A desire to buy something often involves a subconscious decision. In fact, I claim that 95% of buying decisions are indeed subconscious.
Knowing subconscious reasons why people buy, and using this information in a fair and constructive way, will trigger greater sales response -- often far beyond what you could imagine.
I recall a time when I applied one of these subconscious devices by changing just one word of an ad, and response doubled. I refer to these subconscious devices as psychologal "triggers." A psychological trigger is strongest motivational factor any salesperson or copywriter can use to evoke a sale.
There are 30 triggers in all, some of which I will reveal to you in a moment. Each trigger, when deployed, has power to increase sales and response beyond what you would normally expect.
There are triggers, for example, that will cause your prospect to feel guilty if they don't purchase your product. Let me give you an example. Whenever you receive in mail a sales solicitation with free personalized address stickers, you often feel guilty if you use stickers and don't send something back -- often far in excess of value of stickers. Fundraising companies use this method a great deal. You receive 50 cents worth of stickers and send back a $20 bill.
Another example are those surveys that are sent out asking for you to spend about 20 minutes of your time filling them out. Enclosed in mailing you, might find a dollar bill included to encourage you to feel guilty, and entice you to fill out survey. And you often spend a lot more than one dollar of your time to do that.
Guilt is a strong motivator. I have to admit that I've used guilt in many selling situations, in mail order ads and on TV -- with great success, I might add.
I call one of most powerful triggers a "satisfaction conviction," which is a guarantee of satisfaction. But don't confuse this with typical trial period you find in mail order, i.e., "If your not happy within 30 days, you can return your purchase for a full refund." A satisfaction conviction is different. Basically it takes trial period and adds something that makes it go well beyond trial period.
For example, if I were offering a subscription, instead of saying, "If at anytime you're not happy with your subscription, we'll refund your unused portion," and instead said, "If at any time you're not happy with your subscription, let us know and we'll refund your entire subscription price -- even if you decide to cancel just before last issue."
Basically you're saying to your prospect that you are so sure that they'll like subscription, that you are willing to go beyond what is traditionally offered with other subscriptions. This in fact gives reader sense that company really knows it has a winning product and solidly stands behind product and your satisfaction.