What separates good internet marketers from great internet marketers is their ability to bring eyes to a product and generate sales or leads. This isn’t a secret. What might be a secret to some of you is some of the tactics they’re using to do it. Let’s take a quick look at some of the common ways internet marketers are controlling your mind.
Attention Grabbing Headlines
“15-year-old Millionaire Starts a Business with $50 in His Parent’s Basement and Wants to Give You His Top-Secret Blueprint for Success.”
A marketer must get your attention within the first few seconds of loading the page or he knows that he’ll probably lose you for good.
Attention grabbers rely on psychological triggers that make you want to keep reading. For example, there are several words in this copy that are known to excite people and get their mind moving in the direction of your choosing.
The first of these words is “millionaire.” Even hearing that word makes most of us start to drift toward images of fancy cars, golf vacations and expensive champagne at 5-star restaurants. This is a psychological trigger. Internet marketers have to get you dreaming about this sort of thing before they can ever get you to purchase their products.
Marketers use the same tried-and-true images to get you to spend more money. Chances are, you’ve seen one today – on a billboard, on TV, or in a Facebook ad. These are the images you’ve seen a million times. Take one handsome younger guy and add one or more of the following: stacks of money, a private plane, an expensive car, gorgeous women, or a beautiful beach.
To most of us, this stirs images of success. Even if you picked a bum up from under an overpass, dressed him up and stood him in one of these images surrounded by one or more of the objects listed above, you’d assume he was a success. This is marketing at its finest. It’s delivering an image that your brain wants to believe is true, because that’s how it has always pictured it in the past.
Did you know that internet marketers are even smart enough to control your emotions? For years (dating back to direct mail in the 50’s or catalogs in the 20’s) marketers have known that color is a great way to impart strong feelings on to their customers. Ever wonder why most headlines on a sales page are written in red? Red is a color most often used to impart feelings of strength, passion or energy. Blue? Blue is known to be calming and decisive. The fact is, nearly every color in that Crayola box has been studied again and again for use in different situations. Want to sell a sports car? Red! Looking for a new doctor? Orange (confidence and well-being)!
Signatures and Testimonials
Have you ever wondered why every new diet pill has a doctor vouching for how safe and wonderful it is? It’s all about credibility. People trust those that they perceive to be in an authority position. Doctors fit the bill.
Testimonials work the same way. In reality, most testimonials probably aren’t worth the time it took to write them, but it’s something that most of us want to see even though we don’t’ necessarily believe them. Testimonials are often referred to as “social proof.” Think of social proof this way: if you looked at the guestbook from two different parties – one having 100 guests and the other having 300 guests – whether it’s correct or not, you’ll always assume that the person with 300 guests through the bigger and more popular party. In reality, maybe the party with 100 guests was ultra-exclusive and a far better party than the bigger one. This is an example of social proof. Our mind gravitates towards perceived popularity and that’s exactly what testimonials provide.
Have you ever seen the “buy now before it’s too late,” or “get it at $99 before we raise the price forever?” These are nothing more than actions to get you thinking you have to purchase right now. The best sale is a completed sale, right? Other examples are offers that are perceived as a bonus, when in reality they’re just there to get you to grab the wallet and order now. For example, “free shipping for the next 10 orders” or “order now and we’ll throw in the ultra-sharp ninja blade.” Chances are, if you order tomorrow… you’d get the same deal.
These are five ways internet marketers are getting you to spend more, feel how they want you to feel, and psychologically trick you into opening your wallet and willfully handing over your cash. These are just five tricks… what are some others that you see semi-regularly?