One of the things I like most about writing a story is breaking down the characters and the psychology of how they think. I find it interesting to evaluate what motivates them and how they might react in various circumstances. One character pushes. Another character pulls away. Or pushes back. It's the same thing that intrigues me about the psychology of marketing. The key, if you're shooting to increase your sales and leads, is to find that right formula for pulling in a customer.
As a writer, I naturally believe the words you put down to keyboard are important. But it's also essential to consider the thinking behind what those words mean and what you're trying to elicit with those words. Here are three ways you can use psychology to get that new lead or close the sale on a landing page.
1. Create a sense of urgency. When we're watching a film, for instance, we're more readily hooked when we know the protagonist has two hours to save and find her kidnapped child. The clock is ticking! If people only have five minutes to purchase a show ticket before it's up for grabs, there's urgency. When it comes to a landing page, if there are limited quantities left or if an offer is only available for a certain amount of time, it should be apparent on the copy.
2. Entice with a sample. Whether it's Double Fudge Chocolate Brownies you're selling or you're offering your services as a travel consultant extraordinaire, when people have the opportunity to taste a delicious morsel of your product or experience the quality service you have, they're more apt to commit. On a landing page, downloadable white papers offering insider information to a particular industry is one way to offer a sample.
3. Show social seals of approval. When people see that there are others who have used a product or service and have approved of it, they're more inclined to feel confident in making a purchase or using that service. Positive testimonials on a landing page are one way to accomplish delivering a social seal of approval to the audience. Incidentally, Unbounce cites that a video testimonial can result in a 25% increase in sales over written testimonials.