What really drives the way your prospects and customers make decisions?
While we may like to think of ourselves as rational, logical, data-driven people who make informed choices, there’s something else going on beneath the surface.
Something that influences everything we do and affects what we buy and who we buy it from…
Just think about the number of choices you have to make every day. What to eat. What to wear. Which side of the bed to get up from.
… And those are just the first of hundreds choices you’ll make today.
Imagine how much brain power you’d need if you had to actively think your way through every single option.
That’s why our brains have short-cuts that helps us decide fast.
And these short cuts – or cognitive biases – influence everything you do, from what car you drive and what you eat for breakfast, to what brands you buy from.
But it’s not just cognitive biases swirling around in there, leading the charge. Our emotions (and emotional triggers) play a huge role in every choice we make.
In fact… without emotions, we wouldn’t be able to make decisions.
That’s what neuroscientist Antonio Damasio discovered when he studied decision making in patients who’d lost their ability to feel emotion- they couldn’t even make the most basic decisions.
So if you want to help your prospects and customers make choices, you need to tap into what they’re feeling. This is where emotional triggers come in.
Two triggers in particular can help you stop site visitors in the tracks and make them pay attention to what you’ve got to say. In this workshop, we tackled those two triggers along with specific examples of how you can put them to work right away.
Here’s what you don’t want to miss:
- How social image and self image affect the way your prospects and customers think and act,
- Two headline formulas you can use to optimize your landing pages, site and sales pages for emotion,
- A call to action formula to help you turn your buttons into mini conversion engines,
And if you haven’t already, grab your copy of this free worksheet. In it, you’ll find over 30 psychological triggers and cognitive biases along with examples of exactly how to use them to increase conversions and keep your customers coming back for more.
Watch the recording below:
Transcript and slides
This month we’re wrapping up consumer psychology and persuasion, but don’t worry because it’s my forte, we’re going to be talking about it so much this year that there’s tons to come on that topic. Today is the last session specifically about persuasion and psychology.
Today we’re talking about two persuasion techniques, and they’re actually emotional triggers. I’ll get into them, and I’ll explain exactly what they mean. This is going to be a very actionable workshop, so I’m actually going to show you headline formulas that I use. Call to action buttons that I use and bullet points. Exact ways that I use these two persuasion techniques, how I weave them in to my headlines, calls to action and bullet points. I’m also going to show you how to use them with social proof.
Optimize your Landing Pages (and everything else…) with These Two Emotional Triggers
All right, so today we’re talking about how to optimize your landing pages with two persuasion techniques. I say landing pages, but to be honest this could be emails, and it could be any page on your website. Really what matters here is understanding the concept of these two persuasion techniques and how to use them. Then you can literally use them in anything, even in your Facebook ads.
We will get into this a lot more during the next workshops and everything that we talk about. Essentially I focus on something called emotional targeting, which means I focus on finding the emotions that drive our customers the most. The persuasions, the cognitive biases and everything that we can use to increase conversions and create a better experience for our customers.
Now I’ve been doing this for over a decade and throughout this time I’ve actually along with my team, we have found that there are 223 different emotional triggers that you can use.
When I say you can use, there are 223 emotional triggers that affect our decision making process. That means that when we are making decisions, when we’re trying to decide if we should buy something or not, when we’re thinking about the consequences of different purchases, when we’re thinking about, should we get something or not, we have many different emotions that are affecting our decisions. In the previous workshops we talked about the different biases that we have, that our brain has. There’s all these glitches in our brain that stop us from making rational decisions. We are completely irrational and so many different emotions affect us. It’s never just one, it’s never just, “Oh I really want to feel loved,” or, “I just want to feel compassion,” or, “I just want to feel more attractive.” It’s always a couple of emotions working together. When we do our emotional targeting research, then we dive into how to actually identify the specific emotions that motivate your customers. The specific emotional triggers that help your customers or your prospects is more correct, decide if they should buy from you or not.
Now today we’re going to focus on two of these and these are the two, I’m not going to say most common, because I get this question all the time. I’m dealing with emotions, I’m constantly asked, “What are the most common emotions? What should we use?”
