Humans require reason.
As affiliate marketers one of the most powerful things you must understand is what makes people do certain things and not others. Because if you want to make any money at all, you have to convince people to do something.
And as obvious as this may sound, people love having a reason why. Even if the reason is not very powerful.
Affiliate marketers miss this crucial element of writing copy, too often. Reducing their conversion rates, and missing out on profits that could’ve easily been there.
Robert Cialdini, PhD., in his book “Influence” highlights just how powerful giving someone a reason to do something can be. A social experiment carried out by a Harvard social scientist, Ellen Langer, proved this concept using a really simple experiment.
Her colleagues were told to go to places where there were people lined up before Xerox machines. Each of them asked to cut the line saying, “Excuse me, I have 5 pages. May I use the Xerox machine, because I’m in a rush?”. In over 94% of the cases, people complied.
They repeated the experiment, this time they all just said “Excuse me, I have 5 pages. May I use the Xerox machine”, and compliance dropped to 60%. Having a reason increased compliance by 30%!
Very often, a lot of copy does not give reasons for people to do something. A simple because increases conversions significantly.
And if you think being in a rush is a good reason, check this out:
They repeated the experiment a third time. This time they asked “Excuse me, I have 5 pages. May I use the Xerox machine, because I have to make some copies”. Guess how many people complied?
93 fricken percent. Everyone in line had to make copies, but just this semblance of reason got more agreement, even though the reason was not all that reasonable in the first place.
So next time you say something like “This offer will no longer by available after the 15th” add a reason, even if it is “because I will no longer be able to offer it”. What a stupid reason right? But conversions increase. Of course you should try to give a good reason, but some reason is better than no reason at all.
Another common mistake that affiliate marketers is because of the Zeigarnik effect. This powerful little concept is too often violated, and also too often not exploited. You’re about to see a common mistake we all make, and learn an additional concept that will allow you to get people extremely interested in what you have to offer.
The Zeirgarnik effect is simple – it represents the mental tension and unbalance as a result of an uncompleted task. What does this mean for your copy?
Well if your web page is littered with distractions and there isn’t a focus on one single message, your readers are going to have a lot of distractions. And distractions are uncompleted tasks, unless they are pursued.
You must focus on a single message, having unrelated pop-ups or promoting unrelated products at the same time can be disastrous for your conversion rates.
This is called the liner-path model.
That you must give the readers mind only one path to follow to a conclusion. If you don’t – you harm your conversion rates.
But that’s just one small part of the power of the Zeigernik effect. I’ll give you the rest in part 2. And trust me, it’s probably one of the most powerful psychological concepts you can ever learn as a marketer. Your prospects will be glued to your emails and will count the hours till your next one. You’ll also be able to get people jumping to opt-in to your offers with this.
Seizing Your Prospect’s Attention (Part III – Final part) Next Post:
Psychology for Affiliate Marketers (Part II)