Businesses these days are spending an awful lot of time generating leads. While most marketers have learned the ropes and are generating a lot of leads through their efforts, the conversion rates illustrate a different picture. A survey conducted in 2016 revealed that only 22% of marketers are satisfied with their conversion rates.
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These numbers are far from surprising as most small businesses are on a limited amount of budget, resources, and time. However, it is imperative that businesses realize that marketing done by spending a lot of money and dedicating numerous resources is not the only effective way of marketing. More efficient ways of marketing can be devised if marketers spend more time understanding the psychology of their customers.
All humans have certain mental triggers that drive our actions. Once a business understands what these triggers are, and how they can be used to influence the customers, converting leads becomes much easier. The best part is, using these triggers to drive sales is as easy as it’s effective. Without wasting any more time, let’s jump right into what these triggers are, and how they can be used by marketers to their advantage:
The twin-effectiveness of pain and pleasure
The primary driving force of all human behavior is to avoid pain and gain pleasure. In fact, even when we are doing something that might be painful in that very moment, the ultimate goal is to attain pleasure out of the situation.
A great example of this would be the gym. Most people dread going to the gym, lifting tens of pounds, running without reaching anywhere but they still get up every morning, drag themselves to the gym, and complete their daily workout. The reason is simple, they want to look better, feel better, and be better. The sense of accomplishment that is associated with every workout is the driving force that not only brings them to the gym but makes them pay for memberships as well.
This principle can be applied in your business as well. If in your marketing communications, you illustrate to your customers how you understand their pains, and how your product/service would alleviate this pain, they would come flocking to you with their money.
Keep in mind that out of the two, pain avoidance is much more effective. In fact, something called “negativity bias” in psychology explains perfectly how negativity is the strongest driving factor when it comes to the human brain.
This twin effectiveness of pain and pleasure has given birth to something called the A to Z marketing technique. The technique is simple, it states that your potential customers are all at point A, from which, their aim is to get to point Z. Now, this approach can be taken in two ways:
- The first way is to let your customers reach point Y for free. Let them experience some of the pleasure that comes with working with your business, and THEN ask them to pay. This was done beautifully by Dropbox when they started providing a free 2GB of space to all new customers. Their customer base jumped from 50 million to beyond 300 million because of this move and translated into 1.18 billion dollars in yearly revenue.
- While the first approach dealt with ‘pleasure’, this approach does the job by making the customers realize the pain associated with getting from point A to Z, and educating them how your product or service is the perfect way to alleviate this pain. An example of this can be seen on Admito’s landing page.
The rule of reciprocity
The rule of reciprocity says that if you receive, you are more likely to give. Dr. Robert Cialdini has explained this with a beautiful example in his book called ‘Influence: The Psychology Of Persuasion’. The example is of a waiter that experienced a 3% hike in the tip when he left his guests with a mint along with the bill. Tips increased by 14% when the waiter left two mints, and by 23%, when he left the guests with one mint, and quickly returned to give them a second one.
However, for this principle to work it is important to deliver real value to your customers. A great example of this is giving out free trials if you are offering a service. Rankwatch, the online marketing software offers a free 14 day trial right on their landing page. Once their customers have experienced the advantages of their service, they are not hesitant to pay for them at the end of the trial. Similarly, Amazon offers free samples for all their ebooks available on Kindle. Customers can download these samples and read through 10% of the book before making a purchase. The sample stays with the customers for as long as they would like.
Learn more about how you can effectively use the principle of reciprocity for your brand here.
The fascination of “new”
Humans are naturally attracted to new things or novelty. Psychologists have found that the region of our brain that deals with motivation and reward-processing responds better to novelty that to something that is familiar. This system is also responsible for the release of dopamine in the brain. Dopamine is a neurotransmitter that helps regulate emotional responses, identify rewards, and motivate us to move closer to these rewards.
Novelty or the fascination of new things is what drives many people. In fact, stagnancy and monotony are some of the most feared things among people. This undying attraction towards the new is what motivates car manufacturers to introduce new models every single year, even if the features remain almost the same. However, when generating fresh ideas about how to induce novelty in your offerings or marketing, keep in mind what drives your potential customers and what they like, otherwise your communication might get lost among the clutter of ads and other marketing collaterals that one comes across every day.
