Prime Your Customers For Better Conversion Rates
Written by ama on September 2nd, 2010 in Get Paid To, Money Exchange, Money Investing, Money Making, Money Survey, Money Transfer, Money Tutorial, Quick Money, Uncategorized.
It is true that most people do not buy a product the first time they see it. Usually, it takes three or four times before there is enough product recognition to create a desire to buy. Most retail outlets post new products in several places in the store knowing that the repeated exposure to the product will create an awareness and then a desire to try it. Book authors send out press releases and post posters well in advance of a book launch to create the same product awareness and to increase the percentage of buyers at the event. A great example of this concept is the marketing of “Sticky Sheets”, an innovative new pet hair clean up product. The retail stores place them in the pet aisle, the household cleaning products aisle, and to increase the awareness they also place them on an end-cap of other aisles.
Online marketing of products can take advantage of this same product awareness technique. As just one good example, consider what John Craig did a few years ago. John is coauthor of the best selling book Secrets to Creating Passive Income. As a young man on break from college, John decided to create his own employment opportunity by painting address numbers on curbs during the summer. In the first neighborhood he visited, almost no one responded to the young man knocking on doors and explaining his service. In a flash of inspiration, and possibly a weariness of saying the same thing over and over again, he decided to print up one-page leaflets and leave them on the doors of his future customers, one day before he knocked on their doors. As John explains the situation, “I left the flyers there with a brief introduction, explanation of the service, why everyone else was getting their numbers painted and the price. The next day, I got more than 80% of the people to hire me to paint their curbs!” John primed the customer with an expectation, with the result they were actually looking forward to his visit. Some of them told him they were glad he arrived when he did because they were afraid they were going to miss him!
An online example of this same principle comes in the form of the recorded phone call (phoneburner.com). Most people with ‘Caller ID’ ignore calls they do not recognize and let the ‘machine’ pick it up, which is exactly what one online marketer wants them to do. He leaves a recorded message on his potential customer’s answering machine about an e-mail he will be sending them soon. This Internet marketing expert reports that 90% of his followup emails are actually opened and read. 90% reading rate for any piece of mail, electronic or otherwise is a very impressive and significant result.
EJ Thornton, publisher at Books to Believe In suggests to her authors who buy print advertising to buy two print ads in the same magazine. She teaches that once the book has been seen in the magazine, it has registered in the psyche of the reader, and the second time the reader sees it, they immediately remember it and they will even check back to see if the book is indeed the same book. When they realize it is, this etches the name of the book in their mind much more so than seeing it only once. She also encourages her authors, for the very same reason, that if a magazine does an article on a book, the author should take out an advertisement there as well.
Priming your customers by exposing them ahead of time to your new product is a great way to boost sales and marketing success.


































