Saturday 31 January 2015

Marika Gerika : Marika Gerika : Marika Gerika : 5 Tactics to Influ...

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Marika Gerika : Marika Gerika : 5 Tactics to Influence Prospects t...

Marika Gerika : Marika Gerika : 5 Tactics to Influence Prospects t...: Marika Gerika : 5 Tactics to Influence Prospects to BuyWritten by ... : 5 Tactics to Influence Prospects to Buy Written by Pascal Landsh...

How to Use Psychological Biases to Sell Better and Faster

Written by Emma Snider | @emmajs24

This post originally appeared on the Sales section of Inbound Hub. To read more content like this, subscribe to Sales.

For all the powerful processing work the human mind can do, it's still prone to making bizarre assumptions or jumping to an illogical conclusion every now and then. Problem is, we don't even recognize these patterns as strange. They're built into the fabric of our thought -- so to us, they just seem normal.

But upon examination, they're revealed to be anything but normal. Why else would we buy Beanie Babies in bulk? Or consider a rhyming tagline to be "truer" than a non-rhyming tagline? Thanks, psychological biases.

Like it or not, these biases are part of us. So those in the business of persuasion can benefit from learning how to spot and play to them. Below are 10 psychological biases that relate to decision-making. Not only can these help you understand why you make the choices you do, each also has a sales takeaway attached to help reps use these brain quirks to sell better.

1) The 'Ambiguity' Effect

Imagine I gave you two lunch choices. I could either take you out to a place you know and like (although it isn't your favorite), or I could take you somewhere completely random that neither of us have ever been to nor read any reviews about. It could be great, but it could also be awful.

Which would you choose? If your brain works like most people's, you'd probably opt for the first option rather than risk a very unpleasant midday meal.

Ambiguity effect causes people to avoid options with uknown results or those about which they lack information. Now you can tell your significant other there's a scientific reason why it's so hard to venture away from your tried-and-true bar or restaurant.

Sales takeaway: Make sure buyers are informed about what results they can expect if they implement your product, and quickly answer questions or fill in knowledge gaps they might have. If you're so inclined, you could also cast a shadow of doubt over competitive products -- making prospects feel as if your choice is the only sure bet.

2) The 'Anchoring' Effect

Like your kindergarten teacher always told you, you shouldn't judge a book by its cover. Too bad that our brains are hard-wired to do just that.

Whether for good or for bad, the first piece of information we receive about a person or situation will color our overall perception. Why? The initial detail acts as an anchor -- to which all further information is compared.

Sales takeaway: First impressions matter. Carefully plan out how you will introduce yourself and your product. Make sure the first snippet of information the buyer recieves about your offering sets a positive tone and high expectation for the rest of the buying process.

3) Hyperbolic Discounting

Offer a toddler a candy bar now, or one (or two or three) later on, and you'll see hyperbolic discounting in action. Now is always better than later. You probably won't even finish your sentence before they latch on to the treat and gobble it down.

Turns out, this doesn't really change much as we grow up. Our brains are naturally biased toward rewards in the short-term than those in the long-term. The "discounting" part of hyperbolic discounting refers to the fact that the perceived value of a reward decreases the farther it is in the future, until the slope eventually flattens out.

Sales takeaway: Emphasize the quick wins a customer can expect to see shortly after buying your product or service -- especially if the main benefit won't come for months. Build in immediate rewards as much as possible.

4) The 'Bandwagon' Effect

Beanie Babies. Pet rocks. Troll dolls. Looking back, these toy fads seem kind of silly. But did you buy or have one? Well, yeah, but ... everybody else was doing it!

No need to feel ashamed. There's a reason why you hopped on the trend. People naturally gravitate towards products or services they see other people using. And the larger the crowd, the more powerful the psychological pull.

Sales takeaway: Social proof is more powerful than you might think. Play up the number of customers your company has, and introduce prospects to current clients.

5) The 'Decoy' Effect

Are you having trouble deciding between two choices? Maybe adding a third will help.

... Huh? My sentiments exactly. But although the decoy effect is totally irrational, it's been scientifically proven.