It’s never the same, it’s really dependent, it really depends on your target audience. It depends on your goals. It depends on your customer’s stage of awareness and where they are in a customer journey. There are two emotional triggers that I see repeat themselves over and over again with almost every project that I work on, with either my students or my clients. Two emotional triggers that actually work hand in hand, and I rarely see them alone. Usually it’s something that’s working together with them.
That means a person arrives on a landing page and there’s different emotions that are starring their decision making. Meaning they are facing some sort of challenge, concerns, hesitations. They have different concerns in life that they need to solve, and they have a desired feeling. They have this desired outcome that they’re looking for. That’s part of the research that we do to figure out, so what are the pains that people are experiencing? What are the concerns, what are the challenges and what will help them make a decision in a better way?
How Social Image affects behavior and conversions
The first emotional trigger we’re going to talk about today is called social image. Now, social image is essentially based on how I want people to perceive me. What that means is that, most people in the world are very affected and care a lot about what other people think about them. Now it’s not just the general public, but it’s the people who closest to us. It’s the people we work with. It’s the people who manage us. Essentially we really want people to like us, or we have different things we want people to think about or feel about or towards us. As social creatures, most of us really care what people think of us. Many people want to feel appreciated, admired, envied or even looked up to. As a result many of our purchasing decisions are influenced by what people think about us.
For example, a parent might purchase many more presents and games and costumes for their child’s birthday party than they were ever planning to go about. They want other parents who come to their child’s birthday party to see how good of a parent they are. Does that make sense? It’s a lot about, when we buy something we’re thinking, “Okay, so what is this person going to think about me if I’m buying a B2B product, if I’m hiring a service? Then what if I manage are going to think of me? I want them to admire me, I want them to appreciate my work. I want them to see how good I am at doing things.”
Someone may purchase an expensive car just to stand out and feel envied. Now this doesn’t mean that every single person in the world is influenced by their social image. It really isn’t a one rule tool for everyone, but even brands selling services have to consider this emotional trigger. Even if you are an agency that does PPC for different clients and different companies, you still have to consider social image as one of the emotional triggers that could be affecting your prospects decisions.
Now due to, you know what, I’ll even give you an example. If you are actually selling PPC services and that’s what you do as an agency, you have to think about the outcome that your prospect may want. They’re not buying from you because they want you to just run their ads. They might be buying from you because of the outcome they’re looking for. For example, a CMO might hire a PPC agency to make them look good in front of the board or at their employees or their team. There’s a lot of different emotional triggers at play here, and it’s never just that one thing. Oh you know I just want to have more conversions.
Now I found that social image is a very strong emotional trigger. If you use it correctly on a page, it can do wonders to form a deeper connection with your prospects or your customers or clients. It of course can increase revenue. When we think about social image, what I want you to remember is that, it’s how people want others to perceive them. That can mean a million different things. Carl says, “What you think other people think about you is always as powerful and motivated as what you think about yourself.” That is such a great comment, and it’s also a great segment into the second emotional trigger, which is self image.
How Self-Image affects behavior and conversions
It goes hand in hand with social image. It’s how I feel about myself and essentially it dictates many of our buying decisions. People buy gym memberships to feel good about themselves, to feel like they’re taking some sort of action, even if they never go. How many of you have purchased a gym membership and never have gone? We buy books that we never read just so we can feel smarter and maybe also, here’s the social image of it, have it in the background, so it’s in our library. When people come over they think how smart we are, so it’s also making us feel smart. It’s also getting other people to think that we’re smart or perceive us as smart people. We hire business coaches to help push us forward to the next level. We purchase clothes because we want a higher self esteem. There’s so many different things in action here.
Self image and social image go hand in hand. Today we’re going to use these two emotional triggers in our landing pages. I’m going to walk you through a few templates, and we’re actually going to write the different headlines, call to action buttons, bullet points and everything that goes together. You can either do this live, so you can open a Google Doc and just start writing. Or what you can do is, after we go through all the formulas and everything and I teach you, you can just look at one of your landing pages and ask yourself if you’re doing these things, and if you can use self image or social image.
Now, again self image and social image go hand in hand. It doesn’t necessarily mean that every single person is influenced by their social image or by their self image. I have to say that it is a repeating theme. I’ve seen it everywhere, and I also have to say that when we do add these to our landing pages, we see huge increases in conversion rates.
Two headline formulas that trigger these emotional triggers
Let’s get started with headline formulas.
