Just happened to be on Alexa today and saw that they had some new features . . . made a short video for you using Jeff Walker’s “ProductLaunchFormula.com” site as an example of the new information available.
Check out the video here:
http://alexavid.s3.amazonaws.com/index.html
I think these new features can be useful when doing research on your own sites or your competitors . . .
Have fun with it!
Paul
Not too long ago a friend of mine sent me Robert Cialdini’s book, “Yes! 50 Scientifically Proven Ways to Be Persuasive”. I already HAD the book, but because my friend had given it to me, I decided to actually STUDY it this time rather than just skimming through it like I had before.
I even took notes, which I’d like to share with you here. There were a few items that didn’t really lend themselves to a brief note, so I have less than 50 to share. And I will also concede that it would be helpful if you had read the book first before reviewing this list. Or after.
However, I still think there’s a great deal of value in this summary . . . so without any further fuss, here’s what I got out of the book:
1. “If operators are busy, please call again” — using this line in a commercial increased the call volume. The phones being busy is “social proof” that the offer is worth pursuing. With eCommerce, you might instead say something like “please allow our support staff at least 2 days to reply to your post-order inquiries — they’re swamped!”. You can certainly come up with something better, but you get the idea . . .
2. Use testimonials from people who are identical to your targeted “ideal” prospect (so what they’re saying they will resonate with those prospects).
3. Focus prospects on social proof supporting the positive action I want them to take. Don’t give them social proof that others are doing the opposite. For instance, don’t say “Only 5% of you morons were smart enough to get in on this deal”, but rather, “the phones have been ringing off the hook! . . .”
4. People are attracted to the “average” behavior. When using social proof, praise those who exceeded the average. Otherwise, they’ll lower their actions to meet the average.
5. Too many choices reduce sales
6. When offering free bonuses, prove their value. Nobody wants free bonuses that are worth $0
7. Offering a more expensive, superior product will increase sales of the next lower option.
8. When stoking fear as a sales tool, be sure to include clear steps on how to overcome or avoid the undesired thing.
9. Reciprocity — give something before asking for something.
10. Personalize and show some extra effort.
11. Gifts should be significant, unexpected, personalized.
12. Incentives should be given with no strings attached.
13. Value of a favor you give will decrease in the eyes/memory of the recipient over time. Sometimes a tactful reminder can restore that value prior to you asking for a return favor.
14. Ask for small commitments first, larger ones later.
15. Apply a label and ask prospect to act in a way that is consistent with that role model.
16. Ask for commitment. For example, “Will you please call if you need to cancel?” vs. “Please call if you need to cancel” significantly decreased no-shows in a restaurant.
17. Get active written commitments
18. Free prospect from previous commitments from competitors
19. If we ask someone for a favor, they’ll be more likely to grant future requests. (Is this consistency at play?)
20. To secure approval/action, use sentences like, “Even a penny will help”, “Just an hour of your time will help”, “Even a brief note will help”, etc.
21. In auctions, always start with low price
22. Let others brag for you
23. Damaging admissions add credibility. But always show the “silver lining” (positive benefits) of the “flaw”.
24. Take responsibility for mistakes; don’t blame external factors
25. Bring up similarities with the prospect.
26. Mirror prospect’s behavior. Repeat their words.
27. Search others for their virtues
28. Use scarcity. If information is relatively unknown, point out how exclusive it is. This increases value to the prospect. People want what they can’t have.
29. People avoid loss. Use “Don’t Miss Out”, “Last Chance”, etc.
30. Give a reason why. “Because . . .”
31. Make names simple to read and pronounce. Handwritten notes should be simple to read. Make it easy for prospect to read your material.
32. Use rhymes. People consider fluent incoming information to be more accurate, and rhymes increase the fluency. (Along the same lines — use small words.)
33. Use law of contrast. For example, compare your product with something much more expensive. But only give a little information about the competing product, and a lot of information about yours.
34. When using loyalty programs, reward programs, and so on, give your customers a “head start”. That way their psychological need to “complete” things will practically force them to continue patronizing your business.
35. Use unexpected and ambiguous names for products. These are more desired by consumers
36. Product packaging should remind consumers of essential images, slogans, characters used in advertising
37. Mirrors, pictures of eyes, asking their name — these things encourage people to act in a more socially acceptable way. (Might help reduce returns . . .)
38. If you say something distracting (like stating the price in pennies), then immediately followup with a statement about your product, the prospect will generally accept the statement as truth (they’re too distracted to evaluate it). This is also true for sleep deprived people.
39. Getting/giving some personal information (getting to know each other) leads to a better end result in negotiating.
40. Speak their language.
41. Know their culture.
Well, I hope that gives you some good ideas. Think about how these things might be accomplished using the various marketing tools available on the internet — I’m certain the application of just a few of these ideas will have a significant effect on your bottom line!
By all means, tell me what you think of the above list and what ideas it generates!
Paul
In recent months, I’ve witnessed a few software product launches that I can only describe as “irritating”.
And what caused this irritation? The promoter’s expectation that I would spend between $497 and $997 to get their supposedly “whiz-bang” software WITHOUT EVEN SEEING IT FIRST!
These guys go through their well-scripted pre-launch sequence, telling everyone how much money this software will make them, how much time it will save them, how all their buddies begged them not to release it, and on and on . . . never revealing the price of course (wouldn’t want to put a damper on people’s anticipation).
Then on the launch day, they repeat all of the above. They are sure to point out how this software should be selling for thousands of dollars, but for a limited number of lucky schmucks, they’ll release it for a bargain-basement price of only $497 (or $997, $1997, whatever, as long as it ends with a 7).
But they do NOT show us what the software looks like or how it operates!
No demo site to poke around in.
No videos showing how the software works.
Not even screenshots of the software in action.
Sometimes they don’t even tell you what kind of operating system is required to run the software.
It leaves me wondering, “What are they hiding?”
These guys have the “selling on emotion” concept down pat. They’re selling the dream of making lots of money quickly and with very little effort. But in my opinion they fail to give their prospective customers a way to “justify with logic”, which is also a key concept in direct marketing.
One such promotion is live as I write this, the “Niche Socializer” software. I normally don’t reveal guilty parties by name in my blog or emails, but I’ll make an exception here because despite their marketing sins, I think their product may still be worthy of attention (I just wish I could SEE the dang thing!) . . .
I emailed the support team for the Niche Socializer software and asked them whether it was a hosted service or software we install on our own server. I also wanted to know if the software could be used for multiple sites. It’s puzzling to me that they don’t answer these questions on their site!
They replied (quickly, I might add) that it’s software we install on our own server, and that it can be used for 3 social marketing sites. Additional licenses can be purchased at a discount if more sites are required.
Unfortunately, they didn’t tell me what web server platform is required — I’ve sent them a followup email and will update this post as I get new information.
It seems like a pretty good solution to me . . . BUT it’s not the “only” solution. Here are a few other links for you to check out if you want to start your own social network:
One of the advantages I see with the Niche Socializer software (and some of the software packages listed above) is that you can host it on your own server — I like having that kind of control. Imagine if you built up a social network and then had the underlying company go out of business — ouch!
On the other hand, it’s nice to let someone else worry about server scaling, bandwidth, network issues, etc. — as with most things, there are pros and cons either way.
Another thing I like about Niche Socializer is that it was created with monetization in mind — it includes an eCommerce module and allows you to have “paid” levels if you want. It also allows you to charge for classified ads. The other sites listed above didn’t have much to day about those kinds of things, so when choosing a solution be careful to make sure they have the functions you need/want.
That’s it for now, let me know what you think!
Best,
Paul