Social proof, in definition, is the influence that other’s actions or words have on our own behavior. The idea is simple, people feel the need to buy something or do something because others are doing it. Social proof has been an integral part of marketing strategies since before the birth of the internet. Used in form of celebrity endorsements, social proof today has taken many forms. Whether it is a mention of your services on an authority blog, or the good old testimonials, social proof works wonders when it comes to marketing.
For example, the Rankwatch website features a number of different forms of social proof. Check these out:
The website features a list of logos of other authority websites where Rankwatch has been featured. Such a list would help add a sense of credibility to your business, especially if the places you have been featured are iconic websites that would be easily recognized by your target audience.
Genuine testimonials or reviews work great as they provide proof of positive experiences of others that have used the product/service in the past.
Apart from these, there are many other forms of social proofs you can employ to drive conversions:
- Subscriber counts- If you are trying to get people to subscribe, let them know how many already have. This will positively reinforce the idea of subscribing in their head.
- Ratings and reviews- Don’t you personally like to read the reviews of an application on the App Store before downloading or purchasing it? When you think like your potential customer, you will realize the importance of reviews. Think about which websites your customers visit for reviews, and ask existing customers to review your business on those websites.
- Social connections- Social sharing buttons that display the number of likes or followers you already have also make a desirable impact on every visitor.
One of the most commonly used triggers in marketing, the effectiveness of scarcity has been proven numerous times throughout the history of advertising. One such instance was this experiment that saw people willing to pay 50% more for the same set of watches when they were labeled as “limited edition”.
The more difficult it is to get your hands on something, that is, the more scarce some is, the more we want it. Humans are programmed to feel anxious when they are deprived of something, which then interferes with our motivation, which causes us to become more open to suggestions and temptations towards getting the scarce object.
In marketing, scarcity can be utilized by creating “limited time only” offers, or countdown timers, early bird registrations to drive your audience to act. Great examples are Amazon’s deal of the day, or Groupon’s ‘limited time only’ offers that are featured along with a countdown timer under every “buy” button. Another more recent example would be the boost in gun sales in the USA right after there was a call for more restrictive gun laws around the country.
Keep in mind to not trick the customers and that might compromise with the perceived value of your product or service. On the contrary, real scarcity, of any form, will have customers become much more receptive and reactive to your communications.
Foot-in-the-door (FTID) technique
The foot-in-the-door technique dictates that it is easier to make someone agree to something (buying your product or service) once you have already made them agree to something smaller (downloading your free infographic, for instance).
FTID works because after agreeing to an initial request, the person feels a certain way about themselves. This feeling encourages them to make future decisions that are consistent with the decision made at the beginning.
The effectiveness of FTID was first proven by Stanford’s Jonathan Freedman and Scott Fraser in a series of experiments called “compliance without pressure”. In the first experiment, 156 housewives were divided into four groups. Three groups were given a call enquiring which household products they used before a second call, which was given three days later, to all four groups. This call was used to request the subjects to let a researcher come into their home and catalog the household products in their homes. This meant letting a stranger into their homes and explore parts of it that contain these household products. However, to no surprise, out of the three groups that were initially given a call about the same subject, 52.8% agreed to the visit against the 22.2% of the group which was being contacted for the first time. Similar results were seen in the second experiment and several others that followed in the coming years.
Answer the “why”
The world-famous Xerox experiment by psychologist Ellen Langer demonstrated that people are more likely to agree to your proposal if it is accompanied by a reason, even if the reason is arbitrary. For instance, in the experiment, more people let Ellen cut the line when provided with a reason, as compared to when she plainly requested to let her go first.
The human mind is extremely complex and responsive, but psychology in the recent years has helped shed some light on how it works. Using these triggers of the human mind, you will definitely see visible changes in your conversions. The key to real success, however, is to think of combinations, while knowing when you are overdoing it.
Discover How to Build Your Website for Free with Mobirise
Have you been thinking about designing a new website, but you’re worried that your technical skills are not up to spec? Would you rather avoid looking at any code whatsoever, instead working within an intuitive visual interface where you can drag-and-drop website elements, easily adjusting their parameters and specifics with just a few quick clicks of the mouse? And maybe you want to do all of this without spending a dime?
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You’re in luck. Mobirise is a free website builder software package that is “perfect for non-techies who are not familiar with the intricacies of web development.” And every website you build with Mobirise will already be mobile-friendly, easily adapting to almost any screen for an excellent user experience. And yes, it really is free.
