So, you have a potential customer’s email address. How do you get him to take action and accept your offer? You have to appeal to their unique buyer psychology. One size does not fit all when it comes to why customers hesitate to click on the “Buy Now” button. When it comes to making online purchases, there are four main types of buyer psychologies. Using a series of emails, you can appeal to these different types of buyers.
Urgent Email The goal of the urgent email is to remind the customer that there is a time limit inherent in the offer. Some buyers need that extra push to get them to make a decision now. Urgent emails should highlight the savings that are available only if they act now as well as the benefits involved with this special offer.
FAQ Email The goal of the FAQ email is to appeal to customers with an analytical and logical mindset. These buyers resist offers based on uncertainty or because they have unanswered questions. FAQ emails should focus on filling in details with a question and answer format. Some common questions your FAQ email needs to address include:
What do I get in the offer? How much does this special offer cost versus regular price? What bonuses are included? What kind of guarantee do you offer?
Testimonial Email The goal of the testimonial email is to appeal to people who respond best to stories from others. Through the narrative, you want to help the potential customer imagine using the product themselves. You want to add fuel to their imagination based on the experience of others. There is no better fuel to rev up a person’s imagination than real-life experiences from others.
Last Day Email The goal of the last day email is to appeal to those who procrastinate. Some people are just hardwired to wait until the last possible minute no matter what. The last day email is meant to give this potential customer a little push to get them off the dime. Most people with procrastinating mindsets would say that they wanted your offer when they were first exposed to it. However, their mindset inclines them to put off the purchase until later. They intended to follow up, but simply forget and are happy for the reminder.
How do your offers appeal to the four buyer psychologies?
