I use to obsess over my SEO rankings. When I finally got my rankings after painful months of optimizing my website. I had a lack of business sales. Can you imagine how frustrated I was after months and months of work into SEO?
I consulted my friend, who was an expert on copywriting.
He told me: who cares about your SEO rankings? What’s more important is your copy and your market positioning. Well, he’s half true. I don’t agree about the SEO rankings portion, however, I did agree about his thoughts of copywriting.
I wasn’t deterred. If I could educate myself on SEO, I could go on and learn about persuasive marketing. I then spent the next couple of months delving deep into the psychology of buying.
I found out that persuasive copywriting can also lead to positive SEO results, vice versa. Here’s the million-dollar idea: Good SEO = good copywriting = good branding and business strategy. When your content is persuasive and engaging, firstly, it helps your brand and marketing positioning, secondly, your users also spend more time on your site and come back to it. This in turns, helps with your SEO efforts.
No, SEO Isn’t Enough
This is why I don’t position myself just as an SEO consultant, I’m also an entrepreneur and a marketer. High rankings aren’t the solution to your business woes, cash flow and sales are.
When you work with me or attend my SEO courses, you’re not only learning how to rank your keywords, you’re also learning marketing strategies, how to convert traffic into clients and how to build business systems.
So, what if you are currently already ranked on Google search engine results but have a lack of sales results? Is there anything you can do to improve it? Yes, you can. There are about 7 psychological triggers you can include in your copy to convert your traffic, into buyers and clients.
So, what are the psychological triggers that make people buy?
The 7 Psychological Triggers
- Future Pacing
Future pacing is painting the potential before and after picture customers will attain after purchasing your product or service. This is the art of showing your prospect what will it be like from a month, 6 months or 10 years from now. You can also then compare that to how their life might be if they decide NOT to buy.
It’s about creating a story that describes the future results of the benefits of your product.
Creating scarcity to your offer is a way to ethically nudge people to decide on your offer.
- Keeping your product open for a limited period of time
- Holding a limited number of spots for a product tier
The courses I conduct in my company are small grouped, personalized and have a limited number of spots.
- Or giving a bonus if they act today
You can make it easy for someone to purchase from you if you understand every single risk your market has.
Some of the most common concerns your market has is:
- Will this product work for me?
- Will I get ripped off?
- Will I waste my time?
- How is this course different from anything else there?
Like I’ve mentioned, I don’t just focus on SEO rankings, I’m not just an SEO consultant, when you attend my course, you’ll learn about branding and positioning. You can also address these concerns by using a money back guarantee, testimonials, a free consultation, or anything else that can ease their fears and worries.
Social proof is one of the most powerful triggers you can use as a marketing strategy for your business.
Having social proof for your product or service can your audience the confidence to purchase for you. You use emails and testimonials that your customers have provided you, the press converge you’ve received, tweets made about you or high profile customers that has worked with you.
This is the art of framing your product in the larger context of your prospect’s perceived choices, then show then why your product is the best choice possible.
For E.g. I can compare SEO services to other marketing options.
Well, firstly, SEO can be tracked, measured and you’re targeting already hungry buyers. Compare this to purchasing a spot on television commercial, where you’re investing thousands of dollars on something that can’t be measured and advertised to a mass audience that might not be interested in your product or service at all.
I used to think that people want just technical SEO information and guides.
However, the majority of my clients and my students don’t want to hear me ramble on about on page SEO jargon, they want to hear me describe why I chose SEO as a marketing strategy, how I struggled with website traffic, how I spent a year writing content that nobody read and how I changed all of that.
When you use stories in your copy, you will be able to keep the reader’s attention to make your case to persuade them to purchase from you. Humans are incapable of stopping themselves from listening to an interesting story.
Lastly, people tend to purchase from people or organizations they like and trust. The more you share your personality, success stories, and even failures in your content, the more likable you will become.
You can include these elements not only in your sales copy, but also in the articles you publish on your website. If you’re just putting your product or service out there without telling them more about it, you’re only going to get lacklustre results.
It’s only right to assume that your reader is an educated buyer.
Last week, I came across a potential client that has researched all the other options in the market for SEO courses. He also told me he’ll normally get three quotations before making a decision. I asked him: why did you chose me over my competitors?
He said he liked my stories and my honesty. This is one of the psychological triggers that make people buy.
Remember, high SEO rankings don’t mean anything if you can’t convert the traffic to sales.