Keep Your Customers Delighted

Keeping your customers delighted, engaged, and even raving about you is easier than you think.

I have a dear colleague who can get a bit of snark on. She has a great sense of humor so I enjoy her candor and the snark.  

Recently Heather wrote about Peloton.  I only knew the name casually in passing until… surprise of surprise…they started airing on the news in our area… maybe because no one is getting as much exercise as they should be. 

There advertisements always this amazing buff-fit person in a fabulous looking condo working intently on their Peloton device.  (A very expensive piece of work out gear for the totally committed.)

She loved to mock their gaggy commercials about the super-fit.  Then she switched gears and commented on how “laser-targeted” their marketing was.  They weren’t trying to appeal to anyone who was not their target market. 

Peloton does smart marketing…

Peloton knows what buttons to push for their ideal client, and they do a great job of it.  They know how to get their target person to get up off the couch and order a Peleton for $2500 or more.  That is brilliant marketing.

Yet they take it a step farther.  Peloton focuses on delighting and keeping existing customers engaged…turning them into influencers that promote and sell more devices.  Smart company.

Heather admitted that she had signed up with Peleton to have an a virtual at home workout program.  No fancy device…the cheapest program that they offered.  For what she spent, she didn’t expect much. 

They surprised her with a free T-shirt…celebrating her completing 200 workouts.  She was so delighted and excited she told several friends and even wrote a marketing article about it.  She calculated their delivered cost to be about $3.00 or maybe less.  

Considering how many people she told and the number of people who have read her published article, they got excellent ROI.

Any business can do this

Any business can do this.  All it takes is thinking outside the proverbial box.  I’m in Oregon where we had the most horrific forest fires on record.  We still have pockets of the worst air quality in the entire world.  Thank goodness, the worst is past.

In the midst of the fire related stress and chaos I received an email from a company I’ve purchased from.

It was absolutely PERFECT timing to the perfect market. 

They sent an email titled “To Our West Coast Friends.”  It was a “we’re thinking of you” email featuring a well-known landmark in all its pristine glory.  No push. Just we’re concerned. We’re thinking of you. We can’t be there but if you need anything here’s 15% off. 

It touched me because of it’s tone and non-sales approach.  Whether I needed anything right then or not, I will remember who sent me that lovely email at a time much of the state was choking in smoke.  

I expected it to be the first of a targeted funnel. and looked forward to see what they would send next. Unfortunately, they went back to pushing sales in the next email.  What a missed opportunity.  They had set themselves apart with their approach and then slid back into doing exactly what their competitors did.

Ways to delight your customers

If you don’t want to invest in t-shirts, there are lots of other ways. If you don’t have their birthday, send a “you’ve been with us a year” anniversary email or card.  

Recognize customers for achieving some sort of milestone on your social media.  

Offer a free guide or e-book especially for your valued clients.

Send them an early-bird notice of a special event or something like a black-Friday sale.

There are lots of options out there.  It’s a matter of finding what is just right not only for your business, but the clients you want to attract and keep. 

New clients only buy 5-20% of the time.  Existing clients buy 60-70% of the time.  An excellent reason to treat them right and keep them delighted.

Want to read Heather Lloyd-Martin’s full article?  You can find it right here.

Want a quick brainstorm on the best way to keep your existing clients delighted?  That’s just one of the ways I help my client’s get the edge on their competition.  Visit my booking link here.

Push and Pull, Managing the Twins of Marketing

In marketing, we get the same magnetic push and pull found in magnetic polarity.  Whether it’s teaching about polarity or singing a rap song about the push-pull of chemistry, the impact is the same. Energy attracting or pushing apart.

The coronavirus has made teachers incredibly creative. I recently saw a news story on them teaching magnetic polarity virtually.  

Push and pull in nature…

With the help of assistants, in this case, the teacher’s children, she placed two large magnets on a table with their horseshoe shapes aligned. The magnetic poles were aligned directly across from each other.

Then she handed her son and daughter each a magnet and had them hold them in the same position. “Now, try to slowly move the magnets directly toward each other,” she guided. 

“That’s good, keep the ends pointing toward each other.”

A look of surprise crossed the little boy’s face as he encountered resistance from the magnet as he tried to move it toward his sister’s.

“Excellent, now pause a moment.” She stepped closer and shifted the magnets so the poles were no longer aligned and that one pole from her son’s magnet touched the opposite pole of his sister’s.