In a study conducted by Duke University, a researcher gave participants two dining choices: a five-star restaurant that was far away, and a three-star that was nearby. The diners were torn. But after introducing a third possibility -- a four-star restaurant even farther away than the five-star -- suddenly it was easy to choose the five-star option. It was the best quality and only moderately far away (when compared with the third choice).

Sales takeaway: Use options to your advantage by presenting multiple versions of an offering or contract. If the prospect is really struggling to decide, introduce a decoy that will reinforce their innate predisposition.

6) The 'Rhyme-As-Reason' Effect

"If it doesn't fit, you must acquit." With this simple couplet, Johnnie Cochran cemented his defense of O.J. Simpson to the jury during the former football player's infamous 1994 murder trial.

While rhymes are naturally easier to remember, Cochran could also have been exploiting the rhyme-as-reason bias. This psychological quirk causes people to perceive rhyming statements as more truthful than non-rhyming ones containing the exact same message. It pays to be a poet -- and now you know it.

Sales takeaway: Reformulate your value proposition or a key takeaway about your product into a catchy rhyme. It can also help to apply this tactic to an aspect of your offering that is dubious or unclear.

7) The 'IKEA' Effect

There's no avoiding the inevitable confusion when trying to decode assembly instructions from the Swedish furniture outlet, but that's not what this bias is about. Instead, the IKEA effect refers to the fact that people value things they had a hand in creating more than similar -- or even superior -- products created by others.

While this can have a downside for creators (as their ownership of the project could make them blind to flaws), this brain trick can be exploited for salespeople's benefit rather easily.

Sales takeaway: Get prospects involved in customizing or putting their unique spin on your product or service. The more they feel like the offering is "theirs," the more positively they will feel towards it.

8) The 'Illusory Truth' Effect

How do hypnotists put people to sleep? At least in movies, they repeat over and over, "You are getting sleepy ..." At first, the patient's eyes are wide open, but eventually their eyelids begin to flutter, and ultimately close. What happened?

One possible explanation is the illusory truth effect, which establishes that the more times a person hears a statement, the truer it seems to become. If this sounds impossibly basic (or maybe even insulting to your intelligence), you're not alone. "It seems too simplistic that just repeating a persuasive message should increase its effect, but that’s exactly what psychological research finds (again and again)," writes Dr. Jeremy Dean. "Repetition is one of the easiest and most widespread methods of persuasion."

Sales takeaway: Determine your core message, and then deliver it over, and over, and over again.

9) The Peak-End Rule

It's not just first impressions that matter -- speakers often strive to end on a high note. Why? Because people's brains are wired to remember two moments of a presentation above all others: the apex and the end.

For instance, if you were to attend a mostly boring movie with a fantastic ending and a single stellar scene, this bias holds that you would remember it more favorably than another movie that was good throughout, but never extraordinary.

Sales takeaway: Make sure that sales presentations hit a deliberate high, and end on a thought-provoking and memorable point. If you're pressed for time, skew your preparation efforts to the ending and a critical moment rather than spending an equal amount of time on the entire presentation.

10) Loss Aversion

With the exception of serial gamblers, most people's brains are risk-averse. Losing something that is already owned has been shown to be far more painful than gaining something advantageous is pleasing. And this knowledge can be valuable when framing product benefits and other sales messaging.

Sales takeaway: Emotions are powerful motivators. Depending on what you sell, play up what prospects stand to lose by sticking with the entrenched status quo (another cognitive bias!). They'll be more willing to take a risk if they feel that something they own is at stake.

Marika Gerika : 5 Tactics to Influence Prospects to BuyWritten by ...

Marika Gerika : 5 Tactics to Influence Prospects to BuyWritten by ...: 5 Tactics to Influence Prospects to Buy Written by Pascal Landshoft SHARE 90 in Share Salespeople are in the business ...

Friday 30 January 2015

5 Tactics to Influence Prospects to Buy

Written by Pascal Landshoft

Salespeople are in the business of influencing people to do something which they would not have done otherwise. Even though purchasing a product or service might be in the prospect's best interest (and it should be if the rep is doing their job correctly), it still takes some pushing to get them to realize it.

