This is the first episode of Coffee Break for 2016, and our first topic is all about Conversion Triggers. And in this series, we will discuss many different conversion triggers, why they work, and examples of using them.
In the first installment of what will be a 4-part series, we will discuss conversion triggers. In other words, we will talk about the psychological principles behind much of the marketing you see today and why they work.
Understanding these “triggers” will allow you to move people into action…. whether that be to buy something, to opt into your email list, to open an email, to click on an email, to post a comment, to click on a tweet…. whatever it may be.
Moving people into action is the name of the game, and these conversion triggers are a very important part of doing it.
In this series, we will discuss many different conversion triggers, why they work, and examples of using them.
And perhaps you’ll even learn something about yourself. 😉
So first of all, I want to welcome you to 2016. This is the first episode of Coffee Break for 2016.
I took a few weeks off for the holidays. Christmas, New Year’s… spent a lot of time not in my office. And then last week; it is was just kind of an interesting week, getting back into the groove in terms of business. But then, there are some personal stuff going on; not bad, in fact, very good. We actually purchased another RV for the family, not that matters very much to you but it is a little time consuming on my part. And it did have something to do with why I didn’t release a couple of podcast episodes last week and kicked off 2016 earlier. The new RV is definitely a huge improvement over the one we had before. And you know, sometimes we travel and I do business from there, not like actual business; it is an online business so I can run it from anywhere. So sometimes while we are traveling the country, I can just run the business right from there. It is a lot of good times. One of the things that define me is that I love to go out and do that kind of thing.
Anyway, enough about that. What I would like to do now is we are going to jump right in to our topic here. And this is going to be the topic that we are going to talk about for the next few episodes; and it is about Conversion Triggers.
What Are Conversion Triggers?
Basically, we are going to be talking about “how to sell.” Now, in order to sell something, you need to know what makes people tick and how to drive them to take action. That is just Basic Sales 101. You got to have to know what makes people tick, what motivates them to do things because those are the kinds of things you are going to have to use when it comes to getting people to take actions on the things that you want them to do. Whether it be to opt-in to your list or ultimately to buy something on your business.
Now, in this section of our course at Coffee Break Blogging where we are talking about monetization, on how to make sales… So we need to talk about this topic. And that is what we are going to be talking about right now. These Conversion Triggers are certain things that take into account just the way that we tick. And because of that, the definition of the word “trigger” is something that you pull or you push or whatever and it gets a certain action out of people. And that is kind of what we are talking about here.
Now, it is not manipulative because we all kind of react to the same stuff. And not only that, you should always only be using these types of things to sell something that is truly in somebody’s best interest. The moment that you are not doing this in somebody’s best interest is the moment you turn into a scam; and I am not here to help you if that is what you are looking to do. But sales is sales, marketing is marketing. We have to motivate people to take action on the solutions that we provide. Otherwise, we can’t do what it is that we do. And that is why we need to talk about these Conversion Triggers… Things that will trigger your prospect to convert, which basically means they are going to turn into a customer, they are going to buy from you. So we are going to talk about a few of these Conversion Triggers today, and then we are going to talk about more in the next 1 or 2 episodes.
Types Of Conversion Triggers (Part 1)
1. Avoidance Of Pain And Attainment Of Pleasure
First one that I want to talk about; and this is just basic 101 level marketing, and that is that we all have a basic human nature to move away from pain and toward pleasure. Now, this is something that I want you to really understand deep down when it comes to making sales and ultimately convincing somebody to give your solution a try. This is something that is hardwired into all of us at the genetic level. I mean, it is just deep down.