“Okay, now what happens when you try to pull apart.”

“It’s stuck!” The little boy said, then he put in some effort and jerked the magnet away from his sisters.  

“I did it!” He grinned victoriously as he brandished the magnet in both hands.

“Yes, you did!”

“The resistance you felt was the magnetic polarity being attracted to its opposite force. When the magnets were perfectly aligned they repelled each other. When aligned to an opposite pole, it took your force to move them apart.”

Push and pull marketing

In marketing outbound marketing is also known as push marketing. It takes your product out to where your prospects are to make it easy for them to find.  The focus is on your brand or product.

On the opposite side, inbound marketing or pull marketing the focus is on relationships. It relies on prospects that are looking for your product. 

Push creates demand by making them aware of your brand and the solutions it offers. Pull offers a way to fulfill that need.

The blend you need in your marketing efforts depends on where you, your brand, or a specific product are at a given moment. I’ve seen this over and over again with clients and former students I was mentoring. 

All businesses need a mix of both as they grow and build.

What many don’t realize 

For new businesses, you can’t start with pull marketing. First you need to help your “hungry crowd” find you have a solution.  That means you need to get your product out there in front of them. You need to use the push.

Once you have created the demand, then you can use the pull to bring them to your website and guide them to their solution.

However, push and pull must be adapted to their times to be relevant and get on people’s radar.  Some push techniques don’t work well in a pandemic. 

Face-to-face meetings are going virtual. Showrooms are going virtual. Trade shows have one option – go virtual. These are all backbones of push marketing.

Pull has also gotten more challenging due to the sheer volume of companies now focused on online marketing.  

Here are 3 techniques to get your push and pull marketing working together

In today’s environment, both push and pull need a client-centric focus. Start with your push and have your pull set up to provide the solution…the sales.

Push marketing  a crisis

There are still some classical push – outbound marketing techniques that work. Things like billboards, television, radio, print, direct mail, and eye-catching packaging. 

You can also use social media posts and paid ads.

The goal is to get your brand/product out there in front of people so they can learn about it. 

I’ve seen clever use of YouTube infographics to create brand awareness. 

Interestingly, local television stations are trying to boost local economies by getting the word out to help small businesses.  If you’ve been wanting to try some television spots and have the capital, it might be a time to consider it.

The goal of push marketing is to get attention. It should be a disrupter. Something that interrupts the flow of the day. Something that makes people question, “what was that?”  

Bingo, you got their attention.

So what are you going to do with that attention?

Pull marketing

If you have their attention you need pull-marketing to move them from where they saw you to a place where they can learn more or make a purchase.

The consumer is seeking a product based on need. They saw you and want to know more.

Pull marketing uses your reputation, consumer interest, effective SEO, pay-per-click, blogs, content, and social media. It requires your brand to be in the right place at the right time.

For pull marketing to work effectively, it must be ready and in place at the moment you need it.  You can’t wait to start building it out to when you now have traffic or you’ll be missing sales.

Finding the balance

If you already have a good reputation and a known brand, your push marketing will probably shift to push-notifications. 

These sort of blur the line between push and pull.  They are designed to be used both on your website and via social media marketing to help guide the prospect to finding their answer.

These are designed to engage visitors both on and off your website and keep your product in front of them.

However, there is a catch. You must have their permission in order to send them. 

At a time when daily emails have doubled or tripled, people are a bit more protective of giving out their email address.  You’ll need to give them a good reason for doing so. It will need to be something of value.

Value might be bonus information. It could be, a guide, a discount, easier tracking for an order, or another type of reward. Whatever you chose it must resonate, be relevant to, and focused on your target customer.

Time to Evaluate

With our changing business environment and more intensive competition, it’s a crucial time for businesses to evaluate how they are using push and pull marketing.  

  • Where is your business now? 
  • What does your outbound and inbound marketing look like? 
  • What modifications or enhancements will make you better able to connect with and engage clients…and convert them into loyal customers?

Need assistance with a quick look or more intensive updates?  Message me: judith@jculpcreativecopy.com.

Empathy Based Marketing

3 graphics depicting empathy, caring, listening.

In the best of times and in the midst of crisis, customer connectivity is core to business success.  That means we need to focus on helping them as real people, not clicks, and dollar signs. 

