Preface, an important introduction to why neuroscience is a lot related with customer relationship…
According to consultant Jay Walker-Smith, we went from receiving 500 daily advertising hits a day (1970) to more than 5,000 (2010).
The most incredible thing is that in 8 years, and due to the hours we invest in social networks, we have doubled that number of impacts to 10,000. A chilling figure revealed by Joshua Saxon in the article Why Customer Attention is the Rare Resource of 2017 (American Marketing Association).
But not only attention is at stake, but everything that comes afterwards.
During these pages I have reminded you several times that there is a sequence of closed doors that separate your potential client from the sale. Your mission is to guide him through them until he marries your brand.
Without attention you don’t get confidence.
And without trust, there is no love. And for the brand-customer marriage to work, you need to feel like you’re with the right partner.
Writing persuasive texts is like having a profile on a dating website. What makes someone more interested in yours than the competition? It can be the photo (visual part), the phrase with which you define yourself (headline), your physical measurements (characteristics), your values or interests (advantages), what you are looking for (benefits), etc.
It is very important that you understand this relationship comparison (couple in love = brand-client couple), because the bases of your neurocopywriting strategy depend on it.
At the beginning of 2018, together with Beatriz Moure, I created a training called Activate your Email Marketing. I decided to collaborate with her because we both thought the same thing: email is a tool to make you fall in love in the long term.
Many companies intend to get the customer to bed ahead of time. How are you going to win him over if you haven’t convinced him yet? And how will you convince him without first attracting his attention?
My job during this training was to teach students how to write effectively to fulfill the sequence of Attraction – Conquest – Sale. A very common mistake in digital copywriting is to think that the cornerstone is a sales text, but I want to show you that it is a cog where all the pieces must work.
When we use email marketing in our business the goal is to achieve recurring sales to email subscribers. The last text they will read before clicking on a buy button will be the final sales letter, but if some previous element is not written to persuade, the chances of sale decrease.
This would be the reading process in reverse, from the end to the beginning:
- Product or service sales letter (landing page).
- Sequence of sales emails with outgoing link.
- Loyalty emails (newsletters / newsletters).
- Welcome sequence emails.
- Thank you page for subscribing.
- Subscription confirmation email.
- Capture page (squeeze page).
- Attraction publications (Facebook Ads and similar).
We cannot focus only on the objective (sale), but we must create persuasive texts for all phases of the process from attraction (brand visibility).
THE CORRECT PROCESS TO GROW AND MAINTAIN CUSTOMER RELATIONSHIP = Attraction> Recruitment> Confirmation> Welcome> Loyalty> Sale
The sequence works because it gives us time to generate commitment and coherence, one of the 6 principles of persuasion according to Cialdini.
Robert Cialdini, also called “the father of influence”, is an experimental social psychologist and one of the greatest exponents in this field. His goal has always been to understand how to master the art of persuasion and get a resounding yes from the other person.
He began his research with controlled experiments in the laboratory, but decided to go one step further and dedicate 3 years of his life to participate incognito in customer acquisition sessions and training for salespeople in all areas (car sales, telemarketing, etc.) .
Posing as another student, he focused on observing to learn the most commonly used techniques and strategies.
After collecting valuable information on persuasion and human behavior, he published the book Influence: (The Psychology of PersuasionInfluence: The Psychology of Persuasion, 1984), an best-seller internationalknown in later editions as Influence: science and practice.
In the book there are 6 principles or rules of persuasion that will help you convince your potential client that they are in the right place. In order for you to understand them better, I have added an example to each of them.
Principle of reciprocity: it is part of human behavior (mutual correspondence) and forces the mind to behave in the same way, offering something in return.
Example: most entrepreneur websites offer a gift in exchange for the subscription (lead-magnet) so that the recipient feels that they receive value for free
Principle of commitment and consistency: when human beings adopt a position, they are linked to it and you are more likely to feel an obligation to act on it.
Example: many surveys are not done to capture data, but to force the reader to choose an answer. The choice is fixed in the mind and due to this principle then appears when making a decision.
Principle of social proof or consensus: our mind is prepared to accept what the majority say, that is why testimonials are one of the keys to attracting new clients.
Example: when you choose a hotel on Booking or a product on Amazon you always check the opinions or reviews. The stars and the numerical score (ex. 9.5 out of 10) attract your unconscious brain.
Principle of sympathy: we are attracted to what we like, either because it makes us feel good or because we value having aspects in common.
Example: most professionals with a personal brand share part of their private life. Knowing the human being behind the business and discovering its history creates an affective bond beyond sales.
