17 Dec Develop anchoring and priming techniques for your business success
The process of anchoring
Persuasion – getting someone to say yes. It means getting someone to believe something or do something that you want them to.
Pre-suasion – helping people become receptive to your message before they see or hear it.
Pre-suading focuses on when to influence.
Pre-suading is about attention and association – your customer’s attention when it comes to associating with your offer.
Pre-suading is about the time BEFORE you then present your idea or offer.
Successful pre-suading is built around the ideas of anchoring and priming.
Anchoring refers to a perception bias when a decision is being made. People rely heavily on the first piece of information they are given – the anchor.
For example Price anchoring – do you ever try and convince your customer that your price is fair AFTER you have revealed your price?
Instead why not ‘set the scene’ with a large number at the beginning. This makes the eventual price you discuss and agree on feel less costly by comparison.
This is pre-suasion at work – the number you share BEFORE you show your price to your customers has a huge impact on how they perceive your price.
Steve Jobs (Apple) used this anchoring technique to fantastic effect when launching the iPad in 2010.
Priming refers to how our attention and responses are biased by what we are exposed to.
For example German music played in a wine shop raises the sales of German wine, French music sells more French wine.
A website landing page with clouds on, means the buyers move towards buying softer more comfortable furniture. A landing page with coins on results in a preference for cheaper furniture.
How can you use the concepts of anchoring and priming in your business to persuade a customer to choose you over the competition?
Click here to download your report and learn that using the right anchors, images, words, sounds etc increases the chances of your customer being much more receptive to your offer before you have even made it.