Salute, carders, cognitive perception of ourselves and other people prevents us from giving an objective assessment of what is happening. The world around us is perceived through the prism of our own beliefs and self-indulgence.
Do you think about how you make decisions? What are they based on: logic, emotions, or psychological attitudes?
95% of businessmen fail in the first 1-2. 5 years, believing that they know their consumer and can get them to buy their product. Thought: "I know how my customer thinks" is the main mistake of a novice businessman.
In fact, the buyer himself does not know how he thinks.
That is why large companies employ several marketers to sell their products.
Internet marketers who have learned the features of cognitive perception have developed several mechanisms that can "turn on" hidden behavioral mechanisms.
Here are 7 mechanisms that can change human behavior.
Let's take a closer look at these mechanisms.
Gift-touch
The essence of this mechanism can be expressed in one short phrase: I am for you – you are for me.
Some hidden mechanism laid down by nature encourages a person to render a reciprocal service to a selfless gift. Many people say in such cases: "I just don't want to be proper."
Followers of Buddhism were the first to understand this mechanism. People in bright orange clothes are constantly handing out something: flowers, cupcakes, books, and then asking for donations. If you've been given a favor, you're also trying to do something nice for that person.
How to apply it?
Users should definitely give something useful as a gift. For example, book publishers give you free access to several chapters of a new book on the Internet. If you are selling a product, first give the user a mini-book on how to use or care for this product. A gift can be a ticket, a discount coupon, a product catalog, and so on. After completing the donation act, it is important to immediately ask for a response service, for example, subscribe to the newsletter of useful informational materials, leave your email address, evaluate products, pass a test, or leave a comment about the service.
The one-touch method involves redirecting the user to an offer to buy a product immediately after the gift is presented.
The series of touches technique involves strengthening relationships with a potential client through 3-5-7 touches.
2. Confirmation of intent
The essence of the method: each person is responsible for their words, if once they have confirmed their commitment to the brand in writing, they will not give up their words.
This can be summarized in the following phrase:: "I said I like it, so I like it."
How to apply it?
Using the Gift-touch mechanism, you can force the user to leave an entry in the social profile. Writing on the" wall "in the profile is a kind of "act of intent". So that words do not diverge from deeds, many are willing to pay money even for unnecessary things.
3. The crowd effect
The bottom line: the desire to go with the flow, to be like everyone else — is indestructible in a person, because 1000 people can not make mistakes?!
Each person tries to determine for himself what is the norm in society. Having made up his mind, he tries to follow the generally accepted postulates. The crowd always attracts new participants with its mass. A lot of research has been done on this topic.
How to apply it?
A previously unknown music track with a large number of "likes" is downloaded more often and evaluated positively than the same song with a minimum number of positive reviews.
A product with a large number of comments is purchased more often. Hits, blockbusters, and bestsellers become popular precisely because they were originally declared as such. It has long been noticed that a book has the best sales if its cover says: bestseller.
Now think about how the first print run of a book could have become a bestseller if it had just come out of the printing press.
In online stores, you can often see the following messages: "People who bought this product were also interested in..."; " We recommend...".
Another marketing trick from this series: default settings.
Our subconscious mind tends to assume that the basic settings are the only correct ones. As a rule, these settings ******include the desired installation. For example, insurance or an additional product is automatically added to your shopping cart: a TV table, a soft chair cushion, or mirror cleaner.
4. Credibility
People always listen to the opinion of a reputable expert in a particular field.
Famous people often participate in the filming of an ad. People in lab coats advertising toothpaste are more trustworthy than people in sweaters or sportswear.
How to apply it?
On Twitter, users are more likely to click on links and purchase a product if the tweet belongs to a well-known person. In the store, the comment with the highest number of votes becomes authoritarian. This is why some stores allow guests to rate comments from other users.
5. Deficit
Psychological effect: "I will leave, and I will not get anything, others will take it."
The word "deficit" is well known to all natives of the former Soviet Union. In the USSR, almost everything that was of any value was swept off the shelves: from soap to televisions. And it does not matter that the size is not yours, you do not smoke, you do not have children – you must take it!
A shortage of goods in the land of Soviets is the dream of a Western marketer. In the United States, a study was conducted that confirmed the hackneyed truth: less is always more valuable. Water in half-liter bottles is bought more often. A pack of two crackers is taken more often than a pack of ten.
Of course, the buyer finds a whole range of excuses for himself that are not related to the psychological effect, for example, "it's more convenient for me to use a small package", "I don't need more".
It is not known who first came up with the idea of creating an artificial deficit. But the most successful example of creating artificial hype is well known: Dietary supplements of Karl Rehnborg. It was Rehnborg who used an artificial shortage to distribute goods that no one needed at that time – this was a truly brilliant move.
