The landing page you create is designed to make your visitors look at things in your way and do the thing you wish them to decide to take. It’s usually to purchase your product. Sometimes it’s to obtain an opt-in.
No matter what your purpose they can greatly increase your chances of convincing your clients to view things in the way you want them to. You can see that the process of persuading someone to think in how you want them to is known as Persuasion.
Persuasion and manipulation are different in the sense that manipulating is a selfish act by the person manipulating. It’s aggressive, unilateral and geared towards the benefit of the manipulator not for the person being vipacc.id Persuasion, on the contrary the other hand, is an effort to reach an agreement between two parties in a way that the one who has been persuaded is able to come to a view that is yours.
The aim is to achieve mutual benefits.
Therefore, in any study of the landing page — or sales generally — you’ll need to eventually improve your persuasive strategies. Once you’ve done this first thing you’ll notice is the fact that there are many of them. Another thing you’ll notice is how effectively they’ve targeted you before in order to make you do something about it. You’ll be able recognize these techniques.
A powerful example of one that is effective is what Robert Cialdini (Influence: The Power of Persuasion) refers to as Social Proof.
Social Proof usually results in this notion:
“If everyone else is doing it, it’s the proper option to take.”
It’s also known as this is also known as the “herd” mentality which you’ve certainly applied this logic to your own and other people you were trying to convince to follow your lead.
Here’s a brief example This is a scenario: You’re going out for dinner in a foreign city to celebrate a huge deal that you’ve just signed. You’re on the corner of a street and look out at two beautiful Italian eateries.
It’s possible to look into the first and observe that it’s full of people who are eating and taking their food in. When you look inside the second to find it’s quiet, and quite empty with plenty of tables that are available for immediate seating.
If you’re not looking to rush and your main concern is having a delicious food experience, what restaurant would you choose to go to? You’re likely to be waiting for a long time at the most popular restaurant, while the waiters across from you have no work else to do.
This is social proof.
Another effective method of persuasion involves Expert Credibility. This is akin to this:
“Bob knows everything about this area If he says that it’s good that it’s excellent.”
We’ve all experienced it.
You pay your physician for his opinion on which medicines or treatments you should choose to This is because you believe in her qualifications, her training as well as her knowledge regarding your health. If she suggests the use of a specific weight loss supplement, medication, or treatment that is offered by another person, you’ll believe her advice is credible.
Dave Lakhani is known worldwide as a Master in the art of persuasion. He was an unwitting child, ensnared in a cult and has devoted his life to studying influence and manipulative. There is a lot regarding persuasion within his books. in “Persuasion, the Art Of getting what you want”, Dave says “In order to build a new mindset, you must present the information in a convincing manner. The most effective way to present information is to present it from the perspective from an authority. We have been taught by our culture to not debate with experts, but to be open to the opinions of experts and to respect their opinion because they possess specific knowledge that we don’t.”
Testimonials can assist you in convincing your audience in both these ways: evidence from experts and social evidence. This is why they are important to incorporate when you design your landing page.
One thing I’d like to emphasize is that to make testimonials real, they have to be authentic.
I don’t advocate the “creation” of fake testimonials or the assigning of a testimonial wrongly or in deceitfully. It is crucial for me to ensure to ensure that any testimonials you get are the same ones that you use to publish them. I personally make only minor exceptions to these instances that are reasonable:
* Correcting Grammar Sometimes I will correct grammar errors when they’re serious and impede the purpose in the testimonies. But generally, I not leave in minor mistakes because they can contribute to the perception of authenticity and boost credibility.
* Correcting spelling Similar to above. Keywords are usually modified so that search engines identify them more easily. Other words are usually not corrected, unless the significance is unclear.
* Edits subject to the approval of the Author I’ve heard of feedback in the past from people who were able to “beat all over each other” by praising them and I’ll often ask for clarification by phone or email and suggest an editing suggestion to help make the purpose more transparent. I won’t make any edits on my own without author’s approval.
What should you do?
Start now by following these four steps.
1. Set yourself up on a 30 day testimonial collection campaign.
2. Include a testimonial form to your autoresponder.
3. Distribute promotional copies of your products to experts in the field.