Experimenters read one of two fictitious company reports. Both reports listed reasons why the company had performed poorly last year. The first report placed emphasis on strategic decisions. The second placed emphasis on external events. The test subjects viewed the first company far more favorably than the second. Admitting to shortcomings in areas like strategic thinking showcased that the company was still in control, despite their faults.
After examining hundreds of these types of statements, Lee found that the companies who admitted to their strategic faults also had higher stock prices the following year. When blaming external forces even if they happened to be true , companies gave skeptics a reason to view them as not having the ability to fix the problem, in addition to the consideration that they might just be making excuses.
Admitting to honest errors in judgment helps your customers understand that you are still in control of the situation and not prone to making excuses. Creating a sense of urgency in your copy is one of the oldest tricks in the book The following research explains why urgency can completely backfire on you and ruin your meticulously written sales copy.
The research is a classic study by Howard Leventhal where he analyzed the effects of handing out tetanus brochures to subjects. Leventhal conducted the study by handing out two different pamphlets, both sparing no detail on the horrid effects that the tetanus disease can have on the body.
The first pamphlet described only the effects of tetanus, while the second included information on where to get vaccinated. Invoking urgency only had a noticeable effect when follow-up instructions were given. Those who received the follow-up info were also more engaged with the pamphlet as a whole, being able to recall much more specific information from the packet than other participants.
Research has shown that instant gratification is such a powerful force that an ability to control against it is a great indicator of achieving success. Your copy should remind buyers of this advantage at every turn. When a potential customer is on the verge of completing a purchase from your business, they are heavily influenced by how quickly they can receive gratification for parting with their hard-earned money.
Several magnetic resonance imaging MRI studies, including one on nicotine addiction, have shown that our frontal cortex is highly active when we think about waiting for something. Researchers have noted that the key to these words is that they allow us to envision our problem being solved right away; whatever pain point we are seeking to fix by purchasing something becomes far more enticing if we know our dilemma will be solved instantly.
When consumers know they will be rewarded immediately, they will be anxious to buy your products. In the business world, meaningful connections are paramount to your success. After all, who you know is often as important as what you know. When could this ever be a good thing? In the tests, subjects were asked to choose between two objects or people that they had no relation or connection with; one example asked participants to pick between two painters with meaningless differences.
Tajifel found that he could create groups of people that would show loyalty to their supposed in-group and outright discriminate against outsiders, all with the most trivial of distinctions. Like the Mac vs. PC commercials or Miller Lite taking potshots at unmanly light beers. Our friends over at Copyblogger would assert that real publishers are self-hosted and that well-written content is the centerpiece of the Web.
They back these claims by offering solutions that reinforce their assertions. Creating a unique selling proposition is as much about defining who your ideal customers are not as it is about defining who they are.
They are loyal to what the company stands for. Customers adore their policy for donating a pair of shoes for each pair sold. Take a look at Zappos: The research showed that TRUE dissenters have a meaningful impact when trying to persuade a majority group toward a different perspective.
Research in this area has also shown that dissenters in a group can enhance creativity and problem-solving. For marketers, this offers a much less scandalous opportunity: Better yet, there is an even more powerful form available for business owners to use: In a study by psychologist Norbert Schwarz, he found that as little as 10 cents was enough to change the outlooks of participants who found the money by surprise, creating a more positive view of their day due to this small high-point.
While this study was conducted in , the implications remain the same: Schwarz succinctly summed up this phenomenon as: In another famous study from Influence, Dr. Robert Cialdini noted that subjects were prone to rate others as much more likable when they had simply bought them a can of soda. One of the best ways to employ this tactic to boost customer retention is to follow up with customers after they make their initial purchase with you.
Our resource 25 Ways to Thank Your Customers highlights a number of ways you can use surprise reciprocity. Reciprocity is a powerful force, but in a world where every business is trying to utilize it, you can stand out by surprising your customers. This is an outstanding way to let them know you appreciate their business. Help Desk software - Customer Support Software. Analysis paralysis and consumer behavior 2. Embrace the power of internal labels 3.
Understand the three types of buyers 4. Highlight strengths by admitting shortcomings 5. Use urgency the right way 6. Make their mind light up instantly 7. Establish a rival or enemy 8.
Stand for something meaningful 9. Play the devil's advocate Keep customers on their toes. Product We make a web-based help desk for teams that insist on a delightful customer experience. More about the product Blog Every week we publish a new article on customer loyalty and building a customer-centric company. Read the latest Resources Read through more resources just like this one along with online guides and infographics.
Chapter 1 Analysis paralysis and consumer behavior We all know that small things make a big difference when it comes to copywriting.
Every penny will help. By Aaron Smith and Monica Anderson. Americans are incorporating a wide range of digital tools and platforms into their purchasing decisions and buying habits, according to a Pew Research Center survey of U.
The survey finds that roughly eight-in-ten Americans are now online shoppers: In other words, today nearly as many Americans have made purchases directly through social media platforms as had engaged in any type of online purchasing behavior 16 years ago. But even as a sizeable majority of Americans have joined the world of e-commerce, many still appreciate the benefits of brick-and-mortar stores. Of course, all things are often not equal — and a substantial share of the public says that price is often a far more important consideration than whether their purchases happen online or in physical stores.
The survey also illustrates the extent to which Americans are turning toward the collective wisdom of online reviews and ratings when making purchasing decisions.
But even as the public relies heavily on online reviews when making purchases, many Americans express concerns over whether or not these reviews can be trusted. Finally, this survey documents a pronounced shift in how Americans engage with one of the oldest elements of the modern economy: Nonwhites, low-income Americans and those 50 and older are especially likely to rely on cash as a payment method.
When you entrust your shopper research to SBXL, you receive the insight, knowledge & understanding to improve shopper engagement & grow your brand as a direct result. convinced that these numbers might reveal important clues as to underlying drivers of shopping behaviour.
Retailing and Customer Shopping Behavior By: Dhruv Grewal Academic Print page. A-, A, A+ Key Takeaways Each study in His research and teaching interests focus on direct marketing/e-business, retailing, global marketing, pricing and value-based marketing strategies. He currently serves on the Journal of Marketing editorial review .
iAcquire is in the business of content marketing—and, inevitably, so is your brand. The purpose of this post is to collect quick, actionable insights about online shopping behavior that marketers and retailers can use to allocate resources and develop strategies. You have presented your research on online shopping and marketing in . Aug 31, · In its annual shopping survey, PwC asked shoppers how likely they are to conduct research before making specific types of purchases, including everything from jewelry to toys to clothes.
Shopping Behavior: Consumers Flock Together, But Don't Necessarily Buy Date: April 20, Source: University of Chicago Press Journals Summary: Consumers are attracted to crowds in stores, but. in marketing research. It is safe to pre-dict that interest in them will increase greatly in the next decade. This paper shopping is an element of customer be- whether a customer shops alone. STUDYING CUSTOMER BEHAVIOR IN RETAIL STORES.