Whenever someone “buys” from you whether its online of offline it’s a vote of confidence in who you are and what you stand for. It’s someone saying the know, like and trust you and the businesses, products and services your recommend. But, is like-ability and buy-ability something you can influence?

Attraction isn’t a choice but rather a response something that is triggered based your prospects perception of what they are observing. So, if you can create and control what is observed about your business, its products and services then you will control the “buy trigger” in your prospects mind.

The fact is we are all hypnotized by our own thoughts, desires, beliefs and fears. We only stand up and take notice of the things that immediately support our current belief about ourselves, out lives That’s how and why marketing works… and why it doesn’t.

It all just depends on if you are hitting or missing tapping into what your prospect think they need in the way they want it. Since more and more of your ideal prospects are searching for information and solutions on the Internet it has become even more important to communicate in an attractive way through our content (videos, audio, text, images).

Understanding and applying the principles below will mean the difference between having all the perceived pieces like a website, blog, list sign up box, social media profiles, etc. and still not experiencing the explosive business success you long for.

Below are the 4 top areas that trigger the “buy now” response with your prospects.

• Authority
• Social proof
• Desirable offer
• Scarcity

These 4 elements work together to attract the most qualified prospects to you willing to invest both time and money with you and do what ever it takes to work with you. You will no longer have to find something cool to say when someone asks, “So, how much do you make?” or “How do I know this will work for me?” because it just will cease to be a relevant question. This is because you make them the focus of your conversation.

As we go over them in parts you’ll start to realize that this is the way you buy, I buy, we all buy virtually everything we have ever bought.

Authority:

The reason I advice my clients to create online prospect attracting systems leveraging their passion AND expertise is because you have to be perceived as an authority figure in order to influence a buy now decision.

Think of the most sought after surgeons and doctors in the world. People travel from all around the world to have the chance to work with them. The same is true for experts in other fields as well. No one dares to negotiate price nor question your expertise.

Why? Because you don’t question the authority of a specialist especially if they can looking for you.

If you’re new to marketing online there is plenty you have to learn. Learning something new is often uncomfortable especially for adults. Many people have expressed the feelings of feeling like a fraud or fear of being exposed as a “johnny-come-lately” guru-wannabe.

But you don’t have to worry about that if you’re coming from a place of experienced based authenticity. That’s why it’s so important to rely heavily on what you have already mastered, are experienced in or excelled at as your marketing angle.

You may not know how to build a web page but you may have unlocked the secret of creating the highly desired “smoky eye look” with makeup. You may not know what an auto-responder is but process the gift of how to pick the perfect supplement for longevity. Who else knows how to make boys LOVE to read but Y.O.U. even though you were born with out html and css in your DNA.

Authority doesn’t mean you’re a know-it-all… it means you know it all in a specific area your prospect desires help in.

You’ve got to be willing to share that too on your websites, blogs and social media. Authorities are always contributing content to their respective industries. The right articles, reports, get interviewed, right books, blogs, teaches, become critics, coaches and consultants… and my friend, so must you!

Social Proof:

For some reason not all the testimonials will be believed by your prospective business partners and clients. However, when someone leave a gushing comment on their own or the testimonial comes with a full name, image, video or audio your credibility goes through the roof.

Social Proof: Unsolicited testimonial and friend request on Facebook

This is the total opposite of when I ignored the Internet as a threat  to kill and as a leveraging tool to increase my business and credibility. Back then when someone would Google me (and they will Google you too) no testimonials of any sort came up and neither would any information of who I am, what I specialize in or how I can help them.

And yet I wondered why prospects would dodge my calls, flake on our in person meeting, and hesitate to invest a little time and money to explore my business… Let alone, join my awesome (more like attrition plagued) sales team.

Testimonials aren’t the only social either so don’t stop there

Be engaged and engaging by commenting and interacting socially online among your peers and constituents. But, not just comments about random world topics and celebrity news or what you had for breakfast alone. Give something of value even if it doesn’t directly promote your business.  When you go to a social network and there is only one-way (outward or inward) communication displayed on your profile to says to your prospects: “No one cares, so why should you?”

Desirable Offer:

Make it BIG but make it believable too. Show your prospects a logical and emotionally soothing way they can in fact experience what your product and service has to offer. Your prospects have got to know your are capable for taking them to where they want to go so the better you can describe that highly desired end result (Finally owning a home, paying off their mortgage, slimming down, finding love, stronger bones, clearer skin, etc) they more you are attributed with knowing the way.

If you know the destination it becomes obvious you know the way to achieve it!

Scarcity:

Ohhh, this is a BIG one here! Now, I know that scarcity means few perceived options but, when I first heard of scarcity was, or rather, the way that is was used among marketers I wanted NO part of it! And here’s why.

My former upline would train us to say a rebuttal to prospects who asked, “Is there another time I could catch this call/meeting?” that goes like this: “This event had never happened before and it will never happen again!” Which is true every single second of every day, month, year etc. There will always only be one February 18th, 2010….

However, that doesn’t actually answer the question in it’s attempt to inject a scarcity into your offer to view your business presentation. AND if you know there’s like 3 different ways, days or times they can get the information, why not just say that? Below are some option to consider instead.

If you’re going to inject scarcity make it real and make it value based

What it means to “keep it real”?

Some things and events you promote will need to have a sense of urgency to help people get out of their own way and take action. We have been groomed by marketing over many, many decades to expect expiration. As a matter of fact having a “Best if used by …” or “Freshness guarantee” has become a major selling point for even products like beer.

BUT give your prospects good reason like: an exclusive fast action bonus on a really juicy insider information or awesome first mover advantage rewards.

OR

Come from an angle you know they’ve never heard before that is unique to you.

For example, it’s not unusual that my private coaching clients and Magnetize Your Message students get ideas that open up multiple income streams for untapped opportunities in their CURRENT business. They tell me that no one has ever spoken to them the way I have to get them to think about their business so huge before. For what ever reason, NO ONE else (known to them so far) is teaching lead generation and conversion this way therefore there’s only really 1 option.

Or you can make your event a one-time-only event, semester based, give it a seasonal theme (hey, Labor Day sales aren’t only for selling cars and furniture you know) or limit the size of the group to ensure a quality experience.

How’s that for scarcity?

So, now that you have explored 4 factors in your marketing that trigger the buy response, that resounding “YES!” in your prospects, how will you use it to improve your marketing? Get out there online and start looking for more people to help with what you know right now. Leverage your interactions by doing them in a shareable, interactive format like forums, a blog and invite traffic from social media and search engines a like.

That’s what authority sites publishers do to attract leads, traffic, readers, buyers and raving fans.

Love,

Malika

P.S. Do me a favor and tell me what your biggest take a way from this article and what questions it stirred up for you… and don’t forget to share it using the options below!