Are You Maximizing Your Persuasive Impact when Blogging?

We decided to test this idea out on a video we had up from ETR a while back.  After making a few quick changes to the page copy, we saw a very nice spike in sales.

What was really telling, was this.  We only had a limited time to run the campaign so we had to make adjustments fast.  We couldn’t insert all of the elements we might have if we had more time.  Despite making only a few changes, we still boosted sales!

The campaign has ended and we’ve since taken the video and the page down, but I still want to share with you what we did and what you should be thinking about when you’re creating a page, an e-mail, or a video for your marketing efforts and to grow your business.

The final question is how do you want them to feel?

So there are three questions about your outcome. What do you want the recipient of your message to do? What do you want them to think? And what do you want them to feel?

You have to start there because if you’re not clear on those, you’re not going to be able to create something that’s going to be aligned with your desired outcome.

Once you’ve done that, you need to ask yourself, well how can we inject these psychological triggers?

Then there is “liking” – can you get the prospect to like you? To like you’re company?

On the page we created a little bio about me that was a little more humanistic. Not my traditional bio with everything I’ve accomplished. But more about me being a person just like them, but at the same time dedicated to making their lives better.

We used the principle of “association.”  At the top of that page we displayed all the media outlets where I’ve received mentions.  And throughout the presentation I talked about having done work for Google, Microsoft, and Yahoo and etc.

Commitment and consistency we really weren’t able to apply that well. And Expectancy is another trigger and we could have gave them something more to expect if we promised something the viewer would get at the end of the video.

Then there’s urgency and scarcity.  We didn’t put any scarcity play on this but we did put urgency because we had a deadline when we had to take it down.

Actually, we were supposed to take it down on a Friday, but sales were so incredible that we actually got the approval to keep it up for 2 extra days just for the people that were already attending it. We didn’t send anymore e-mails for it but we did put up a notice on that page and said that it was extended until Sunday night at midnight.

What was really fascinating was – well not fascinating because we know this as marketers – how many more sales there were the last couple of days because of that urgency.

There were also elements of power and authority.  My speaking on stage to an audience – that’s one form of authority. You have all of those media mentions on top – another form of authority.  As you get more comments, that adds to the perception of authority as well.

I would strongly recommend that you take that information I just gave you and create a template for yourself to analyze your message before you put it out into the world and see how many of those you’re leveraging. I assure you that if you do that and you make an effort, everything that you put out there will get better and better results for your business and help you grow faster and be more profitable.

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