If you’re anything like me, you will forever be seeking that edge on your competitors or the upper-hand during any sort of sales or negotiation. It’s natural.
As a copywriter one must have studied the art of persuasion. Persuasion in order to comply is at the very core of what a copywriter is.
We are paid to know the “triggers” in all of us to induce the buying mentality and leading the reader to believe they can not do without whatever it is you happen to be selling. This is at the psychological level. Now I’m not a psychologist, however…having studied one of the greatest doctors in the science of compliance, Dr. Robert Cialdini, I feel I certainly do go in to any negotiation or sales task with an advantage.
[message type=”success”]Stormtrooper: Let me see your identification.
Obi-Wan: [with a small wave of his hand] You don’t need to see his identification.
Stormtrooper: We don’t need to see his identification.
Obi-Wan: These aren’t the droids you’re looking for.
Stormtrooper: These aren’t the droids we’re looking for.
Obi-Wan: He can go about his business.
Stormtrooper: You can go about your business.
Obi-Wan: Move along.
Stormtrooper: Move along… move along. [/message]
If you have not yet read the book, I strongly encourage anyone involved in sales or marketing to read Influence by Dr. Robert Cialdini. Influence: The Psychology of Persuasion
You see, throughout marketing, the biggest challenge is maximizing your conversion rate. Doing so not only brings personal satisfaction, but typically is accompanied by big bonuses.
Any sale is a battle of wits. You have to strategically maneuver yourself to be one-step ahead of your potential buyer so that when the time is right…the hammer falls and the close is made.
Now, whether you are selling face to face or via ad copy, the premise remains. AIDA.
AIDA stands for Attention, Interest, Desire and most importantly, Action. Build the hype aka “attention” and in turn the “interest” will rise in parallel. Create and show a “desire” for the product, whether via written, credible testimonials or by use of video. Then when they
least most likely expect it…”ACTION”. Also known as the CLOSE.
Understand that anyone with basic sales skills should know how to close a deal and the dynamics of the age old acronym AIDA. With that said, wouldn’t you think an advantage above your colleagues would be a welcome addition to your arsenal? I thought so.
The study of persuasion is a powerful tool for any marketer. Then again if none of this seems to work for you, you could always wave your hand in front of their faces while whispering, “these aren’t the droids you are looking for.”