First we’ll start with writing the landing pages headline. Now this is the main message on the landing page, and it’s usually the first thing that people see and read. Now the one thing that I love about writing copy because I don’t consider myself as a copywriter, is that you do not need to invent the will. There are countless of writing formulas to help you write and instead of just sitting there in your room, hoping for the words to just come … I used to do this a lot. I used to have to write a landing page out, and I just sit there, I go, “What should I write? What should I do?” Just hope that something would come to mind. When I discovered all these writing formulas, it made my life so much easier. You can simply use one of the already proven and tested formulas. There are so many for headlines. I think there are dozens of headline formulas that you can use for your landing page. Today I’m just going to show my two go to formulas. The ones that I use to write headlines for landing pages. Of course, I use different ones, but I’m going to share the ones with you that I use to add social image and self image to them. Let me show you the first formula.
The first formula is for self image, and the headline is, “Have a/become a desirable thing that you can be proud of.”
Now, these aren’t my formulas. These have been written by far greater copywriters than I, but I’ve adapted them for the emotional triggers. “Have a/become a desirable thing you can be proud of.” Now let me show you a few examples. For example, a nutritionist would say, “Finally, have a routine and the lifestyle you can be proud of.” This is a headline formula that really plays on that self image trigger of making people, of showing people the outcome. That outcome is that you will feel better about yourself. You will be proud of the routine, and the lifestyle that you need.
An online parenting program can say, “Become the parent you’ve always wanted to be, one you can be proud of.” Now I did a really cool project with an online parenting program recently, and this is definitely one of the things, one of the emotional triggers that really influences people’s decisions. Parents not only want to be better parents for their kids, they also want to feel really good about themselves. They want to feel good about their parenting style and of course there’s also social stuff towards it, but we’ll get to that. Another example is, “Hey, write and send emails that make you money and proud.”
As you can see this is one formula that just talks about the end feeling that you get when you use one of these products, when you buy one of these services. When you hire this type of person. It’s all about that desirable thing and that desirable thing is whatever you’re selling, but the results of it is you being proud of who you are. Feeling good about the decision that you’ve made. That’s formula number one.
The next one is for social image, so again this is a formula that will make people see the outcome. The outcome would be how other people will perceive you. The only solution made exclusively to the most desirable social image outcome. What that means is that you, the only solutions, word says solutions in brackets is basically the service that you’re offering, made exclusively to whatever the most desirable social image outcome is. Let me show you an example.
A presentation software, so if you Prezi for example or any company that sells an online presentation software. They could say, “The only presentation software that will make you look like a pro designer.” Now this is actually really smart. I’ve worked extensively with an online presentation platform and one of the things that we found out is that the vast majority of people that use these presentation softwares are marketers with no designing skills. Think about that end result that they’re getting. It’s the only presentation software that will make you look like a pro designer. The solution in brackets is presentation software, and the most desirable social image outcome is looking like a pro designer to other people.
A VA, a virtual assistant services could say, “The only virtual assistance service,” so that’s a solution, “that will make people ask, “How did she get all that done?”” Now when you think about it, when you hire a virtual assistant, their whole job is to make your life easier so that you can get much more stuff done. What they’re saying here is, the only solution that will make people ask, “How did she get all that done?” People will look at you from outside and say, “Damn that person does so much, how do they have the time?”
An online cooking course can say, “The only online program to help you become the brilliant cook you’ve always wanted to be.” Actually that example is self image, because it’s what you want to be. I guess it would say, “It will be the only online program, the only online cooking program that will make people ask, “What’s the recipe?”” Again, for some reason the example here is for self image, but the social image example is always about how people are going to respond to your cooking. “Wow, did you hire a chef? Wow, where did you learn to cook so well?” Or, “Wow, can I have that recipe?” Those are the desirable social image outcomes that people might want. That’s what you weave into the formula.
We reviewed two headline formulas, one for self image and one for social image. Each of them really touches on that point of introducing those emotional triggers into your copy.
