How effective is SEO in increasing sales

7 effective principles to increase sales (scientifically proven)

According to Sandler Training, the fact that you can sell anything to anyone is a trap that you should avoid.Instead, identify your ideal customer and it will be easier for you to get them to act.

Selling can be a challenge. It's a complex process with no short cuts. Marketers who are growing their sales have taken well-considered steps based on proven sales principles and techniques.

It's more than likely that marketers who are struggling to get customers either haven't figured out the right way to target their customers or haven't shown enough commitment.

According to SiriusDecisions, the average salesperson only makes 2 attempts to reach a potential customer and 44% of salespeople give up after following up.

Imagine how much influence these salespeople could have had if only they showed a little more commitment!

In this in-depth article, you will learn how understanding neuroscience can help you increase your sales.

According to Wikipedia, neuroscience is the study of the nervous system, “the part of an animal's body that coordinates voluntary and involuntary actions and transmits signals to different parts of the body”.

Whether you're selling a digital product online or running a brick and mortar business, these approaches will work. They will help you attract more visitors to your marketing funnel and convert those visitors into sales.

Let's review the 7 principles of neuroscience you can use to increase your sales:

1. Being an influencer increases your sales

Influence marketing remains, so you should accept that. According to AdWeek, nearly 60% of marketers want to increase their influencer marketing budgets over the next 12 months.

Influence is your ability to convince others to adopt your own perspective. You believe in your product (e.g. online course, e-book, software), so of course you want others to believe in it too.

Your ability to convince others by addressing their feelings will increase your sales. Influence increases the perceived added value of your products.

Influential people tend to sell more products. Not because they have the best product - sometimes that's just not the case - but because they have built credibility over the years. People trust their opinion.

In the digital marketing world, people trust Seth Godin. That's because Seth Godin has written over 20 bestselling books. He is a sought-after speaker and social media influencer.

Seth doesn't waste a word. Most of his posts are less than 200 words like the post below, but the social sharing and engagement on these posts is amazing.

Remember that influence is not the same as popularity. They are not interchangeable, although many people believe they are.

Brian Solis reports that one person who responded to a Focus poll of him put it this way:

Popularity just means that people like you, influence is when they listen to you.

If you are selling online, becoming popular shouldn't be your ultimate goal. Spend time building influence. The takes some time, but well worth the effort.

In the bookInfluence: The Psychology of Persuasion, author Robert B. Cialdini, Ph.D., identifies the 6 factors that cause people to do something they normally wouldn't.

In my experience as a content marketer who has built a loyal audience, Influence can be achieved by consistently creating useful content for your target audience and building relationships with influencers and readers.

If you are a blogger, then you have already overcome the first hurdle of building authority and influencing people. Macallan convinced 32 people to do marketing for their company. That led to a huge surge in publicity and impact on an audience of over 150,000 people.

Next, take your time creating content and building friendships. Reply to comments, answer questions, and occasionally visit readers' blogs and provide free feedback or tips on how to improve their site.

Speaking in public is another way to get around Establish your personal brand and gain loyal followers.

2. You have to sell yourself before you can sell your product

Make no mistake: you are a product. And, like any other product, you have to successfully communicate the product's value. Otherwise it will be difficult for you to sell your actual product or service.

Geoffrey James put it well:

Before anyone buys anything from you or your company, they need to buy the idea that you are someone worth working with. In other words, like a job candidate, your first job always sells you.

Email marketing is the tactic that is most effective at generating leads, followed by websites / landing pages and then content marketing. But, you know what? Any of these tactics work better if you sell yourself first, and then the product.

Selling yourself is not an insurmountable challenge. In today's world of marketing, there are many options. But many opportunities also result in increasing competition.

In the sea of ​​authors, bloggers, freelancers, consultants, speakers, etc., how do you stand out from the crowd?

It's very simple: Be passionate about your product.

When you sell yourself, you don't worry about the money. Your job is to convince others by conveying the core message of your brand.

HelpScout doesn't just try to sell help desk software. Instead, it also sells itself as a brand.