An Empathy Lesson I Learned Early

I spent over 20 years in the spa industry offering skincare and cosmetic tattooing. They are optional services and high-ticket. 

At first, like any field,  you are trying to get your skillsets perfected. Then you have to learn marketing…it’s not taught in the training programs.  You have to build the client’s trust, help them like you, let them get to know you. 

You are a coach, educator, someone who has had their problem and understands what they are feeling.

I learned that listening with empathy, focusing on the client, learning from them, and engaging with them was key. My total goal was to help them feel better about themselves and make their lives easier.

I developed great friendships with many caring, professional colleagues with successful careers.

I also met some that were of a very different nature…transactional. The client was a job, money. Regardless of what they said, they weren’t really engaging with them. And their careers were short-lived.

I’ve seen the same thing in many alternative health businesses. Supplements, CBD, skincare, and beauty products. Engaging with empathy makes a big difference.

Something to Remember

What most businesses don’t tend to keep in mind in their marketing is customers don’t decide to buy logically. 

We are feeling beings who think, not the other way around. Even the most analytical person you know depends on discipline to control letting their emotional thoughts impact their decision.

A respected neuroscientist, Antonio Damasio, discovered that every human decision depends on emotion.  Every single decision. 

We must focus on emotional connections and let them lead naturally to see conversion. That relies on really deeply knowing your customer and their emotional motivators.  

3 Ways to Enhance Your Empathy Marketing

A lot of marketing tends to be random.  A study by the CMO Council reported that 80% of markets don’t know what the next best action for their customers is.  

They need to automate to enhance customer engagement. However, automation is transactional. That makes it harder to employ emotional marketing.

Here are three ways you can apply empathy today.

Start with Your Customer

“Walk a mile in their shoes.”  You need to go into their world, their mindset to really understand them. Look for how you can make their lives better, solve their problems. What do they want?  How is their problem impacting their life? 

Do they want their pain to stop? Do they want to sleep better or perform better? Why? Feel better? Why? To enjoy life more? Enjoy their family more? 

Look for ways you can help them.

Let them know you understand their problem, feel their pain. Show them how to solve their problem. Validate it. Other customer’s success stories can be very effective at doing this. A real person they can identify with. They build trust.

Develop Digital Conversations

Think conversations first, then let them slide into fulfilling the steps of a buying journey.  None of us like to be “sold to.” We like and are quite willing to buy if something will make us happier and solve a problem.  Focus on the conversations. Extend an invitation to talk, to converse. 

Social media can be a great opportunity for this. 

Start with the conversation…invite dialogue. Listen and learn. Converse with them. Finally, recommend something that will help them.

When we focus on helping, the relationship changes. We’re there to help them…not focused on getting a sale.

Bring that attitude and those emotions into your marketing. Treat them like you’d like to be treated in their place.

Provide Empathy Content 

Customers and prospective customers don’t want more content.  They want helpful, empathetic, useful information. It needs to be customer-centric. It needs to show them a solution to their problem. Support them. Sometimes it’s hard to make a change.

Use the terms customers use. Helpful blog posts. Useful case studies. Fantastic articles. Amazing videos. It’s all about feelings, emotions, and the right word choices.

Support this with one of the things that customers want most…quality interactions with your team. Your team needs to feel your empathy, incorporate it into your company culture and share it with customers.

One Last Thought

Emails are a great place to include empathy.  Every business is ramping up an email’s place in marketing. However, I see a lot of emails that are stuck in the old long-form sales letter format.  Or on the other side…purely transactional.  

For an article on using RAS Triggers to activate empathy, you might find this article interesting. Read it Here.

It’s time to update to empathetic emails that follow modern guidelines if you want more opens and conversions.

Need help bringing more empathy into your marketing efforts? Message me: Judith@jculpcreativecopy.com.

Dopamine Rush…Silver Bullet to Sales

Are all dopamine rush triggers

The motivator response in our brain triggers us to take action and rewards us with a dopamine rush. It’s a surge of good feelings following a pleasant experience. It’s as old as man himself.  

A key part of survival, the primal brain includes a series of triggers that make us take action.

When we take the action, it rewards us with what is called a dopamine rush.  It’s that good feeling we get from eating ice cream, chocolate, and the like.

Can you imagine???

Our caveman ancestors spent a lot of time searching for food. Can you imagine trudging out there hunting for an animal to kill?  Hot. Cold. Windy. Wild carnivores looking to eat you. 