The Offline Website Builder
There are many aspects that separate Mobirise from other similar website builders, but perhaps one of the most important is that it functions as an offline app. Simply download the installer package for Windows or Mac.
What you’ll find with a lot of other website builders is that they are browser-based, meaning that you need to have an active Internet connection. This also means you’re at the mercy of potentially limited server-side resources too. What’s more, many of these website builders are heavily integrated with specific paid services. If you want to use XYZ site builder, you need to buy a hosting package from XYZ, for example.
That’s not at all the case with Mobirise. It’s locally-installed software on your computer, running like any other local program. What this means is that you are much more in control of your creations. The offline app is perfect for creating small and medium websites, landing pages, business pages, online resumes, portfolios, and even online stores.
Once the software is installed, you simply login with Facebook or Google. Alternatively, you can create a new account with just an email and password. They don’t ask for any other information and you can get started right away.
Designing a Website
By default, you’ll be shown a sample page when you first launch Mobirise on your computer. This is a good way to play around with the features and options before designing your own custom website. The interface is minimalist and very visual.
Website design is completed with “blocks” that you can drag and drop into the web design. There is a button at the top for switching between desktop and mobile view, so you’ll know what your website looks like on the two sizes of device displays. For each block, if you click on the “gear” icon near the top right, you’ll be presented with a series of block options and settings.
For the intro block above, for example, you can choose which elements to display. There’s also the option to change the background to an image, a solid color or a video. In the case of the last one, you simply provide a link (like to a YouTube video) and you can even add an overlay to the video with your choice of opacity. This is very useful for ensuring your intro text remains clearly legible.
Block Choice and Customization
You can choose to create a new website from scratch or, more likely, you can start with a template or theme that you can then customize to suit your needs. All said, you can expect to find over 1500 website blocks, templates and themes.
To add a block, you click on the “plus” icon near the bottom right of the interface. This brings up the block menu. The blocks are organized into a number of categories, including headers, counters, images & videos, animated features, pricing tables, timelines & steps, forms, contacts and more. Simply drag a block onto the page to add it. The blocks are easily reordered and moved on your webpage by clicking on the up and down arrow (“drag block”) near the “gear” icon for that block.
Once you’ve added a block to your website design, you can click on any of the elements in that block to edit them accordingly. Text is straightforward enough. In this example where I added a group of products, clicking on an image lets me change that image. You can upload your own, browse a free online library (via Pixabay), or look at the site library for images you’re already using.
The image can then be linked too, including linking to a block on the homepage. That’s perfect for single-page designs, as might be the case for your online business site or portfolio page.
While you can choose from a huge variety of blocks, and the blocks can be heavily customized, I did encounter at least one limitation. Continuing with the example of the shop block, I can change the background color behind the cards, change the number of cards and so on. I can change the spacing above and below the block too.
However, the text description on each card cannot really be moved. You can see here that the left-align is right up to the edge of each card. I would’ve liked the ability to resize and/or move the text areas to address odd formatting and spacing issues like that.
You can view the whole site creation process and the many benefits of Mobirise through the video below.
Check Out the Demo Sites
A great way to see what is possible with Mobirise is to take a look at some of the live demo sites. If you scroll about three-quarters of the way down the main Mobirise webpage, you’ll find several live demos available.
The HTML eCommerce Website Template is a great example of using background images, a variety of blocks, and a professional-looking parallax effect on scroll. There’s even a great hover effect on the “meet our team” profile pictures for linking to social media. It looks really professional!
Is It Really Free?
The core Mobirise product is completely free to use, including a great number of blocks and features you can use to customize your website. However, once you start building your website, you’ll find you have the option to purchase a number of “extensions” and other upgrades.
These are all relatively affordable, typically around the $39 mark each, and they can unlock new themes, blocks and other functions that you may want to have on your website. The additional premium features and functions are not at all a requirement; they’re completely optional and since the app is offline, you can always build with the core framework.
You really have nothing to lose. If you’re looking to create a new website that’s mobile-friendly and great to look at, consider using Mobirise. It’s easier than you might think.
How to Drive Blog Traffic through Facebook: 7 Tips
I drive oodles of blog traffic through Facebook.
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Easiest platform for building blogging success because Facebook makes it simple to build bonds 1 to 1.
As the crickets serenade me on this fine evening in Thailand, I feel at peace. Everything comes together more quickly blogging-wise and I see win after win.
Facebook played a role in my blogging success. Seems to be the best platform for making friends and sharing value.