To learn, how to sell yourself first, is crucial for your success. No matter what kind of product you have for sale, do your best to connect with your brand and share your brand's core values ​​with potential customers.

3. Build interest with functions, desires, and uses

Sell ​​the benefits, not the features.

Most people and companies think that products and services sell because they have great features. That's not the case.

Harvard Business School did a research study and found that all products sell for their benefits. But the benefits that drive sales aren't always clear and straightforward from the customer's point of view.

Whether by email, direct mail or via social media, highlight both the special features and the functions of your product.

When you start with the strongest benefits of your product, you are reassuring your customers that you care for them, and not just interested in their hard-earned money.

Selling with benefits means that you are transparent to your customers. That's exactly what they want.

Copywriters know how to sell benefits.

For example, Dan Kennedy wrote a sales copy that generated over $ 10 million in sales over the years. It's the same with Eben Pagan, Frank Kern and a few other top digital entrepreneurs.

These people succeed because they focus on benefits, not features.Selling successfully means showing your customers how your offer / product meets their needs.

Kat Night agrees that it is easier to make a sale by describing the benefits of a product rather than describing its features.

Anyway, to avoid misleading potential customers, you need to start building interest with features. Only then do you generate the desire for your product with its advantages.

When people are looking for a solution that suits their needs, they are actually looking for something that they like. According to BufferApp, people don't buy products, they buy an improved version of themselves.

Consumers are happy to spend money on products that make their lives better. Before the iPod was invented, there were many MP3 players on the market. So iPod sold the benefit: "1,000 songs in your pocket."

So what is the difference between a benefit and a function?

This is how the people explain it on User Onboard:

In a nutshell, benefits are what you (or your potential customer) can do with the product. Functions are what the product can do. Sounds very similar, doesn't it? Still, they are completely different things.

“You can get fit without stressing your joints with an epileptic trainer” is the benefit. “Easy-Glide, timer, adjustable intensity” - these are all functions.

Can you tell the difference?

Customers are at different points on their shopping journey, with varying degrees of confidence in you when they visit your site or read the sales text on your landing page. First they all have to discover a need, then look for a possible solution, evaluate the solutions, decide to act and finally make the purchase.

Use functions in levels 1 and 2; Benefits work better when the purchase has already been decided (levels 4 and 5).

Professor Albert Wenben, from the University of Wisconsin-Madison, conducted a study on “Consumer values, product benefits and added value for customers: a consumer behavioral approach”.

He noted that "from the customer's perspective, products are seen as a bundle of benefits rather than attributes (functions)".

The MBA Skool suggests that a product benefit is usually the answer to a customer's question. You probably already know that questions are driven by an emotional desire to learn more.

Satisfaction with a product can vary. In the end, two people may need a product, but one person desperately needs it while the other person could do without it.

For best results, lift70% of the benefits of your products, and 30% of the functions.

Let's take a look at an example in the world of marketing consulting services and products.

For most retailers with optimized and highly functional websites, SEO and email marketing are more beneficial than a Facebook page. But that doesn't always apply to other retailers.

If you're helping a company set up a Facebook marketing campaign (including a fan page), you have to sell the benefits with targeting your ideal customers (e.g. those without a functioning website or with a page that is underperforming) .

At KISSmetrics, we highlighted both the features and the benefits. At first we believed that people want to know what features KISSmetrics offers that other analytical software tools don't.

Then we highlighted benefits by using features - e.g. what marketers / website owners can achieve with our product.

People make emotional product purchases and then logically justify their purchases. If you build interest with functions and at the same time arouse a strong need with advantages, then you hit your potential customers right in the heart and give them what they need to feel safe when buying.

If you evoke the appropriate emotions, customers won't even know why they're reacting to your product. But they will buy it.

Remember that benefits are things that you can do with your product while features are things that the product can do. Let's take a look at some real examples:

Twitter is a unique micro-blogging platform. It helps you to update your timeline in real time. But it all started with their value proposition based on the benefits of the platform: "Start a conversation, explore your interests and get known." has a unique value proposition that simply and powerfully introduces the core benefits of the software.

