You've found or created a product your customers want.



You've gotten your subscribers to whitelist your email address, and you've spam-proofed your sales message.

You've delivered your message to your subscribers' inbox and written a killer subject line they can't wait to open.

In other words, it's time to let your customers buy what they've told you they want.

However, sending a sales message that reads, "Here's my product. Buy it," is not going to generate any sales.

You still have to persuade your customers to buy, even if you know your product is exactly what they requested you provide for them.

Notice I said, persuade. Not trick or connive or take advantage of - persuade.

Because human psychology is closely tied to the sales and marketing process, you need to have a basic understanding of the psychological principles of persuasion in order to convert prospects into customers.

By understanding and applying these principles, you will be in a much better position to succeed.

Below, I will discuss some of the basic principles and how you can apply them to your marketing. For a more in depth understanding, I recommend reading INFLUENCE: The Psychology of Persuasion by Robert Cialdini, PH.D.

Secret #1: Reciprocity

When somebody gives us something, whether it is a gift or a favor, we feel indebted to them. We feel that we must give back, so we'll say, "Much obliged," instead of "Thank you." When we say, "Much obliged," what we're really saying is, "I am obligated to repay you." We feel a sense of obligation.

That is reciprocity.

You can use this phenomenon in a number of ways in your sales and marketing efforts. By being the first to give something, you create a sense of obligation in the gift-receiver to repay you.

To start the reciprocal process, offer your subscribers a free report.

Or upgrade them to a gold account at no charge, if they sign-up for a basic account.

Give them an ebook.

Provide them valuable content or "how to" information.

Offer them a free teleseminar.

All of these are possible gifts that you can give your subscribers. As you give them valuable information, content, products, and resources, they naturally develop a sense of obligation to repay you because you have done them a favor.

So when you make a sales offer, they are more willing to buy from you.

Why?

Well, not only are they interested in the product that you're selling, but they also want the opportunity to do something nice for you. And their way of doing something nice for you, is to buy the product or service you're selling.

Secret #2: Scarcity

Opportunities seem more valuable to us when availability is limited. In fact, studies show that people are more motivated by the thought of 'losing' something than by the thought of 'gaining' something.

Scarcity can be used well in conjunction with quantity and time.

For example, a marketing message using the scarcity of quantity might say:

"This email was sent out to over 100,000 subscribers, but only the first 100 to respond will get this amazing widget for 50% off!"

On the other hand, a marketing message employing the scarcity of time might say:

"Get 50% off this amazing widget today only. Buy before 5 p.m. or pay double the price!"

A third option is to combine both the scarcity of quantity AND time:

"Only 100 widgets available. The first 25 people to buy get it for just $47. The first 26 to 75 people to buy get it for $97. The first 76 to 100 people to buy get it for $147. Once all 100 widgets are sold, they will never be made available again!"

But perhaps the best use of the principle of scarcity is the One-Time Offer.

A one-time offer is typically presented on a 'Thank You' page. It is a special offer that is available to the reader at that very moment, one time only. If they choose not to purchase the offer right then, they will never again be given the opportunity.

As you can imagine, one-time offers have a strong psychological effect on the reader. They feel that if they do not act immediately, they will lose out on the deal of a lifetime. Nobody wants to feel like a loser.

Note: whenever you set a limited offer in terms of time or quantity, always stick to it. If you tell people that your offer is only available to the first 100 buyers who buy before midnight June 10th, then don't extend your offer to the 101st person, or to a person asking to get the deal on June 11th.

If you do, you will lose credibility. Your customers will simply dismiss you in the future when you tell them something is available for a limited time or in a limited quantity.

By sticking to your deadlines, another thing happens: you train your customers to buy when you tell them to buy.

If they missed out once, the next time you have a limited time or quantity sale, your customers will come running to buy from you for fear that they may lose out again.