Now let me know in the comments how you feel about these formulas, because they’re really there to make your life easier. All you have to do is copy and paste it into your Google Doc and add them. It’s really simple to do. Barbara says, “Super handy.” Sandra says, “Emotional,” which is awesome. Yeah, we’ve reviewed two headline formulas. Now let’s talk about call to action buttons. Now, wait let me answer one question. Taylor says, “Is the headline that addresses the clients pain point just as effective for hooking people in?” Definitely yes, it’s something you need to test. I would definitely say that you want to not just have a headline, you have to have the subtitle, the sub-headline that completes that headline. You can still grab people’s attention with the most desirable outcome that they have, which is either self image or social image and then close the deal with your sub-headline. Clint says, “The formulas really help prevent righteous look, nice to have proven methods to use, really happy to see that.” Mary asks, “Does saying, “The only,” ever raise the objection of you’re not the only one, there are tons of presentation softwares?”
Yes, I completely agree and when I use this formula, I try to avoid the only and just say, “The end result.” Just because I also do not like self proclaimed companies. That’s a formula as I said, it’s not something that I invented. I just added the emotional triggers in there to make it far more desirable and emotional. You could leave out the only and just say, whoops where I’m I? You could just say, “The presentation software that will make you look like a pro designer.” Or, “Finally design presentations that will make you look like a pro designer.” Or you could just say, “After hiring us everyone will be asking, “How does she get all that done?”” The key is really introducing that emotional trigger, which is social image or self image. You don’t have to go exactly by the book and use this formula. Again, there are countless of formulas. If you’re looking for really good headline formulas, I would suggest looking into Copy Hackers, she has an entire list of these amazing headline formulas and many more.
Okay, so let’s move in and Juan or Juan depending on how you would say it, asks if this would work in any language. Yes it does work in any language. One thing I would suggest is definitely understanding your target audience in terms of localization and making sure you’re not hitting any negative pain points. Not every single culture has the same emotional triggers. Not everyone feels the same way, and it goes it’s not just about culture or country or language. It’s everywhere, but these do definitely tend to work in every language. I’ve used these headlines in German, in Dutch, in Chinese, in English, in Spanish and they’ve worked, so there you go.
Copywriting Formulas for Call to Action Buttons
Okay, so let’s talk about call to action buttons, because the call to action button is an extremely important element on your page. Before we dive into that formula that I’m going to give you, I want to remind you of the few rules about call to action buttons.
The call to action button should only have one goal, only one, meaning you ask for one thing and one thing only. Now they also, the call to action also has to be very, very clear, so people should be able to look at your button and know instantly what will happen when they click on it. When you have call to action buttons like let’s say, “Get started,” that’s kind of, unless it’s really clear what that means, many of the call to action buttons that I’ve seen are very kind of vague. Try and be very, very clear about the outcome.
Now, the last rule I’ll tell you is that length doesn’t matter only value. Now I know that we’re constantly told to reduce the amount of copy that we use because people don’t read, but I’m here to tell you that it’s okay to have long copy. It’s okay to have an entire sentence even on your call to action button, because if it has value, it will work. Really stop thinking about how many words should I have on my call to action button or should it be really, really short or just one word. You can have an entire sentence, and I’ve done this before and it can convert. The important is really the idea of adding the value that’s important. I’m going to introduce you to one formula that I use the most. It’s a formula that I got from my friend Angie Schottmuller. She’s a great friend of mine, and she’s an amazing conversion optimization and an SEO specialist. You should definitely check out all of her stuff.
Similar to headlines there are countless call to action button formulas. This one is the most direct and easy one to use, and it’s also a great way to introduce those emotional triggers. This is how it looks. It’s, “I’d like to,” what is the specific action that people will take, “Because I want to,’ the why, the value. Let me explain this, but the idea is that you’re saying what action a person is going to take and what the value is from taking this action. I know that it’s not something that many people do, normally it just says, “Register now, start now, get started.” I really do encourage you to mention the value in the call to action button. Barbara if you’re referring to the who, it’s Angie Schottmuller, nope that is the wrong language. Here you go. Okay, so let me show you an example of this call to action formula.
“I’d like to enroll now.” Let’s say that this is for a course, an online course. “I’d like to,” the action is, “Enroll now, because I want to see jaw dropping results in days.” Now this is self image, because I will be proud of myself. I’ll be better at what I do, and it’s just a cool way to use self image in a call to action button. If you’ll notice, again it is one word, two words, enroll now is the button, but we’re using supportive text underneath. Here’s what it would look like on enroll now, see jaw dropping results in days.
