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17 MENTAL TRIGGERS  TO DOMINATE THE ART OF PERSUASION AND BOOST SALES - episode IV

Have you been feeling tired lately?

​Probably yes. It is likely that this has been a constant in our increasingly busy routines.

Days with the same 24 hours always seem to be ending before we finish everything we have to do on one single day.

Making many decisions during the day makes us even more exhausted, especially our minds.

Is the concept of mental fatigue when our brain is tired of making decisions ...

In fact, do you know why Steve Jobs always wore the same jeans with a "famous" black shirt? (In his wardrobe, Jobs had more than 100 blue jeans models)

It seems surreal, but he tried to reduce his mental fatigue by always wearing the same style of clothing. Fewer decisions to be made

Thinking about these decisions and the complexities involved, we decided to write about mental triggers: psychological mechanisms that aid in the day-to-day decision making.

In the This Mental Triggers series, you learned how to master the art of persuasion and boost your sales using concepts such as:

  • Scarcity
  • Urgency
  • Authority
  • Reciprocity
  • Social Proof
  • Why
  • Anticipation
  • Novelty
  • Pain x Pleasure

It's time to learn more about eight mental triggers to improve communication with your audience, making it more persuasive.

But before...

I take this opportunity to remind you of this great e-mail from our reader John Clark:​

Selling is more than convincing the prospect to buy, but an exchange relationship, where everyone wins, and persuading is an art of helping the prospect to do the same.

Ready to know the psychology behind 8 mental triggers with success stories and practical examples for your business?

So let's go! Continue reading this article. You will learn the following mental triggers this episode:​

In the Part IV of the series i am going to talk about the following Mental Triggers:​

  • Mental Trigger # 10 - Negligence
  • Mental Trigger # 11 - Commitment and Consistency
  • Mental Trigger # 12 - Paradox of choice

Below is the list of all the mental triggers i will going to write about in the next coming posts:

EPISODE 1

  • Mental Trigger # 1 - Scarcity
  • Mental Trigger # 2 - Urgency
  • Mental Trigger # 3 - Authority

EPISODE 2

  • Mental Trigger # 4 - Reciprocity
  • Mental Trigger # 5 - Social Proof
  • Mental Trigger # 6 - Why

EPISODE 3

  • Mental Trigger # 7 - Anticipation
  • Mental Trigger # 8 - Novelty
  • Mental Trigger # 9 - Pain x Pleasure

EPISODE 4

  • Mental Trigger # 10 - Negligence
  • Mental Trigger # 11 - Commitment and Consistency
  • Mental Trigger # 12 - Paradox of choice

EPISODE 5

  • Mental Trigger # 13 - History
  • Mental Trigger # 14 - Simplicity
  • Mental Trigger # 15 - Reference

EPISODE 6

  • Mental Trigger # 16 - Curiosity
  • Mental Trigger # 17 - Common Enemy

21 Powerful Mental Triggers to boost your Sales!

In this FREE Ebook you will learn how to use the best 21 Mental Triggers to boost your sales without manipulating your prospects.

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MENTAL TRIGGER #10: NEGLIGENCE "TAKE AWAY SALE"


Snubbing is to demand a hot coffee and let it cool - Millôr Fernandes

Almost no one talks about this mental trigger, but when it is used well, it's a killer one.

It consists of showing that you are not desperate for something, giving a sense that something that is incredible to others is common to you.

Unconsciously, we deduce that this negligence is related to detachment and then we believe that a (slightly) indifferent person has something unusual, something special, and ultimately, that this person is superior.

Concerning to businesses, this mechanism is activated when we show to the customers that they will benefit more with the product than the person who is selling it.

That is, show the value of the product is much higher than its price.​

SUCCESS CASE:

Unfortunately, the quality of the video is low, but the message is strong.

It uses a simple visual language to show and describe the negligence with a brand, with no intention of reaching a better brand at the top.

The act of stepping on is one of the demonstrations of contempt.

​Soccer fans are used to this symbology since rival teams love to use their opponent's shirt as a floor cloth.


HOW TO USE THE MENTAL TRIGGER OF NEGLIGENCE IN YOUR BUSINESS: 

To use this trigger in your business, you must consider your insistence on selling your products or services.

Present the advantages of what you are offering, focus in answer to the main objections of the client, but do not be annoying.

Do not repeat dozens of times the price of your product, focus on the value of it.

Also, do not focus on what you've already earned, act as if your achievements were a natural part of your work.

And, in fact, if your product is superb and your sales strategies are well planned and executed, sales are a natural consequence.

This is the new digital marketing, also known on the phrase "how to sell products without selling your soul."


MENTAL TRIGGER #11:  COMMITMENT AND CONSISTENCY


Be stronger than your best excuse.

The principle of commitment and coherence says that people are willing to make a significant effort to convey coherence between their words and attitudes - even if, for that, they have to take more radical or risky actions.

Researchers have staged thefts on a beach in New York to find out if people would risk their lives to stop the crime.

In the study, an actor opened a beach towel five feet from a randomly chosen individual.

After a few minutes relaxing on the towel and listening to music on a portable radio, the actor would get up and walk the beach.

​After this, a researcher, pretending to be a thief, approached, picked up the radio and ran.

Under normal conditions, people were reluctant to risk and challenge the thief - only 4 people did so in the 20 times the robbery was staged.

But when the same procedure was performed another 20 times, with a slight change, the results were very different.

In these scenarios, before leaving the towel, the actor asked the person to watch over his belongings, and everyone agreed, after all, it would cost nothing.