It took strong motivation to do it.  The primal brain drove them on. When they did see an animal, maybe rabbits, deer, bison…or a wooly mammoth, their brain rewarded them.  It offered triggered good feelings. 

The reward of satisfaction and anticipation spurred them on to the kill. Success…more good feelings rewards.

Dopamine Rush Today

We’ve come a long way, but our brain hasn’t changed.  We get a dose of adrenaline to escape a potential accident from the crazy driver in front of us. Or the idiot pedestrian who steps out into the street without bothering to check if there are cars coming.

We get the feel-good rush from foods we like and more.  We are rewarded for finding a mate, having a baby, having a circle of friends, being a part of the team. 

All of these trigger a dopamine rush.

Men get an emotional high from an action movie or a football game.  

Women get their highs from finding a perfect gift for a friend, bringing someone joy, getting a hug. Or a positive shopping experience.

When we get one of those responses, it triggers us to repeat the behavior.

In Marketing

If you have a clear avatar of your customer, the dopamine rush can be effectively triggered in marketing efforts. Our goal in their interactions with our business, or brand, is a positive experience that triggers the rush. If we succeed, they are likely to return to purchase again.

It must be a positive experience to get this trigger. Poor experiences with any touchpoint of our interactions trigger the opposite response and drive them away.

So before any active marketing campaign is undertaken we need to make sure all interactions lead to a positive experience. Website design, navigation, content, customer support, purchasing, post-purchase, shipping, and delivery all need to be positive.

Then we can undertake to target the dopamine response in our marketing efforts. We can implement them on our website, social media, and emails.

3 Techniques to Trigger a Dopamine Rush

All three techniques tie into the fact we are reward-driven pleasure seekers.  As much as we want to avoid pain or injury…we seek pleasure. There are several ways to get that result.  Here are three techniques.

Create Excitement

You can trigger the rush by creating excitement. Offer them fun. Let them win something.

You can generate excitement with a contest. We are driven to try to win, come out on top. 

Flashing lights create excitement. 

Having a winning ticket creates excitement. 

Winning at bingo triggers a reward response.

Lottery bingo games trigger the response.  State lottery games and casino gambling trigger the response. Sometimes so effectively that people become addicted.

Safeway uses this annually.  So does Publisher Clearing House. 

So do game shows and every business that put contests on Facebook or Instagram.

Use Trigger Words

Generate anticipation and curiosity by incorporating trigger words.  Focus on words that generate curiosity, imagination, and anticipation.

  • All you can ___________
  • Exclusive
  • By invitation only
  • Just
  • Now
  • Not yet
  • Ready now
  • Only 
  • Sold out
  • Bonus
  • % off
  • Limited
  • Kit     (we love kits)

Use words and phrases that make intrigue your customer and make them want answers.

  • What does this mean?
  • What’s going on here?
  • How will this help me, I need to find out.
  • Pre-announcement of something new
  • Helpful hints on how your product can be used or give them the most benefit.
  • Celebrate milestones with them – theirs and yours

Free samples, free trials, and free demos work well. Feeling like we got more than we paid for absolutely triggers the response.

Stay in touch…if we know and like a brand, we like to hear from them. Stay in touch in a way that feels individualized and personal. You can use phone, text, or emails. They all strengthen the bond and trigger the rush.

Gamification 

Games make things fun.  They give us rewards. And reward programs attract us. That’s why we sign up for them even if we don’t use them. 

If we can fire up their anticipation for getting those “points” a bigger discount, or a free gift, we have a home-run.  

Does your reward program offer multiple levels? Who wants to be in the “entry-level” group? 

If we’re interested, we want more. Our seek pleasure drive wants us to have achievement and recognition.  We want to be in “the group.”  We want to be elite. …all dopamine rush triggers.

Want to read more about how rewards programs can benefit your business and learn about different types.  See my companion article here

When I work with clients we start with their target customer and the type of RAS triggers that they respond to. Then we develop the plan and the rewards system that best suits them. Need help? Message me: Judith@jculpcreativecopy.com.

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Value Added…Bonuses, Rewards & Discounts

Our perception of value can be modified with bonuses rewards and discounts.

While avarice and greed have negative connotations the concept of getting a good deal is hardwired. We love bonuses, rewards, and discounts.  We love to feel we got great value for our investment.