At the end of the day, salespeople must influence in a way which is beneficial to the client with no hidden agenda. Here are five honest and effective tactics reps can use to increase the likelihood that prospects will buy.

1) Give to receive.

If we are given something, we feel compelled to return the favor. Once a street vendor strapped a wristband on me without me even being able to resist, saying it was "for peace." Then she asked for a small donation, showing me a list of others who had donated. I couldn't help but give her 10 dollars.

I thought this was just a random occurence at the time, but now I know better. Salespeople could learn a thing or two from this lady. First, she did me a favor by giving me a wristband for free and being kind about it. Second, she provided me with social proof in the form of a donation list. With these two actions, she was able to extract a gift from me which exceeded the worth of the wristband I received.

The principle of giving to receive can be counterintuitive at times -- especially when it comes to discounts or samples of your product -- but it has been proven to work. It is surprising how many people actually accept unsolicited invitations on social media just because someone took the time to write them a thoughtful request.

2) Be consistent.

Someone who is consistent is perceived to be reliable, which is a pro to buyers. Strong brands make use of this principle by labeling new products with their standard label. Customers are less likely to scrutinize the product as thoroughly as they would if it didn't feature the familiar artwork.

The takeaway for sales? Deliver a top-notch experience for your prospects each and every time.

3) Establish authority in a relevant area.

We obey authority more readily than we think, and this sometimes has harrowing implications. In the Milgram experiment, famous in psychology circles, an authority figure asked participants to deliver an electric shock to an unseen victim (the victim did not actually receive any shocks) by pressing a button. Many of the participants obliged each time they were asked -- even as the voltage increased and the victim began to cry out.

While I wouldn't recommend wielding power to achieve diabolical results, keep in mind that people will listen to those they perceive to be authority figures. Buff up on your business and industry knowledge, and enter sales engagements as a peer, not as a subservient order taker.

4) Be likeable.

This point seems trivial, but it is still often overlooked. Establish a friendly relationship by revealing shared interests, or complimenting the client. People don't like to disappoint their friends, so if you can get in the friend zone, the prospect is more likely to go along with your ideas.

5) Offer social proof.

Canned laughter is a great example of social proof. Even though many directors and actors object to them, laughter tracks are still used in some comedy shows as they provide encouragement for people watching at home to laugh as well. Similarly, if you can prove that others are using your product or service and experiencing results, you will increase the likelihood that new prospects will buy. After all, they don't want to be left behind.

The more uncertain buyers feel about an engagement, the more they will rely on social proof, authority opinions, and friends. If salespeople can strive to influence buyers across these planes, they better the odds that a favorable outcome for both buyer and seller will occur.

Editor's note: A version of this post first appeared on LinkedIn Pulse, and is republished here with permission.

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Email Marketing : Best Practices Submitted by : Megan Barnett

Slide 2

As per research on an average an office employee receives around 80 emails per day. The mail count is claimed to be around 4.9 billion by 2017. The stats clearly explain the importance of email marketing plus not to forget, it is very inexpensive too. Introduction Reference : http://digital-cage.blogspot.in/2015/01/email-marketing-best-practices.html http://en.wikipedia.org/wiki/Email_marketing

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Benefits of email marketing It is highly inexpensive method to spread word about your brand. It improves business reach as you can reach anyone anywhere with an email account. By adding several social sharing buttons in email, business visibility can be improved. With tools like HubSpot, MailChimp email marketing is very simple. Reference : http://digital-cage.blogspot.in/2015/01/email-marketing-best-practices.html http://en.wikipedia.org/wiki/Email_marketing

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Best Practices for email marketing Make it unique and creative : To be sure that recipient is reading your mail, you need to make the mail unique and creative. If you are also doing the same what others are doing, why would the user read your mail? Test out new tactics like images, videos, links to make your email stand out. Reference : http://digital-cage.blogspot.in/2015/01/email-marketing-best-practices.html http://en.wikipedia.org/wiki/Email_marketing

