Date: Friday, July 6, 2007

Using Psychology To Sell

Using psychological devices may seem like an unlikely sales strategy but if used discreetly and carefully, they can have a very positive impact on your sales.

The Reason Why Model

A very simple device is the reason why model. It was developed by Harvard social psychologist Ellen Langer, who realised that people like to have a reason for doing something. This means that by simply giving your readers a valid reason to purchase your product or service, you will encourage them to buy. The reason could be anything from making your customer the envy of their friends or even telling them that they need to purchase your item before a certain date to take advantage of a savings offer or free gift.

The Zeigarnik Effect

Using the Zeigarnik Effect could also prove to be a very effective sales tool. This approach works on the principal that uncompleted tasks cause a state of mental tension and imbalance. When you apply this approach to copy, it simply means that you should ensure your text doesn’t contain masses of different subjects and topics that may distract the reader. You should stick to a single message and limit your use of links and banners to allow you to lead the customer directly down one straightforward sales path.

Neurolinguistic Programming

Neurolinguistic Programming (NLP) is the term used to describe the science of how the brain codes experience and learning and while it may sound complicated, it’s actually very straightforward. NLP works by using language to send messages to the brain and by using this properly, you could create some very persuasive copy. One particularly effective NLP device is the use of presuppositions. Presuppositions work because the brain can usually only focus on one thing at a time and when it’s bombarded with thoughts, it has to assume or presuppose the right action to take. The nature of the brain means that when you’re asked a question, it will search for an answer. By asking questions such as “What would you do with an extra £350 a month?” the brain is forced to make involuntary decisions in order to provide an answer. In the case of the question above, the brain subconsciously processes the ‘what will you do…’ part of the question and assumes that because it’s being asked how you’ll spend it, you will definitely earn the extra £350 per month. This produces an answer and while it may not be right, the brain is satisfied because it’s produced one. There are numerous other NLP devices such as embedded commands and linguistic binds, which can also be used to provide a significant boost to your sales technique.

Cognitive Dissonance

Cognitive dissonance is where people can find themselves behaving out of character or changing their perception of something. In terms of selling, you can use cognitive dissonance to your advantage by trying to change the way your product is perceived by people who may never have previously considered using it. Ultimately, this means that you must ensure there is a compelling reason for the customer to buy stated early in the copy.

An Effective Sales Tool

It’s important to emphasise that using psychology to sell is not about conning your customers; it’s about understanding them. If you can truly understand your reader, you are in a great position to offer them a product or service that can appeal to their needs. As long as you use it ethically and responsibly, taking a psychological approach to selling could be one of your most successful sales methods yet.