It is your responsibility to study your product and to know its functions, benefits as well as the advantages over the products of the competition.

4. Sell results by drawing a clear picture

Do you sell the results of your products?

If you don't do this consistently, you will likely struggle to attract qualified leads and increase your sales.

Today most of us are selling to a new generation - the millennials.

Millennials are people born between 1982 and 2000 and make up over 26% of the world's population. Over 23% of millennials have a bachelor's degree or higher. That makes them the most educated generation in history.

Even if today's consumers haven't graduated from college, they know what to look for in a product. They want results and they don't want to be fooled by fancy texts that don't at least provide an overview of the results that they can expect.

To successfully market to these consumers, you need solid research and data.

A study by Harvey Research, "How to Sell With Reader Studies" found, "One of the top reasons you do a reader research is to get information that will help your business sell advertising."

When this research is documented and the data is shared with advertisers, it becomes a marketing partner.

In advertising, data is the result - these are the actionable key figures.If your product helped a customer increase their leads by 27%, that's a metric you can use to get more customers.

Have you ever wondered how introverts successfully sell products? An introvert is one whose motives, actions, and social preferences are directed inward. Introverts generally do not like acts that have to do with persuasion or negotiation.

You are reserved. Selling is not their preferred job, but many of them become top sellers and super players in their industry.

Brian Tracy was an introvert. But by studying consumer psychology and learning what to ask people to buy, he became extraordinarily successful.

One of the sales secrets that the introverted master salespeople know is that it is much better to sell the results of a product rather than the product itself.

Selling the result can help create a clear picture of your target audience in an ideal future - a point in time when they have successfully mastered their challenge or problem.

People who know these people are excited about the promise.

If you paint a picture of the results of your products and show people how easy it is to use your product, you will generate interest and encourage action.

According to Tara Gentle:

People don't look for services (or your product, or your program). They are looking for results.

In other words, your product is not your selling point, so why should it be the center of attention? Instead of writing your headlines using your product name, focus on the product results.

A few ways to sell results rather than products are:

i). Advertise the product value, not the title: If your product helps to save 5 hours of weekly working time, then advertise it. It is your competitive advantage.

If your offer (e.g. service, program, online course, etc.) helps people lose 5 kilos in 60 days, then your advertising text should be geared towards this added value.

Derek Halpern sells the results of his online course “Yes Engines”. Do you see the captivating headline ?:

ii). Examples before and after the results:Fitness trainers know how to use “before” and “after” pictures and videos to inspire.

If you want to lose weight, wouldn't you also be amazed when you see amazing results from people like yourself and then find out that you can achieve the same thing?

The same applies to make-up products or instructions. If you've been looking for a makeup training program and you've stumbled upon the before & after photos below, would you want to know more?

If you want to sell the results of a product, and not the product itself, you need to use images that allow your customers to introduce themselves with the results they want to see. Don't just describe what the end result looks like - show it too.

Scientists are also sellers. How do scientists sell science to the public?

Are there typical results to show like the way bloggers do who created an online course on How to Get 1,000 Email Subscribers?

More than likely, scientists are unable to show visual results. Instead, they sell the truth and importance of a study.

A study by Vanderbilt University found that scientists sell scientific data and ideas by convincing professionals and colleagues of the validity and importance of the study.

Since the general public cannot understand all the details of the scientific data, a scientist's pitch is often translated by the media into something that laypeople can understand.

In many niches, before you can sell a product, you have to attract leads, nurture them, and convince them to buy. You can use outbound or inbound marketing strategies, but inbound canCut your costs per lead by 60%.

Selling is not a one-way street. Various factors play an important role. Platforms on which you generate leads are important. Most people generate more leads with Facebook Ads than with Google AdWords.

On the other hand, the quality of leads from Google AdWords is often higher.

When it comes to giving people value for their time and money, Google is the front runner. Google sells ads, not search results.

That is why paid ads are clearly marked in Google and stand out from the real search results.When it comes to getting the results right, this is what Google says:

The Google search results take into account who is linking to a website, but also how relevant the content on this page is compared to the search. Our results reflect what the online community thinks is important, not what our partners think what users should see.

