Online stores should have marketing communications with customers in order to increase their sales. Each store initially employs many traditional ways of communicating with customers. With its help, it's possible to establish profitable relationships with customers gradually. Traditional methods include texts about promotions and discounts, various surveys, and informal mailings as congratulations on holidays. Using them, the online store can rely on building these communications while examining the real needs of each customer.
However, the more profound customers' psychological properties and various features of people are left out with this approach. In the previous article, "Neuro-linguistic programming in e-commerce. Part 1," we've learned about the existence of neuro-linguistic programming and got acquainted with its possibilities. Thanks to those various techniques, we can unobtrusively and effectively encourage website visitors to buy more products.
Two sides of texts in online stores
There's a side of the customer and a side of the copywriter. Let's take them as two sides of view in texts from an Internet store. We know that for SEO optimization, it's recommended to produce a large amount of content. It allows you to have as many keywords on a website as possible. Naturally, the larger the text is and the more correctly it's arranged inside, the more keywords it can contain. Also, according to the volume of the online store texts, the search engine evaluates your expertise on your topics. This criterion pushes your store closer to the TOP of the search engine results and the sales growth.
- How to do SEO for Magento 2 website?
- How to do SEO for Magento 2 website? Visual component of the website.
Meanwhile, the client has another side. The user doesn't come to the online store to read. He can do this in the reading hall or the library. He comes to the ONLINE STORE to BUY. So you need to develop a competent structure of texts placement to meet two almost mutually requirements:
- Texts must comply with the CEO's requirements. and
- Texts should be short and effective to encourage purchases.
There isn't only a separate blog page among the types of content that appeal to the online store visitor. These can be emails, thanks for the purchase messages, mass mailing, product descriptions, customer reviews sections, product catalog text, and many other content on the website. They should be placed without overloading the appearance of the pages. And also, it's a good idea to divide texts on the purposes. All these kinds of content can be used as a timely, accurate message that encourages action.
- How to make effective mass mailing?
- Learn more about the SMTP module features and send risk-free emails to your customers. Use NLP techniques to get closer to the buyer and turn mass mailing into more personalized messages!
Why should we use NLP in ecommerce?
E-commerce is increasingly applying a proven and effective tandem. For a long time, the traditional marketing methods of selling have been used along with NLP technology. It allows effective use of some specific needs hidden from potential buyers' surface analysis.
This combination often makes it possible to accurately determine the metaprogram profiles of the entire target audience. A metaprogram profile is a set of unconscious filters of human perception. Those filters form the main living and behavioral strategies, associated beliefs, attention, and thinking strategies. As a result, advertising based on those ideas with 100% accuracy falls into the minds of potential consumers.
Using some NLP techniques in commercial texts
The text is the main "interlocutor" on the Internet. It entertains, sells, convinces, tells stories, advises, and performs various other functions. A text saturated with NLP persuasion techniques most often evokes an emotional response. It affects the subconscious of a customer. Such content leads the reader to the decisions and actions imperceptibly that the copywriter inputted in advance.
NLP techniques in copywriting force customers to read the text to the end and follow the call: buy, share, subscribe, or return to the site for new information. But remember that using all the techniques simultaneously is fraught with exposure. Try to make unobtrusive inserts and competently use the following information.
Cause and effect
This NLP technique helps to capture the readers' mood and, as a result, earn their trust. A customer must see a like-minded person behind the edge of the text.
First, to use the mirroring technique, it's necessary to carefully study the target audience and "draw" a portrait of the reader. Who are your potential customers: housewives, businessmen, pensioners, youth, or others? How old are they? What problem do they want to solve? What worries them?
It's necessary to analyze the target audience and write a text for its typical representative. When creating such a text, it's essential to "get used to" the image of your buyer. Talk with him about the benefits of the product. Do it from the point of view of a similar client who has already made a purchase. Or you can divide the target audience into groups and write more specific appeals in different separate texts.
When readers trace a logical connection in text, they begin to trust those words. Use specific examples to encourage customers to make beneficial decisions and do the actions. Describe briefly or in detail what might happen if they follow your advice and what will happen if they make the opposite decisions. When the readers understand the causes and effects, the subconscious mind perceives the information as authoritative.
One of the most effective NLP techniques in copywriting is the use of emotion. They often control the actions of a person. It is not always possible to prevent them or even notice their influence in time. A girl may want a new dress because she saw her favorite actress in one. Or the manager wants to change the car to increase his status among colleagues. Envy of the success of others, the fear of being worse than others, the desire to improve life - all these emotions can overcome your future customers, and texts can push to this.
To convince the reader to take the necessary action, you can use another common technique: setting specific conditions to persuade the visitor to become a client. Rewriters often use this NLP technique when the client has to make a decision but is also limited by time. The basic need for survival appears. If you are interested in which one, read the "link" article. It explains more about this and other basic human instincts to help you better understand buyers.
This NLP technique works well, but pay attention to the tone of the condition message. The text should be soft-spoken and sound without aggression. The readers must understand that they have a choice but can only get what they want after fulfilling the given condition. That is to say, just one effort - they are the happy owners of something fantastic. The condition can be participation in a survey, adding the required quantity of products to the cart, or another action you need.
The primary condition for using NLP techniques in texts is the ability to influence the human subconscious directly. In practice, customers make most purchases due to the user-activated and unconscious mental mechanism. For this reason, using NLP can significantly increase the indicators you need in an online store. With this, users will feel comfortable making their purchases.
Over time, entire categories of people will respond much more positively to the ideas in your texts and not see them as irritable and intrusive proposals.