Most of what I’ve learned about sales, I learned from my children.
Small Child: “I want a bottle.”
Me: “No, you have to eat your dinner first.”
Small Child: “Bottle…”
Me: “No, lis…”
Small Child: “BOTTLE!”
Cue bulging forehead vein, crocodile tears and lots of screeching. Works every time.
But here’s the thing – for those of us who are busy adulting – going limp in front of a prospective client definitely won’t earn you any brownie points, and it most certainly won’t work on your Facebook ads. BUT, you can still play head games with your leads and customers by employing three powerful psychological hooks. Here’s how…
Hook #1: Use the Term ‘You’ or ‘Your’
Why it Works: You is a placeholder for your name. I know—it’s an obvious one but it’s powerful because it represents Your name in a non-icky sales way. And the use of this seemingly innocent term leverage our inner self-obsessiveness (it’s not just you, everyone has it!) thereby helping you to form a connection between your offering and how it fits into their lives.
The actual term behind this phenomenon is called Fundamental Attribution Error. Basically, while we are naturally critical of other people, our critical minds take a break when we evaluate ourselves. That analytic part of us just doesn’t kick in. You may not have noticed this about yourself—but I bet you’ve noticed it about all those oblivious inconsiderate jerks constantly making your life miserable.
So when people talk about us, we tend to be lulled. What they’re saying bypasses the critical factor—and all that’s left then is to stimulate the unconscious mind.
And guess what? There’s nothing as stimulating to us as our own interests, desires, ambitions, goals, yearnings and emotions. For our whole lives, that is all we really have. So as long as your copy addresses those things for your prospect, it is guaranteed to carry them along in a rapt, semi-torpid daze of introspection.
How to Use It
Hook #2: Help Them Visualise Offer
Why it Works: It’s no secret that adding imagery – any imagery – to your landing pages and ads has a significant impact on conversions. But taking this up another level – if you are offering an intangible information product, helping your potential customers visualise the end result has a drastic increase on opt-ins and sales. In my own tests, this halved my cost per conversions from $4 (warm audience) through to $2!
How to Use It
Help your leads visualise what they will receive by giving you their email, registering or downloading your offer. For example, if you are offering a cheat sheet, show a graphic or example page of the sheet. If you are selling an ebook, show a photo of a dummy book.
AdEspresso removes barriers of potential leads by providing a graphical representation of the ebook. Users can immediately see from the ad what it’s about and what they would receive if they opted-in.
Hook #3: Social Proof Your Ads
Why it Works: No, likes is not everything, but when it comes to ads, social proof (ie: likes and shares of your ad) can have a significant impact on your conversions. Plain and simple, people want what people have. Therein has always been the power of social media but very few Facebook marketers realise that they CAN social proof their ads to drive down how much they spend on each click and increase clicks and opt-ins.
Just imagine, would you be more interested in a webinar ad with 4 likes or one with 4K likes? I think we all know the answer to that one. Imagine seeing an ad for a webinar that has 4K likes
How to Use It
Ok, so the reality to gaining lots and lots of likes and shares on your ad is that a) first you must test and find the right ad b) you need a big budget or something somewhat viral.
If you don’t have likes and shares on your ads – try taking the testimonial/case study or influencer approach. These are all ways to leverage social proof and can be just as effective if used properly.
Another example from Sarah – the most powerful part of her ad is the fact that over 13K have liked it – now THAT has selling power!