Lincoln teaches me marketing
After years of sales and marketing experience in my own business, this is the minimal 6 steps from turning strangers to clients, this is my Simplified Marketing formula:
called the “AIDTAS” model :
A: Attention, stands for attracting attention;
I: Interest, stands for stimulating interest;
D: Desire, stands for desire;
T: Trust, stands for building trust;
A: Action, stands for promoting purchase actions;
S: Share, stands for sharing and self-propagation.
In each of the step above, I share several psychological triggers with real life examples in “Simplified Marketing” so that you can apply the triggers in your business and in your marketing.
Following the 6 steps, you can have easeful, profitable sales and launch, because sales would come so naturally just like a breeze.
When you have done marketing right, you don’t need to force sales or hard selling. People just pay you because you have their attention, they are interested and they have a desire that your offer can fulfil and you’ve built the trust for them to pay you.
In the previous articles, I’ve selected 1 of the psychological triggers in “A” Attention, 1 of the psychological triggers in “I” Interest, and 1 of the psychological triggers in “D” Desire to share (feel free to revisit if you’ve missed them)
Today, I’ll share 1 of the psychological triggers in “T” Trust to give you a taste of the powerful Simplified Marketing.
Part 1 Lincoln’s story
Part 2 the psychological trigger
Part 3 how to apply
As always I’ve also prepared some resources and reflective questions at the end of this article to help you jump started.
Pls enjoy~
Part 1
Trust is the most valuable currency.
Want customers to take out their credit cards? First, you need to address the issue of trust.
Customers will ask, “Why should I buy from you? Why should I believe what you say?”
So without trust, no transaction can happen.
I’d like to share a story to bring out one of the psychological triggers for trust:
In 1860, Lincoln, as the Republican candidate, ran for president against the wealthy Douglas.
Douglas rented a luxurious campaign train to travel and give speeches. He boasted, “I’m going to let this country bumpkin,
Lincoln, get a whiff of my aristocratic scent.”
Lincoln, facing this situation, was not at all intimidated. He climbed onto a plow horse-drawn carriage prepared by his friends and delivered a campaign speech along the streets: “Someone wrote to me asking about my assets. I have a wife and three sons, who are all priceless treasures. In addition, I rent an office with a desk, three chairs, and a large bookshelf in the corner, filled with books worth reading. I myself am poor and thin, with a long face, not likely to become wealthy. I have nothing to rely on but you.”
It was this phrase, “I have nothing to rely on but you,” that deeply touched the American voters. Eventually, Lincoln won the election and became the President of the United States.
Why did the phrase “I have nothing to rely on but you” resonate with the voters?
Because it made American voters feel that Lincoln was “one of their own,” and thus they strongly supported him.
Part 2 the psychological trigger
The psychological principle behind this story is the “Acquaintance Effect.”
When you learnt and used this effect, you’re becoming one of the customers.
The Acquaintance Effect refers to the tendency in social interactions for people to consider others as “their own kind” due to shared or similar characteristics.
This would lead to the establishment of friendly and close relationships.
Moreover, people are more willing to trust and accept the words and requests from these “own kind.”
Psychologically, people tend to keep a distance and be wary of unfamiliar things, while they feel more familiar and trusting towards those who are similar and familiar, like “their own kind.”
Simply put, this is a trigger that, when used, the customers would categorise you as their friend or standing on the same side.
In marketing and sales, the quickest way to gain trust is to become the customer’s “own kind,” making them feel that you are “one of them,” and thus eliminating their doubts or fears in the shortest time.
This is one of the powerful psychological triggers (among a dozen of them) I share in the Simplified Marketing.
Part 3
How to apply
If your online business is a service or product targeted for kids, this example would fit perfectly (but otherwise you can also see how this powerful psychological trigger can be applied in business scenario and tweak it to apply in your business).
For example, when recommending an interest class to parents,
a newbie marketer would start with introducing the most popular interest class or the interest class with the best commission scheme,
and most likely the parents would have some considerations / doubts that they may or may not discuss with the marketer,
they may end the conversation with:
“let me think about it” “thank you, will think about it”
vs
a skilled marketer will know how to first establish a relationship with the parents.
He/she might say, “My child (or my younger brother if you don’t have kids LOL) is the same age as yours, and raising kids is indeed a challenging task.”
By finding common grounds with the parents through such topics, we become one of the “own kind” of the parents.
After building the connection to be one of them to win their trust, and then recommend suitable interest classes based on the child’s interests and hobbies.
Therefore, in marketing, we should try to become the customer’s “own kind” to quickly establish trust and make customers feel at ease when making a purchase.
e.g. the marketer, after using the power psychological trigger learnt from the Simplified Marketing, recommend the interest class that he/she thinks would be a fit for the parents’ kids.
Since the trust is built, compared to the other marketer (the newbie marketer), the parents would trust this one more, and hence more likely to buy because they would think that the marketer understand their needs since they are “one of the same kind”.
To help you become a better marketer and grow your business to 6 figure, I’ve prepared 3 resources for you:
#1 first step in marketing is to know who you’re marketing to, I do include the “Simplified Marketing” program in the yearly mastermind, but here’s a list of 9 key questions to locate target customers to jump start now. You can get it here.
#2 If you don’t want bits and pieces and want to have the whole Simplified Marketing system and EVERYTHING — You can learn strategically how to Build a 6 figure business by joining the yearly mastermind (all the supports included) — give yourself 1 year’s time to create a new you and new life. It’d be the best gift for yourself in the new year!
#3 I’ve also done a series of livestreams in the new FB group, you can join here to watch
If you’ve any Qs, feel free to reach me at IG DM @simplifiedbusinesscoach
Reflective questions:
- How can you make customers see you as “their own kind” and thus trust you more?
- What other psychological triggers could you use to establish trust?
(hint: if you want to learn more, it’s in the Simplified Marketing in yearly mastermind)
To your success,
Connie