We all have that thing where we want to avoid pain and seek pleasure. Even down to the cellular level. Every single cell of your body has this as a basic drive; basic mode of survival as it were. And that motive seeking survival is done by avoidance of pain and moving toward pleasure. And the amount of pleasure that you experience is a direct measure of the quality of your survival. When I say the word “survival” I am not talking about bare minimum like you are just barely getting by. It is a varying scale. That could be on one end, it could be you are barely getting by but you are still alive, but on the other hand it could be a truly flourishing in your life and that would be also survival, just on a much higher level. So we all have this as a basic human desire and you need to ask yourself “How is your offer going to move that person toward pleasure and also allow them to avoid pain?” We need to take into account this natural inclination that we all have and we need to map our offer, map our product into that so that our product is actually doing what it is that we are all trying to do all the time. And that is seek more pleasure, higher levels of survival and avoiding pain.
Now, in the past, here on Coffee Break Blogging, I have referred to this as the Transformation. The transformation is that traveling from point A to point B kind of a deal. It is like you have got the “before” and you got the “after”. Well, within that context of the transformation, you essentially are moving away from some point of pain. Now, it might not be literal pain, but it could be mental pain. And the fact that even this is something that you want that is not fulfilled, there is a certain amount of pain involved. We are not talking here about it has to be like you are about to die or anything like that. This is all in context with your market and what is that pain… And then the point B, end of the transformation is where the person is moved more toward pleasure; a higher attainment of a higher quality of survival in the context of whatever it is that you are providing. Even if you are in a hobby market… just the accomplishment of that in-goal where they have got this thing dealt or they acquired another thing that enables them to perform their hobby better, that is another movement toward pleasure for them, a higher attainment of survival for them.
So, how are we going to associate this pain and pleasure to our prospect? That is something that you need to know about your market. This is the kind of thing that you need to go and have conversations with people and always be having a lot of involvement with the people that you intend to sell to because you need to know what is it that they associate with pleasure, what is it that they associate with pain. It varies person by person and you need to know this.
For example, if you are in the fitness market, and especially if you are going with people that are really into fitness like they are doing marathons and stuff like that; these people might associate things like muscle burn and physical exhaustion with pleasure. They actually like that stuff because to them that is like a sign that they have been moving and they are exercising and those types of things. If you go to me, if my muscles are burned and I am physically exhausted, that is not fun for me! But for somebody who is much more into fitness than I am, that could be pleasure for them. And so, if you were to design a fitness product to people who are really into the gym and they are there all the time; talking about things like “feel the burn” and that type of thing might be a whole different thing for them. Whereas, if you tell that to me, I am going to be like “Oh, that sucks! I don’t want to feel any burn!” You know what I mean? So, you have to really understand your prospect and what images do they associate with pleasure and pain. What feelings do they associate with pleasure and pain? And you can only arrive at this to actually talking with people and finding out what does success look like for them. What does pain look like for them? What does it feel like for them on both ends of that equation?
Now your marketing; and this is primarily your sales messages and also your content, your main goal is to move them as close as you can to the end point of this transformation before you ask for money. Because when you do that, when you give people these wins and they are going to associate you with the pleasure that they get from the results produced. You understand? We all have this natural thing to avoid pain and seek pleasure. Now your most effective marketing is going to be something that gives them that result. They are not necessarily going to get the entire transformation here, but if you can give them pleasure and/or avoid pain and you do that by way of your blog content, by way of your sales messaging itself, they are going to associate you with that. And that makes it a lot easier to then sell them the rest of the solution to complete the transformation. Sometimes avoidance of pain can actually be a stronger motivator; in many cases it actually is. Some people call this the negativity bias. And so you need to look at what it is that you are offering and look at what would be the stronger motivator to market again, so to speak… Is it going to be pain or is it going to be pleasure?
Some really obvious examples of this would be that if you are in the health market, you are helping people alleviate some kind of a body problem that is annoying the hell out of them, well you are probably going to be using avoidance of pain as your primary market driver. You are going to really get them into how that condition is affecting their lives and the things that make them feel like, physically. It is pain. And then you are going to be presenting the solution as a way to move out of that. And so you are going to find that pain is the stronger motivator there.