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Best Practices for email marketing 2. Stick to the rules : Though you need to be creative while sending emails, sticking to the basic rules in highly recommended. In the case of violence of some specific rule, your email might be labelled as SPAM. To find out prime rules of email marketing, read the CAN-SPAM legislation. Reference : http://digital-cage.blogspot.in/2015/01/email-marketing-best-practices.html http://en.wikipedia.org/wiki/Email_marketing

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Best Practices for email marketing 3. Add social sharing buttons : By adding social sharing buttons, you can enhance your social reach. As per GetResponse, an email with social sharing button has 158% CTR. With social sharing buttons, reader can immediately share what he likes with his social networks. Reference : http://digital-cage.blogspot.in/2015/01/email-marketing-best-practices.html http://en.wikipedia.org/wiki/Email_marketing

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Best Practices for email marketing 4. Write catchy subject lines : The subject lines of your email must be attractive enough to grab recipient's attention. As per Convince and Convert, 33% users open the mail on the base of the subject of email. Also make sure to keep the subject short and descriptive. Reference : http://digital-cage.blogspot.in/2015/01/email-marketing-best-practices.html http://en.wikipedia.org/wiki/Email_marketing

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Best Practices for email marketing 5. Make your emails mobile friendly : Mobiles have left desktops far behind in the race of prime device used for operating internet. As per ReturnPath, 63% Americans and 41% Europeans delete the mails which are not mobile optimized. So always make sure to make your emails mobile optimized. Reference : http://digital-cage.blogspot.in/2015/01/email-marketing-best-practices.html http://en.wikipedia.org/wiki/Email_marketing

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Conclusion Email Marketing is not dead and still holds great importance for every type of business. If used effectively, it can be highly beneficial for your business. Know more on this here. Reference : http://digital-cage.blogspot.in/2015/01/email-marketing-best-practices.html http://en.wikipedia.org/wiki/Email_marketing

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Thank-you

Thursday 29 January 2015

Virtual Book/Blog Tours

A virtual book tour is just that, doing an online book/blog tour. It’s when an author visits blogs and websites during a specific time period to promote their book. Site visits can include book excerpts, author interviews, book reviews, podcasts, or guest blogger posts. Authors get to share their work with new audiences. The host gets to bring fun new content to their visitors, everyone wins.

There are two sides to doing a virtual book tour. You can do a search and find dozens of paid businesses who offer virtual book tour packages to have your book hosted, or to be a host yourself for a cost. The costs vary and it’s up to you on whether you want to pay the fee because some of the prices are hefty.

Another option is for free, I like this option. What I did, and again this is just my journey, was a search with the phrase pertaining to the genre of my book and included “virtual book tour”. You can use the best phrase that suits you and your book. As you peruse the results, search through to see the different people offering virtual book tours and carefully read their posts, etc. You will find information on how to contact them to host you. You will also want to choose someone who has many followers, that’s what gets your name out to new readers. You can either do an interview, have them read your book to do a book review (but you need that thick skin, remember), or whatever they offer. Most of the time the process and the people are kind and generous. I’ve done quite a few interviews, and as I said earlier, these posts remain out there forever, unless the host physically removes the post, which normally doesn’t happen because they are trying to get followers as well. Once you are finished and the online product has been posted, be sure to send a thank you, this is a must for anything you do, it goes a long way to setting up your reputation. Oh and don’t forget to promote the post on all of your social media.

If you choose to host a virtual book tour, please know there is a great deal of work involved in creating a successful tour. I have not had the opportunity to host one myself, but I can give you some steps on how you would go about creating the tour.

First, you want to be sure you know your audience. For me, it would involve anything paranormal, psychic mediums, mystery, ghost investigations, spirit guides, etc. Then you will want to start reading the blogs that target your audience just as I said earlier by doing a search. Begin to follow their blog, read their posts, see how many followers they have, do they post often or offer any giveaways. If they fit the bill, jot down their information or save their blog to your favorites so you can contact them to be a part of your tour.

Now you will want to create an invitation. An average tour lasts two weeks, but it’s up to you if you prefer to do a quick blast and only have it last four or five days. If you go with the two weeks, then that’s fourteen bloggers chatting about your book, which is great exposure.

