Every marketer must overcome obstacles to making a sale. People don’t readily part with their money unless they are convinced to do so. In his book, How Customers Think: Essential Insights into the Mind of the Market, Harvard Business School professor Gerald Zaltman’s states that 95% of purchasing decisions are subconscious.
Other research has shown that people make purchases on their emotions even though they think they are making a logical choice. Humans are driven by feelings. In order to get people to engage with you and your book, you must appeal to their emotions.
If you are only marketing the attributes of your book, your sales results may end up being lackluster. If, instead, you combine the attributes of your book with appealing to a reader’s emotions, you can have greater success with your book sales.
One way to appeal to people’s emotions is to give them a reason to act. In 1978, three Professors of Psychology at Harvard, published a research study about the power of the word “because“.
The professors had research participants request to break in on a line of people waiting to use a busy copy machine on a college campus. The researchers had the people use three different, carefully worded requests to break in line:
- “Excuse me, I have 5 pages. May I use the xerox machine?”
- “Excuse me, I have 5 pages. May I use the xerox machine, because I have to make copies?”
- “Excuse me, I have 5 pages. May I use the xerox machine, because I’m in a rush?”
Interestingly, the first phrase achieved 60% compliance with the request. The second and third phrases achieved 93% and 94% compliance. The researchers concluded that using the word “because” and giving a reason resulted in significantly more compliance.
Gregory Ciotti of copyblogger says that certain words hold more sway over our decision-making process than others. “Because” appears to be one of those words. Other words that have power in helping people make a decision to purchase are:
If you want to improve your book sales and persuade people to buy your book, try using the word “because”. In other words, give them a compelling reason to part with their money in exchange for a copy of your book.
Don’t miss out on any of the great information shared in this blog. Subscribe to receive each post in your email box. Just click here.
Photo courtesy of aykapog.