The value doesn’t even have to be ours

My sister has physical dexterity issues, so when she mentioned she needed a new camera, I jumped to help her find something suitable. 

I remembered the challenges I’d found with the small profile digital cameras.  It can be hard to get crystal clear photos.  Stability issues. 

I started researching the best cameras for unsteady hands.  Something a bit bigger but not too bulky.  I found a useful website and emailed her the information.

“Thanks for the help!” Came the reply.

There’s a Walmart near her and I knew it would be easy access if she had any problems. I went online and checked their offerings. 

I knew she needed stability, the ability to easily transfer them to her computer, and maybe a bit of a zoom lens. The website I found had also suggested a larger view screen over a viewfinder for people who wear glasses.

I found a little Kodak PIXPRO FZ152. The price was reasonable for her budget, just $82, marked down from $149.95. Forty-one reviewers and a good rating. 

So I shared the link with her via email.  I did suggest she purchase an SD card to go with it.

A little while later, she messaged me, “Hi, Judi, I just ordered Kodak FZ53 digital camera!. It’s red!  It comes with a carry case and an extra memory card for just $100 with free shipping!”

I could hear her excitement so I shot an email back, “Congratulations!!  Have fun with it.”

Then I realized the number was different.  I looked it up. The camera she ordered is smaller, flat, and would be harder for her to hold. The FZ53 was available solo or in a bundle.  Gena had gone with the bundle. 

Then I noticed there was only 1 review and it had 1 star.

My heart sank.  I clicked to read the review, “Not worth buying. does not come with entire bundle. camera quality sucks.”

Sis had gone for the “good deal” but may turn out to be a bad purchase.  Thank goodness Walmart has a generous return policy.

Positive value building

As a business owner, I’ve had a lot of opportunities to sort through offerings. As a digital marketing specialist, I work with clients to make sure their offers are buyer-friendly. 

At the same time that we make the client feel good about their purchase, we make sure the company will feel good about the sale.

It’s about finding the right balance for both the seller and the buyer to have a positive experience.

Secret

One thing I see a lot of marketers miss…not all customers respond to the same type of offer. If you are always focused on creating value one way, you may be missing sale opportunities.  You are also training your customers on what to expect.  

Mattresses and furniture are a case in point. Stores that sell mattresses and or furniture are always having sales. We’re talking deep discount, fire sales. Clearance sales. Going out of business sales.  

People know this and when there isn’t a sale…they generally wait.  Sometimes they wait long enough to get a sale and free delivery.

3 Value Techniques

With the current social situation, more people are wanting to purchase from companies that support change and inclusion. Expect Gen Z to be strong on this issue.

Some people like to buy products because they feel good about the company’s story.

Others buy because of company philanthropy or involvement in the community. 

Millennials look for environmentally friendly products. They want to “make a difference” with their decisions and their purchases. They will pay more to do that.

Discounts

In the CBD niche, online sellers typically offer discounts. Does that mean it’s the best method?  Not necessarily as we can see from the furniture stores. 

There was a woman who ran a small boutique in the southwest.  She had ordered some turquoise jewelry and it hadn’t sold well.  Headed off on vacation she had an afterthought and messaged her assistant to mark it down to half-off.

When she returned a huge amount of the jewelry was gone, but there was no sale sign.  She picked up a bracelet and noticed the price was twice the original price. Her assistant misunderstood and instead of marking it down, doubled it.

People bought more because they perceived if it was this expensive, it had to be quality.  

When there were only a few pieces left and the season was nearly over, she left the altered price tags on and put up a sale sign of 50% Off until Friday. 

Those last pieces were gone quickly. Value and urgency combined.

If something looks good but the price is too low…they wonder what is wrong.  I’m not advocating you raise all your prices. I am advocating that you take a good look at the pricing, your target market, and the value balance. 

Bonuses

In numerous studies bonuses outperformed discounts.  While discounts are price reduction determined by the company. A bonus is something the customer earns.

A bonus might be based on a quantity purchased.  This happens routinely with some alternative health supplements. Especially, those sold via long-form sales letters.  

Invariably, while you can order one, the price keeps getting better if you order more. Often the sweet spot will be at least three or four of the same item.

There are also the buy one item at the regular price and get a second item for a reduced price. Women’s retail often does this.