Another option would be, “Donate now,” okay, and then, “because I want to impact thousands of lives in one click.” Now let me explain something about donations. I really do believe this. I know that when we donate, we are really doing a selfless act, it’s amazing. It’s so important to do, but I also think we need to recognize the fact that when we donate for other people it also makes us feel good about ourselves. It’s not something you need to disregard, and it’s good, because that’s what makes people continue to give, donate and volunteer for things.
It’s something that you can tell people, so when you actually donate, you’re impacting thousands of lives in one click. Not to mention what people will think about me and if they hear that I donated or volunteered. Again, that’s the social image and not everyone chooses to show that, but you do have to be aware that these emotional triggers are at play always. Even when we are donating or doing a selfless act. “Donate now and impact thousands of lives in one click.”
You’ll notice that the call to action that I’m using has two words on the button, but it has supportive text underneath, and I’m very pro of that. I’ll show you an example in a landing page of how you can do it. It really is a great way to add the value to the action people are taking.
Persuasive Copywriting Formulas for Bullet Points
Let’s talk about bullet points. Bullet points are usually a long list of points that the companies trying to make about themselves, let’s be honest. Common information that you’ll see in a bullet point is information about the product or the service itself. For example, it would say, “300 templates to choose from. Lifetime access, 50% off,” basically a list of features that the product has. The best example is Zoom.
These are Zoom’s bullet points. One consistent enterprise experience, and it says meetings, video webinars, zoom rooms, business IM, some word that I have no idea what it means and develop a platform. You can conduct meetings. You can do videos, something with SIP connector, which is Chinese. The thing is that brands forget that people don’t sign up for features. Now we spoke about this last week, and the past few weeks about why people buy products. Again, if you haven’t watched the previous presentation, the previous workshops, I really suggest you do because we talk about how our brain makes decisions, how emotions influence them.
The one conclusion that we reached is that people sign up for value. They sign up for an emotional gain, the pain it solves in their lives. People don’t buy products, they buy better versions of themselves. Your bullet points are fantastic opportunity not to just make a grocery list of what you have, but to explain the value of that item and how it’s going to save or change their life or make a meaningful difference to it.
The Impact of Emotional Triggers in Action
Let me show you an example. Essentially what I’m saying is that you want to mention the benefit and the value and that will basically leverage the emotional impact.
Your bullet points are meant to strengthen the emotional value of your sale. They should remove the burden of the decision so that your prospect immediately sees the value in what you’re offering on an emotional level. Let’s look at this, for example, an online sales course. What you get, so the benefit, you could just say word by word, “Scripts for handling objections.’ Let’s say you’re selling a sales course online, you could just say, “Hey you get a ton of scripts,” and that will be your bullet point. The emotional value, the best way to actually write that bullet point will be to say, “Confidently and calmly handle any challenge no matter what prospects throw at you.” It would say, “Word by word scripts for handling objections so you can confidently and calmly handle any challenge no matter what prospects throw at you.” Again, it’s the whole idea of matching the benefit plus the value, so that when people look and say, “Oh great, more scripts,” you can explain why this is valuable to them and how it’s going to make an impact on their life.
A landing page software could say, “Build faster landing pages,” or they could add, “Build faster landing pages without having to rely on developers.” Now any marketer and I’m sure all of you can agree, knows how hard it is to work on a project for a long time and then sit there and wait for your developer to have time to program your stuff and get everything done. A great emotional value of a product like Unbounce or Leadpages is that you can build landing pages faster without needing to rely on developers or designers. It’s the benefit of yes, the benefit is built faster, but the value is being able to rely solely on yourself and get stuff done. An online marketing course can say, the benefit, “You’re going to master the newest and the biggest strategies.” The emotional value would be, “Gain your CEO’s trust and confidence.” We’re matching the benefit with the value again. These are all sorts of examples that I took from online, from different websites. It’s just a great way to again, focus on the value that people get from each benefit and not just make a grocery list of what you have.
Liz says, “These examples helped to understand the formulas. I’ve seen great landing pages with this structure without realizing the formulas being used.” I completely agree, and I think that many times we don’t really analyze landing pages when we’re going for them. A lot of them are using these formulas because they’re so easy to use. Let me show you what this would look like on a landing page once we’ve actually worked in the emotional triggers.
