I’m going to blow you away with these 8 kick ass selling laws… I mean, sometimes I wonder if it’s a good idea to giveaway such info, but then I sit back and remember you are awesome and deserve the best.
I know this intro might sound a bit cocky, but it won’t at the end of the article.
Before we get to the laws you might wanna learn how to sell by not selling first, read this:
1 Law of least effort
People almost always choose the path of least resistance… the easy way, to say it simpler.
If you’ve been around long enough, you’ve seen me repeat “make everything as simple as possible, but not simpler” quite a few times…
…because simple sells, if your sales page has 10 plans, people would be confused and most likely pass. Same with blogs, if you have 50 buttons on your menu and 30 drop downs, you’ve gone too far.
A lot of people seem to think more complex means more serious… well, that’s not the case at all, simplicity wins every time.
The other day I was at a supplement site (I workout like a motherfucker LOL), won’t advertise it cause I don’t want you to think I wrote this for them…
…and you know how they won me as a customer for life?
I finished my order in 30 seconds, got it at my door in a few days (although it was an international order)… and when I had a problem with the payment method, they fixed it in 3 minutes, exactly.
What’s not to like?
Their supplements are crazy good too, but there are thousands of sites with quality products, none of the others are that simple and user friendly though.
By the way, it’s a UK company, I’ve found new respect for UK.
2 Law of analysis paralysis
I won’t talk about this one too much, as it’s kinda similar to the law of least effort… I’ll give you an example with the famous jam study.
Professor Sheena Iyengar wanted to test how variety would affect people’s buying decisions… with jam.
She went to a grocery shop and setup a stand offering jam… a pretty popular marketing technique companies do to increase sales.
She offered 24 samples of jam to a group of people one time and then 6 samples to another group the other time.
Guess who bought more?
That’s right, the second group of shoppers… 30% of them bought at least one jar of jam, while only 3% bought at least one jar when they had been offered the 24 samples.
What does that tell you?
Reduce the number of choices
No one likes to be overwhelmed… check out my book page:
Simple, clean, only offers one choice – to click the download button, short about the author and book, no popups, no testimonials, no email captures, nothing… you either download it, or read a bit and then download it.
3 Law of past experience
I just have the perfect example for you here.
My mom has a phone that’s something like 10 years old LOL, crazy I know… she doesn’t want a new phone because she is used to the old one.
I know she is a bit straight laced, but look, a lot of people are like her… believe me, I had to learn the hard way, let me tell you about it:
Some years ago I had fast foods, several innovative fast foods. They sold cheap kinda bakery goodies, yet at the same time were fancy…
…but people did not relate cheap with fancy, they were used to the old school nasty fast foods that offered even worst food, I’m telling you, people are weird.
It was a franchise and it had no success in my country… started great, but died pretty fast as people wanted the old school bakery food.
I lost the fast foods (due to a few more reasons you can read about in my book) and learned my lesson:
Not always innovation sells more.
4 Law of transparency
I need to concentrate here, to be clear and give you the best explanation… and example.
People and companies that tend to blame their failures on other things rather than on themselves tend to be neither liked by customers, nor trusted…
…however, you should be careful, it’s not always your fault, you can’t be too hard on yourself, the line is pretty thin and you have to be aware of it.
You can either make excuses, or money, you can’t make both.
One more thing
You have to be transparent, as people trust companies and marketers who have control, who know how to fix things, but you can’t stuff your landing page with all your failures. Transparency needs to be strategic, people don’t need to know about all mistakes you’ve made… only about some of the big ones.
5 law of loss aversion
What the fuck is that?
That’s me when I first heard about the law of loss aversion.
Sounds fancy, but it means something you probably already knew – no one likes to lose…
…and do crazy things to avoid it.
There was that study in which people were given 50 bucks and two choices:
– lose 20
– 50/50 chance of winning 50, or losing 50
61% took the gamble.
But what does all that have to do with sales?
I got you
Give your customers a chance to lose your product: give it to them for free for a limited time and then let them know they’d lose it if they didn’t purchase.
6 Fitt’s law
It’s some sciency formula that does not have to be that sciency at all… but they had to make it such to make it look more important…
…you know I like things simple though, I’ll tell you what it means in the simplest way possible.
The law means the following:
– a small time on important decisions is good for conversions
– a small distance is good for conversions
– a big button is good for conversions
What does that mean?
A huge read button in the middle of the page wins all the time.
When people load a page, they move their mouse to the middle of that page, therefore a button that is close is more likely to be clicked… and when that button is huge, the time to take a decision to click gets decreased even more…
…the same goes for download buttons, add to cart buttons etc.
Here’s the sciency explanation if you still want it, gotta warn you, it’s a bit boring:
7 Law of social proof
This one is pretty straight forward: if you have it – you show it, if not – you don’t.
As much as positive social proof could be helpful, negative such could be damaging.
When I started this blog I had no social proof, I’ll tell you what I did if you promise not to laugh…
…I opened several accounts on Google plus and Twitter and each time I published a post I logged in each account and shared the article LOL… sharing took as much time as writing and editing.
Now that I remember I can’t believe I did this… but that’s how bad I wanted to grow my blog.
Anyway, you don’t have to do that… unless you are crazy like me.
8 Law of thinking
There are two types of thinking:
I wrote the perfect article for you, it’s called “The battle between you and you” and it will explain everything you need to know about the two minds in a very simple and fun way… gotta tell you, I just read it again and was pretty impressed LOL, you know I don’t talk bullshit… I really was, here’s the link:
Let me know if you liked this article and keep being awesome.