The Boiler Expert Magazine - The NTI Boilers Magazine Fall 2018 | Page 14

PRE-SUASION
Pre-Suasion:
Selling Into The
Ideal Moment
BY: DR ROBERT CIALDINI
WHAT HAPPENS in the brains of consumers during the milliseconds
before they make a purchase decision? A lot, actually, and that precious
moment can become key real estate for your next marketing or sales
campaign. In fact, most businesses are so focused on the message they
are trying to convey that they forget to “set the table” in the best possible
way for their message to resonate with consumers.
I researched this phenomenon extensively in preparation for my new
book, Pre-Suasion: A Revolutionary Way to Influence and Persuade, and
my results just may change the way you think about your message and the
context in which it is delivered. The good news is that making this simple
change to break through the clutter is usually fairly straightforward,
simple and inexpensive.
The theory behind my research is this: if we focus our audience on a
particular idea or concept, they will prioritize all subsequent information
related to that idea or concept. Once they are oriented in the right
direction, they will want to learn more, value the information more and be
more likely to take positive action.
Your website—essentially your company’s “calling card”—is the first
place consumers go to learn about your business. If you sell furniture, for
example, consider which landing page image might have a more positive
effect on sofa sales: a photo of puffy clouds or of pennies. In this example,
our research showed that the group viewing the clouds prior to entering
the site were more likely to search and purchase furniture based on
comfort while the group viewing the pennies focused primarily on price,
and therefore spent less on the site overall. We found, essentially, that
consumers focused their attention on items that were congruent with
their very first impression of the site—either the comfort of soft clouds
or the frugality of literally “watching the pennies.”
14