At some point in our lives, we’ve come across this one person who very conveniently used certain psychological tricks to persuade us to buy a particular product or products. The salespeople themselves aren’t usually aware of these “tricks” they make use of and often mistake it for successful manipulation.
Do you know what it’s called? Emotional Selling –simply adapting the skill of Emotional Selling Proposition (ESP).
It’s no mystery that most of the customers purchase products and goods because they “feel right” about it, instead of a logic justifying the purchase. Now how do you explain this irrationality we’ve all been a subject to once in awhile? Again, it’s the art of emotional selling. It’s the art of connecting with the client on a deeper levels of emotions.
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Did you know that 85% of online shoppers are more likely to purchase a product or service if they can watch a video? That is because our brain is conditioned to detect and perceive motion more easily than anything else, we have explainer videos today which is not just comprise the conventional knowledge that you need but also the most appealing visuals. Explainer videos are animated in most cases and simplify the message (which you want to communicate) in less than 90 seconds. These videos can be used across varied platforms and are of massive help when it comes to emotional selling and marketing, quite like this video here. BBC helps us uncomplicate the recipe behind the perfect sales by citing the following hidden tricks which make explainer videos all the more effective. Here are few tips to keep in mind while using explainer videos for the purpose of emotional selling.
1. Who, What, Why
Motion, Information and Entertainment is the answer to the 3Ws.
The imaginative utilization of moving articles in a visual configuration, trailed by an engaging review of the ‘who, what, why’ of your business, isolates a decent explainer video from a trite one. In all probability, you have a “welcome” blurb. That won’t cut it in a much focused market. In under a moment, a well-made explainer video will demonstrate to us what we have to think about your business:
-Who you are?
-What you do?
-Why we ought to utilize your products?
Look at the explainer video here which will help you answer the three Ws.
Who you are? The most organized file manager application on Android
What you do? Locate your files quickly by organizing them into different compartments.
Why we ought to utilize your products? Ultimate app for managing files.
Indeed very convincing and makes us want to try out the application, doesn’t it? Yes, emotional selling, again.
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2. Emphasis on Social Similarities
Research has shown, we tend to rely and thus purchase things from familiar faces and minds, even when the characteristics shared are incidental. In an experiment conducted by Jerry Burger, a teacher at Santa Clara University considers and comprehends offering strategies and purchasing behavior. In a series of examinations, Burger and his partners showed how seen coincidental happenstances like having similar birth date or same name as another person can change our conduct towards that individual. In the first study, college students were brought into the lab to take an interest in a study on astrology. Through the span of the study, members found that they had an indistinguishable birthday from a research assistant (acting like another member). At the point when the research assistant later requested that members agree to a request – for this situation to study an eight-page paper – members who thought they had an indistinguishable birthday from the right hand were about twice as prone to do as such. Thus it is extremely necessary to make a video the customers can relate to, like the one here.” At :19 & :50, we’re introduced to people we can identify with” says unbounce.com, “ a video people can actually connect to”. Thus it becomes easier for them to understand.
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3. False Comparisons
In this world of neck to neck competition, 36% spend 30+ minutes comparison shopping before making a decision on purchasing a commodity product; 65% spend 16+ minutes doing so. False comparisons are a must to increase and boost sales. Quite commonly used in the technique of car sales,” Robert Levine, a professor of social psychology at California State University, Fresno, masqueraded as a salesman at a used car dealership in the early 2000s. As he recounts in his book, The Power of Persuasion: How We’re Bought and Sold, he was worried that he would fail to shift many cars because he wouldn’t be able to remember all the stats about the various models on the lot. Levine quickly learned, however, that plenty of used car salespeople don’t carry this information around in their heads either – to sell a car, they only really needed to memorize a few basic facts that applied to all the models on the lot. What mattered more was showing the cars in a strategic order.”