Design an invitation that includes a synopsis of your work, the cover image of your book, the dates of the tour, your contact information and an explanation of what a virtual book tour is. Be clear that you would like them to participate. List a few ideas of posts that they can participate in and ask them to respond with their preference. Here are a few examples of posts: a review of your book, highlighting your book trailer, posting an excerpt from your book, an interview Q&A style between you and the blogger or a character interview, a spotlight on you as the author, offer to be a guest writer on their blog that day and sponsor a giveaway. You can offer a giveaway of an autographed copy of your book for anyone participating. That means they get a free hard copy of your autographed book and they can give it away on their blog.

Send out your invitation to at least 20 bloggers. If you get more than 14 that will be on your tour, double up two blogs on one day or extend your tour for a few extra days.

Be sure to schedule bloggers on specific dates and email them their date and the information they will need for the post which would include your author biography, a synopsis of your book and a jpeg image of your book cover and yourself, make sure it’s a professional headshot. Provide all of your links to social media sites such as Twitter, Facebook, your blog, your website, and where to purchase your book to be included in their blog post. You’ll also want to double check that you are following everyone on their social media sites participating in your blog tour.

If your tech savvy you can create a button to give to your participants to include in a sidebar of their blog with a link that takes them directly back to your blog. Then you can mail a hard copy of your book to the participants if they are hosting a giveaway of your book. You can suggest to them that in order for readers to sign up for the giveaway, they need to follow your links on your social media, etc. Then you should send out email reminders a week before of the participant’s date of their post.

On the day of the tour be sure to post a link of that participant’s website/blog on your blog and they will post about you on their blog. Advertise everywhere on your social media author platform and remember to post a comment on their blog, which shows your appreciation for them participating.

Once the tour is over, you can sit back and relax and know that you just created a buzz about your book and hopefully gained a readership following.

Wednesday 28 January 2015

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Colours: Are you using social networks wrong?Statistically ...: Are you using social networks wrong? Statistically speaking, people only read the first few lines of anything they see on the internet. ...

Tuesday 27 January 2015

Are you using social networks wrong?

Statistically speaking, people only read the first few lines of anything they see on the internet. So if you’re preparing to bail on us in a second, here’s the message. Social networks are for content delivery, not content creation. This is so important that I’m going to repeat it in shouty letters. CONTENT DELIVERY, NOT CONTENT CREATION.

Ok, so if you’re hanging in there and want to know more, here we go. People can use social networks however they please. Photos of you and your cat wearing matching sweaters? Sure. A daily list of everything you ate? Go nuts.

But you’re a business (yes, authors are businesses), and that means that a social network is a a very different tool with very different goals than if you’re just posting for your friends or for social validation.

As a business, social networks are one side of a marketing coin. On the other side is the great content you should be creating on blogs, websites, guest-posts, podcasts… well, it’s a long list.

The point is this, though. Those two activities, creating content and sharing it, are two separate things. So here’s the strategy: Create great non-book content in places where it can live indefinitely, and then spread the word on social networks as they come and go.

If you’re in it for the long haul, here are a few reasons why this is they way to go:

Flexibility - you can move between social networks as some become popular and others fade

Diversity - you’re able to place equally good content in a lot of places efficiently

Discoverability - the broader your presence across the web, the more likely it is people will find you.

What about those days when you don’t have a fresh, hot new blog post to share? spend your time sharing great content from other places that your readers will like, and respond to your audience.

If you want to know more about that, it’s what we call the 1:5 ratio, and you can find a post about it

How to use your writing to build your readership.

There’s a lot of debate these days about what kind of marketing is most effective, but if you’re an author looking to build your readership, there’s one kind that should be top priority: Content Marketing.

What’s content marketing? It’s a sleazy-sounding term for “writing things your current and potential readers would find interesting.” That’s it! It doesn’t make you feel like a huckster selling snake-oil. But it does take a bit of effort.

The trick is to take a hard look at your book and write about all of the things related to your subject matter. Are you a romance writer? Share tips for a romantic evening. Sci-Fi? Share insight into the science behind the fiction.

