How do you reach and persuade the potential customer in today's changing online world? In this article, I will tell you more about a number of strategies. You can apply these strategies to persuade a visitor with your advertisement and to reduce resistance to an ad.
Let's start with the idea that a visitor is interested in your product or service to some extent, but still offers resistance. There are two types of strategies to overcome this resistance:
- boost that bit of conviction
- lower the resistance to refraining from buying
In this article, I start with the first strategy: increasing conviction.
Convince
Provide incentives
A common way to encourage a change in your visitor's behavior is by making the deal you offer the customer more attractive. You can do this by lowering costs or by adding other elements. Think of 'but that is far from all...' versions, such as:
- Free gifts
- 'Buy now and benefit from…'
These techniques are very effective for sales. Research shows that the deal needs to be 'sweeter'. appear, and should not be sweeter areA nice example using this technique: people prefer “Cupcake for 1 euro, now with a free cookie!” over “Cupcake and a cookie, now for 1 euro!”
Make your source more credible
A message is considered more persuasive if it is conveyed by an expert or a trustworthy person. It also helps to use a source similar to your target audience, or someone who looks attractive.
The social proof
People often make choices based on the actions of others. The perception that other people are making the same choice increases the appreciation for that choice. Therefore, be sure to show that other people also chose your product and that it is very popular.
Please note: this technique does not always apply. People like to view themselves as unique, so if you are selling a product that makes you 'unique', this strategy can backfire.
Emphasize scarcity
It can sometimes be very effective to make someone think that there are only a few items left or that the time to decide is limited. This indicates that a particular product is apparently desired by others as well (social proof) and that the product is popular. Additionally, it burdens the decision-making process, causing people to make choices based on their feelings and make a purchase more quickly.
Make your messages more persuasive
This might sound logical, but it is a classic strategy to get people to make purchases. When people are willing to listen to your message with interest, they are easier to convince when they hear strong arguments. This is because they are already open to information and therefore take action more quickly.
Reciprocity
People like to be consistent in their behavior. If they have already said yes twice, they are eager to do so a third time as well. Therefore, start with a small request and only make the real request later; also known as the 'foot-in-the-door effect'.
An example: you suddenly get a pop-up in an app on your mobile asking if you rate the app. As soon as you have entered the number of stars, you get a new screen: “Could you leave a review in the App Store?”
Lower resistance
It is therefore possible to give people just that extra push by convincing them further of your service or product, but you can also choose a strategy that reduces resistance. I will therefore now discuss a number of techniques that can reduce the resistance preventing people from clicking or buying.
Redefining the relationship
Redefining the relationship is an effective strategy. With this strategy, you position yourself not as the sales representative who indicates they want to sell something, but as someone who enters into a long-term relationship to truly help the customer achieve their goals.
Depersonalization of the interaction
Depersonalizing the interaction is also a strategy. Instead of focusing on the recipient (“You should donate money to charities”), you take a side step: “People should donate money to charities.” By minimizing the (personal) request, resistance is reduced.
Offer comparison
One can also make a comparison that makes the offer more attractive. A larger supply ensures that the current offer is seen as an 'anchor': everything is compared to it. Resistance is lower because the comparison is first made with 0 euros (not buying a product) and now with a more expensive product.
Altercasting
With altercasting, you present visitors with an image of what people want to be. It involves placing people in a socially desirable situation. Because you place people in a different role, the behavior you want to encourage is automatically activated. Example: you are a father and you see an advertisement about quitting smoking: “Hey, but surely you aren't someone who lets his child inhale secondhand smoke?” You don't force people to do anything, but they start thinking about it themselves.
Acknowledging resistance
A good technique is to acknowledge the resistance that is present. By acknowledging the resistance, people get the feeling that they have a choice.