You'll win if you know when to say sucker or lollipop
Why knowing how they talk to each other is so important
There's a technique used by top sales people in every industry. It's powerful when used during a 1:1, face-to-face conversation between the sales rep and the prospect. It's not a trick. Nor is it devious. In most instances, the sales rep slips into it naturally.
It's called mirroring. Matching your body language to the prospect's.
But wait! I know - I hear you. You're thinking this feels a lot like manipulation and that's what you hate about sales! Am I right?
The truth is that yes, it is a form of manipulation - but not in a negative way. The intention is not meant to be harmful. It is to help the reader see how your solution fits their problem. If it's not a good fit, they won't be persuaded.
The thing is, direct suggestion isn't powerful at all. It may be easier to write but it doesn’t work. Because its content is easily recognizable. Direct suggestions are the kind of suggestions most unsuccessful salespeople make. The customer sees it coming and has their defenses up. Now the conversation isn’t easy and flowing. It’s a battle of wits between the salesperson and the customer.
So this technique of mirroring - is powerful. It's powerful because we all trust people like ourselves. And when our body language is mirrored by someone else it sends the message "I am like you are." This subconsciously increases the prospect's comfort level and decreases his or her resistance. On a subliminal level, the prospect feels in harmony with the sales rep. Because the sales rep is telling him or her on a non-verbal level that they have something in common.
Why does this work to gain rapport and trust?
A savvy customer will look for the differences in salespeople. They avoid buying or being open to buying something by telling themselves, "The salesman is different from me. He is trying to sell me something."
Yet, when the salesperson appears to be very similar to the prospect, by matching body language and movements on a subliminal level, that customer begins to feel comfortable and more at ease around them. That salesperson is more trusted and is harder to resist. Psychological research tells us that people cannot resist themselves or their own actions.
So how do we do this with email copywriting?
We use the prospect's language. We use their phrasing and special words for common objects so subconsciously they see themselves as they read the email.
Simple things make a big difference. Knowing that "Lollipop" is more common in the Northeast, and "sucker" is more widely used in the South and Midwest can make the difference in the click through rate.
We share stories they can relate to. Not the "every man - every woman" story. The story that your specific prospect can relate to. Include details about the steady wind across the plains of Kansas and the smells it carries or the bitter, bone deep cold of winter in Maine.
And finally, we make sure the details tie directly to the biggest benefit they will get when they click that link or reply to that email.
Do this and you'll see your response rates increase.
Now is a great time for you to ask your questions! Send’em by email or leave a comment.
Have something you’d like to say or share? I’d love to hear it. Leave a comment.
Talk soon -
Charlene Burke
PS Have you been sending emails to your list? Have you changed the emails you’ve been sending to your prospects? Yes? GREAT! No? Uh oh - we should talk. Happy to answer questions via email or you can get on my calendar for a virtual coffee chat - just click here: Coffee with Charlene
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“The toughest thing about the power of trust is that it's very difficult to build and very easy to destroy. The essence of trust building is to emphasize the similarities between you and the customer.” ~ Thomas J. Watson