To Use Sales Psychology Or Not To Use Sales Psychology …

… that is the question:

So, about 14h ago Don Crowther sends me a great offer … only for me to not take him up on it for one simple use of sales psychology.
(btw, Don, should it turn out that your offer bombed and fewer than 17 people took you up on it in the first 14h, then I do apologise … just let me know)

Now, although not strictly speaking a “contrast” to the internet marketing hack, you see so many elements that don’t work (at least for me) in the previous video, all done really well in this next video:

Now, notice that “really well” is not something that’s my opinion, but rather something measurable, in this case to the tune of 251%.

My guess is had Don followed the simple idea from Adam’s video, he wouldn’t have elicited such a negative response in me.

Your thoughts? (please, no Don-bashing, it may well be the case that his offer bombed and he only got 16 signups…)

Veit

 

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Comments

  1. Matthew Newnham says:

    The first thing that strikes me, Veit, is that first offer just looks cheap. Not sure why, but that’s how it comes across. I think there’s a far more valuable offer that the likes of Don and Paul could have made, positioned it far more powerfully and sold it far more effectively.

    By contrast, I love what Adam Nolan shared with you in the second example. I’ve seen a similar sign-up approach from Frank Kern, but Adam’s long email copy approach and simple sign-up combo makes a lot of sense. [By the way, did you intend for your screen to only show the Google home page, and not anything Adam had on screen?]

    • Hey Matthew, shoot me an email – I know you use a Mac, but I can watch it ok on the iPad, so there may be something else going on. It’s hosted on Youtube, so *should* work pretty much anywhere.

      Veit

  2. Hi Veit I have the same problem as Steve and I use a PC BTW even only withe the “sound” I agree with steves comment

  3. Has he or you ever tested this out with less copy and a video in the e mail itself? What do you think about that?

    • Hey Marty,

      nice idea, definitely worth testing!
      That’s the thing about Adam, he’s a testing maniac … he puts aside any notion of “being in love with his own idea/copy/video” and lets the numbers speak.

      End-result: 251% increase across 10.000+ tests …

      Veit

  4. J Wilson says:

    Nolan video is now private, lesson 2 is always download a video you are going to quote and upload it to your own account with an intro to curate it.

    As for the fake scarcity, anyone who has been in this game more than a week can see it coming and dismiss it.

    I think Frank Kern is a great example of marketers who insult your intelligence and then lose your business. His videos show his wealth (copied by Alex twithead) but it is all kwap.

    When FK says “here is a neat trick and you fell for it so others will” you would have to be one dumb cnut to take that advice.

    I met one of his “advisors” a couple of years back, she said the women want to FK him and the men wish they were him, well I do not fall into either camp.

    I do like the use of human psychology in sales but in a discreet way or just an honest way.

    • that video thing is so strange … same workflow as usual (gotowebinar recording, Windows media file editor to move scripts to header, camtasia 8 to render, upload to YT) … just this time it doesn’t want to play.

      we’ll re-render it with something else and re-upload, weird, weird….

      re sales-psychology, here’s my take: (well, this is the condensed nutshell version):

      most sales-psychology happens at the ‘hardwired’ part of the brain (the reptile brain, i.e. fight or flight).
      Example: we all get excited about bonuses, no matter how much we tell ourselves that they’re just digital dust on our harddrives. The same goes for scarcity and deadlines …. if there’s only a handful of berries left and winter is about to snow me into my cave, I better be the one who gets those berries.

      Now, in practice, most sellers then use sales-psychology to get you to buy something from them/through their link, so THEY benefit. Which in my books is wrong.

      The only time you should (yes, actively SHOULD) use sales-psychology is when you absolutely know that something is going to benefit the buyer – but unfortunately of course most sellers (choose to) mis-interpret Jay Abraham/Dan Kennedy (never quite sure who said it first) quote “if you know that what you’ve got is going to help your prospect, then you should do everything in your power to sell it to them”.

      Yes, it’s your duty to help them overcome irrational fears that might stand in their way, yes, it’s your duty to push them a little out of their comfort zone, but NO, it’s not your duty to sell them something just because they *might* possibly get a result … which interestingly ties nicely into the “follow-up” magic I mentioned in the porridge post .

      Which brings us back to “fundamentals”: if you’ve done your market research properly, you’ve truly identified your prospects wants, needs and desires, and you have the perfect solution to their problem, then you don’t actually need to use any sales-psychology. In that case, the good ol’ John Carlton formula “here’s what I’ve got, here’s what it’s going to do for you, here’s what you need to do right now” is good enough. (the flipside of this is of course when you’re selling into a market that doesn’t really know what they want, they just have a vague notion of roughly where they want to get to (think MMO – *anything* that promises to help MMO will look appealing) – in this case you do probably need sales-psychology to differentiate yourself from all the other offers that are similarly appealing to what you’ve got)

      Cheers

      Veit

  5. Ty Bohannon says:

    Veit…keep these kinds of post coming….undress these Gurus for us Dorus and let’s get this kind of thought leadership and best practices for Sales/Landing Page Optimization out in there so we don’t see more sucky landing pages.

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