Your mindset is the root of every action and reaction in our world.
What we do physically is merely the manifestation of what’s going on in our mind.
Our actions are extensions of our thoughts.
We talk a lot about money mindset in my community.
Every action and reaction can be traced back to the human psyche and how they feel or think about money.
Customers, consumers or clients are no different.
People decide under the influence of psychological triggers.
Why are we talking about this?? Great question!
To be able to really connect and nurture your audience, we need to know what motivates them.
WHY will they buy?
Psychological triggers can be influenced by many factors.
While there are dozens of elements that can influence the psyche of an individual, here are the ten most important triggers that convert leads into customers.
1. The Quest for Pleasure
Every human being is drawn towards pleasure and is averse to pain.
No one wants to suffer and everyone wants to have a good time.
This desire to be pleasured drives people to buy specific products.
As an entrepreneur, you need to present your product or service in a manner that will help your customers to imagine some form of pleasure.
The product or service could be anything from a foot massager to more data in a postpaid plan.
If a product is something that will bring pleasure to your buyer’s life, they are more likely to purchase.
Once you identify the exact form of pleasure your audience wants, strategize your marketing campaign to tap into the pleasure your product or service will bring the buyer.
Also remember that if you are sending a physical product, packaging will also bring pleasure to a consumer!
2. The Pursuit of New and Original
Are you someone that always needs the newest gadget or fashion?
Everything new has a special appeal. It helps if the product is also an original.
Studies have proved that exposure or anticipation of novelty items increases the secretion of dopamine in the human brain. Hence, it is a neurological trigger.
Use this to your advantage when you convert your leads to customers!
Let’s think about it. The newest iPhone or car isn’t so much different than the previous model, but because it’s presented as the newest model, buyers flock.
You can build anticipation for the new and the original to help create an urgent need or scarcity for your potential buyers.
3. The Quintessential Reason
Every product in the world has multiple features and at least one benefit.
The reality is simple. Your lead is waiting for the quintessential reason.
Why should they buy YOUR product or service?
Most people don’t know all the features of the products that they have purchased. The average consumer is not that savvy or interested. The average consumer has a lot of stuff on their plate.
They need one good reason.
The best way to convert a lead into a customer is to be sure they KNOW the one good reason they need YOUR product or service.
In my Nurture Facet program, we discuss ways to give value first which is an important step to be able to convert them into a paying client in the future.
4. What’s the Story?
Your buyer wants to hear a story that will trigger their emotions.
What’s the story behind the product or your business that makes you stand out?
Think about the stories various commercials narrate during Super Bowl and other major events.
The objective is simple: to trigger an emotional response so there is an immediate connection with the audience.
Be honest. Be transparent. And be open about YOUR story and it helps your buyers connect with you and your products.
Consumers want simplicity inside the product which must be simple enough for them to use.
Any product that appears to be complicated or difficult to use will scare off potential buyers.
We strive to create products that pass the “morning coffee” test.
The “morning coffee” test answers this question: Can the lead use the information you are giving them BEFORE they have coffee in the morning?
The product should be simple enough to create quick wins for the buyer and help them move through your process or program with ease.
When you are presenting your product or service to your leads, be sure you convey the simplicity of the program!
And there’s more! Check out part two of this blog post to be sure you add at least one of these emotional triggers into your marketing!