Principle of authority: we find people with leadership positions more credible. When someone is a reference, we look at them with different eyes.
Example: when we say “leader in its sector” we promote this principle. The brain automatically believes in the words of a reference, although later they can be questioned
Principle of scarcity: we want what we can have the least of and we are able to pay for something we do not need just because we believe that we will not be able to obtain it later .
- Example: a very powerful message used in offline and online campaigns is the “limited time” or “last chance” message. When there are few units left of a product we feel the need to own it.
In his latest book, Pre-suasión (2016), Cialdini adds principle number 7 (Unity), where he talks about the importance of the feeling of belonging.
- Example: many brands and influencers (youtubers and instagramers) name their community to become “us”. If your audience feels engaged, they are more likely to be a repeat customer.
Before moving on to the next chapter, I want to talk a little more about the first principle: that of reciprocity.
Why do you think supermarkets give you a taste of food or magazines give you things? Have you noticed that some restaurants offer you candy or a drink with account17? They are actions related to this principle to build loyalty and increase sales.
Let’s see an example to make it even clearer for you.
Imagine you want to ask me for a favor. You have just learned how to apply Cialdini’s laws of persuasion and you know that to activate the principle of reciprocity you will first have to offer me something.
How are you? I just saw the last thing you posted online, I also love the XXX topic.
I am writing to you because I have thought of you for XXXX. They have asked me about the best copywriter and, of course, I have told them about you. It is a great opportunity. How about?
[proposal / gift]
You see, I also want to talk to you about something important to me. I’d like to ask you a favor for XXXX and why XXXX.
[proposal / favor]
By the way! Before I forget, I have also thought of you for XXXX. If you feel like it, tell me.
[closure / gift]
Well, do you think you can help me with XXXX?
[closing / reminder]
By applying the principle of reciprocity, you make the recipient want to respond in your favor. Of course, remember to fulfill your part of the deal (gift) so that the principle of sympathy is also fulfilled.
It may be easier to imagine this principle applied to a conversation or phone call (oral language), but remember that when you read silently the words resonate the same way in your brain18, so the structure can also be carried into an email ( written language).
What else should you know about captivating your reader?
I have not used that verb just because.
Guy Kawasaki, renowned marketing expert, published The Art of Captivating (Enchantment, 2011) to teach how to persuade through the internalization of values. That is, transforming human behavior, not manipulating it.
We will talk later about the differences between manipulating and convincing. For now, I want you to know the 3 phases that your client reader’s mind goes through before feeling the values of your brand as theirs.
Phase 1: conformity
The person feels compelled or pushed, in some way, to be part of your project.
Example: when someone starts following you on social media or subscribes in exchange for a gift, they are not captivated. If you don’t guide him to the next phase, you will most likely end up losing him.
Phase 2: identification
The person begins to feel identified with what he hears or reads. He begins to think that there are common links (shared interests, tastes, etc.).
Example: each article or post that you share with him will make him feel closer or further away from you. That is why it is so important that you respond to their comments, since at this stage they need to feel your approval.
Phase 3: internalization
The person goes from identifying with you to believing in you. He does not try to like you, he feels in his totality that his values are yours.
Example: they are those people in your community who are loyal to your content and products because they firmly believe in their value. They become evangelizers of your brand without any pressure on them.
Kawasaki uses the word “believers” for those who reach the third phase. Identifying them is easy because they verbalize it very clearly.
For example, my brand is based on me, I am the visible face of the project.
There are people who do not like the way I communicate and simply do not connect with me; Others will follow me out of curiosity, to see what I share, taking into account that I have a certain relevance in the sector.
Then we have those who follow me because they feel identified with my vision of copywriting or life and want to know more about me, so they are active members of my community. Finally, we have those who trust my judgment whatever I do. Those are the believers who have internalized the values of my brand.
Some phrases from these types of clients:
“I had to do the mentoring with you because it can only be you. The more I listen to you, the more sure I am that it is the only correct decision ”.
“I have bought your book and I have signed up for all your courses because I know that if your name appears, it will surely have quality. I have not doubted it for a second ”.
“I like all that you do. I wouldn’t miss a group of yours, even if I were on the other side of the world ”.
Many of those messages may seem like exaggerations in the eyes of others, but when you get to the internalization phase you believe in it, it is real.
Guy gives the example of the Apple Mac. He has been using the computer for decades and is able to stand in line and pay an exorbitant price because he BELIEVES that it is the best computer, not just because he identifies with other users. Now you know what you must do to make the reader-client fall in love. But it will be useless if you don’t first fall in love with the product you sell. I learned that when I was barely lifting a meter off the ground.