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Persuasionista

Hey … What’s “Persuasionista”?

Sarah Jamieson - Tuesday, March 18, 2014

Well - that’s what I’m called around here.

My colleagues and I have created an online marketing and eCommerce system. We’ve been working on the software for years and now we’re ready to take it to market. Persuasion is at the heart of the system.

Persuasion?

Yes, persuasion!

Software is important, but it’s just a means to an end – like cars, phones, computers, and so on.

“Hey Persuasionista … phone call - client!”

I still have to talk to them, sort it out, fix the problem, convince, persuade. One of most important qualities ANY business needs is the ability to persuade.

What My Blog is About

So, that’s what my blog is about – the points at which an online business interlaces between software, persuasion, and SALES. The software allows you to measure and manage your business but you still need persuasion to get sales. That’s why our system is called Persuasionworks!

Online Relationships and Persuasion

Look at it this way: Buyers and sellers are simply two sides of the same coin.
When you provide what your buyers want – they’ll buy! And to get them to buy or to keep buying – you need a reciprocal relationship with your prospects and customers.

Online relationships are NOT face-to-face personal sales relationships – such as occur at say a local electronics shop. In this situation, the salesperson gets to know you face-to-face and then uses various persuasion techniques to encourage you to buy. If you've been shopping there for a while, he or she may know all about the stuff you own, what you'd like to upgrade, and which new gadgets you've got your eye on.

On the other hand, the means by which you effect all your internet relationships are via written and spoken words delivered on a SCREEN.

This may seem a somewhat thin basis for creating sales relationships – but really all the influential principles of persuasion can be woven into the fabric of online relationships.

Internet interactions are powerful motivators of online sales when the relationship is built on reciprocity – creating Reciprocal Relationships.

The relationship is an exchange - a give and take. You give something of value to prospects who in turn eventually give something of value back to you – in this case money. In addition, value provided by the online entrepreneur can also be built on other persuasion principles - for example:

Commitment and Consistency

Free downloadable ebooks or white papers may act as more than a favor that needs to be reciprocated. That paper can provide prospects with valuable information shortcuts built around commitment and consistency.

Tailor your message so that prospects see the market in a way that suits your own business model.

Social Influence

An online social network can be used to show prospects social proof that many people use your products to solve their problems.

Liking and Partiality

Online narratives like videos and written content can be utilized very effectively to make yourself likeable and relateable and to show a strong understanding of your prospects' problems and their desired solutions.

Authority and Influence

The internet is a wonderful tool to build authority and influence. The web is a tireless medium that's open for business 24/7.

Scarcity and Exclusivity

This is one of the most commonly used persuasion tools online. The number of ways in which you can drum up scarcity and exclusivity is only limited by your ability to engineer shortages and construct uniqueness. 

All internet commerce occurs through relationships created by words.  These are what I call words of connection, social association, and persuasion.

You are judged almost entirely by what you write and what you say:

Online shopping is now the fastest-growing retail sector. Shoppers go online for a number of reasons including:

  • Convenience,
  • Ease of purchase,
  • Product research, and
  • An ever-increasing comfort level with the internet  

Consumers go online to research a particular product or market. A merchant can take prospects “off the market” at a very early stage in the “search pathway” and eventually lead the searcher through to purchasing a number of related products. I show you how to research here.

In fact, the economic downturn may be boosting online sales growth. In the search for value many buyers are shopping online rather than driving to the store. Consumers believe buying online is often cheaper than offline.

So, online sales, as a whole, are forecast to experience explosive growth in the next few years. I believe the trends driving this growth will continue for a long time yet.

In addition, there are unique differences between offline and online businesses that create remarkable opportunities for the online entrepreneur. For example, ultra-relevance is one of the most decisive advantages offered by internet marketing and you won’t see its equivalent in offline marketing. I'll explain this in later blogs.

In every market, people search online for information to educate themselves - their fears, desires, and everyday ideas. 

Searchers also explore specific product types for information or comparison before they buy. This research happens in the search engines and social networks. I call this information / education period the “pre-buying” phase.

My research indicates that many internet marketers ignore “pre-buyers”. Pre-buying prospects are simply looking for information - and they aren’t ready to buy. An online survey gives you the ability to stop prospects searching and as a consequence, stops prospects finding your competitors. You can take people off the market with ultra-relevant content.  For more see: Prospect Segmentation.

Put another way, you can inoculate yourself against your competition. Your ability to give each segment exactly what it needs can position you as an authority and build huge trust and loyalty that is very hard for a competitor to defeat.

You can deliver online content that BOTH:

  • Meets the immediate needs of prospects
  • AND

  • The needs they DISCOVER after searching.

There is a huge opportunity for marketers who are prepared to provide pre-buyers with ultra-relevant content. You can engage, educate, and create trust and loyalty with your ultra-relevant content - until prospects are ready to buy.

And, when prospects are ready, you present them with a sales funnel that completes the entire persuasion process you have built. 

In my next blog I am going to take you through what I call Persuasion Points. This will help you understand how you can interweave software and persuasion to make SALES.

Comments
Merle commented on 14-Apr-2014 08:09 AM
Mind-blowing! Keep writing. :-D Merle
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