As you can see, Google sells advertising with its search engine, but delivers the most relevant, valuable, and helpful search results in its organic listings. Website owners cannot afford to stay at the top of search results, nor can they manipulate the rankings (at least not for long).

Google is the leading digital advertising company because, firstly, it understands what people want and, secondly, it is committed to delivering the best search results.

At Platform University, Michael Hyatt highlights the results you will get when you enroll. His prospects are enthusiastic about finding out how to "reach more people and make more impact".

5. Credibility depends on trust and competence

Sell ​​more. Make more money.

It all depends on your credibility.

There are a number of ways you can achieve credibility, including through great customer service.

Customers want someone who can help them resolve problems quickly. They also want to interact with real people and access information so that they can solve problems themselves.

Trust + competence = credibility.

You cannot be successful if you are not credible. Top brands can show off their products because they have become known and credible over the years.

This is why it is difficult for a new marketer, organization, or company to dominate the market.

Customers are afraid to trust you or your product. After all, you could take her money and disappear. Customer service is the hallmark of credibility. Good service builds credibility.

The viral effect of poor customer service is alarming. More people share negative experiences than good ones. 66% of customers who had negative (bad) experiences wanted to discourage others from making a purchase from this company.

86% of people have completely stopped doing business with companies that offer poor customer experiences.

Every day I wake up and ask myself one question: "What's the best thing I can do for my customers today?"

It's a simple, slightly dramatic exercise that, to me, reinforces the importance of building trust with potential customers.People will not trust you unless you have proven yourself and offered immense added value over a certain period of time.

How do you achieve credibility when you are an online business?

Stanford Web Credibility Research has put together 10 guidelines for building a website's credibility. These can be applied to your product, your personality and your brand.

Most local businesses know how to build credibility. They use the mood. While others struggle for customer trust, local businesses donate to schools, support children's sports teams and participate in local events.

Be willing to work hard. People respect people who work hard.But it's not all about you. Credibility is best earned by looking after other people's interests.

Here are a few ways you can improve your credibility:

i). Answer questions correctly:According to the 2012 Edelman Trust Barometer, a survey of trust and credibility, trust and transparency are just as important as the company's reputation and the quality of its products / services.

Customers divide the world into real and fake. Wrong answers damage your reputation.

If people ask you questions and you don't know the right answer, say so too. Offer to research and contact them again.

Whatever you do, don't say anything you're not sure about just to come across as intelligent. The more questions you askanswer correctly, the more people will trust you.

ii). Create valuable content on a regular basis:There is no getting around the creation of content. You either do it yourself or outsource it to a knowledgeable freelance writer.

Keep posting new content that will help people achieve their goals more easily. Your credibility level will increase.

Don't just create general content. ConcentrateInstead, focus on creating custom content that is relevant to your audience and aligned with your goals.

When it comes to custom content, a study found that 61% of consumers feel better and are more willing to buy from a company when they offer custom content.

iii). Offer to solve problems:If you have unique skills, you can offer to solve problems for your target audience.

For example, if you're a website developer, you can offer to help readers tweak their WordPress themes, or show them how to do it themselves.

iv). Develop relationships: We all have to treat other people fairly - recognize their inner values ​​and respect them.

Don't be too focused on how much money you can make. Instead, help out for free every now and then. Brenton Hayden recommends that you be specificStrategies to follow if you want to build your credibility:

In today's market, brands and products are disappearing as quickly as they appear. Most will not stand the test of time.

An estimated 250,000 products will be launched this year. These products have an average failure rate of 85-95%.

It is obvious that building relationships with prospects is the best way to increase your credibility and gain customer trust.

You can also build credibility by sharing your customers' success stories. If you have no authority at all, people can have a hard time trusting you. The best approach is to show that your product really works.

Drew Manning, founder of Fit2Fat2Fit, knows how to present real-life results. He found that most of the people who sell fitness programs and products are athletic, fit people who have never been overweight.

