The purpose of every sales activity is to get people to say “yes”. In psychology, this is also called “adaptation psychology”.
My first exposure to adaptation psychology was years ago. My prankster grandfather showed me something surprising under a tree with a stick and a few red feathers.
One day my grandfather gave me a stick with red feathers on it and said he wanted to show me something. I knew we were going to do something fun because he had that mischievous expression on his face.
There were robins nesting in a tree in our garden. We went under the tree without making a sound, and my grandfather told me to poke the nest with the tip of the stick.
Near the nest, a male robin was keeping watch. As soon as he saw the red feathers, he almost went nuts and pecked the stick. I was astonished.
While he was extremely amused by the situation, my grandfather said that it was the red feathers that drove the bird crazy. When I asked why, she said she wasn't sure, but probably thought the male bird had mistaken the red feathers for another bird. He said the robins were defending their territory and would attack when another robin appeared.
The magic of fixed action structures
My grandfather was a smart man.
Since then, I have witnessed many experiments showing that a male robin attacks a stick full of red feathers, but ignores a model of a robin without red feathers.
Scientists call this condition in animals a "fixed action structure". We can call a fixed action structure a predictable behavior pattern. So this structure; an instinctive, automatic response. What sets the behavior in motion is a certain "trigger".
The fixed action structure is extremely common among animals. What about among people? Do you think there is a way to get potential customers to say "yes"?
Answer: Yes, it can.
Robert B. Cialdini, a respected social scientist and expert in adjustment psychology, writes in his book Influence: The Psychology of Persuasion: “…automatic, stereotypical behavior is seen in most human actions…”
It is possible to see this concept in the experiment of Harvard social psychologist Ellen Langer. Langer approached the people waiting in the copy line and said: “Excuse me, I have five pages. Can I use the copier myself?" 60% of people answered “yes” she said.
Langer did the same thing again in a similar situation. But this time she asked: “Excuse me, I have five pages. Can I use the photocopier because I need to make copies.” This time, 93% of people answered “yes” she said.
What do you think might have caused the "yes" to increase so much?
It's a well-known fact that people are happy to learn why things happen. If there is a reason, it becomes easier to make a decision and take action. But in this experiment, the statement “because I need to make a photocopy” does not offer any new information. It doesn't even contain a reason.
The word "because", often used before an informational statement, is a "trigger" for people. Once this trigger is learned, the answer of the other party is “yes” even when the concreteness of the information is not in question.
6 powerful factors that trigger the psychology of harmony
It's easy to see how important fixed action structures are when selling. All we need to know is where to find the “stick and red feathers” and how we can formulate the answer “yes” under the situation.
Here are six triggers identified by psychologists that can also be applied to salesmanship & copywriting:
Responding
When someone does something for us, we want to pay off our debt and do something in return. This deep urge is so strong that paleontologist Richard Leaky says it is the essence of man. Sociologist Alvin Gouldner states that no society in the world has escaped the principle of reciprocity.
Application: Give people something for free. The person to whom you give the gift will inevitably feel indebted. Think about what you can give. You can give anything related to your product or service, as long as you don't expect a fee in return. The urge to "pay back" on the other side will make them buy something from you in the future.
Commitment and Consistency
We all want to be consistent in our actions, words and actions. In other words, when we show commitment to something, we prefer to remain loyal to that commitment in the future. The important thing here is that you can connect customers to yourself. This way, customers who want to be consistent will not give up their loyalty to you, and maybe even comply with your offers.
Application: At first, just settle for a little "yes" and then put something on top of it. Sellers call this the "foot in the door" technique. Connect your customers with small requests like surveys. When people make a decision or take action, they will begin to feel "loyal" to you. If you make the other party feel committed to you, however small, that commitment will grow over time.
Exemplary Others
We all do most of the things we do by seeing it from others. If we don't have a clear idea about a topic, we rely on the comments of others. We always ask these questions: “What do others think about it? How do they feel? What would the others do at a point like this?” Then we act according to the results we have reached.
Application: Show people who use your services or buy your products. List the reviews of satisfied customers. Showcase the stories of people who have “crossed” from another service to yours. Share photos of people using your product. Provide information about your best customers. If people see that others are happy with you, they will be more likely to give you a chance.
Like and Belong
No matter how rational we think of ourselves, we usually say “yes” to people we know, like, and sympathize with, acting on our emotions. We are much more likely to approve offers from people we find close and love. This is why many people can never say no to products sold by their friends or relatives.
Application: Build special relationships with people and be kind. Although many people are aware of the importance of this situation, they have difficulty putting it into practice. It's one thing for people to love you face to face, and it's another thing for them to love you only for what you write when they're not likely to see you. Therefore, you should pour your heart out while writing copy. Show your feelings. Tell stories that people can connect with you. Show that you are not just a product seller, but someone who shares similar problems, concerns, and goals with people.
Authority
In today's age where there is an expert in every field, we attach more importance to competence than ever before. Experts who give us satisfactory answers and guide us stand out from the rest. Even small signs of competence, such as title or clothing style, can be a trigger for the other side. Example: Imagine how someone in a white coat and stethoscope instantly conjures up "doctor" and you trust what that person says about medicine.
Application: Show customers your signs of expertise. Give them solid information. Prove your reliability. Increase your credibility by admitting your mistakes. Find commonalities between yourself and your customer. Mention any awards you've received, positive reviews, and, if any, books you've written. Remember, too, that you can “borrow” competence from others who have proven their competence. For example, you can show customers a photo you took with someone your prospective customers would consider competent.
Scarcity
Often, the fear of losing is a stronger feeling than the hope of winning. By using the element of scarcity, you can create a fear of loss in people and get the answer “yes” from them.
Application: Create time constraints and produce a limited number of items. The phrase “reply by now” is one of the most effective ways to use the element of scarcity. You can do this by setting a special day for the deadline for reply. If you cannot specify a specific day, you can use a general expression such as "reply within 10 days at the latest". You can show the current product scarcity by mentioning how fast your product is selling and reporting the number of products you have left. You can also consider offering special deals on the first 500 orders or producing a limited number of items. For example, Disney movies are usually produced in limited numbers and you need to order right away so you don't miss the chance.
As you can see, psychology plays an extremely important role in salesmanship and copywriting. The articles we have given here can be multiplied further, but there is no doubt that even this short information will be of use to you.
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