A third bonus type is based on dollars spent.  The amount of the bonus goes up every time you exceed a threshold.  Spend over $50, save 10%. Raise that to spend over $100, save 15%. And the big one…spend over $200 save 25%.  People reach for it like the gold ring on a merry-go-round.

Rewards programs

Most of us have at least a fist full of rewards or loyalty program memberships.  Amazon Prime, Airline miles, credit cards that reward you spendable points, Costco rebates.  The list is nearly endless.

However, not all get used equally.  Over half barely get used at all. Here are some that have been used very effectively.

Points programs where you earn based on dollars spent.  My local nursery has this and the rewards points convert to a discount on future purchases. I recently got a plant free.

Amazon Prime is an example of a paid membership program.  You pay your monthly/annual fee and get free fast shipping and other bonuses.

Sephora and Victoria’s Secret use a tiered community program.  Your status is determined by how much you spend. The more you have spent in a calendar year, the higher your bonus and the number of perks you receive. 

Nike rewards buyers based on a fitness achievement like running a 5K with badges and discounts.

There are many variations of rewards programs. The key is finding something that matches your specific business model and philosophy and your target customer.

All good rewards programs enhance customer loyalty and long term value. It’s a project well worth pursuing.

When I work with clients

My goal is to help them add new clients.  At the same time, we focus on bonuses and rewards to retain existing clients. It’s far easier, and less expensive, to keep a customer than to replace them.

Key RAS Triggers Drive Sales – Including CBD

Emotional RAS Triggers are Key to Sales
Key RAS Triggers Work to Make Sales

The RAS or reticular activating system in the brain alerts or arouses us. When selling something, tapping into and activating the RAS system is a key way to trigger sales.

Think back to your last car purchase…

I’ll not quickly forget mine. My 20-year-old car was starting to have reliability issues. While still okay as a backup, get-around-town vehicle, I was no longer feeling safe about road trips. 

I’d been pleased with all the years of reliable service, so decided to go for the same brand. It was safe, reliable, and made me feel good driving it. 

The salesman did all the right things.

He asked questions and listened.

“What are you looking for?”

“The same great reliability, but I’m thinking I might need something a dash bigger so it’s easier to get my Mom’s rolling walker in and out.”

“Okay, let’s start there.” He took me to the model that was the next size up.

I’m just under 5’2”. Short/petite…pick your choice. I slid behind the wheel. I felt like I was in an old sit-com I had seen on television. Carol Burnette dressed as a little girl, sitting in this monstrous chair. The car felt like it was ten feet wide and twenty feet long.

“It’s nice,” I murmured, but it’s so big.”

“All right, now let’s go see the C300.”

I remember the first adjectives that popped into my head were muscular and sexy. I’m a marketer…I know better…yet, that’s how the brain works.

I slid behind the wheel and it felt… “right.” 

The fact that it was the previous year model that had been purchased as a fleet car, but had only 34 miles on it didn’t hurt. It would be sold as a “certified used” vehicle. That meant a great warranty…just like a new car, with a lower price tag. 

Emotion first…appearance, touch, feel. Validation justified by value for investment.

Emotional triggers are tightly nested in the RAS. They serve to alert and protect us. Friend or foe. Threat or suitable mate. And they also trigger a buy response.

30 years of marketing…

Not just being a woman, but dominantly marketing to women for the past thirty years, I realized how effective RAS triggers could be.

Women expect to be treated with respect, we as marketers have to keep that first and foremost. 

Give us a great buying experience that caters to our emotional RAS triggers. Then help us validate it with the proof to back up the value.

Keep your customers Key RAS Triggers in mind

To effectively use RAS to trigger sales, you have to take into account who your customer is. Male, female, demographics, psychographics. We all have slightly different triggers. 

When selling B2C or D2C you are selling to the end-user. Their RAS triggers are different than if you were selling B2B – one business to another. 

Selling B2B you are selling to someone whose job is tied to their performance. Poor performance, making a bad choice, not only costs the business money, it could cost them their job. The sale process is uniquely different.

When dealing with the end-user, the more clearly you have her defined, the easier it will be to trigger a sale. 

Her? Yes. Studies have revealed that 85% of all consumer goods have a woman making the buy. When you consider her circle of influence, husband, kids, parents, friends and colleagues…she influences 95% of all sales.

