Turning strangers into loyal customers is a tricky task to accomplish. You’ll need to put in hard work, dedication, and some persuasive marketing to convince people to buy your product.
Persuasive marketing is a general term used for a lot of techniques in marketing. It is frequently used by advertising account managers, customer service representatives, and marketing managers to get customers to buy their product. It is a type of product promotion that uses human psychology to influence how you feel about a particular item. It aims to encourage consumers to purchase a certain product, in the presence of similar products in the market. It is a useful practice you could easily apply to your business.
Here are 15 techniques to persuade your customers into buying your product:
1.Know who your target buyers are
The first step to selling your product is identifying your target buyers. You need to know who you want to buy your product, so that you can plan how to address them directly and personally.
When creating your advertisements and promotional materials, imagine your target audience. Think about their interest and the trends that appeal to them. Consider what they like and what they don’t like to resonate with them more deeply. Ask yourself these questions when you are creating your marketing plan:
- What words and terminologies does my target audience use daily?
- What kind of humor does my target buyers appreciate?
- What things in media and pop-culture appear interesting to my target audience?
- What are my target buyers’ interests?
- What questions will my target audience ask and how should I answer them?
2. Build anticipation
You can convince potential customers to buy your product even before it is out in the market by building anticipation. Make them excited about the release of your new item by posting short yet memorable advertisements online. Share a video teaser of your product on your business’ website or start a countdown on your social media accounts. This way, people will get hyped up to try your product when it is finally available.
3. Give clear and detailed information
Provide your customers with brief but comprehensive information your product. Keep your product descriptions specific and short, because most people can only remember two to three thoughts at a time. Avoid using business clichés and overly technical terms when talking to your customers because you become less persuasive when you use vague words and jargons.
4. Highlight the benefits of your product
Showcasing the benefits and features of your product is an important part of persuasive marketing. You need to emphasize your sales pitches on what makes you product better than those offered by competitors, to encourage customers to buy it. You also need to highlight its best qualities and state how it can improve their lives. However, you should be specific when doing this.
For example, you can say your product is 20% cheaper that the competitors, so costumers will save money when they choose you.
5. Be natural and do not use scripts
Customers want to transact with who someone who they can comfortably talk to. They want their questions to be answered and their queries to be responded by a person who is patient and understanding.
Because of this, it is important for you to be polite when talking to customers. Make it a habit to use polite words like “have a nice day,” “thank you,” and “you’re welcome. You should also use “may” instead of “can” to sound less bossy. Avoid using canned scripts when talking to your customers in person. Also, avoid prewritten replies when communicating online, so that you won’t seem insincere.
6. Get endorsements from celebrities or influencers
In persuasive marketing there is a principle called social proof. It follows the belief that people tend to have more trust in things that are popular and endorsed by famous people. It also demonstrates how powerful social influence is in persuading consumers to purchase a product.
If you want to convince more people to buy what you are selling, you need to tap celebrities and influencers to endorse it. This will require you to spend money to pay your endorsers, but it will also bring a significant increase in your sales. When consumers see their idols use your product, they will surely be encouraged to try it too.
7. Connect emotionally with your customers.
According to a study, emotion influences buyer behavior. A customer is more likely to buy a product if the seller connects with him or her on an emotional level, rather than a transactional one. This is the reason why evoking emotion is essential in persuasive marketing.
The key to converting potential buyers to loyal customers is giving sales pitches that are packed with relevant details and emotional punch. You can do this by sharing a short story about your product with your customers.
For instance, if you are selling jewelry, share with buyers how your necklaces are crafted by local artisans. This way, they can visualize the effort that went in your jewelry-making and imagine how it would feel to own it.
When telling a story about your product, include these details to evoke emotion:
- Who is making the product?
- What was the inspiration behind the product?
- What obstacles did the person who made the product overcame to develop the product?
8. Use facts
Aside from evoking emotions, you can also use logic to convince customers to buy your product.
People trust a product better if its features and benefits are supported by facts. This is because of the authority principle —the notion that people follow people who look like they know what they are doing.
Customers will find it hard to refuse a product if credible experts in the field tell them to use it. For instance, if you are selling toothpaste, you would get more sales if it is recommended by a dental association. You should find trusted authorities in your industry and get them to promote your product. This is a certain way to get more people to buy it.