This time, driven by the principle of coherence, 19 out of the 20 people practically became Watchmen, going after the thief, demanding satisfactions, often holding him physically or removing the radio from their hands.

Consistency is highly valued in our culture even in situations where this is not the most sensible path.

The agreement between what is said and what is done is something well-regarded by society, and it is related to a person's maturity and psychic balance.

Robert Cialdini addresses this issue in his book "Pre-Suasion: A Revolutionary Way to Influence and Persuade" He explains that, in addition to social acceptance, coherence also serves as a shortcut to the brain.

When a person is consistent, he or she just need to recall past actions to facilitate the decision making. By using what we have already done as a basis, we avoid pondering every circumstance to make a new decision.​


SUCCESS CASE:

This commercial is from the 2014 World Cup, and it was part of the "Risk everything" Nike campaign.

In "The Last Game," animated versions of big names such as Neymar, Ibrahimovic, Cristiano Ronaldo, Rooney, Iniesta and David Luiz have to face clones created by a scientist who despises the daring and the creativity of their football.

The clones play so well and with such precision that the stars are forced to retire. Until Ronaldo decides to unite them, for a sudden death game against the clones.

If the real players lost, the art of the soccer would be ruined, and it would have to give way to the robot technical soccer forever.

What prompted the best players in the world to challenge high-tech clones to achieve the best performance in sports?

The commitment they have made with soccer since the beginning of their careers.

Playing that last match was to be consistent with everything they had experienced as players. It was reaping the fan's passion and fascination with the sport that charms millions (perhaps billions) of people around the world.

Ronaldo just had to remind them of that feeling that was already inside them, just as our brains do in the small day to day decisions to maintain our coherence.

21 Powerful Mental Triggers to boost your Sales!

In this FREE Ebook you will learn how to use the best 21 Mental Triggers to boost your sales without manipulating your prospects.

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HOW TO USE THE  MENTAL TRIGGER OF COMMITMENT & COHERENCE IN YOUR BUSINESS: 

In your business, you can use this trigger especially offering guarantees, like "You will not lose anything with the purchase.

If the product does not meet your expectations, you can request your money back within 30 days. "

It prevents people from procrastinating in buying the product, as they may be able of getting the investment back if they do not like what they bought.

Also, once a person acquires a product, he ends up making a commitment to himself.

Especially if it is something that the result also depends on the client to materialize, as a product to weight loss, for example.

MENTAL TRIGGER #12: PARADOX OF CHOICE


At every choice, a resignation. When we say yes to something, we must say no to other options. This is the intrinsic suffering in the act of choosing.

A study conducted by Dr. Sheena S. Iyengar for the University of Columbia analyzed two situations in a candy store:

1. A table with 24 flavors of sweets.

2. A table with only 6 flavors of sweets.​

The goals were identifying which table would attract more visitors and which one would sell more sweets.

The survey showed that 60% of the people stopped to try the 24 sweets from the 1st table, while the second one received 40% of the visits.

However, for customers who were presented the 24 flavors, only 3% of them bought.

While at the table with only 6 flavors, 30% of the customers bought it.

Putting it in absolute numbers, assuming 100 people in total, we would have:

  • Table with 24 flavors: 60 people stopped by, but less than 2 bought candies (1.8 to be exact).
  • Table with only 6 flavors: 40 people stopped by and 12 of them bought candies.

It shows that having many options can paralyze people, making it harder for them to take action.

​With many options, you can attract more people, but you are likely to sell more if you offer fewer products at one go. And, as shown by the study, this is for both online and offline business.

Quantity is not synonymous with quality.​

SUCCESS CASE:

Can you easily choose your preferred mobile phone model above?

What about now?

In the opinion of many experts, the images above show the decline and rise of two big business in the mobile phone industry.

Nokia dominated the market with its relatively inexpensive handsets and an easy-to-use physical keyboard.

However, after the introduction of the first iPhone in the market (not shown in the image above), the market share of this market has undergone a rapid change.

The sheer number of Nokia handsets was not enough to counteract the innovations offered by the iPhone.

When a company presents several products in the same market segment, they end up competing themselves, making the costumer’s choice difficult.

Some variations made in some models, but you knew you were carrying an iPhone.

In Nokia's case, the models looked more like entities than cell phones, with a series of letters and numbers that only made sense to those who invented them.

Many consumers certainly felt lost in the midst of so many disconnected options.

The paradox of choice and the different nomenclature approach of both companies do not fully explain the evolution of market value in the chart above.

But the question remains: "What if Nokia wanted more quality instead of quantity?"

Making decisions looking at the rear view mirror is easy, but ignoring past mistakes causes you to be doomed to repeat them.​

HOW TO USE THE  MENTAL TRIGGER OF PARADOX OF CHOICE IN YOUR BUSINESS: 

In your business, you can activate this trigger by simplifying processes. In registration, for example, try to ask for only necessary information.

Also, especially during the sale, work with few options. It is recommended not to exceed 4 of them and the "magic number" is 3 options.

However, as it will be seen in the referral trigger, for sale cases, it is recommended not to use only one option.

That's because people usually compare options before buying.

A common tactic is to put one or a few clearly disadvantageous options so that the option you want customers to choose seems even more advantageous.

Thats all for today´s episode, i hope you like it. 

Share with us below if you already used these mental triggers in your business? And what was the outcome?

















About the Author Paulo Ribeiro

Paulo Ribeiro teaches workshops and webinars for entrepreneurs and bloggers who want to grow an audience, start an online business and change the life of many. 10 years have passed since he began working online. During that time he crafted a solid experience in the Internet Market industry.

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