Favourite “triggers” or how to manipulate the buyer
In today’s world, one most effective means of attracting attention is visuals. Modern people are like children who want a bright, juicy, colourful picture. Therefore, whether a lead stays on your site directly depends on the successful or unsuccessful landing page design.
Quite so. Our brain processes gigabytes of information it comes across in a second, and it is so spoiled for beautiful photos that you have to try very hard to surprise it. This does not mean that you need to use “acid” colours which cause a seizure, but still, you will have to “play with fonts”. We talked in detail about colour combinations in one of our articles.
Time is money
3-4 seconds. That’s how long it takes a person to estimate something. They have decided everything subconsciously and either move the cursor to the cross in the upper corner of the screen, which is very bad for you or scroll down to find out more about your product. Naturally, we need them to choose the second option.
Emotion is the key to success.
According to statistics, 70% of customers are guided by emotions and only 30% – are nerds who reason about the purchase. You need to evoke an enjoyable emotion that will keep the lead on the site and push them to do the action that will eventually bring you profit.
Triggers are the moving force
A trigger is a stimulus that evokes vivid emotions in a person and encourages action. And in marketing, it is the manipulation of fears and, most often, a person’s desires. It all depends on the product you are selling. If, for example, you are promoting a “security company”, then the trigger of your target audience is fear. You must use video and photos to prove to a person that they are now in danger and your product will be able to solve the problem.
If your product is a smartphone, the trigger will be the desire to succeed. It would help if you showed a picture where the clients could see themselves. They should want to be the person in the picture holding your product. They must understand that only with this smartphone will they be able to feel the emotions they see on the screen. “Draw” them a fairy tale. Prove that it will bring them happiness. This is precisely what Apple did. After all, everyone believes that the iPhone is a status symbol and any Android phone is just a good and high-quality device. Now go to the site and look at the price of the Samsung flagship. It is the same as on the new iPhone. So why do we have stereotypes about the pathos of Apple products? It’s simple. Apple marketers were just able to draw that very “desired” picture. They don’t sell a product. They sell a new life. And every person who wants to look “status” will buy Apple. And EVERY year will wait for the September presentation of a new model and buy a new device!
Simon Sinek, a British writer and marketer who studied Apple’s strategy very intensely, came up with the “Golden circle rule”.
You have to answer three questions:
- What? What are you selling? What does your product look like, and what emotions does it evoke?
- How? How exactly does the product help the customer, and what “problems” does it solve?
- Why? A person needs to understand the reason why he should want to buy your product. And this reason should be more global. This is where triggers come into play.
Sinek says that many ignore the third point because they consider it unimportant. But the marketer insists that the question “Why?” should be revealed the most. Believe me, if you “hooked” the buyer and found their “nerve, ” they will find a thousand reasons to buy your product precisely.