This week's Podcast of the Week comes from Dean Jackson and Joe Polish's I Love Marketing podcast. Part of the Genius Mind is understanding business and marketing and Joe Polish is a name I've come across over and over again in the past 6 months regarding marketing and sales. This is a new show to me but I'm liking it so far. Here's my notes from this episode:
Proven Human Behavior "Hot Buttons" That Influence and Persuade People To Buy From You
Craig's Observations and Notes on Human Behavior and Persuasion
1) You cannot instill or create a desire or problem in people, you can only awaken one that already exists in their minds.
Example: You can't sell weight loss to thin people. This supports the most important ingredient in successful marketing- list selection. Finding the exact and only people with the immediate, pressing problem or desire that your product or service addresses.
"One of the biggest frustrations people have is when they believe that what they have is going to help a lot of people, and no one responds to it."
Joe expresses his gratitude that they don't have to worry about monetizing the podcast and accepting sponsorship from people they think are assholes. :)
Steve Jobs: It's not about the technology, it's about psychology, what people want.
"There are riches in niches."
Some people spend too much time on presenting the solution without spending enough time attracting the attention of the right audience. Identify the right mindset a person has to have in order to be the right person for your message.
What do they have to believe first in order to hear your offer?
If you can compel people by being the first step onto the platform that gets them to where you want them to go, that's where the magic is.
Let go of your need to convince them of something right away, look for their standpoint. What do they want right now? Meet people where they are.
2) People act for self-serving reasons only, regardless of what they say or what you think.
Tie your goods into what people want. They always want something in return, even with charitable donations. Give it to them. Generally, people ultimately seek positive feelings from their actions or purchases/expenditures.
10x Plan It. Don't ask for donations for your cause unless you can give them 10x value on their investment.
People think that just because they feel strongly about their cause that everyone should feel strongly about it.
Donors will continue to give you money if they feel there's value in it, that you're not just extracting from them.
3) People hold certain beliefs then they look out in the world for so-called facts to validate those beliefs, to reinforce that they're ok.
They will hold on to those beliefs to the death. The ego attaches to them, even in the face of overwhelming proof to the contrary. Do no try to change core beliefs, instead tie your products into them, harmonize with them.
Find common ground where your completely new thought intersects with their existing belief. That intersection, however small, is where you start.
Our willpower is what the conscious mind is, but what drives everything is the subconscious. The only way to change the subconscious is to bypass the conscious mind and reprogram the patterns.
4) Never argue. No one's mind has ever been changed as a result of argument.
People have a very human and very intense form of illogical stubbornness. Even for something they'd actually like or prefer, or in the face of overwhelming proof. People resist being told what to do. So rather than argue or confront them directly, use psychology and tip toe through the side door, planting emotional passion bombs in their heart and head, then watch the reaction.
Use tactics such as the Takeaway ("you probably wouldn't like this, it might not be for you"), Consensus ("3400 other dentists got it") , Tease ("you can't have it yet"), or Urgency ("I don't think there's any left but you should come check right now").
Scarcity sells-- Influence by Cialdini
If you're not utilizing the built-in human psychology in what you're selling. . .
5) When people buy something, the buying itself does not satisfy the urge-- it excites it.
That is why you need an immediate upsell at the time of purchase and have a strong backend.
Just making a sale isn't enough. Joe bought a painting because he thought it was awesome, and purchased a second based on the strength of that purchase choice.
"You don't want to own all the land, just the land that's next to yours."
Novelty items and candy at checkout lines.
There's about 15 more of these notes from Craig, how can we get Joe and Co. to get these written up and released? ;)
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