How to apply it?
Musicians and artists periodically give the last concert in their career or arrange a sale of paintings on the occasion of the end of their creative career, and then continue their activities until the next closing.
The latest concert tickets always sell faster and better than the first ones. Closed beta testing of the product attracts more users. The last three items in the catalog are more likely to be purchased.
We inherited this mechanism from our distant ancestors, when food scarcity was the main cause of high mortality.
Closing sales are the most effective way to attract a lot of customers and sell the product.
6. More is less
"Everything is known by comparison," Friedrich Nietzsche argued.
Most people can not adequately assess the cost of the product, which is why they compare with the available offers, choosing the best price-performance ratio.
How to apply it?
In the restaurant business, there is such a thing as an "anchor dish". The price of an anchor dish is always too high, and other items are perceived as relatively inexpensive compared to it.
Internet service providers often use several package offers when selling services; one of them has a very high price and includes a lot of services that are not needed by the average user.
When selling a product, you can offer the buyer several options: just a product, a product with lifetime service, a product complete with an additional product, consultation or home visit of a specialist and service for 5 years.
7. Zest
The human brain always seeks to optimize the resources spent on information processing. We pay less attention to familiar things, objects, and events happening around us. The eye stops at the brightest element of the environment, and we notice unusual and unusual things best of all.
How to apply it?
A bright button with an unusual shape will attract more attention and ensure a high level of sales.
Experts say that a bright big order button raises the level of sales – this is a true and incorrect statement at the same time. This conclusion was made due to the lack of knowledge and skills for a more detailed, in-depth study of the issue by specialists.
The bright red button doesn't work by itself, it works because it is a bright spot on the general background, that is, an irritant. If large red buttons are installed on all sites – the effect of annoyance will subside, and sales will fall.
The most successful sellers use interesting, bright design elements on their websites: buttons, order forms, product card design, etc. Periodic design changes have a positive effect on sales. But you only need to change individual elements.
The highlight can be anything: an unusual design, a non-standard offer, a promotion, a contest, a call, a slogan, a gift.
Each method is good in its own way and contains a lot of features. For each type of business, you need to test certain elements: change the price, the number of products, and the essence of offers. In the end, the perfect formula for your business will be established through trial and error.
If you put your theoretical knowledge into practice, you will get positive results, and then you will be able to feel like a real architect of persuasion.
Do you think about how you make decisions? What are they based on: logic, emotions, or psychological attitudes?
95% of businessmen fail in the first 1-2. 5 years, believing that they know their consumer and can get them to buy their product. Thought: "I know how my customer thinks" is the main mistake of a novice businessman.
In fact, the buyer himself does not know how he thinks.
That is why large companies employ several marketers to sell their products.
Internet marketers who have learned the features of cognitive perception have developed several mechanisms that can "turn on" hidden behavioral mechanisms.
Here are 7 mechanisms that can change human behavior.
- Gift-touch
- Confirmation of intentions
- Crowd effect
- Authoritarianism
- Deficit
- More-less
- The highlight
Let's take a closer look at these mechanisms.
Gift-touch
The essence of this mechanism can be expressed in one short phrase: I am for you – you are for me.
Some hidden mechanism laid down by nature encourages a person to render a reciprocal service to a selfless gift. Many people say in such cases: "I just don't want to be proper."
Followers of Buddhism were the first to understand this mechanism. People in bright orange clothes are constantly handing out something: flowers, cupcakes, books, and then asking for donations. If you've been given a favor, you're also trying to do something nice for that person.
How to apply it?
Users should definitely give something useful as a gift. For example, book publishers give you free access to several chapters of a new book on the Internet. If you are selling a product, first give the user a mini-book on how to use or care for this product. A gift can be a ticket, a discount coupon, a product catalog, and so on. After completing the donation act, it is important to immediately ask for a response service, for example, subscribe to the newsletter of useful informational materials, leave your email address, evaluate products, pass a test, or leave a comment about the service.
The one-touch method involves redirecting the user to an offer to buy a product immediately after the gift is presented.
The series of touches technique involves strengthening relationships with a potential client through 3-5-7 touches.
2. Confirmation of intent
The essence of the method: each person is responsible for their words, if once they have confirmed their commitment to the brand in writing, they will not give up their words.
This can be summarized in the following phrase:: "I said I like it, so I like it."
How to apply it?
Using the Gift-touch mechanism, you can force the user to leave an entry in the social profile. Writing on the" wall "in the profile is a kind of "act of intent". So that words do not diverge from deeds, many are willing to pay money even for unnecessary things.
3. The crowd effect
The bottom line: the desire to go with the flow, to be like everyone else — is indestructible in a person, because 1000 people can not make mistakes?!
