Read Sean D’Souza’s latest ‘PsychoTactics’ article titled “Twin Factors of Conversion: Risk and Like it”.


Sean D’Souza’s latest article is reprinted here.


Mini Article 1: Twin Factors of Conversion: Risk and Like it
Get a weighing scale. Put ‘Like’ on one side. Put ‘Risk’ on the
other side. And your eyes start to roll as you figure out the obvious. That the higher the risk, the less you’re liked.

But is there more to the like factor than you think?

The biggest reason why customers don’t buy You know it, and I know it. It’s called risk. We don’t like the idea of being cheated, fooled and gypped. So if we sense risk, we don’t buy the product or the service. Of course, you’d assume that if you took away the risk factor, you’d end up with the like factor, wouldn’t you? And we’d all live happily ever after, right?

Yet look at your own buying behaviour

There’s no risk in buying petrol. In most cases, the prices are well posted, and in most cases, the product is identical to what you’d get at the next petrol station. So why do you buy petrol from one place, instead of the other. Or rather, why would you drive a couple of miles, instead of buying it from the petrol station that’s convenient.

You see, reducing risk is important

Yes indeedy, you must get the risk down to nothing. But at the same time, you’ve got to increase the intensity of the like factor. Simply lowering the risk factor, does not improve the chances of converting to a sure sale. The reason why you buy at the next petrol station and not at the most convenient petrol station, is because you like something about the other petrol station.

You probably like the exuberance of the owner

You probably like the surroundings. Or the service. Or the fact, that they stock up your favourite candy. Or the fact, that they call you by name. Whatever the scenario, when it comes to conversion, customers are looking for low risk, lots of like.

Ooh, here comes the hard part

How do you make your customers like you?

On the Internet: Customers like personality. Photos (smiling photos, please), little quirks in your words, or pictures, make you likeable.

Off the Internet: Chocolate, Phone calls, Wine and Cheese Session,

Thank you cards: They all work to increase your likeability.

Personal Experience:

On our website, we have recipes, lots of photos (weird and normal touristy ones), recipes, cartoons, one-of-a-kind words like kazooza, squillion, waka-waka. So how do we know that all of the above works? Because clients write to us all the time about the recipes. They send in their own recipes. They comment on the whacky word usage. They complain when we don’t put cartoons. And they tell us about how they love the photos, and
how it makes them feel like they know us.

Offline, we have small parties for clients. We send them movie tickets. We send them chocolates. We use Amazon.com from time to time. We remember birthdays. we send little notes of encouragement. We use thank you cards.

Risk. And Like.

They’re twins. Work on both of them simultaneously.

Who needs better marketing?

“Who needs better marketing? Why would someone choose a method of deeply rooted psychological principles that speaks directly to the mind of potential prospects? The answers are “everyone” and “because they work!” This is one of the best marketing programs in the world today.”

Chris Ellington, doublehelixcommunications
Dublin, California, USA

Find out Why! Your marketing might not be zooming ahead because of a fundamental flaw in your message.

Mini Article 2: How To Reclaim Your Life

I used to love dancing. I used to listen to music all day. I used to really enjoy going to movies and eating popcorn. I used to…I used to…I used to…

What’s happened to us? Why has work taken over our lives? And how can we reclaim it back?

I’m not talking about you. I’m talking about me

Over the years, work took over my life. I stopped listening to music. Hadn’t seen a movie in over a year. Hadn’t gone dancing. And the list went on and on and on.

Till one day, I decided to reclaim my life

Yeah right. Reclaiming your life, is like losing weight. There’s no shortcut. You’ve got to claw back the things that made you happy. Things that excited you and made everyone think you’re a nutter. Somehow, I lost it (as many others have too) and I had to get it back.

Look ma, no instant coffee

Trying to put back in your life all that’s missing is close to impossible. You’ve got to work your way back bit by bit. So I started with the music. I bought myself a set of decent headphones (the ones that cover your ears completely) and listened while I worked.

Tum…dee..dum…Now I was happier

I then decided to factor in the movies. I began to enjoy the popcorn. I went for walks on the beach. I started going for Spanish lessons. Slowly but surely, I’m reclaiming my life.

Hang on, just a minute…but you don’t have time

I understand. And in the first two-three years of your business, you have to put in all your focus. All the time and effort goes into just getting your business off the ground. But even the smallest business starts to get some roots and wings after three years. Clients appear through referrals; Business keeps ticking along with less effort; Life does appear to become less of a hassle.

It’s time to reclaim your life

“We’d never go on vacation,” said my friend Julia, “If I didn’t plan the family vacations in advance.” Julia books the tickets in advance. She knows there will be troubles. That dumb stuff happens. But you can’t stop enjoying yourself, because otherwise there’s little purpose to life.

And a lack of fun starts to wear down your work

Work no longer becomes fun. It’s just another thing to be done. Another dreary day of deadlines and stress. The only way out is to reclaim your life. Do it this week. Start with one thing. Something small.

Bring a big smile back to your face. You look a lot happier when you’re ‘dancing.’

How do you create Loyal, Raving Fans On your Website?

“I didn’t expect to learn anything spectacular before the trilogy. Sean covered the a-z of websites in the 3 sessions. The most important thing I learned was to treat clients like royalty. Sean
explained it all in a clear,precise and easy way. The ebooks and audio reports on the trilogy, are invaluable.

I would highly recommend the trilogy. Most websites are not maximized. The trilogy will help others focus on maximizing their sites. Sean under-promises and over-delivers!”
Nina Menezes, Interdream-designs.com, Canada

If you are totally confused with the information you get on Internet Marketing? A three part series revealing the bare bones secret of the psychology behind a website that attracts, keeps and creates raving fans out of your customers.

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*IMNewswatch would like to thank Sean D’Souza for granting exclusive permission to reprint this latest article.

 

 

 

 

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