You can also use factual evidence to increase your sales, since it is hard to argue with data. Present your customers with real and accurate research about your product to make it more credible. Use words like “research shows” and “scientifically proven” in your sales pitch and advertisements.
9. Promote Scarcity
People are drawn to things that are hard to come by. They tend to assume that items that are hard to obtain are better than those readily available. If they think a product will soon be unavailable to them, they will most likely buy it. This is the reason why the scarcity principle works.
The scarcity principle is a concept that states that the rarer a product is or more the difficult it is to obtain, the more valuable it is. It encourages business owners to create limited-time promos or offer deals that only early action-takers can have, to increase sales. This is because customers are easily persuaded if they think they’ll be missing out on good deals if they don’t grab the opportunity.
10. Include a reason why
Giving people reasons why they should do something, —no matter how ridiculous it is— makes it far more likely that they’ll do what you ask. This is because a simple explanation is a good persuading tool. By clearly and directly stating the reason why a person should so something, you can easily convince them to do it.
If you are trying to sell a product, you should say enumerate the reasons why customers should buy it. Instead of just saying “buy our product, it is the best in the market,” you should say “buy our product, it is the best in the market, because of its affordable price.”
11. Be a little funny
Being funny is a good talent to have when you are persuading someone to buy your product. This is because laughter helps lower stress, puts people at ease, and makes them more likely to open up. It can also make a person feel comfortable and calm talking you. Potential customers will feel more relaxed if you can make them laugh, so they will easily be convinced to buy your product. It also makes you more dependable and likeable.
12. Be likeable
Your likeability has a tremendous effect on your sales. There is a higher chance of getting a ‘yes’ from a customer if they find you likeable and approachable. The reason for this is that the mind tends to believe a person you like is automatically trustworthy. Therefore, he or she can influence on how you make a decision.
If you want to be more likeable so you can sell more of your product, here are some things you can do:
- Look physically attractive by wearing clean and proper clothes.
- Act like a friend, not a brand. Show your customers that you can relate to them and understand their needs.
- Don’t use ready-made conversation scripts to avoid sounding unnatural and creating a feeling of unwanted sales process.
- When talking to potential customers, focus on them and not your product. Hold intimate conversations with them and build relationships. This way, you will come off as a person who cares more about the customers, than the profit.
- Answer their questions and ask them questions to make them feel heard and seen.
13. Be reachabl
A study conducted by a marketing platform revealed that 90% of customers expect immediate response from a company’s customer support team. Sixty percent of those customers define “immediate” as less than 10 minutes. This means that people want prompt responses on their inquiries and questions. It also means that they prefer doing transactions with business that they can easily reach.
Because of this reason, it is important for you to be accessible in person and online. Provide your customers with your company’s contact details and business hours, so that they know how and when to reach you. Always reply to their messages within the day to avoid losing sales, and make sure answer their questions clearly.
14. Use social media
From Facebook and Twitter to Instagram, social media has become one of the most effective channels to advertise a product. It is inexpensive and it gives you an instant way to reach your target buyer. You can do a lot of creative things here to convince people to buy your product. Here are some of those things:
- Organizing a contest to drive your audience’s attention to your product
- Using positive reviews and testimonials to impress potential customers
- Making user-generated contents by asking satisfied customers to submit a photo of them using your product and post the photos on your social media accounts
- Running deals and promos to entice your audience and keep them engage.
- Sharing creative contents for visual engagement.
- Promoting your product in social media groups
- Advertising your product to reach a wider audience.
- Sincerely flattering your subscribers and followers by responding to their comments, actively liking their tweets and sharing their relevant posts.
15. Be Persistent
If a customer does not want to buy your product today, it doesn’t mean that he will never buy it. Maybe, he just doesn’t know what you are selling right away or he doesn’t have the resources to buy it. So, you have to be persistent in persuading him. You need to make sure that customers see you everywhere —from their Facebook newsfeeds to their Google search results. This is so your company will be the first one they think of when they need a product similar to the ones you are offering.
Convincing your customers into buying your product is not an easy task to do. But if you use the persuasive marketing techniques mentioned above, you will surely see positive results and all your efforts will definitely payoff.