Let’s say that your conference that is selling tickets. You would say, “Hands on practical sessions,” that’s the benefit, “so you can fast track your results and put new strategies into place the following Monday.” Benefit plus value. “17 plus tracks all on social media topics to give you the confidence you need with every campaign you launch.” Again, we’re seeing the benefit and what the value is of it. Lastly, “Free networking arenas to help you personally connect with people who speak your language, understand your challenges and can help you grow.” This I recently worked with social media examiner and I’ve been helping them sell more tickets for their conference. If you haven’t been to their conference I highly suggest you go. I think I spoke about them last week too. Really great conference about social media and this is the type of work that we do, we pair the benefit with the value. You’ll also notice that a lot of the stuff in here is to do with self image and social image. “The first one is so you can fast track your results and put new strategies into place the following Monday.” This is self image. You will be able to do this. The second bullet you have, “Give you the confidence that you need,” that’s self image again. “Connect with people who speak your language, understand your challenges and can help you grow.”
It’s all leveraging those emotional triggers, whether it’s self image or social image. On our landing page, let’s see how we could weave in these two emotional triggers throughout an entire page. You will notice when you look back when we finish this workshop in a few minutes, when you look at your landing pages, you will be able to tell if you can insert these emotions in similar ways.
Let’s say we’re talking about this social media conference. “Finally gain the confidence you need and become the social media marketing expert you are meant to be.” This is a headline that uses self image.
Then we get, “Hey, what you get when you register.” Benefit plus the value, everything we just talked about. Then we have, “Register now and get practical hands on sessions on everything in social media.” We have the action that people are taking and the value that they’re going to get and I’ve also added testimonials. ‘This conference is a hands on, how to, one one one conversation with experts kind of conference. I walked away actually knowing how to do things better and with great confidence.” That’s self image talking about how she walked away knowing how to do things better with great confidence. “People still talk about the strategies, tactics and insights I brought back to the office after this event. It earned me major credit and we’ve been killing it on Facebook,’ because you can see these are real people that I spoke to. Carol Danvers and Natasha Romanoff, great friends of mine. These are actual testimonials, I just didn’t add their photos.
As you can see I added one testimonial that had self image, feeling good about themselves. The other one shows you what other people will think about you. Now notice one thing about social proof and we’ll have a whole session about this one day. Is that, these testimonials aren’t just self praise. They’re there to specifically address specific issues and increase the emotion on the page. Now you’ll also notice that I added these trust seals over here to basically increase trust so people know with this conference delivers on its promise of these emotional values.
Critique Your Landing Page for Emotional Triggers
Now, did all this, right, so these are just a few emotional psychological triggers that you can add to your landing page. It’s just a quick look at how I do it when I’m looking at a landing page. The point here is to remember that people don’t buy features, pricing or bullet points. They buy the end result, the outcome. I think I said this before, Bell she’s such a brilliant woman. I will find that quote and put it in there. She says, “You buy better versions of yourselves.” Psychology and persuasion is all around you. If you’re not leveraging it in your marketing, you’re completely missing out and losing conversions. This workshop again was just about these specific emotional triggers, but there are so many going back to the first slide where we have 223 emotional triggers. I just want you from this workshop to, when we finish, when we hang up, is to go look at the landing pages that you have right now or to even look at your homepage or your pricing page or your emails. Ask yourself, “Is there a way that I can add more emotion, more value into what I’m offering?”
I’m not saying, “Hey, redesign the whole page or rewrite everything from scratch.” I’m saying, “Look at the landing page and see how you can optimize it and improve it.”
Okay, so now is the part where I take your questions, I answer anything that you have. It’s the part to get practical. If you have any specific questions about the formulas, if you want to know more about the actual emotional triggers, now is the time to ask. You can post them in chat or you can put them in the Q&A section.
Nana says, “Do you need any permission from the companies you use their logos as trust seals?”
Yes, definitely. I mean there’re normally companies and I mean it depends on what trust seals you’re using. If you’re using trust seals of blogs that you wrote articles for, then you can say, “As featured in,” and have those. If you’re using logos of companies of clients that you’ve worked for, I wouldn’t mess around with that. I’d get their approval.
