Psychological Tricks in Selling
By Stephen Bucaro
In this article, I'm revealing six powerful secret psychological tricks that
you can use to increase the effectiveness of your advertising and marketing.
What if you don't sell anything? Should you ignore this information?
You ARE selling something. Whether you are a Real Estate agent selling multi-million
dollar homes, or a worker trying to sell your boss on the idea that you are a
valuable employee, everybody is selling something. So it would be wise to learn
these secret tricks and use them to achieve your own personal success.
The secret psychological tricks that I am going to reveal are not really secret.
They have been used by shrewed salesman for millenium. Their existence was
revealed back in 1984 by Dr. Robert Cialdini in his book
"Influence : The Psychology of Persuasion". You will recognize these tricks being
used everywhere in advertising today. Now you will be able to put them to use to
enhance your own personal success.
Psychological Selling Trick Number 1: Reciprocity
Reciprocity works like this: you give someone something of value for free.
That individual feels an obligation to return the favor. Reciprocity is a
very powerful principle.
To use reciprocity as a marketing tool, you give people something of value
for free, they reciprocate by purchasing your product or service. But you
would be surprised how many advertisers totally blow it. Either they don't
understand the concept of "free", or they don't have total faith in the
principle of reciprocity.
For example, consider the offer "get a free camera when you subscribe to our
magazine for two years." That's not free. Or, "free installation with a one year
commitment." That's not free. The customer is paying with an obligation. No sale.
Consider the offer,"receive the latest issue of our magazine absolutely free.
No bill will be sent." If the prospective customer finds the magazine to be
of value, they feel an obligation to subscribe. Or, "one month of free Internet
service. No credit card required." If the Internet service performs well,
the prospective customer feels an obligation to sign up.
The trick is to create something that has high perceived value to a prospective
customer, but costs you little or nothing to produce. Free information is a
good example. Here again many advertisers totally blow it. The free information
turns out to be nothing more than blatant advertising.
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