Each person tries to determine for himself what is the norm in society. Having made up his mind, he tries to follow the generally accepted postulates. The crowd always attracts new participants with its mass. A lot of research has been done on this topic.
How to apply it?
A previously unknown music track with a large number of "likes" is downloaded more often and evaluated positively than the same song with a minimum number of positive reviews.
A product with a large number of comments is purchased more often. Hits, blockbusters, and bestsellers become popular precisely because they were originally declared as such. It has long been noticed that a book has the best sales if its cover says: bestseller.
Now think about how the first print run of a book could have become a bestseller if it had just come out of the printing press.
In online stores, you can often see the following messages: "People who bought this product were also interested in..."; " We recommend...".
Another marketing trick from this series: default settings.
Our subconscious mind tends to assume that the basic settings are the only correct ones. As a rule, these settings ******include the desired installation. For example, insurance or an additional product is automatically added to your shopping cart: a TV table, a soft chair cushion, or mirror cleaner.
4. Credibility
People always listen to the opinion of a reputable expert in a particular field.
Famous people often participate in the filming of an ad. People in lab coats advertising toothpaste are more trustworthy than people in sweaters or sportswear.
How to apply it?
On Twitter, users are more likely to click on links and purchase a product if the tweet belongs to a well-known person. In the store, the comment with the highest number of votes becomes authoritarian. This is why some stores allow guests to rate comments from other users.
5. Deficit
Psychological effect: "I will leave, and I will not get anything, others will take it."
The word "deficit" is well known to all natives of the former Soviet Union. In the USSR, almost everything that was of any value was swept off the shelves: from soap to televisions. And it does not matter that the size is not yours, you do not smoke, you do not have children – you must take it!
A shortage of goods in the land of Soviets is the dream of a Western marketer. In the United States, a study was conducted that confirmed the hackneyed truth: less is always more valuable. Water in half-liter bottles is bought more often. A pack of two crackers is taken more often than a pack of ten.
Of course, the buyer finds a whole range of excuses for himself that are not related to the psychological effect, for example, "it's more convenient for me to use a small package", "I don't need more".
It is not known who first came up with the idea of creating an artificial deficit. But the most successful example of creating artificial hype is well known: Dietary supplements of Karl Rehnborg. It was Rehnborg who used an artificial shortage to distribute goods that no one needed at that time – this was a truly brilliant move.
How to apply it?
Musicians and artists periodically give the last concert in their career or arrange a sale of paintings on the occasion of the end of their creative career, and then continue their activities until the next closing.
The latest concert tickets always sell faster and better than the first ones. Closed beta testing of the product attracts more users. The last three items in the catalog are more likely to be purchased.
We inherited this mechanism from our distant ancestors, when food scarcity was the main cause of high mortality.
Closing sales are the most effective way to attract a lot of customers and sell the product.
6. More is less
"Everything is known by comparison," Friedrich Nietzsche argued.
Most people can not adequately assess the cost of the product, which is why they compare with the available offers, choosing the best price-performance ratio.
How to apply it?
In the restaurant business, there is such a thing as an "anchor dish". The price of an anchor dish is always too high, and other items are perceived as relatively inexpensive compared to it.
Internet service providers often use several package offers when selling services; one of them has a very high price and includes a lot of services that are not needed by the average user.
When selling a product, you can offer the buyer several options: just a product, a product with lifetime service, a product complete with an additional product, consultation or home visit of a specialist and service for 5 years.
7. Zest
The human brain always seeks to optimize the resources spent on information processing. We pay less attention to familiar things, objects, and events happening around us. The eye stops at the brightest element of the environment, and we notice unusual and unusual things best of all.
How to apply it?
A bright button with an unusual shape will attract more attention and ensure a high level of sales.
Experts say that a bright big order button raises the level of sales – this is a true and incorrect statement at the same time. This conclusion was made due to the lack of knowledge and skills for a more detailed, in-depth study of the issue by specialists.
The bright red button doesn't work by itself, it works because it is a bright spot on the general background, that is, an irritant. If large red buttons are installed on all sites – the effect of annoyance will subside, and sales will fall.
The most successful sellers use interesting, bright design elements on their websites: buttons, order forms, product card design, etc. Periodic design changes have a positive effect on sales. But you only need to change individual elements.
The highlight can be anything: an unusual design, a non-standard offer, a promotion, a contest, a call, a slogan, a gift.
Each method is good in its own way and contains a lot of features. For each type of business, you need to test certain elements: change the price, the number of products, and the essence of offers. In the end, the perfect formula for your business will be established through trial and error.
If you put your theoretical knowledge into practice, you will get positive results, and then you will be able to feel like a real architect of persuasion.
. And at the same time, as studies have shown, a person, perceiving the world around him, receives only 20% of information from the outside, and builds 80% from memory.