A Hidden Psychological Trigger That Can Explode Your Sales
There was a beer commercial a few years back asking the strange question, "Why Ask Why?" Well, unknown to the ad agency, they had just stumbled onto a breakthrough marketing concept. One of the most powerful influencers of human behavior is telling people the reason why you are doing something !
"Influence: The Psychology of Persuasion" by Robert Cialdini, Ph.D. In this book, he talks about an experiment by Harvard social psychologist, Ellen Langer, that concluded people like to have a reason for what they do.
The experiment consisted of people waiting in line to use a library copy machine and then having experimenters ask to get ahead in line. It went like this: the first excuse used was "Excuse me, I have five pages. May I use the Xerox machine because I'm in a rush?" This request coupled with a reason was successful 94% of the time. However when the experimenter made a request only: "Excuse me, I have five pages. May I use the Xerox machine?" this request was only granted 60% of the time. A huge drop.
So?....Hang on, it gets more interesting. It may seem like the difference between those two requests was the additional information of "because I'm in a rush", but that's not the case. Because in a third experiment, the experimenter asks "Excuse me, I have five pages. May I use the Xerox machine because I have to make some copies?" There's no reason mentioned or new information presented, just the word "because". This time a full 93% of the people said yes simply due to the word 'BECAUSE'! And it didn't even matter that there was no reason given. Just the word because triggered a magic response.
Unbelievable! Just by using this psychological 'trigger' can massively increase your Marketing success.
John Powers, one of the top ad writers in the 1900's, wrote the following ad for a department store in dire staights financially: "We are bankrupt. We owe $125,000 more than we can pay, and this announcement will bring our creditors down on our necks. But if you come and buy tomorrow, we shall have the money to meet them. If not, we shall go to the wall."
Instead of screaming 'SALE' like so many other stores, there's a legitimate reason given why people should spend their money at this store. And this ad was said to be responsible for SAVING THE STORE !
So whenever you make a claim or special offer in your advertising, come up with an honest reason why, and then state it sincerely. You'll sell a lot more products that way.
This powerful strategy works.
Let people in "behind the scenes" at your company... Whatever the reason. Tell them the truth. Why does everyone wants to be mysterious about their business? If you're lowering the price nobody thinks you're doing it just because you're "such a nice guy". So let people in on the reason why.
To conclude, if you give people a good, believable reason why they should buy, they'll practically hand over their wallets.
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