Guys, there’s a new Star Wars film coming out.
And it got me thinking about Jedi mind tricks. Now, Obi-Wan Kenobi didn’t have have a website or an online store. But if he did, it would kick ass.
“These are exactly the droids you’re looking for…
And they cost $1,000 each.”
Using real life Jedi mind tricks, you can boost your sales and conversions in a big way. It’s all about turning a passive visitor into a customer.
All it takes is a few clever psychological tricks.
It’s really easy to get customers to buy when they relate to your overall business ethos.
It’s why we spend $6 on an asparagus smoothie at WholeFoods! Because we agree with their approach to healthy food and sustainable growth.
We are hungry for better. We want to know where our food comes from. We care what happens to it along the way. We want to trust our sources. We want people and animals to be treated fairly. It’s time to champion the way food is grown and raised and caught.
How do you do this yourself? Simple. With a mission statement or a story. Let people buy into something bigger. When they relate to you and connect with what you’re saying, they’ll feel much more comfortable buying from you.
They’re also much more likely to become a long-time customer because they identify with you.
They’ll browse your products and read your story, but you’ve got to do something special to convince them to buy on the first visit. This is where you can use a Jedi mind trick to lower their cautious defences.
Use real statistics or data to convince them. Experts call this ‘the clincher’. WordPress do this brilliantly. You can’t argue with 24% of the entire internet!
There’s a term in psychology called The Sullivan Nod. It goes a little like this:
If you read out a list of options to a someone, nod your head (or smile) ever so slightly when you reach the preferred item.
Let’s say you’re a fruit seller who wants to get rid of extra banana stock. You’d say:
“Ah yes, we’ve got apples, oranges, pears, *nod* bananas, and pineapples. What’ll it be?”
The customer will almost always choose bananas.
You can do the same on your website with subtle hints around the preferred options. Perhaps you’re selling a software package with an entry level, mid level, and a pro level option.
You can use a slightly different colour or bolder lines to subtly suggest which one the user should choose. GoDaddy’s web hosting options try to lure you towards the premium package, as you can see above.
From now on, take notice of how often you see this trick around. You’ll be surprised!
A lot of online sellers make the mistake of displaying too many items. We instinctively think that customers love to see a huge range of options.
And the truth is, they do. People love to browse large product ranges.
But they almost never buy anything.
Statistically speaking, they’re much more likely to buy if there are only a few options on offer. Let’s face it, most of us suck at making decisions! The more options we’re faced with, the more likely we are to run away from it entirely.
A smart Jedi would only display a small range of highly targeted products. They even tested this theory with a selection of jams in an American store.
When presented with 24 different types of jams, visitors loved to browse through them, but hardly anyone bought anything. When they limited the choice to just 6 choices, sales went through the roof.
Making a decision drains energy! And our fear of making the wrong choice increases. So take away the choice, and leave just a limited product range.
You know how it is. If there’s an endless supply of products, you talk yourself out of the sale.
* This really is a real item on Amazon…
“Do I really need a life-size cutout of Chewbacca? Maybe I’ll think about it and come back tomorrow.”
But put a limited number and availability on it, and it’s a whole different story.
“Oh, wait. There are only 100 limited Chewbaccas, and the offer ends Friday?? I must have it!”
I’m afraid this is almost always just another (brilliant) Jedi mind-trick.
The threat of scarcity sends us into a blind panic. The fear of missing out kicks in, and it will usually push your customers over the edge. Right into buying mode. Try it on your online store, and watch the sales kick in. (Just don’t overuse this one or customers will start to notice).
The top marketers predict that customers need to see your branding at least eight times before they’ll buy from you. It’s based on the simple theory of familiarity. We like to buy from sellers we know and trust.
The two most important things to repeat are as follows:
a. Your brand name
Repeating your brand name regularly during the user journey is a great way to start building this connection. It introduces a new name and reinforces it until it’s familiar.
b. The measurable value of your product
Keep repeating the benefit of your product or service at every stage of the journey. If you say something enough times, people do tend to believe it. It’s another simple mind-trick that will lead people right where you want them.
This is psychology 101. We use it all the time in the real world while communicating. By simply mirroring the other person’s actions, we create a subconscious understanding and connection.
If you’ve ever been into an Apple store, you’ll have witnessed this Jedi mind-trick first hand (though you might not have realised it!) If you take your iPhone to the genius bar to be repaired, the Genius will almost always say something like this:
“I see what’s happened here. This actually happened to me last week. Yep, I dropped my phone in the sink too. It happens to everyone, such a nightmare, isn’t it!”
The Genius is mirroring your problem. They are empathising with you. So when they charge you $100 to fix it, you don’t mind so much.
Spoiler alert, the Genius never dropped his phone in the sink.
You can do the same online with cleverly worded copy, and choice images. If you know who your target audience is, you already know their problem. And you know how they’re feeling.
If you sell web hosting products, tell people “Look, we know how tricky this is. We were confused too when we built our first website! Here’s what we learnt…”
It works every time.
Now, when you go to see The Force Awakens, you probably won’t be thinking about these Jedi mind-tricks.
But, when you get back from the cinema and get back to work, try them for yourself.
Do you use any Jedi mind-tricks of your own on your website?