Here are a few steps to get you started.
1. Make a list of keywords, subjects, and interests that apply to your work.
2. Create a schedule for yourself. Commit to something whether it’s twice a week, or twice daily.
3. Get busy! Write a blog post, write a tweet, share something you learned in research. What matters is that you’re creating the kind of material that keeps people coming back because you have something worth reading, not because you tricked them.

Monday 26 January 2015

9 Ways Daily Mindfulness Will Help You Succeed

Prerna Gupta / StartupCollective

Jan. 16, 2015

Long story short, enjoy the journey

Many of us are drawn to the peace and happiness promised by a life of mindfulness, but we often abandon it in our daily lives because practicing mindfulness can seem at odds with our desire to succeed.

But it doesn’t have to be.

Here are nine simple ways that incorporating mindfulness into your busy work life can actually help you succeed:

Forgive and forget. Workplace politics are draining, and a waste of time. Don’t let yourself get sucked into drama. Save your mental energy for your own success by forgiving those who slight you, forgetting who said what about whom, and moving on to more important things.
Breathe before you blast. Try not to shoot off emails when you’re angry. Take a deep breath first and reflect on what’s behind your anger. Anger-driven emails almost always do more harm than good, to sender and receiver alike.
Stop being ‘judgy.’ Mistakes are an opportunity to learn, not an excuse to look at yourself or others with negativity. Assessing mistakes from a neutral perspective allows you and your team to grow from them. Harping on them only serves to bring you (and those around you) down.
Do what you want. Mindfulness gurus often talk about the idea of “intention.” But what does intention really mean? It means to make sure you know why you’re doing what you’re doing. And to do what you want. If you feel like you are wasting time in your current occupation, stop doing it and start something new.
Salute the sun. Starting your morning with a quiet mind will help you be more effective throughout the day. Carve out time in the mornings — before the day’s madness ensues — to do a few sun salutations, eat a leisurely breakfast, go for a jog or engage in whichever activity helps you to still your mind.
Salute your enemies. The word “namaste” means “I bow to the divine in you.” Having respect for your enemies will help you learn from their strengths and be more objective about your own weaknesses. So salute your enemies. You may find yourself with fewer of them if you do.
Take victory in stride. It’s important to celebrate milestones. But don’t get addicted to them. If you let yourself become too attached to your victories, you will be less able to cope with defeat. And the ability to persevere through failure is essential to success.
Sleep more. According to the Dalai Lama, “Sleep is the best meditation.” Get more of it.
Enjoy the journey. Life is short, and you will spend most of it working. Work can either be depressing, or it can be an incredible ride. It’s up to you. The more you enjoy what you do, the better you will be at it.

This article was originally published on StartupCollective.Do you know if your audience is listening?

It’s great to have a big following on Twitter and Facebook (or pinterest, linkedin, etc…) Certainly it’s an important first step to growing your business. But it’s not all about how many people you’re talking to, it’s about how well you’re connecting with the ones you’ve got. For instance, is it better to have 10,000 followers who don’t buy any of your work? Or is it better to have 1000 who buy everything you do?

It’s something of a loaded question, I know. The point is, engagement is just as important as the number of “likes” or “follows.” So I thought I’d share one basic way of measuring engagement. It takes a tiny bit of math, but it’s a good, simple gauge for how well your message is getting across.

Convinced yet? Good! So here’s a basic formula for Engagement. For any given day, divide the number of posts by the number of posts that were re-shared. So if you tweeted 5 times, and 2 of those tweets were re-shared even once, then your Engagement is 2/5 or %40.

Now obviously, this isn’t a perfect measure, but just like keeping track of your car’s mileage, measuring Engagement every day only takes a second. It gives you a quick way of knowing how you’re doing. Ideally, your engagement rate goes up over time. And if it does, you know you’re getting better and better at writing content that’s valuable to your audience.

So get out there, start a little list somewhere, and keep track of your Engagement! This stuff matters.

Sunday 25 January 2015

Colours: How to Use Subtitles for Targeted Book Marketingby...

Colours: How to Use Subtitles for Targeted Book Marketingby...: How to Use Subtitles for Targeted Book Marketing by Dana Lynn Smith Adding subtitles to books is an effective way to appeal to potent...