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 Tell Visitors Why
by: Akinori Furukoshi
Tell Visitors Why
People need reasons to act. We work because we have to make a living. We
eat because we are hungry. We have hobbies because we want to have some
fun. Furthermore, people need reasons to buy from you. If you tell
people why they should buy from you, you will dramatically increase
sales.
--An Experiment--
Harvard social psychologist, Ellen Langer, conducted an experiment. She
asked people waiting in line to use a photo copier if they would allow
her to go ahead of them in line.
When she used the phrase, "Excuse me, I have five pages. May I use the
Xerox machine?" the success rate was 60 percent. When she used the
phrase, "Excuse me, I have five pages. May I use the Xerox machine
because I'm in a rush?" the rate climbed up to 94 percent. This makes
sense, doesn't it? But here is a surprise. When she used the phrase,
"Excuse me, I have five pages. May I use the Xerox machine because I
have to make some copies?" the rate still clicked 93 percent, even
though her reason didn't make any sense at all!
--Just Tell People Why--
This result is weird, but it reflects how people behave. Also, this
experiment tells you that you don't have to make up any reason to
attract customers. Just tell people an honest reason, whatever it is.
For example, you may not want to tell people you are having special
sales because it is a slow month. Don't be shy. We all have busy days
and slow days. If you don't tell, people might wonder if you are
offering a special deal because there is something wrong with your
products. Tell it like it is and remember that any reason works better
than no reason. In the photo copy machine experiment, "because I have to
make some copies" worked as well as "because I'm in a rush." The
important part is giving a reason, not the logic.
--Answer All the Imaginable Questions--
If you receive inquiries from every potential customer and reply to all
of them, you will be writing e-mails all day long. Instead, you should
answer all imaginable questions on your site. Making a FAQ (Frequently
Asked Questions) page is one way. The best way is putting all the
reasons in the sales copy. As visitors are reading the copy, all of the
reasons are given. Thus, when visitors finish reading the copy, they are
ready to buy.
You need to give prospects a reason to buy from you, but you don't have
to be creative. Just tell people honest reasons. Even though those
reasons might not sound right to you, they will work way better than
nothing.
About The Author
Article by Akinori Furukoshi of
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