Psychology Of Selling
by Terry Telford
It's no secret. The more you know
about the psychology of selling, the more sales you will make.
If you do business on the internet, it's extremely important
that you know how to effectively communicate to your audience
using the written word. The problem is, your audience isn't one
massive, homogonous blob made up of all the same stuff. Each
person in your audience is different and responds to different
messages in different ways.
Luckily, psychologists have narrowed the blob down to six
personality traits with specific hot buttons. When you push as
many of these hot buttons as you can, using perfectly polished
copy, you increase your profits. And that's the whole point,
isn't it?
Take a look at the list of personalities and their hot buttons.
See where you fit in and then incorporate as many hot buttons as
you can into the copy of your sales letters, email, website and
any other promotional material that you produce.
Fact Finders
These people are obsessed with specifics. The more specifics and
hard numbers that you can use, the more likely you are to turn
these prospects into customers.
Hot buttons: facts, numbers,
statistics
Scratch-My-Backers
This group of people are motivated to action when you display a
willingness to do something for them in return for their action.
Hot buttons: rewards, incentives
Tried And Truer
Some 'Tried And Truer' are actually scared to try new things.
These people need to know that they are not the first ones to
try out this new idea. They need to know that what ever you are
offering has been tried before and has proven successful.
Hot buttons: examples of other's success, testimonials
Feelers
These are emotional people, often making spur of the moment
purchases. By creating the right mood and stirring the right
feelings, these people are motivated buyers.
Hot buttons: positive reinforcement, vivid and picturesque copy
Benefiters
Exactly like their title, benefiters want to know about the
benefits of what you're selling. You need to show these people
how your product or service will help them reach their goals.
This applies to almost all human beings. We all want to know,
'What's in it for ME?'
Hot buttons: wants and needs focused copy
Sense of Prides
These people respond to offers that give them a sense of pride,
meaning and visualization.
Hot buttons: strong symbols and positive images: vision, dreams,
goals, the big picture.
And there you have the six personality traits that we all share
as human beings. Try to use as many of the hot buttons as you
can to increase your sales and profits exponentially.
To find out approximately what percentage of your market belongs
to each category, try this simple test. Write six ads. Formulate
each ad to appeal to a specific group of personality traits. Run
each ad once in your regular advertising spots and track the
results of each ad. Try this approach with different
publications. You'll be surprised, different publications appeal
to different segments of the personality trait scale.
Good luck with your marketing, have fun and I'll see you on the
beaches of the world.
Good luck and God Bless
Yours successfully,
Terry Telford
http://www.bpcpublishing.com
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