Another one that comes at the top of my mind would be the whole Prepping market… The whole survivalist’s market. Really big market right now. People that are out there fearing economic collapse and all these various things, well that is a very “fear based” market. They will go out there and spend tons of money prepping for the avoidance of pain that is going to come with an economic collapse. And so, these are prime examples.
Now, you got other ones like to make money online space. Or the general make money space, however it is. You could see this one going either way. You get some people who go into the make money space as a way to avoid the pain of being broke and having debtors calling you and that type of thing. There is also the pleasure side of it where the typical stereotype of sitting on the beach, drinking your piñacolada, that type of thing. And you got these images. For some people, the idea of sitting on the beach with a drink is not necessarily what is going to signify pleasure for them. Maybe for them, what is going to resonate better would be the idea of being able to not report to a 9-5, not have the alarm wake you up at six in the morning, being able to spend more time with your children. So you need to know your market. You need to know what makes them tick so that you can present those images to them that represents one side or the other.
Another market, off the top of my head that would be more toward the pleasure side of it, would be an Apple Product, like an iPad or something like that. What kind of fear or pain are you avoiding by buying a new iPad? Well, none. It is basically a pleasure seeking device. That is really is. You are going to find Apple uses that in how they market the iPad.
So to sum all these up again, is that avoidance of pain and an attainment of pleasure?
Moving the person toward a higher level of survival. And again, in the context of whatever it is that you are offering. Whatever you are talking about. And you need to know this so that you, when you write your sales message or you present it on a video, you orient your product to them in those terms. It is not just about “My product has 5 videos and it contains…” I mean, nobody cares about those type of feature-based things. You need to talk about your product in the context of how it is going to move them away from pain and toward this pleasure that they want.
So that was a lot of talk about just the first conversion trigger. 🙂
2. The Idea Of Novelty And Newness
This one is actually shorter, but also important… (Newness is just a word that I invented.) Newness… How new is something.
Here is the thing, when it comes to this, there’s that possibility of reward. A potential of pleasure. You can look at it as a pleasure potential measurement of your product. And a resulting curiosity as to what that pleasure is going to be and what it is going to feel like. A prime example, going back to Apple, would be how they release new iPhones every single year. You know… is the phone really that different in the year before? Not really, but yet every single time Apple releases a new iPhone you have hundreds of thousands of people out there buying it! Even though the phone that they in their hand already is just one generation old. The reason that they are doing that is because of the possibility of reward or the possibility of pleasure of the new device. They will watch the Apple launch presentation and they are like “Ohhhh!” “Ahhhh!” And they wonder how is it going to affect their lives and they want it. And there’s also the idea of “Status” which is something we will be talking about later, but this is how Apple does it. They do not need to release a new phone every year, they are only doing it because it props up their sales and it allows them to have that idea of novelty and keeping things fresh and new.
Now how you can apply this to your business is very simple. You need to make new offers to your audience on a somewhat regular basis. Create new courses, new products. Even if you are in the service business, what can you do to create offers for them? What can you issue as a product update or a tweak, a version… give them a next incremental version, especially if it is software, this works beautifully. Release a new version of your software that has certain new features on it. These are things that will then allow you to go to them and present this thing with the idea of “newness” being one of the big things that is going to attract them to it. This can work really well when you combine it with scarcity; which we will talking about a little bit later as well, probably not in this episode because I don’t want to get too long today. But scarcity is a really big trigger. If people feel like they are about to lose out on something; this is why you see deadlines work so well. Well, you combine that with the fact that it is new like, “Here’s this new update, this new version of this course but you got to get it in the next week, otherwise you are going to miss out.” You combine those two things together and definitely you are going to drive sales.
3. Providing The Reason Why
Very simple… People are kind of hardwired to want to know the back story for something. Why is that the case? People look for meaning in things even when there really isn’t any meaning.
