How Conversion Triggers Increase Sales
As marketers you want to target and convert prospects who will be most satisfied with your products or services. That's what makes buyers and sellers content. The better you understand your customers’ needs and desires and the more you enter into the conversation already happening in their heads, the more likely you can convert and delight them.
You increase conversions when you use the right verbiage that speaks to your customers in a way that moves them to purchase. This is called persuasion marketing. There are four realms within the field of persuasion that all marketers can leverage more effectively once you know what they are and how to use them. The four realms of persuasion marketing include the following:
- Copywriting: Understand semantics (what words mean) and use the exact verbiage your prospects use so they can relate to you.
- Storytelling: Move away from features, benefits and bullets and into archetypical story formats that sell more elegantly.
- Structured communications: Map your communication through the emotional flow of your customer's buying process.
- Neuromarketing: Understand and appropriately leverage the psychological triggers that influence and persuade humans.
The four realms of persuasion are learnable, and you don't have to consider yourself a good writer to take advantage of this knowledge. Anyone with some exposure to these concepts can become better at creating any written communication — e.g., ads, websites, emails, blog posts — that converts to sales more efficiently.
With the advent of online training programs and excellent books on persuasive psychology, there's no barrier now to confidently communicating at a deeper, more connected level with your prospect.
Between advances in neuroscience and online training programs that let you study from work or home, no self-respecting marketer relinquishes their copy wholly to an outside firm without being actively involved.