Thus in doing so, the salespeople are making use of the concept of the “base rate fallacy”. When a shopper isn’t aware of the intrinsic value of a product – and value of used cars can be difficult to judge without some homework – a base rate can be established and then used to emphasize the exceptional value of another product by comparison. Another very important trick is to portray as if the product is being snapped up by others. When there is an essence of limited or scarcity of products we tend to become really sensitive as we, as humans hate missing out on opportunities. Two out of three usually go for products purchased and bought by the larger part of the crowd i.e. only 22% were ready to try something new. Thus it is necessary to create this false demand. Watch this video here as they not only highlight their characteristics but also create an image of how they’re better than the others and thus answers the question- WHY.
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4. Spread Benefits, Bundle Costs
‘But wait! There’s more!’ technique always works. Because it’s more like “spreading gains” over time. If consumers are informed about all the benefits at once, it only results in decline of sales. This method was used in the late 1970s and early 1980s in the Ginsu Knife infomercial. (watch it here) “They sold more than three million sets of knives (priced from $9.95 to $29.95 per set), racking up more than $30 million in sales” quotes NY times. However that’s not the case when it comes to paying. While gains are best spread out, we prefer to experience and deal with our losses all at once. An example of how salespeople exploit this might include a car salesman who tries to sell you something extra for the car at the time of your purchase. They know the best time to persuade you to spend $200 is when you’re already committed to spending significantly more and important.
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5. Evokes Or Provokes Emotion
We are likely to be influenced when under an emotional pressure, negative or positive. A 2004 study, for example, demonstrated that participants were willing to spend 30% more for an item if they had first watched a sad movie clip. (Sellers who had watched the sad clip, meanwhile, were willing to sell the item for 33% less.) Another 2004 study suggests that people who are judged to be particularly emotional have a decreased ability to perceive differences in numbers and assign corresponding values in a rational manner. When overwhelmed, we don’t have the right course of action, neither the thinking space nor the time to question our decision. The same reason as to why engaging, thoughtful and powerful visuals always appeal to the audience. A little background story which shifts from the focus in a subtle manner yet pivots around the centre. Watch such a video here. A beautifully made video which appeals to every kind of age group and conveys the message at the same time. Intriguing and thus makes us want to “click here”.
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6. Live Action With Animation
The average person retains only 10 percent of what they hear, but 50 percent of what they see according to a study conducted by Wharton Research Center. Thus explainer videos MUST be entertaining. But a human touch to it along with graphics, animation and action of course can make it worth a watch and purchase later on. A protagonist in video always enhances the essence of it. Watch this explainer video here which will help you understand this feature in a simpler manner. The scene keeps on changing but the focus still remains on the protagonist who is also portrayed as the savior. The protagonist should be such that it answers the 3 Ws, once again.
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7. Influences You To Buy And Use A Product
There are always people who might not NEED your product. Let your explainer video speak for your product. Just like this one here. This video exhibits a warm human connection by featuring the hands. While adding those vibrant colors to sound, it also makes sure to grab your attention. And once again, WHO they are is a company that manufactures headphones in Stockholm, Sweden. WHAT they do is connect you to your music with colorful headphones that pack a punch in a featherweight size. WHY you should buy the product is it’s an open headphone that allows you to listen to music and the outside world at the same time. You might not be in need for headphones right now, but this video is sure to have its name carved in your mind (yet another important aspect of explainer videos)
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8. They Let People Know That You Exist
A well-made explainer video will make any business unforgettable. It creates opportunities like:
-Colleagues of associations may share the video to talk about the conceivable advantages your service has for them.
-Prospects and potential clients will see your item or administration in real life. (That is dependably a more instinctive approach to exhibit convenience.)
-Since video can be a great deal more proficient at communicating, you can expand the quantity of recruits and buys – infrequently by components of 2x, 3x and that’s just the beginning. Let’s take the CrazyEgg explainer video for example which increased their revenue by $21,000 per month.
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Thus we can conclude that emotional selling and explainer videos are complementary in a way that it increases sales effectively. With the help of emotionally manipulating videos and other psychological tricks like highlighting the perks of the products in a way that can be grasped easily and talking about the advantages using live pictures or motion images came as a boon to the sales and advertising industry.