Lesson

Psychology of the Funnel

Lesson Progress:

Robert Cialdini, mentioned before, wrote a great book called Influence: Science and Practice. In it, he goes into detail of what makes people influence those around them (aka: you to influence customers to buy). He states there are 6 Laws of Influence:

  1. Reciprocity
  2. Commitment & Consistency
  3. Social Proof
  4. Authority
  5. Likability/Transparency
  6. Scarcity

Reciprocity Law is that when someone is given something (a great blog post that helps us to hire a painting contractor), we feel the need to reciprocate and give them something (calling them for an estimate).

Commitment & Consistency Law is that we are always looking for those who say what they do and do what they say. We do business with those kinds of people! Show your customers that you are committed to their needs, the communities needs, and not just your needs, and you will have business (and friends) for life!

Social Proof Law is that we look for other people to tell us what is good, what we might like. (“Nine out of 10 Moms Choose Jiff” – Well, it must be good for me, too!) For painting contractors, this comes in the form of video testimonials and the map of work you’ve done in your service area (using BatchGeo).

Authority Law shows that the more you know about a subject, especially, that is helpful to me, the more I trust you and will listen to what you have to say and will want to hire you.

This shines no greater than in your BLOGS where you give value to your prospects before ever asking them for anything.

Likability/Transparent Law is probably most commonly known as the fact we do business with those that we know, like, and trust. If someone doesn’t like me, they will not want to do business with me. Now, they may end up doing business regardless, but it’s much easier (and more fun for us!) to do business with those that we like!

What may be so counter-intuitive here, is that the more transparent you are the more we trust you and like you.

Ex: showing your prices online—WHAT?? Perish THE thought!

Actually, no! This IS GOOD! People want to know that information and why not put it out there and be the only one among many who actually answer this NEEDED question for prospects. )

Scarcity Law is also counter-intuitive. If there is a lot of something, we don’t want it, but limited quantities?? It MUST be awesome!! I now NEED it!

Hehe! Does anybody remember the Beanie Babies Phenomenon? Yes, the law of scarcity was implemented. Well played, Beanie Babies, well played.

This can also be seen in the pull-back close by saying at the end of a sales estimate, “Now, we are not the right company for some people and you may be one. Take care.” (or something to that affect)

This is the psychology behind why the funnel works.

In the following Modules and Lessons:

  1. Set-up your menu and pages (with instructions following)
  2. THEN, see if you can guess which laws we use in each page by playing the game NAME THAT LAW,
  3. Next, you will see the ANSWERS
  4. Finally, you will see details on what this will do for you as we break down the funnel and how we implement each of these laws.

Again, the purpose is to draw A & B customers through the funnel to the final purchase and filter the C & D customers out of the funnel.