Some say people don’t like to be “sold.” Not true.
People love to be sold. They love to discover wonderful new products and experiences.
What people don’t love is to be cheated or tricked. Therefore, it can be helpful to change your analogy of the marketing process.
Instead of “selling” to people, try to “help” them. Sell good products, make appealing offers, and treat people fairly. That’s a surefire formula for success.