First impressions may not mean everything.
But they mean a lot until a second impression is formed.
And you can only provide yourself an opportunity to encounter a second impression when something triggers you to act.
If you are still reading, that is exactly what this headline did.
For me in the cyberworld, this is a sales conversion.
I want you to buy into reading my content, so I want a headline that will spark curiosity, provide a question to which you will receive the answer, and an opportunity to continue building a relationship with you as an audience member.
One of my sales mentors, Scott Jazey, suggests there are three elements that create the perfect storm to get a customer to buy:
Desire, Urgency and Trust
In sales, similar to this headline, we need to form the right conditions to get a client to act.
If you have been following the PSS blog, have emailed, commented on a post (all things I really appreciate btw), you and I have formed a bond.
We have developed a form of trust that you will have recalled when considering whether or not to open this article.
Trust is fundamental to a business relationship.
And we have all heard the stats on how we are judged within the first few seconds of entering a room or opening our mouths.
So not only is trust very important, it is considered extremely early in the sales funnel.
Typically, the longer you wait to ask for the sale, the more trust will have been built, and the lower the guard of the prospect will be.
That said, you can’t miss your window of opportunity and it is imperative you fulfill your promise.
Urgency comes with curiosity.
The more curious you are to experience the potential gratification of the purchase, the more likely you are to act upon it.
If you are constrained by time or space, the urgency will increase to possess the item of interest.
Example: you are more likely to buy a $100 bottle of water in the desert (space), or when you have drank too much to the point of puking (time – not conventional time but situational time).
The final element is desire.
When you know the end result, like eating your favourite chocolate bar, the desire already exists – and you have already built trust and urgency.
But what happens when you have not experienced the gratification of purchasing the product?
This is when the other two elements, trust and urgency create desire.
As the sales rep. it is your job to ask the appropriate questions to uncover information.
This information will help you to determine where a gap exists.
By filling these gaps to show your genuine concern for the client (trust builder) plus to give them awareness to a problem they did not know existed which will create urgency – the desire will come automatically.
We don’t need luxuries but we need necessities.
You are spoiled with links to articles that take you nowhere.
The words ‘The 5 blah blahs of Social Media” come up on your newsfeed and once opened, you feel you have been shafted by clicking on some junk that you not only don’t care about but does not apply to you.
What frustrates you is that even if it did apply to you, you will never implement it.
So you end up feeling shittier about yourself for having opened and read it.
By sparking curiosity, I got you to a place where you may feel you have benefited.
And this is only because I made it a necessity to click.
Desire, urgency and trust were there, but it was your option to buy.
To Scott Jazey, thank you for this valuable information and I hope I did your principles justice and explained them clearly. Feel free to comment on where an opportunity exists to correct me.
For everyone else, I want to thank you for the continued engagement and visits to the website – if you haven’t already, sign up for the PSS newsletter on the left sidebar.
Thank you to the many of you who have – it is what really keeps me going.