And because we have this desire to know the reason or to know the meaning for something, sometimes it helps if you simply give it to them even if it really does not matter. And so, for example, think about if you are going to offer a sale or a coupon code or a discount, or something like that… Tell your people why you are doing it. One example that comes to me off the top of my head is Jeff Walker, the guy behind the Product Launch Formula. He has a story of I think it was just a simple discount sale. He ran a discount and his reason was because he needed to pay the IRS’ taxes! So he basically came out with the discount and it was like his Tax Sale in order to generate revenue and pay the tax bill that he didn’t see coming. Well, that gives his prospects a reason why and they are like “Oh, okay. Well, let’s see if this deal makes any sense for me.” But now, they are not wondering why that sale exist.
If you are offering like a free consulting call, maybe you are a coach and you offer that free strategy session that a lot of coaches do, tell them why you are doing it. You know that you are doing it for leads. They are probably smart enough to know that you are doing it for leads, too. But you want to give them a reason and don’t make them guess because they want to know the reason why. Why are you offering to hop on the phone with them for free? Tell them the reason why, you are probably going to see an increase on your conversion rates of getting people on to that call. Always answer that question, too, of why should they care. Because that is a really good reason why. It is not always just the reason of why you are doing something. You can also answer the reason why on “Why should they give a crap?” And that is a good reason why, too. If you put a product out there and they are like “Oh, another product. I’ve seen tons of these things.” If you give them a reason why that product is relevant to them, then it is going to connect a lot better if it is just sitting out there.
So today we have talked about 3 Conversion Triggers of many that we will be talking about here…
The big one… this is a big concept; is the avoidance of pain and the attainment of pleasure, a higher level of survival. And the more you can equate your product offer with that, the better.
The second one was the idea of novelty and newness and giving them that pleasure potential of a product update. Those kinds of things can work out really well because we all want to have more pleasure but when you combine that with the curiosity of exactly what that pleasure is going to be, then that could work out really well for conversion.
And thirdly is providing the reason why. Giving people the back story of why you are doing something, why you chose to present that certain offer to them and/or (because this could go either way) why should this thing matter to them, why does it matter to your prospect?
With that being said, we will continue on this topic of Conversion Triggers in the next episode. I would like to end of by reminding you, again, for the first time in 2016 about the Blog Monetization Lab. We had a lot of people join the Lab over the last few weeks with the holidays and the end of the New Year… The community is hopping in there, people are working on their businesses and getting things done… I saw a new membership site launch in there, I think it was actually a transition… Seen some front-end offers that came out from members. And this was all during the holiday break. So there’s a lot happening in there. And you better believe that there is a lot happening in 2016! Inside the Lab right now, I am actually working on a brand new roadmap which is going to be a full beginning to end walkthrough of starting the business from scratch.
This Coffee Break podcast is essentially that, except that it is a lot more taped, a lot more buttoned up. My purpose here with this roadmap inside the Blog Monetization Lab is to remove all the questions as to what you should be doing and when because I do find that some people get into the Lab and there is that information overload. It is still there. And my job as an instructor is to deliver the transformation. And I put a lot of work into delivering that transformation. And that is why I am creating the new roadmap 2.0. It is currently a work in progress, but it is live inside the Blog Monetization Lab now for you to follow along with that as I create it. I would love to see you inside the community!
PayPal Is On! 🙂
By the way, a quick little side note, I have just opened up the ability to enroll in the Lab using PayPal! That did not exist in 2015. So new for 2016, I have decided to relent and open up PayPal. I have some back reasons why I wasn’t using PayPal. It has to do with just they were kind of causing some weird customer support inquiries that we are not at all causing and it was kind of confusing some of my members. But this was like probably a year and a half ago, so I was like… Well, I need to listen to the feedback and try PayPal again. And I have. So now you can enroll in the Lab using PayPal as well.
I will see you next time at Coffee Break Blogging where we will continue talking about Conversion Triggers.
See you then! 😉
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