by Stephen Bucaro
---------------------------------------------------------- Psychological Tricks in Selling By Stephen Bucaro In this article, I'm revealing six powerful secret You ARE selling something. Whether you are a Real Estate The secret psychological tricks that I am going to reveal You will recognize these tricks being used everywhere in Psychological Selling Trick Number 1: Reciprocity Reciprocity works like this: you give someone something of To use reciprocity as a marketing tool, you give people For example, consider the offer "get a free camera when you Consider the offer,"receive the latest issue of our The trick is to create something that has high perceived Free samples of your product or service is another good The largest Internet Service Provider is well known for Psychological Selling Trick Number 2: Scarcity Scarcity works like this: There is a limited amount of the The effectiveness of the scarcity principle is well For example, when Disney releases a limit edition of one of Note: Manufactured items, especially DVDs and CD-ROMs, One popular incarnation of scarcity is the "going out of Scarcity is a very powerful marketing tool. There are many Psychological Selling Trick Number 3: Commitment Commitment involves getting a prospective customer to take One example of this process is the "two step" method used Another example of using commitment as a marketing tool is Yet another example of using commitment as a marketing tool The most common example of the principle of commitment are To use the psychological power of commitment in your Psychological Selling Trick Number 4: Consensus Consensus involves getting prospective customers to believe Of course you're smart enough to know that everybody CAN be Here are some examples of headlines using the consensus Note: Many people don't think they're having fun unless Fortuately, most people are not independent thinkers. They Psychological Selling Trick Number 5: Authority Authority involves getting prospective customers to believe The bigger the authority, the more powerful the advertising Here's how to use the principle of authority in advertising: Most advertising using the authority principle is taken out I don't recommend that you use a fake organization, a fake Psychological Selling Trick Number 6: Greed Greed involves taking advantage of many peoples belief that Note: I am not recommending that you use the principle of The simplest method of using the principle of greed is the The multi-level or network marketing scheme works similar Another method of using the principle of greed is the Another example of the principle of greed is the business The way to use the principle of greed is to contrive a
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psychological tricks that you can use to increase the
effectiveness of your advertising and marketing. What if
you don't sell anything? Should you ignore this information?
agent selling multi-million dollar homes, or a worker trying
to sell your boss on the idea that you are a valuable
employee, everybody is selling something. So it would be
wise to learn these secret tricks and use them to achieve
your own personal success.
are not really secret. They have been used by shrewed
salesman for millenium. Their existence was revealed back
in 1984 by Dr. Robert Cialdini in his book "Influence : The
Psychology of Persuasion".
advertising today. Now you will be able to put them to use
to enhance your own personal success.
value for free. That individual feels an obligation to
return the favor. Reciprocity is a very powerful principle.
something of value for free, they reciprocate by purchasing
your product or service. But you would be surprised how
many advertisers totally blow it. Either they don't
understand the concept of "free", or they don't have total
faith in the principle of reciprocity.
subscribe to our magazine for two years." That's not free.
Or, "free installation with a one year commitment." That's
not free. The customer is paying with an obligation. No sale.
magazine absolutely free. No bill will be sent." If the
prospective customer finds the magazine to be of value,
they feel an obligation to subscribe. Or, "one month of
free Internet service. No credit card required." If the
Internet service performs well, the prospective customer
feels an obligation to sign up.
value to a prospective customer, but costs you little or
nothing to produce. Free information is a good example.
Here again many advertisers totally blow it. The free
information turns out to be nothing more than blatant
advertising.
example. Again, many businesses blow it. They either
produce a cheaper version of their product to use as free
samples, or they use the free sample campaign as a means
to dump reject product.
giving away hundreds of hours of service for free. No
credit card required. The largest cookie company is famous
for giving away free cookies. Reciprocity is a very powerful
marketing strategy.
item available. After those are gone, the item will not be
available. "urgency" implies Scarcity. For example, "this
offer will be honored only for a limited time".
demonstrated by the large segment of the population involved
in pursuing antiques, collectibles, and memorabilia simply
because these items are scarce. Scarcity is often contrived,
as when a company produces a "limited edition".
its classic stories - yes, limited to a production of more
copies than they could ever possibly sell - then it goes in
the "vault". And how fortunate we'll be a few years from
now when they decide to do us the favor of taking it back
out of the vault.
cannot be "scarce". It's a simple matter to put the
manufacturing dies back into production. All scarcities of
manufactured items are contrived.
business sale". Customers somehow don't pick up on the
fact that the mark-downs are not that great, or that the
store has new merchandise coming in the back door to take
advantage of the increase in traffic.
ways to contrive scarcity. You can create a limited edition,
or for items like information products, scarcity can exist
in the form of urgency by creating a limited time offer.
a tiny step towards a goal. For example, you might get them
to request free information, or fill out a survey. When the
prospective customer takes that first step, they have made
a commitment, however tentative, towards the goal you have
set out for them. They are likely to take another step.
in mail order. When a mail order marketer runs an
advertisement, they don't even try to sell the product.
Instead, the advertisement offers free information. A
prospective customer makes that first commitment towards
purchasing the product by requesting the free information.
