Whether we like to admit it or not - we’re emotional buyers.
The brands we buy from and the things we decide to buy are a reflection of what we, as consumers, want. However, there are certain triggers that consumers universally respond to - things that push us over the edge when deciding to take out our debit card.
And understanding that truth is VITAL for increasing sales and profitability in your ad campaigns.
But understanding buyer psychology is one thing… How you use it in your ads is another.
So we’re going to go through 3 simple strategies you can implement RIGHT NOW into your sales scripts, ad copies, sales pages and your overall copywriting strategy to boost conversions and get better results.
NOTE: There are no ‘magic phrases’ you can use to mystically trick your audience into trusting you. The following methods are not based on ‘hype’ and are certainly not a ‘secret’ technique that’s hidden from all but a chosen few.
These are fundamental methods that have been proven by research to make your messaging more effective and in turn, more profitable. Let’s begin...
The average consumer is savvier than ever before. Years of having ads flooding their newsfeed has made them numb to most conventional marketing tactics.
But what’s one thing that never gets old…? PROOF!
Proof that your products works, proof that it delivers on its promise and proof that it’s worth getting your debit card out for.
In fact, it’s been shown that 92% of customers read online reviews before buying, 88% of consumers trust online reviews as much as referrals from friends and family and 40% of consumers form an opinion from just 1-3 reviews.
That’s big. But how should you be displaying social proof?
In your copywriting, you can easily do this by leveraging quote’s from customers, 5-star rated reviews and fact’s surrounding your product/service.
You also want to use as much user-generated content as possible in your ads to demonstrate the value of your offer/service/product.
Make it crystal clear that the social proof your displaying is 100% real and organic, while also making it easy for buyers to submit their own user-generated content to maintain a steady supply of social proof to use in your campaigns.
Why do you see scarcity tactics almost everywhere in marketing?
Because it works.
Humans are natural procrastinators and if we know that an offer will be around forever and that the price won’t change soon - we’ll more than likely wait till later before we buy.
(If at all!)
That’s why you need to persuade your customers to take action NOW and give them a good reason as to why they should.
You can use scarcity in multiple different ways in your ads, but the 3 of the most common ways to use it are:
- Time (Limited-time price discount)
- Quantity (Only a small number of units/
- Premium (Get exclusive bonuses when you buy now)spaces left)
And how you weave those elements of scarcity into your copywriting is down to you. But be careful…
As mentioned before, consumer’s can detect inauthenticity a mile off. So when using scarcity in your ads, make it authentic and tell them WHY they must act now - the results will speak for themselves.
3.Coherence markers (or bridge words)
We’ve often talked before about the importance of making your copy flow in order to keep the user engaged.
And we cannot state HOW important it is.
You can spend all your time demonstrating value and communicating the benefits of your product/service, but if you can’t keep the reader interested…
You’ll lose them.
The truth is, flow is hard to nail down and it takes practice to get it right.
But simply paying attention to the first words you use in the sentence and making the right choice can go a long way in making a change to your copy.
Here are just a few examples of ‘Coherence Markers’ (or bridge words) you can use to start improving the flow of your copy - today.
- The thing is...
- But truthfully…
- In short…
- The best part?
- For example…
While there are countless other examples to use when writing, those are just a few you can use to bridge your paragraph’s and improve the readability of all your sales pages, scripts and ad copies.
And that's it!
Work these 3 simple psychological triggers into your advertising strategy and take note of the results!
Did you find these tips useful? Drop a comment below and let us know what you thought!