===<\/b><\/p>\n
There is no such thing as happenstance or chance when it comes to increasing your conversion rates. It is work. But it\u2019s not the mind numbing, bone crushing work we\u2019ve all tried to free ourselves from at one point or another. It\u2019s a labor of love, and it is fiercely rewarding when it\u2019s done well, done right. We are here to help you do it correctly, sooner, and Crush those Conversions.<\/span><\/p>\n Last week, we talked about <\/span>The Muse<\/b>. This week, we drill into <\/span>The Possession<\/b>!<\/span><\/p>\n To talk about Possession, we have to talk about THAT friend. We all have THAT friend. Ima go ahead and say it… The Arse. <\/span><\/p>\n THAT friend who does the stupidest of the stupids ALL THE TIME. THAT friend who has a huge heart but can flock it up worse than any screwball comedy act. <\/span><\/p>\n How many times have you had to ask THAT friend, \u201c<\/span>Whatever possessed you?<\/span><\/i>\u201d <\/span><\/p>\n Whatever possessed you to do that to your hair?<\/span><\/i><\/p>\n Whatever possessed you to flash a cop?<\/span><\/i><\/p>\n Whatever possessed you to move in with that guy after two days?<\/span><\/i><\/p>\n Now that I think about it, my friends are really super judgey (sad face).<\/span><\/p>\n Anyhoo, the reason I bring this up is because I want you to think about what that expression means.<\/span><\/p>\n Whatever possessed you?<\/span><\/i><\/p>\n Literally speaking, what we\u2019re actually asking is: \u201c<\/span>What kind of supernatural entity took over your brain and forced you to make that decision?<\/span><\/i>\u201d<\/span><\/p>\n It\u2019s kind of a strange thing to say, right?<\/span><\/p>\n But, as Internet Marketers, if we\u2019re being honest about what our goals are, when we make videos or host webinars, we ARE attempting to temporarily \u201c<\/span>possess<\/span><\/i>\u201d our customers\u2026 Juuuust long enough to move them to make a purchase. <\/span><\/p>\n We sometimes talk about Marketing as the \u201cArt of Persuasion\u201d. We <\/span>persuade<\/span><\/i> people that they need to buy our product and <\/span>dissuade<\/span><\/i> them from allowing their objections to get in the way.<\/span><\/p>\n Sometimes we execute this process so well that after the purchase the customer experiences actual regret. It happens so often we even have a name for it: \u00a0<\/span>Buyer\u2019s Remorse<\/b> (we hate buyer\u2019s remorse, but must acknowledge it\u2019s a thing). <\/span><\/p>\n Maybe that\u2019s why this industry gets a bad rap? In reality, marketing is ethically neutral. It can be used to persuade people to make good decisions, just as well as bad ones. <\/span><\/p>\n So\u2026 warning! What we\u2019re about to discuss involves invoking abilities that can be used for either good or for evil. I trust that you\u2019ll only make the wisest of decisions.<\/span><\/p>\n The Critical Components of Possession<\/b><\/p>\n To effectively possess your customers and, as a result, increase your conversions (let\u2019s not lose sight of the true endgame), your sales pitch must include two critical components.<\/span><\/p>\n Leave one of these out and you will be leaving money on the table. Just sayin\u2019.<\/span><\/p>\n It\u2019s not enough to showcase your product or service and assume that your audience will automatically figure out the benefits. You have to really spell it out. Detail the minutiae. <\/span>Show<\/span><\/i> your product working. <\/span>Show<\/span><\/i> it solving your audience\u2019s problems. <\/span>Show<\/span><\/i> it increasing pleasure or reducing pain.<\/span><\/p>\n The first part is fairly obvious, but this second element is a true multiplier, like a Mogwai when you get him wet. If you get the first part right, adding this second part will explode your conversions. All it requires is to invoke in your audience\u2019s mind a vivid picture of what life will be like, in the future, with this product in their lives.<\/span><\/p>\n This second step is where \u201cThe Possession\u201d is the <\/span>most powerful<\/span><\/i>. You\u2019re effectively taking the audience out of their present world, into a future one where your product has already had its positive impact. That future world is <\/span>so compelling<\/span><\/i> and <\/span>so appealing<\/span><\/i>, that your prospect doesn\u2019t want to return to the present.<\/span><\/p>\n What does your customer have to do to stay in that future world? <\/span><\/p>\n Purchase your product<\/b>.<\/span><\/p>\n That\u2019s the story that you need to conjure in the minds of your customers. An ownership experience that reveals itself, not just in the immediate advantages, but also the long-term benefits. When your customer imagines making a purchase, they must be able to visualize what happens tomorrow, next week, next month, and even six months from now.