The Secret Ingredient Missing From Your Sales And Marketing
What is it about the word secret that makes us all lean in closer? Jeff Walker used it in his latest NY Times Bestseller Launch — An Internet Millionaire’s SECRET FORMULA. Bush’s uses it in their advertising for their Baked Beans’ Secret Ingredient. McDonald has their “secret sauce.” .. Everyone, it seems, has one.
And you have one, too. What if I were to tell you that you have a secret ingredient you might be overlooking? A secret ingredient that will not only get you all pumped up, but will get potential customers pumped up as well, resulting in more sales and ultimately more profit. Wouldn’t you want to know what the secret to the secret is?
Of course you would, because humans, by nature, are curious. Most marketing and sales teams are taught to spell it out…spill the beans, if you will. As your business coach, today, I want to talk to you about building anticipation for your product or service and making them (your customer) excited about it, even if they don’t have to wait to get it.
Anticipation doesn’t just build up their excitement about getting your product or service; it also confirms that their decision to acquire it was a wise one. Still, anticipation without conversion is like a Lamborghini without wheels. It doesn’t go anywhere. Conversion, in sales and marketing depends on “The mental and emotional factors governing a situation or activity” – in other words, psychology.
What’s the catch phrase? “Line up your head with your heart and your feet will follow” You are lining up your customers head (logic: Do I really need this?) with the heart (emotional: But I really want it) to the simplicity to get it (Feet/Action), which are those easy-to-follow steps you’ve provided that lead them right to your business. Often, too much information is packed into efforts to “sell” a product or service, until making a simple decision to “act on their want” turns to doubt.
By now, you probably have realized that your secret ingredient is “anticipation”.
So, how do you build it? First, understand that behavioral science experiments have proven that people anticipate positive experiences over negative ones. Happy anticipation triggers a need for more dopamine, a chemical neurotransmitter in the brain that blocks pain, and stimulates that excited feeling we anticipate getting something that we really want.
The Keys to Building Excitement and Anticipation: Create copy that makes people nod (positive response) when they read it, starting with a captivating headline. This builds trust (You know how I feel. You know just what I need). Examples: How to (overcome stress, increase your ROI, instantly see results, etc.), and What Every (Marketing Manager, Business Owner, Sales Exec, etc.) needs to know about ________(fill I the blank with something of value to them).
Study and know the colors, fonts, clever graphics, and positive pictures in your advertising, landing pages, sites, etc., that reflect the happiness you are anticipating your customers will feel seeing them.
Make your call to action directives positive (YES! I Want it!, Get it, NOW!.. .etc.) After all, who doesn’t want to push a “happy button”? (Think: what the “Easy Button” did for Staples.)
Before getting your readers excited, get yourself excited. That may involve changing your mindset. Do you find yourself silently chiding, “That will never work”? If that sounds like you, try actively being more positive. If you want to convert customers, for instance, you must first believe that conversion is possible. Positive thinking is a good place to start, but it is only successful if it’s backed by processes that support it. One can’t just “hope,” in other words, that something good will come from their campaign. They must plan and prepare for the campaign’s success.
What you don’t want is for your customer to have a negative experience in their anticipation of a positive one, or you’ll lose them (or spend a whole lot of money trying to get the back). Better to just avoid making that mistake, or if you do make it, don’t ever make it again. You have the tools that you need already within reach. We are humans and by nature creatures of habit. We learn to recognize patterns (shapes, landmarks, etc.) and mental triggers ( “Go, Stop, Don’t, Test, Listen) etc.
Those familiar “signs” bring us comfort and a sense of familiarity, but we also like being pleasantly surprised. That’s where anticipation comes in. What does that have to do with sales and marketing? Nobody but sales and marketing types like to get their buttons pushed. The “buttons” are the call to action buttons.
Remember, when you’ve built up a customer’s excitement about your product or service, you have to give them something easily recognizable and findable to get it, and that’s your “Got To Have It NOW” button. Under it, you add something like: “Limited Time Offer,” or “Grab While It’s Still Available,” or another urgency. The button should be prominent, easy to find (a different color than the other images or text), and have an urgency associated with it.
Give them a clear path to your door. Whether it’s a physical door you are leading them to, or a cyber door, nothing is more frustrating to a customer than not being able to get what they want when they want it. Make it easy.
* Add your secret ingredient–anticipation–and create the cycle of success that moves your product or service forward.
You get excited. .. your team gets excited. .. your customers get excited. .. your customers’ business gets you excited. .. and round and round it goes.
* Make sure your marketing copy reflects that excitement; build the anticipation.
* Give customers the easy steps to order the product or service quickly and effortlessly.
* Provide the portal to get them to your business easily.
* Provide a risk-free guarantee to make their decision an easy one
Building anticipation and excitement is not just fun and stimulating for your customers, it’s fun and stimulating for you and your sales and marketing team, too.
Now it’s your turn. Next management meeting, ask your team what they think the company’s “secret ingredient” is. They are likely to share different ideas. Pick one, or split test the top two.
Add incentives. Focus on value. Build anticipation.
Peter Williamson, Business Coach and Master Licensee. For advice and access to proven systems that will advance your business, visit http://www.actioncoachcalteam.com/ or email Peter at Californiamktmgr@actioncoach.com