How to Drive Blog Traffic through Facebook
Facebook blog traffic converts. People addicted to FB follow my updates and Like freely, expanding my blogging reach far and wide.
I see it as a simple channel for helping folks and making friends.
1: See Yourself Successfully Driving Traffic through Facebook
As within, so without.
Speed up your Facebook success. Paint a mental picture of your blogging success on FB.
Clearly see your latest post registering 100 Likes. Read the 40 comments in your mind’s eye. Have it, by seeing it and feeling it to be real. Having a vision moves you into relaxed, calm, confident blogging actions accelerating your success.
Everything flows according to your focus. Visualize success. Success follows.
2: Share Blog Posts Aligned with Your Reader Dreams
I noticed a quick surge on Facebook recently.
Not only do my success-themed posts vibe with my readers, my selfies in the world’s most stunning tropical spots inspire readers to follow my blog diligently, to buy my stuff, to hire me, to endorse me and to become rabid fans.
I share how I spend months in places like Fiji, Bali and Thailand and back it up with a picture. Facebook folks love images. Eye candy.
My readers dream of seeing the world. I supply the dream through my example. Engagement jumps and my Facebook blog traffic increases.
3: Keep Updates Positive
I only post positive, uplifting content to Facebook. Doing so aligns me with positive people, positive circumstances and greater success because where your attention and energy goes, grows.
Inspire people to live their dreams. Be warm. Share your inspired blog posts. Follow up with positive images and stories. Motivate people with love and fun. Drive traffic by being a bright light in the world of Facebook.
4: Respond to Like’rs
I find this to be the easiest way to drive blog traffic through Facebook successfully.
I go to where I am loved by responding to folks who Like my blog post status updates. Addressing Like’rs by name builds bonds. Plus every comment response boosts engagement and increases your exposure in the main feed.
1 to 1 engagement gives your attention and energy to readers who see your success. Observe as your success expands in response to giving fans and friends your attention and energy.
Check in 2-3 times daily as Likes grow. Give your energy to fans to expand your fan base. Increase your blog traffic.
5: Respond to Comments
Respond to comments on status updates. Boost engagement. Increase your blog traffic.
Someone comments on one of my status updates linking to my blog. One engagement alerts Facebook; people are talking. I respond. Facebook gets alerted again. Plus I engage someone 1 to 1 to build a stronger friendship.
Responding to comments is easy on your phone. Type a few words or speak a few sentences via voice to text to boost your blog traffic through the concept of engagement.
Answer comments. Give your energy to users who enjoy your content. Increase the size of your tribe. Watch how more visitors find your blog through Facebook.
6: Post Inspirational Updates in Blogging Themed Groups
I share a few inspirational updates to blogging themed Groups daily on Facebook.
New folks find my blog through these updates daily.
People crave inspiration. If everybody zigs by sharing links and business opportunities, stunningly successful bloggers zag by sharing an inspirational update and a link of them living their dreams.
Folks have been going gaga over my New Zealand pictures recently. For good reason; this may be the most gorgeous country on earth. Picture the eye-popping Southern Alps, the semi-tropical North Island and rolling pastures filled with grazing sheep and cows.
This is from my 3 month trip to New Zealand.
Of course anybody who sees me in New Zealand sharing inspiration wants to follow my blog; more traffic for me.
Be inspiring. Share uplifting updates on blogging themed Groups.
Answer questions too for a nice blog traffic post.
7: Give Your Energy Only to Positive Facebook’ers
I only engage and follow positive folks sharing uplifting updates. As I align with success I notice success finds me easily on Facebook and through all channels online.
Where your attention and energy goes, grows. Giving your energy to positive, inspired people increases your blog traffic and profits. Positive folks are prospering folks. Inspired people freely buy your products and services. Plus these successful people endorse you and promote you for a nice blogging success surge.
Follow bright lights closely. My successful, wise readers Like my updates quickly, hungry for an inspirational boost. I noticed my latest blog post status update garnered 6 Likes in minutes. People want positive bloggers in their stream. Super successful bloggers keep it positive all the time on Facebook.
Be positive, focus on success and the sky is the limit for your Facebook blog traffic.
Blogging Mindset: How to Go from Survival Mode to Servant to Stunning Success
Tropical birds provide background music for me as I write these words from Thailand. How’s that sound for developing successful blogging mindset?
