How to better illustrate your offer added and unique values in your landing pages
Let’s dive in and explore all the powerful triggers you can use to show an effective, Unique Value Proposition on your product landing page and reach a major impact with your readers.
First of all, let’s define those triggers. Imagine them as tools to highlight the value you ensure to give to your customer and highlight to your potential customers why to choose your product instead of your competitors.
Those powerful triggers I refer to are all very strong psychological triggers and cognitive biases that marketers use daily to inspire, persuade and guide people in the direction a brand desires.
Psychological triggers will support your page message with breakthrough ideas.
Psychological triggers will help you, your landing page, and your business to get more customers, more clients, and more sales.
After being aware of these triggers, It is time for you to step in designing a customer journey to think the process through the choices they need to receive the information they need to receive at every stage.
Then you will create the marketing funnel for the customer journey to help walk them through every step.
The first psychological triggers, a cognitive bias that you need to be aware of, is known as the halo effect.
The Halo effect
Essentially the halo effect is a fancy term for the “first impression.”
The first impression you have with a brand or business or a person will influence all of your future interactions with that brand or person to control your decisions in the future.
That impression (or, so-called, first direct exposure to your prospective consumers) to a message or brand is so greatly valued that it will tone and impact, truly direct all of your customer’s beliefs.
Not only this. That first impression will affect your client’s attitudes and understandings about this person and this service moving on and well into the future, even if they’re wrong.
This is why it is incredibly important to make sure that you’re evaluating all of your marketing, specifically those first touchpoints. That first interaction could help your brand or your business immensely.
Make sure that you’re putting your best foot forward.
There’s another advantage: making sure you’re shaping a positive first impression with your potential customers.
That first impression, when extremely positive, is going to buffer against any future possible negative experiences, defending your business if something goes a bit wrong moving forward, bringing in also an added value: brand loyalty.
Your clients will still perceive you and your business as more positive overall if that first impression worked out well.
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The framing effect
Framing or positioning your offer or your message in a way that makes it more attractive to the person that you’re trying to talk to.
An example:
Imagine that you made a new website in a competitive niche. Recently, you decided to take SEO actions to improve your website traffic, starting from zero traffic.
You talk with 2 SEO consultants, and they both layout your options to let you know the odds of success depending on your website status and your niche.
Consultant A lists the actions you will need to take working with him and highlight that, if the process is planned out correctly, your website and your business have an 80% chance of recovery, starting with the right momentum and organic traffic.
Consultant Z lists the actions you will need to take working with him and highlight that, if the process is worked out correctly, your website and your business have a 20% chance of complete failure with a scenario of no momentum and growth in organic traffic.
Do you see how they both played out the same plan but with a different message attached to it?
The same 80% chance of recovery or a 20% chance of failure.
And yet!
They are framing the message with a positive or a negative outcome. Well, most people will choose consultant A, because they will remember him much easier.
It’s important when you’re planning your marketing message that you are expressing things appropriately in a way that connects with your clients and with your customers.
Yes, of course, your message still talks about their problems and their frustrations. But be aware of framing the message in a way that spins and locates them where success and release are possible!
After all, one of the biggest and most important lessons in all of marketing is:
It’s always about the client and about who you’re speaking to!
This is why we need to consider…
The Confirmation bias
The confirmation bias says that we, as humans, receive new information every moment. We tend (as described by author Cialdini) to run all the information we capture through a kind of filter. This filter validates and confirms the beliefs and the identity that we already have to let the information pass or not.
For this reason, when you read something moderately neutral that does not take any strong stand, you might dismiss it as irrelevant for you.
On the other hand, you are more likely to view the information that takes a strong position or take your part as info supporting your views.
You are going to believe that it supports your views and beliefs
Now the key here and the way to tap into confirmation bias:
- First – understand your ideal target market carefully
- Second – understand carefully the person that wants to do business with you
- Now – learn what makes them tick, what they believe, make a list of all what do they want and not want
- Step in – frame all of your future content accordingly
The goal? Make them nodding their heads and agree with everything you say. You are strategically confirming things they already assume true or believe. This will make you appear relatable and more authentic in their eyes.
The next 2 effects might be merged in considerations to get a bigger picture on how the exposure effects act on our clients and potential customers.
The serial position effect
The next cognitive bias you need to be aware of is the serial position effect.
The serial position effect determines that any of your readers will remember the first piece of information and the very last bit of info way better than everything else coming in the middle.
This is why you must become obsessed with your customer journey. You need to develop the marketing curating specifically that very first step.
The first step is to introduce your business in the best way possible, with a sharp message and a clear call to action. Use that final piece of the puzzle, that the last call to action, to guide your customers to take action and purchase decisions.
The recency effect
Creating resonating experiences for your clients, a crucial psychological trigger is the recency effect.
The recency effect says that we, as humans, tend to give much higher weight and authority and importance to the most recent bit of information that we’ve received, rather than all the stuff we’ve heard before.
This effect is a core principle behind everything marketers do when creating marketing campaigns, increasing frequency, and increasing touchpoints, substantially increasing the recency, how recently customers engage with marketing content.
Remember that your competitors are trying to get in front of your clients and win a better business position.
If you are the brand creating more content and more messages, there is a much greater chance that your clients will see your business more recently.
These actions will impact their decision-making as they will evaluate your latest information assigning more value to it.
If they see your stuff, most recently, they’re going to think it’s more important.
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The mere exposure effect
With the psychological trigger known as the mere exposure effect, you can take advantage of that cognitive bias even further, making it even more effective.
The mere exposure effect defines that the more somebody sees something, the more familiar they feel. On the other hand, the more frequently you are emerging in front of your customers, the more they will support you and trust you.
These facts are incredibly important to build a solid sustainable business.
In combination:
You get to show up more recently, meaning that they’re going to trust your messaging. You also take advantage of the mere exposure effect by showing up more often, which also drives an increase in likability and trust.
This is why when we comment about marketing, we might always say: more is more.
Especially if we’re trying to increase frequency and touchpoints.
You do not always create new unique content over all of the different platforms. Still, you often also reshare and convert other parts and contents on various networks, possibly automating the entire process.
Setting up the whole system will serve your business for months or years ahead.
The Peltzman effect
Or the zero-risk bias.
People don’t love to take any risks.
Ensure you are transmitting the idea that your offer is at low risk or no risk when possible.
A tip here: double down your marketing and social proof elements, testimonials, case studies with results.
“This is what I strongly recommend, as not having a refund guarantee is nowadays what will impress and elevate your credibility as the top in the market.”
When you can tap into very strong social proof elements, you are also hitting on an extra psychological trigger distinguished as the bandwagon effect!
The bandwagon effect
This effect is all about doing what others are doing.
To support our decisions, we all look to other people, people like us, from our groups, people that inspire us.
This is why showing others clients who have done the same things, providing social proof, presenting testimonials always brings to the reader very powerful motivation to take action.
The more proof you will show of clients’ successes, the more these successes are close to the goals and beliefs, and values of your potential customers, the better they will have a strong positive impact.
The Pygmalion effect
Let’s talk about that.
You may know it also as the Rosenthal effect. This psychological trigger is explaining that high expectations lead to better performance and better results.
When you put higher expectations on the people working with you or your clients and customers, the result tends to be higher.
Following this trigger, you will need to discreetly handle your clients and customers as smart, capable people (turning out to be pretty good business practice as well) because they’re more likely to act smart.
Key takeaway
Cognitive biases and psychological triggers are significant for you to know, but you must also understand that these principles and triggers (cognitive biases) are extremely powerful.
Even when you know them, they are actively being used against you; you still can’t stop them sometimes.
