Posted in Psychology on the 12th October, 2016 by

More and more research are proving what we always thought: negative experiences are more easily remembered than positive ones. They are also usually more vivid memories.

This comes from a primal instinct: remember how bad your encounter with a tiger was so that you can live longer.

You need to keep it in mind and put the emphasis on positive benefits of what you are selling. There should be enough of them to overcome any negativity towards it.

Please note this is likely to require more convincing than you think!

Posted in Pricing on the 10th October, 2016 by

I am pretty sure no customer has ever told you “Your price is not high enough”.

The reality is that a price cannot be too high. It can only be too high if you are not able to explain it.

This is all down to perceived value. This explains why a 200 page market trading book will sell for £25 while a 200 page novel will go for £7.99. In one case you are spending money in the view to make more, in the other you are buying a few hours of dreaming.

So make sure you focus on the benefits for the customers and ignore the pricetag.

 

Posted in marketing, Online on the 6th October, 2016 by

Be careful where you choose to advertise. Publishers (online or not) will always boast about how many readers they have. However, they may not translate into sales for you.

The obvious reason may be a lack of targeting: if you sell toys, a magazine about gardening is not going to produce results regardless of the size of their readership.

Another reason is what people are doing at the time of seeing your ad. For instance online forums are usually well attended and highly focused, however when people are involved in a discussion they are unlikely to react to your ads.

Posted in Psychology, Selling on the 5th October, 2016 by

Offer two options to a customer, say product A and product B. The customer will buy one.

Tell the next customer who is interested in something similar what the first customer bought. It is very likely they will buy the same.

This is basically the herd behaviour: once a sheep goes somewhere, the whole herd follows.

You can use this to influence customers. Simply tell them how many people bought the option you want them to buy.

Posted in Online on the 4th October, 2016 by

You probably want to have a presence on Facebook. And on Twitter. And Pinterest as well. And Instagram. And a few others…

The problem is to decide why you want to do it? If it is simply because you read somewhere you have to, you are mistaken.

Being on social media takes (a lot of) time. It takes commitment. It takes vision. You cannot be a part-timer on social media.

Is it really the best use of your time at the moment?

Posted in Vision on the 3rd October, 2016 by

You can try to guess what customers want and to some extend you are going to be successful. However this will never be as good as asking customers for their opinion.

It is not because they do not buy something that they do not want it: they may simply buy in bulk elsewhere.

Do not be afraid to ask, you will be surprised as to what you will uncover.

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