The free information they receive is designed to entice
them to take the next step.
a survey. By checking a few boxes and answering a few
questions, a prospective customer takes that first step
towards a commitment. The result they receive from the
survey is designed to entice them to take the next step.
is a lottery. For example, people enter their name and
address on a ticket for a chance to win a new car. A
salesman uses that information to contact them. By entering
their name and address on the lottery ticket, the individual
has made a commitment to own that new car.
those long-winded full page advertisements in magazines.
The prospective customer invests a great deal of time
reading through the entire advertisement. That investment
of time represents a commitment. They are likely to take
the next step, responding to the advertisement.
advertising, don't try to sell your product or service in
your ad. Instead, use a survey, contest, or free information
to get a prospective customer to make that first step
towards a commitment to purchase your product.
that "everybody's doing it". Everybody is just waiting in
line to purchase your product. Everybody can't be wrong, so
the product must be fantastic!
wrong. Everybody thought that SUVs were safe vehicles (they
roll over). Everybody thought Enron was a great investment
(it went bankrupt). Everybody thought Iraq had weapons of
mass destruction (well maybe not everybody). You're an
independent thinker.
principle: "It's the new sensation crossing the country",
"People are signing up in droves", "People just can't get
enough of them", "Record sales", "Unbelievable response!"
and "Join millions of smart consumers". Combine this with
a stock photograph of a large group of people, a long line
of people, or a crowd of people, and you have a powerful
consensus message.
they're in a large, noisy crowd. Unfortunately, every
large crowd contains a few lunatics. When things go wrong,
the crowd stampedes and people get hurt, or killed. When I
see a large crowd, I head the other way.
act like a herd of cattle. Use the consensus principle in
your advertising, and people, like lemmings headed for the
sea, will come in waves to buy your product.
that someone who is knowledgeable or famous uses your
product or service. If a knowledgeable or famous person uses
your product, then it must be fantastic!
message will be. For example, doctors are authorities. "Most
doctors prescribe Tylenol for arthritis pain". Large
organizations are authorities. "The National Heart
Association says - Quaker oatmeal is good for your heart."
The Federal Government is an authority. "The U.S. Food and
Drug Administration says whole wheat bread is part of a
complete diet". If only we could think of a way to use God
as an authority!
search the Internet for any references to your product or
service. Find an article that alludes to your product being
of value. For example, let's say you sell black T-shirts.
You find an article by the U.S. Department of Agriculture
that says "bees are attracted to bright colored clothing".
Your copy: "The U.S. Department of Agriculture that says my
T-shirts protect you from attack by stinging insects."
of context and exaggerated. Some advertising uses totally
fake authorities. "My dog biscuits are recommended by the
International Association of Dog Nutritionists" (an
organization I started last week). Some advertising uses a
"study" as an authority. "A recent study found that my
lemonade tastes better than any other brand" (my mother
liked it better).
study, or take information out of context or exaggerate,
but if you can locate a legitimate authority or study
related in any way to your product and quote it without
exaggeration, you will have a powerful authority message.
there is a secret short cut to wealth. They believe that
wealthy people didn't earn their wealth, instead they know
a "secret".
greed because it is used by unethical scammers. I'm simply
informing you of it's existence in order to make this series
of articles complete.
chain letter. You have no doubt received a chain letter at
some point. A chain letter contains a chart specifying the
massive amounts of money the recipient will get when they
follow the instructions. The first instruction is to send
money.
to a chain letter. The prospective recruit gets a chart
showing the massive amounts of money they will receive when
they join the network. After parting with their money, the
victim is instructed to con their friends and relatives
into joining.
lottery or casino. The odds of winning most lotteries are
about the same whether you buy a ticket or not. A casino
allocates only a tiny portion of it's customers money to
winnings in order to create the illusion that the odds of
winning are good. Many people don't understand statistics.
In their mind, the phrase "win a million dollars" translates
into "get a million dollars".
opportunity scam. We know it works because successful
scammers invest millions to run business opportunity
infomercials, and they make hundreds of millions in profits.
They prey on people who believe there is a secret short cut
to wealth. The scammers think people who fall for their
scam are stupid, lazy, and greedy, so they deserve to get
ripped off.
"secret plan". Run an ad describing how the plan requires
absolutely no work to make massive amounts of money. Include
a few bogus testimonials and a legitimate looking chart
that shows the massive amount of money the plan will bring.
Some scammers include pictures of fake checks or fake bank
statements.
Never divulge any details of the plan in the ad. The The principle of greed is very powerful. People who have ---------------------------------------------------------- About the Author
Copyright(C)2004 Bucaro TecHelp. To learn how to maintain
prospective customer is required to send money to get the
plan. The typical plan instructs the purchaser to run the
same scam.
been ripped of by this scam a thousand times before will,
like hypnotized zombies, send you their money. They think
THIS TIME they will receive the REAL secret plan.
Resource Box:
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your computer and use it more effectively to design a Web
site and make money on the Web visit bucarotechelp.com
To subscribe to Bucaro TecHelp Newsletter Send a blank
email to subscribe@bucarotechelp.com