Pre-Sales Persuasion Techniques
What Exactly Does "Door to Persuasion" Mean? Earning Trust, Managing Attention. The Trivial but the Important. One Point of Focus. Focus on Causation
Even marketing campaigns prepared with attention to every detail may have difficulty in catching the right target audience. What if they knew about you before you convey your message to your target audience?
This is called "The Door to Persuasion" and Dr. It is a concept introduced by Robert Cialdini.
What Exactly Does "Door to Persuasion" Mean?
Dr. Let's listen to Cialdini:
The Door to Persuasion: The process of opening up the senses of the people to whom the message will be delivered before the message is delivered to them. Believe it or not; People must be "prepared" in advance to perceive your message.
If marketers understand this concept well and can prepare their prospective customers well for their campaigns, all kinds of strategies will work.
Dr. Cialdini is using the farming analogy to explain this concept better, and I think that couldn't be better explained.
Imagine planting the best seeds you have in any soil. If the soil is healthy enough to bear fruit, your seeds will grow. So, the better your soil, the better crops you will get. Whatever your soil is, you can get it ready for planting seeds.
If we think that your seed is your marketing campaign, your land will be your target audience to see and hear your campaign.
Do you understand a little better? If you got it, read on. We have compiled 30 recommendations from the book "The Door to Persuasion" for you to solve your target audience and make them ready to convey your message.
1. Earning Trust
Make sure your target audience trusts you before asking for anything. Gaining trust is one way to transfer information in the interest of your target audience, not your business (ie yours).
For example: The Chubbies Shorts brand is a good example of this. The company creates incredibly entertaining content that will allow its customers to enjoy the summer. Low-budget pool building videos have been posted 1.5 million times on Facebook.
Of course, Chubbies company does not neglect to sell shorts using this.
2. Managing Attention
We all know that your action plan must be clear and concise. But there is one more thing few people know: The better you can get your target audience's attention in one place, the better results you will achieve.
You should know well the audience you are trying to attract and present this information in a way that draws their attention.
3.The Trivial but the Important
This is important if something is on your page, video or email.
Of course, this may not be a key, but every piece of your message should have a purpose and should be considered. Factors affecting page speed, background images or sounds can disrupt or brighten your marketing strategy.
For example, in a study, it was observed that French products were bought more when French music played in the background in the market.
4. One Point of Focus
When talking about what you do best (or your products), don't talk about competition.
Tables where you compare your products with those of your competitors are sometimes necessary, but not so essential at this stage. You should communicate the positive points in a way to gain the trust of the other party.
Talking about competition from the start is like putting a list of books on the back of a novel, rather than putting reviews about the book or information about the author.
5. Focus on Causation
Let's look at two different scenarios together.
Let the customers know about the benefits of the product,
On the other hand, a video will be shown to the customers about how to use the product step by step and how their lives will change with the product.
Images of a product you have not used yet provide focus on the product. A positive link is established between success and product.
In the first example, your potential customers cannot fully relate to the product that is the reason for success.
6. Associations Come First
We don't need to speak to an audience to promote a product. Instead, we need to communicate to influence our potential customers.
Enabling your customers to view your products as a solution is the best way to quickly reach the "hush and take my money" level in the sales cycle.
Examples: Use words and images that will appeal to the audience you're trying to influence. Use demographic data that appeal to the character, psychological and sociological characteristics of your target audience for maximum impact.
7. Word Associations
People love to tag everything.
That way we divide it into classes in our minds without fully understanding everything. Also, for this very reason, public relations and sales departments constantly come up with new concepts.
For example; People don't like the word "liberal" so let's say "innovative". Isn't "global warming" very interesting? So how about "climate change"? "Outdated" is not a word, but rather an "unheard" or "unspoken word".
Find the appropriate language and focus on positive associations, not negative connotations.
8.Easy to pronounce words
When baking the cake, you need to sift the flour. If you don't, lumps will accumulate in your dough. People will enjoy eating more if your dough is soft.
Your products, sales presentations, and webinars are also very similar to cake batter. It should appeal to the eyes and be digested as easily as possible. Remove unnecessary words from your campaign. If you really need to use it, don't forget to explain it to people unfamiliar with your literature.
9. The Power of Metaphor
Metaphors should not be taken lightly. Metaphors are one of the most powerful tools you can use in this process.
If you have noticed, I mentioned this a little bit in the previous article. If you want, you can go back and look at the cake analogy (metaphors are one of the seven types of metaphors).
There is no other way to keep your target audience in mind and gain their trust while conveying your message.
Of course, they may not always work. However, webinars and audio presentations fall within the scope of the metaphor field.
As in a song, “Usually I want to talk about you, you, you, you. Sometimes about myself… "
Everyone wants to be talked about, how smart he is and how he does everything best. If you want people to be ready to perceive your marketing message, you have to talk about them constantly.
Choose words that clearly describe who will benefit from your products (you, you, you will, etc.)
11. Hitting Your Target Audience at Twelve
Even the questions you ask should have a positive impact on people.
Neutral or negative sentences are not enough to attract people to your side.
For example: "How likely are you to shop from the X brand?" or open-ended questions like “Are you satisfied with the current solutions” can make people indecisive