Montreal says, “Buying a better version of yourself is a big part of the jobs to be done theory.”
Very, so true. If you want to learn more about jobs to be done, Claire Suellentrop does a kick-ass presentation about it. If you’re students of emotion sells, if you’re taking my course, then we also had a bonus last time with her and she taught the jobs to be done. I thought that’s really cool.
Liz says, “How can we research emotional triggers of customers not what we think are their triggers?”
That is such a good question. How do you find out those emotional triggers? Liz by the way you’re sending the messages, your chat to all panelists. If you want other people to see your questions make sure that it says, “To all panelists and attendees.” There’s a whole process of identifying emotional triggers. It’s a methodology that I’ve built over the past 10 years. I do share it in my online course in emotional sells, but if you’re not taking the course currently, a good place to start is to actually go to the previous workshops. In January we did customer research month and all this month we’ve been speaking about psychology and persuasion. If you actually follow those methods and those techniques, you will get to those emotional triggers. You will find them because you’re doing the right customer research and you’re diving into what really matters to people. That’s a great way to start.
Tabby says, “Love the button formula. With buttons I usually see it done the other way around, with the outcome as a click trigger followed by the button. Is there a specific reason you do it this way?”
Not at all. I just in terms of hierarchy and just visualization, I have the button and then the supporting text, but you can do it the opposite way. It really doesn’t matter. It’s just a matter of how you think it would look best on the page and will be easier to perceive. I normally put it underneath just because it also works with the social proof if you’re adding logos and stuff like that.
Okay and Debbie says, “Another question, what’s your take on call to value buttons on the top of your page rather than call to action? Where the button tells you the long-term benefit, not the immediate action that will happen after you click e.g on my copy website, button reads, “Improve my conversion rate versus schedule free concept,”?”
I think that you should be clearer on what that means. Many people might be too anxious to click a button as improve my conversion rate. That can mean are you sending me to a blog post? Are you going to ask me for my phone number? I’m I going to sign up for something that I don’t want? What exactly is the outcome? I would clarify what that is, but that’s just my opinion and from my experience.
Okay, Camille says, wait have I missed anything? Okay. “Can you talk about segmenting self image and social image for your segmented audiences on a landing page? What if for example you have one contact page, but want to apply these principles that apply to each target audience?” Camille, I wouldn’t get into too much of that mess. I would try to apply both on a landing page. I just showed you the examples of how you can use social image and self image on one landing page. It doesn’t feel overwhelming. It doesn’t feel like, oh but I’m not motivated by that. I mean you can read through it and as I can’t remember who said this before that they didn’t even feel that they did it before. That they were going through this kind of process. It doesn’t feel over salesy, so you can still introduce the both emotions on one page and it will work perfectly well together. Not in one sentence, but one testimony would be one thing, another testimony would focus on the other emotion and so on. It doesn’t have to be a clear cut, especially on a contact page which is meant for everyone and you shouldn’t start segmenting it out for different people.
“Can you combine self image and social image in one bullet?”
Yes, you can Bridget, definitely. It’s just a matter of understanding what those outcomes are and saying, “Hey, you can be proud of this and other people will admire your work.” It just depends on like how much room you have for all the copy and if it’s not too wordy and hard to read, definitely. Barbara says, “How much impact do design treatments add or not?” Not sure I understand your question Barbara, do you mind clarifying? Clint, “I’ve seen the long-term value on a button form and it does seem to peak interest though I haven’t personally tested it much.” You should test it then.
Barbara thanks for clarifying. “Adding images, colors to work with the copy.” Yes, so today we only talked about copy itself, but a landing page and any page does not work on its own with just copy or just design or just colors. Everything has to work as a whole. You can use images to increase self image and show the outcome of the social image in so many different ways. I definitely do recommend trying it out. I didn’t get to those examples today, because I wanted to keep it short. You can use images definitely to highlight self image or social image in so many different ways. I definitely test it. Again remember that images and colors are one of the first things that people see when they land on your landing page. Definitely you want to have your image and your copy supporting each other and working hand in hand.
Okay, I think I have everything. I’ve answered everyone. Thank you everyone. Stay awesome, I will see you next week. Have a wonderful rest of the week and weekend and we will chat soon. Thank you everyone, bye.
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