When making a decision to purchase a
product or service, or to take some other action, consumers are
heavily influenced by their recent and current thoughts. If the goal
is for visitors to sign-up for a newsletter, then consumers are more
likely to sign-up after they have read an article they have enjoyed
and currently want more. However, if a company ask a visitor to
sign-up the moment they reach the website, or if they ask them to
take action days later, then visitors are less responsive.
Likewise, if a product solves a problem
or satisfies a need, consumers are more likely to make the purchase
if they are reminded of the problem, want, or need.
Customers often do not respond well to sales pitches about features.
Start with their problem, wants, or needs and how the product or
features solves the problem and satisfies their needs.
Reaching the Action Stage of AIDA
Once consumers are ready to take
action, psychological obstacles like "uncertainty" cause inaction. This
moment is when powerful call to actions are important. Be confident
in asking for the sale, provide reassurance, and remind consumers
why it benefits them. The fundamental purpose of business is to
satisfy consumer needs and wants, so the secret to being successful
in business is to focus on successfully satisfying the customer's
needs (not the business' needs).
Making it a priority to satisfy the
customer's wants and desires will naturally satisfy the company's
needs of sales revenue, growth, and prosperity. The wealthiest
businesses in the world are the ones that are most successful at
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