It’s all about psychology when it comes to creating content for your marketing flyers, brochures, and websites.
There’s an important thing you need to remember: People don’t want to miss out on a great deal or a sale. They don’t want that feeling of kicking themselves when an offer ends.
So, you can ‘prime’ them to consider that by using repeated phrases throughout your marketing.
It’s a technique used by many writers. Agatha Christie was renowned for her use of repeated words and phrases to create a mood and lead readers to the killers in her hugely popular novels.
For businesses, it’s important to instill a timescale into marketing.
Most businesses want their customers to make their purchase decisions as quickly as possible, because they need the cash flow from sales.
That’s easier for some products than others.
Spending a couple of pounds on a coffee and cake is a low-risk decision. It’s likely to be made quickly.
Spending hundreds or thousands of pounds on a sofa or flooring is a higher-risk decision and that is likely to take longer.
So, to reduce that decision-making period, instilling that limited timescale in your marketing is a useful tool.
You could use phrases such as ‘back by popular demand’, ‘limited supply’, and ‘limited time offer’.
Then, lead them along your sales funnel to your call to action. These phrases are hugely useful CTAs…
1. Buy now – before we sell out!
2. Order today before the offer ends…
3. Grab your ticket today – before someone else does…
4. Only a limited number available. Download now…
5. Sale! Get your discount while stocks last
Your call to action should be highlighted in your marketing materials. You could use bold text, coloured buttons, and large fonts.
Can you do anything more to close the deal?
Yes – you can remove the perception of risk your potential customers feel.
You can do that in three ways:
Show them real testimonials from happy customers – real stories from named and pictured people are the best way forward. Video testimonials are a powerful tool to build trust between you and your potential customers.
Show them your professional or industry accreditations – such as being a Which? trusted trader, a Gas Safe registered engineer, or a member of an industry body such as the Chartered Institute of Management Accountants.
Give them a guarantee – a 100% satisfaction or money back guarantee is another powerful tool. If you’re so convinced they’ll be happy with your products or service you can offer that, it will help them along that decision-making path.