Online business incomes have been shrinking recently for Internet marketers who rely on search engine marketing and pay per click in particular. Why is this? Algorithms and quality scores have always been tightening, but here is a worse offense — forgetting the basics of Marketing 101.
Marketing psychology has a definite flow to it and a process that you must funnel a new prospect through. Lead gathering now requires that a free gift be offered as a bait for further interaction. The ‘free line’ has been moved so far now that the writer was able to gain access to immensely valuable training material hosted by the living legend, Jay Abraham. And all that without the five thousand dollars per hour price tag? Yes, for it was a free lead-in. The giving of immense value has become standard practice now amongst sophisticated marketing trainers.
The first step is to laser target a ‘thirsty crowd’ or a ‘needy group.’ These people are already on certain marketers’ mailing lists so a joint venture is engineered to maximize the total number of needy people who will read the enticing marketing messages which are cleverly planned and scheduled.
The marketing messages will contain elements of stating the problem and feeling the pain and frustration that goes with it, and then some ‘storytelling about solutions’ to the problem. For example: ‘Jay consulted with the suffering entrepreneur and revenues were turned around 1,500 per cent.’
Reciprocity is a powerful factor working when a gift is given. The beneficial prospect feels a certain social obligation to ‘give back’ by signing up for a full coaching program, and if the product is a membership, then perceived high status can be transferred from a coach to a trainee by labeling the course an ‘elite inner circle’ quality membership. Ultimately, all perceived social status benefits translate directly into a person’s core self esteem and sophisticated copy writers know this very well. Is self confidence, then, the commodity being traded?
Authority in a sales letter and in the close of a sales process can be almost as effective as a direct military order, such as ‘order now!’ You may question the simplicity of this type of mind control marketing but the fact remains that prospective customers may be in a buying trance and responding robot-like from a sub conscious position. Many street sellers rely on such processes occurring, for their livelihood!
Summary and Conclusions
Marketing tactics and strategies are increasingly using the sophisticated psychological methods of giving high value at the outset, and demanding reciprocal giving by ‘forced continuity.’ Membership sites are transferring reputation, social status and self esteem as people clamor for entry, recognition and social acknowledgment. The herd instinct, then, is alive and well. People like a recognized authority to do their thinking and make their decisions for them! Perhaps we have just defined leadership. The active brain takes the helm and reaps the rewards of the abundant, oceanic harvest.
Geoff Dodd is a New Zealander with a background in business psychology, now living in Western Australia. He has had extensive Internet experience since 1996 and is a webmaster operating 36 web sites worldwide. To find out more about effective marketing psychology and Internet success
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