The Secret Process To Make Anyone Buy From You Online ??
This is a theory heavy article so you’re going to have to bear with me.
About 6 weeks ago I purchased a client acquisition programme called EasyGrow. Now this was probably the most expensive thing I’ve ever bought in my life. I was scared to take the leap but end of the day, in the name of self investment and whatever, I pulled the trigger.
Now I’ve been marketing for a while now, but the theories in here explained client acquisition in a fresh way that spurred me to write this article.
Principles of Customer Acquisition
The first part I’ll break down are the first principles in customer acquisition.
A human is who we want to attract, the stimulus is what we use to get action and the action is the human acting in a way that supports them becoming a customer.
Some examples of stimuli and actions are:
Ad copy - gets someone to click on your ads
Title on a blog - gets someone to read the blog
CTA button - gets someone to click on the button
Client testimonial - gets someone to believe in the service
Calendar link - gets someone to book in a call
The list goes on.
In order to build successful acquisition systems you need to break down your process into a chain of events that if taken together leads to a customer becoming a client.
Here’s what one could look like
reading ad > clicking ad > reading title > scrolling landing page > clicking on VSL > watching VSL > downloading ebook > clicking CTA to book in a call > booking in the call > showing up to the call > answering questions > raising objections > being convinced > being educated on the service > making a decision > agreeing terms > booking in follow up call > reading proposal > agreeing to proposal > paying invoice.
Now that’s super basic but you get the idea.
When you understand your process from a micro perspective you know that you can craft stimuli that if exposed to the right person, trigger actions which lead to acquiring that customer.
The way you get any of this to work however is by basing all of your stimulus on the right fundamentals.
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Your fundamentals are the ideas and principles you base all your stimuli on.
The only way you can create messaging or any type of stimulus that works and do it time and time again without it getting fatigued is by basing it on a good set of core fundamentals. Without that, you’ll always fall into the trap of looking for the new secret piece of copy or secret strategy to get you clients.
That’s daft.
I can go on about this in more detail but I want to touch on another theory without making this article into a novel, so I’ll leave it for another day.
Resonance and Psychological Conditions
Why will someone choose to act upon your stimuli in the first place?
It all boils down to resonance.
Your messaging needs to resonate. Sounds easy enough right?
The way to create resonating copy is by understanding the deeper psychological traits of your market.
The guys at Easy Grow call them Latent Conditions.
In short, these are the underlying cognitive forces that a market shares, if you understand these forces of your market and the frequency at which they exist, you can build your stimuli with the same frequency that will resonate with them, in turn triggering action and conversion.
If you think that these conditions are frequencies and your messaging is like a radio then you can tune your messaging to find that frequency and cut through all your competitions attempts and invoke a huge amount of emotion which leads to action.
It makes people feel understood and builds trust and brand authority.
That’s why your market research is so important, you need to understand these psychological factors in order to actually take action on something like this.
What I’d suggest, is to try and think about your target audience in a deeper manner than you have been already.
If you’re struggling with customer acquisition, boil it down to its fundamentals, map out an stimuli-trigger process that a prospect would take, understand the psychological conditions of that user, build stimuli, and test.
See where you end up.
That’s a wrap.