<\/span><\/p>\n Fitness equipment and DVD infomercials do this really well. They show the product in action, they demonstrate how and why it works, and THEN they show the long-term outcome you can expect IF you use the product. <\/span><\/p>\n For the guys, that\u2019s rock hard six-pack abs and jealous side-glances from their friends. For the girls, that\u2019s a flat, defined stomach with no lower pooch and\u2026 well\u2026 jealous side-glances from their friends.<\/span><\/p>\n Who doesn\u2019t love those Before and After transformation images? If you say those don\u2019t light even a little fire in your belly, you lie.<\/span><\/p>\n Even the most cynical consumer will find it hard to sit through one of those commercials and not be at least a little bit tempted to buy it. Why? Because the marketing has possessed them and got them thinking about the end result.<\/span><\/p>\n The future world just looks so\u2026 freakin\u2026 good.<\/span><\/p>\n The Echo Effect<\/b><\/p>\n If you still have doubts that the Demonstration\/Forecasting technique is the best marketing strategy for your video and webinars, there\u2019s an additional effect to consider.<\/span><\/p>\n Marketing possession is <\/span>possible<\/span><\/i> in emails and sales letters, but <\/span>they\u2019ll never be as effective as video or webinars<\/span>, because the latter allows you to demonstrate and forecast to a degree of specificity that isn\u2019t available in the written word.<\/span><\/p>\n I can use all the adjectives I can think of for rock-hard abs (ripped, tight, chiseled, shaped, firm, yummy), but a 10-second video clip of a six-pack is always going to have the superior effect.<\/span><\/p>\n An effect that <\/span>sticks<\/b>.<\/span><\/p>\n Think about it. When was the last time you read a sales letter, and thought, <\/span><\/p>\n \u201c<\/span>That was amazing, I must share that with all my friends!<\/span><\/i>\u201d<\/span><\/p>\n Probably, never.<\/span><\/p>\n But what about a funny or clever ad or commercial? How many of those have you shared or had shared with you?<\/span><\/p>\n Look through your social media feed for the last few months and you\u2019ll probably find more than you think.<\/span><\/p>\n Super Bowl commercials are an excellent case in point. Although they may not use the Demonstration\/Forecasting technique every time, because they\u2019re so flippin\u2019 awesome, these videos get shared even if people aren\u2019t interested in purchasing the product.<\/span><\/p>\n That\u2019s the \u201cEcho Effect.\u201d<\/span><\/p>\n It\u2019s a little-considered fact that when a prospect DOESN\u2019T make a purchase, it doesn\u2019t necessarily mean that they\u2019re not REALLY interested in your product. They might not have the money available right now, or they might want to do more research, or they might have just purchased a competing product and they\u2019re waiting to see how it pans out.<\/span><\/p>\n Whatever the reason, if someone likes your product and doesn\u2019t buy, if your video is interesting, educational, and entertaining, there\u2019s a good chance they\u2019re going to share it on Facebook or Twitter.<\/span><\/p>\n And some of the people that see the video as a result of that sharing WILL become customers. <\/span><\/p>\n Which means both your direct AND indirect conversions increase.<\/span><\/p>\n ***<\/span><\/p>\n That\u2019s powerful stuff, right?<\/span><\/p>\n At Genesis Digital, Marketing Possession has produced conversion rates that smash every other approach we\u2019ve ever tried. And, since video and webinars have such a profound effect on your conversions, check out <\/span>WebinarJam<\/span><\/a> and<\/span> EverWebinar<\/span><\/a> and see why they\u2019ve become a necessity in our <\/span>Company Tool Kit<\/span><\/a>.<\/span><\/p>\n Coming Next Week\u2026 Conversion Crushing Secrets Part Three: The Fourth Dimension<\/span><\/i><\/p>\n","protected":false},"excerpt":{"rendered":" === This is Part Two of the \u201cConversion Crushing Secrets\u201d article series. Part One is available here. === There is no such thing as happenstance or chance when it comes to increasing your conversion rates. It is work. But it\u2019s not the mind numbing, bone crushing work we\u2019ve all tried to free ourselves from at […]<\/p>\n","protected":false},"author":1,"featured_media":2401,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":""},"categories":[16,12,47],"tags":[],"yoast_head":"\n![\"Posses](\"https:\/\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2016\/12\/BUY.png\")
<\/p>\n\n
\n
![\"Before](\"https:\/\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2016\/12\/BeforeAfter.png\")
<\/p>\n