3 Key RAS Triggers

There are numerous ways to approach the use of RAS in marketing. You can find techniques divided into eight or more categories. However, there is a fair amount of overlap. I group them into Urgency, Avarice, and Dopamine Rush.

Urgency

A sense of urgency triggers us to take action. It ties back to the fight or flight syndrome. If we see fire coming, we get out of harms’ way. If we’re in the grocery store and hear the intercom announce a five-minute sale or free-gift, we may head on over…now.

We don’t want to be left out. We don’t want to be excluded from an opportunity.

Holidays and events trigger a sense of urgency for desirable items. Christmas gifts, decorations, and food choices. Fourth of July grills, hotdogs, hamburgers and beer….and don’t forget the fireworks. Ski slopes opening. Camping season starting. Back to school deadlines.

For a product, we particularly like or want, and there are only three left…scarcity triggers our urgency button.

Urgency is often tied to time, a deadline, or physical limitation… like limited quantity. “While supplies last,” or “ends at 3 PM” both trigger a sense of urgency. 

You can also see the trigger of urgency in action on the television sales channels. The clock is ticking, the stock is limited and the phones are ringing.

Avarice

Some might call this greed, yet that is a word with a lot of negative connotations. Everyone likes to feel they got a good deal or good value for the money or time invested. That doesn’t make them greedy.

We like the feeling we get for our savings and value. Discounts, bonuses, free shipping, reward points. 

When we see holiday items on sale…that triggers two buttons both urgency and avarice. 

Keep in mind, it’s not always a discount sale. 

Rewards programs, a special gift with purchase, packaged vacation deals all offer enhanced value and trigger purchases.

Bonuses are a superpower that can dwarf discounts in sales analytics…ROI. 

A great example is those infomercials where the guy is selling a pack of knives. They focus on what the knife excels at. Only at the end to they start stacking on the bonuses. At this point the viewer can’t help themselves, they pick up the phone and call, or click the buy button.

The bonuses enhance the central product.

Bonuses make it work better, more efficiently, provide additional information and at FREE, they enhance value. The bonuses are typically a limited time offer, so we add scarcity and urgency to the mix.

Dopamine Rush

Dopamine is the “feel-good” hormone. It is released when we experience pleasure. Having sex and eating chocolate are both tied to a dopamine rush.

A sense of belonging is important to both men and women. Fitness centers, elite clubs or groups use this. So do Harley Davidson, Husqvarna, MAC and IT Cosmetics, and numerous soft-drink and beer manufacturers. Brand advocates.

The higher your ranking with an airline…the earlier you get on and off the airplane.

For men, the triggers also tie into sexual prowess, self-esteem, and manliness.

Women have the equivalent of the masculine triggers. As caregivers, they add a broader range.

Among the female triggers are benevolence, social value, empathy, and personal gratification.

Charities frequently play to remorse and benevolence to get people to chip in and help out. The viewer/reader is better off and needs to lend a hand, donate.

When your social values align with a company, you are more apt to spend with them. “Family-oriented,” “your trusted source,” both promote social similarities. Helping humanity can do the same.

When we give a gift and the recipient enthusiastically loves it, we get an emotional empathy response…we get to share their joy. So purchases that create joy give women a dopamine empathy response. They feel good and are likely to repeat the pattern. Find that perfect item and buy it quickly.

Studies have shown women get a dopamine rush every time they have a positive buying experience. It’s similar to the rush men get from an exciting sports event. 

Marketers behind the modern department store capitalized on the dopamine rush. 

They invited women to come in, not occasionally, but frequently. Decades before they could vote, women could grab their purses, visit, connect, and shop. And shop they did. It triggered a social change. They had found a place they could act independently. No one monitored their every movement.

Shopping empowered women. When you combine that with the quest for a perfect gift to trigger an empathy response, you have potent buying urges.

Key RAS triggers are powerful

When you create a buying experience that combines these three triggers the power explodes into sales. Urgency or scarcity, getting a great deal or bonus, and a positive user-focused buying experience is a great formula for successful sales. 

This is equally true in person, or online. It’s something I keep at the forefront when I work with clients.

  • In-depth knowledge of the customer.
  • A clear understanding of the product being offered.
  • Then tie it into a fabulous experience complete with urgency, and a great value

Need help with RAS triggers to connect with more customers, make more sales and keep customers loyal? Message me: judith@jcupcreativecopy.com.

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