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The sun shines brilliantly. My home office feels cool and inviting.
A cold drink sits on the desk.
I am a stunning success now but did live in survival mode for a bit. I also became a humble servant. Servants do not get paid well. Ask a maid or butler.
The best blogging role you can play in this life time is that of a stunning success.
Success is your birthright. Success is yours now. Take it. Seize it. Give your energy to success. See your wins. Accelerate your blogging growth.
Realize this: being successful is as simple as shifting your focus to positive ideas. After making that shift everything changes, from your thoughts, to feelings, to actions.
Example; you are reading this post. See this as being positive. Stunning success is yours because you are learning from a guy whose life reads like a movie. Big time win. Easy win too.
Check out this photo I snapped from my 4 month trip to Fiji.
What 10 positive things happened blogging-wise today? You published a post. I see that as a positive. You broadcast live on Facebook. Make that a positive. You feel better about your blog, right? Good. You have success within and feel successful so you will see success in the physical world. Where your energy goes, grows.
How to Leave Survival Mode and Servant Mode Behind
Kill 2 birds with one stunning success stone: leave both poverty conscious states of mind behind by developing a vision of your dream life.
This step involves sitting in a quiet room and allowing a picture of your dream life to appear in your mind. Either narrate the picture to yourself or let the image pop up in your mind.
Add details to make it feel real. Visualize your success.
Relax and listen to intuitive nudges.
The split second you see your dream and feel it as being real, the dream expands into physical form, for where your attention and energy goes, grows. See success. Success expands. Quite simple.
Exit survival mode – just trying to get by and pay bills with your blog – and leave servant mode while you are at it. Success seekers become the best in the world in their blogging niche. Forget trying to just survive. Leave behind the self-image of being a humble servant, a less than slave, putting people on a pedestal or not seizing your success, your brilliance, your most spectacular dream.
Success is your birthright. Grab the spotlight. Make more money. Help more folks. Step up into stunning success as you move higher and higher in blogging circles.
Create and Connect
Create uplifting content to inspire your readers.
This is from one of my many trips to Bali.
Connect with top pros in your blogging niche by helping them.
Following these practical tips becomes easier and easier after you give your sole attention to:
- your dreams
- your success
- positive thoughts and feelings
Focus on success. Watch how quickly success expands in your experience.
Creating and connecting is the work part of blogging but if you focus on positive ideas the work becomes easy because it is simple. Listen to your readers. How can you help them? Serve up valuable content through your blog posts.
Connecting with top pros is as simple as reading their posts, commenting genuinely on their blogs and promoting them. Easy.
World Famous Features
I landed features on Fox News among other world famous sites by building a vision of a fun, freeing life.
Do the same to see stunning success.
Features on famous blogs follow positive focused bloggers who know they are succeeding now. Focus on the moment. Feel good about every blogging win you see today. Feel good about your success. Success is as certain as the night following the day because you were born into a legacy of success. Let go any mental image of being a struggling servant or someone desperately trying to survive.
Step into your most spectacular dreams now.
Spectacular is ordinary in my life because I see spectacular as normal. Who knows if I am going to Bali or Malaysia next? Maybe I will just fly back to New York City. We will see.
I visualized this dream life and followed my intuition. My intuition nudged me to take certain actions from a chill, relaxed energy.
Energy is everything guys. Your life follows your energy. Focus on your dreams but do so from a relaxed, peaceful, chill vibe. See your vision as if it is real, already. Know you are succeeding now.
If you have this picture in mind you can relax. No need to work hard, to panic or to hurry. No need to rush or force things. Survival mode bloggers panic and hurry because these folks have no vision or dreams; survival mode bloggers just want to survive, being desperately driven by circumstances.
This is from one of my many trips to Thailand.
You know better.
You follow Blogging From Paradise.
Slow Down and Calm Down Because Success Is Already Yours
Your vision tells you to slow down, to calm down and to allow stunning success to flow your way in calm, confident fashion.
I spent most of today offline. After watching the latest episode of Game of Thrones – second time – with expat buddies here in Chiang Mai I am settling in to finish this post. My mental image makes it happen. My focus on success allows my blogging success to expand.
You get to have a life offline – and a rich one at that – as your online success expands. Seize this chief benefit of developing a winning blogging mindset. Exit survival mode and cease being a lowly servant by using your mind power to picture immense blogging success. Move into calm, confident, relaxed action to allow this success to come into form.
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