Motivating people is tough.
As marketers we are always trying to find the perfect formula for encouraging our audiences to act. Whether we want a purchase, click, like, sign up, or visit – the end goal is always the same: we want to create a conversion.
At CopyPress we believe that all actions and conversions are initiated by emotions; by tapping into an emotion, you can connect with an audience and get them to do something. But other than pulling at the heart strings, we have uncovered a few other things that will get us off the couch and act.
We Want a Good Deal
Thanksgiving is no longer a day just to gorge on turkey and football; it is now an extension of the largest shopping day of the year.
People are so motivated to get out and shop on Black Friday that they start an entire day early. About 247 million shoppers motivated by deals went out and spent almost $59.1 billion dollars during Black Friday… and most of them were done on Thursday. An estimated 10% of shoppers were done shopping by 8pm on Thursday and another 28% were done by midnight.
Take Away Truth: We Want to Feel Good About Our Purchases
No one likes buyers’ remorse. If you can show your consumers that they are getting the absolute best bang for their buck, they will be more likely to pull the purchase trigger.
One stat says that the average savings on an item on Black Friday is about 25-60% . Another stat claims that savings average out to about $75 per purchase. Almost 80% of Americans were willing to fight the masses to save a mere $75. Always highlight and show your discounts as extremely valuable and your consumers will start fighting to make their purchases too.
Oprah Likes It
The Oprah Effect is a theory that Oprah can get millions of people to do whatever she wants… and she doesn’t even have to ask.
Just by mentioning a brand, Oprah can spike a business’s profits. When Oprah mentioned We Take the Cake bakery shop during her show, the mere mention pulled the company out of bankruptcy and jump started a $1 million a year business.
If Oprah endorses a product – like one of the 20 lucky companies a year featured as one of her “Favorite Things” – the purchase possibilities are endless. Oprah endorsed a woman’s clothing company Spanx in 2000. The company went on to sell $50,000 worth of products in three months and another $350 million since then.
Take Away Truth: We Act When We Trust
You may not be able to get Oprah to endorse your business or product, but that doesn’t mean you can’t learn from her impact. People like what Oprah likes because Oprah has never given them a reason not to.
When Oprah was airing on national TV, about 44 million people were watching each week. By being relatable and honest, Oprah was able to connect with a massive audience that was willing to do whatever she asked because over two decades Oprah never steered them wrong. By always being upfront, truthful, and transparent with your audience you could snag a bit of the Oprah impact for your own brand.
We Like Guys With Guitars
American Idol has now completed 11 seasons. With a spawn of other similar shows featuring winners crowded by America’s votes, it is obvious that people are inclined to get up and vote when they find a character they fall for.
Over 132 million votes were cast after the American Idol Season 11 final performance. To no one’s surprise Philip Phillips – a dreamy, southern guy with a guitar won the vote.
As the audience of American Idol becomes more and more dominated by woman, the winners of American Idol are becoming more and more dominated by men with guitars. Four out of the six first American Idol winners were female. The last five have all been cute guys with guitars.
Take Away Truth: Give Us What We Like
Over 132 million votes (the most ever) were submitted after the American Idol finale performances, but only 21.5 million viewers (the lowest ever) watched Phillip Phillips get crowed the winner.
The take away here is not focused on the number of viewers of American Idol decreasing, but rather the number of votes increasing. Less people cared about the American Idol finale, but those who did care, cared more than usual.
The audience of America Idol likes guys with guitars and when they were given an opportunity to act for their interest, the voted overtime. If votes were currency, American Idol would have made more money by targeting an audience and offering what they enjoy rather than attracting a larger, less interested audience. You should do the same.
We Like Really Random, Weird S*th
Seven to ten million times a day, somewhere in the world, someone is watching Gangnam Style on YouTube. The Korean pop star Psy has recently overthrown the current king of YouTube, Justin Bieber by topping the highest number of views by a video on YouTube.
Gangnam Style has been watching over 826 million times, and it’s likely that the video will be the first to hit one billion.
It’s easy to understand why Justin Bieber’s video has been watching so many times (another extension of We Like Guys With Guitars).It’s not so easy to understand exactly what it is about Gangnam Style that is so damn endearing. But I know one thing: every time I watched someone watch it for the first time, they smiled.
Take Away Truth: We Like Really Random, Weird Sh*t
The number one YouTube Video of all time barely has any English in it. “Hey Sexy Lady” is really the only lyric that any American can figure out, and as for the rest of the Korean words, I don’t know too many people who even care to know.
The only truth I can find about the epic rise of this Korean pop song is that it is so catchy, strange, unique, and altogether weird –people can’t help but love it. It’s awesome because you aren’t sure if it’s supposed to be awesome. Maybe people have gone to their computers over 800 million times to watch the video to try to figure out the same strange sh*t code that I am. Do you have any idea why people love it so much?
Here is one man’s attempt at quantifying the mystifying success of Psy.
So there isn’t always an exact science to figuring out what can create conversions in your audience, but if you pay close attention to the trends and themes of other pop culture phenomenon, you may be able to tie a few ah ha moments into your own marketing strategies. Or you can have CopyPress help you learn how to increase the performance of your own conversions.