How can these people understand how hard obese people struggle and what it feels like?

Drew Manning did it differently. He spent 6 months gaining over 32 kilograms. Then he spent another 6 months trying to lose the weight again.

This transformation was the source of trust for potential customers. They thought, "If it worked for him, it will work for me too."

6. Selling is a "give and give"

Giving usually comes to the fore during our holiday season. In fact, during the 2012 holiday season, 64% of people were willing to donate to charity.

In The Science of Giving: Experimental Approaches to Studying Charity, author Daniel M. Oppenheimer estimated that Americans donate over $ 300 billion a year to charity.

When you sell a product online or offline, giving should be some form of added value.

For example, you could give 1-10 GB for free when customers sign up for your cloud storage solution, like pCloud does.

If you're a writer, consider giving away the first two chapters of your book.

I give every day because it's the only way to create a sales relationship with prospects.

I spent $ 30,000 creating content, but instead of selling it, I offered the content for free.

Your customers are your best sellers. Before they can recommend your product to other potential customers, however, you have to give and give. It's the relationship between you and your customers.

According to the Agricultural Marketing Resource Center, there is a rewarding, positive, and enjoyable way to sell.

It's called relationship marketing, and it's a message that Dale Carnegie launched over 80 years ago.

When you first establish a relationship with the prospect, it will be easier to convince them. The best sellers are the best givers.

It's not what most people think of: give and take, because you are not asking for anything from your audience.

If you love your customers (and of course you should) then look for ways to give away as much value as possible and offer more than what the customers are paying for.

Even if they buy your product, it doesn't mean that you are taking anything from them. The value of your product / service is expected to be higher than the price you paid for it.

Don't stop giving. It is your life as an entrepreneur, whether you run a brick and mortar company or are an online marketer.

Building relationships that drive sales is critical to your business. Top brands like Amazon, Zappos, Home Depot, and the like also thrive in this competition.

Ivy Exec highlights the four things you can do if you want to build relationships that lead to sales:

Research in psychology, economics, and neuroscience examining the benefits of cartitative activity giving is largely in agreement. Does the action lead to more happiness and fulfillment? Or is the connection between happiness and giving just a happy coincidence?

Happiness is a positive emotion, a function of the limbic system.

To sell more products, you should offer more free added value. A study of happiness by Dunn and Norton shows that investing money in others is most satisfying. This could explain why so many people donate to charities working in developing countries.

You can learn from two leading American billionaires: Bill Gates and Warren Buffett. Buffett donated 99% of his fortune to charity and says "I couldn't be happier with this decision."

Both billionaires give a lot. They have willingly demoted themselves from billionaires to millionaires. Warm giving gives your life and your company more.

Successful internet marketers with 6 or 7 digit incomes have followed this strategy when bringing a product to market online.

They initially offered a lot of added value, long before sales started. Pagan, Frank Kern, Jeff Goins, Bill Baren and others brought their products to market in this way.

For example, before Brian Dean offered his premium SEO That Works course, he first shared the best ways to get top rankings for free. I signed up for his email newsletter, so I can confirm that he added so much value that it was an easy decision to buy his online course. Because he had already offered me a lot.

If you don't have a product right now, that shouldn't stop you from sharing a rich experience with prospects. Continuously create high quality content.

I've blogged for over a decade. Since then, I've been creating 3-5 in-depth, relevant, and valuable content for my audience every week.

That's why you see big traffic peaks in my blogs and a growing customer base for my software companies (CrazyEgg, KISSmetrics, etc.).

New studies show that donation has benefits - not just for the recipients, but also for the health and happiness of the donors. Giving promotes cooperation and social ties.

You need that to increase your sales.

A study by sociologists Brent Simpson and Robb Willer has shown that "Your generosity is rewarded across the board by others - sometimes by the person you gave, sometimes by others - when you give something to others."

7. Stop selling to make more sales

Brian Dean, founder of Backlinko and SEO That Works, understands how to convince people to sign up for your online course.

Even if his online course is no longer available, he continues to sell - by asking you to join his waiting list.

Why does he do this?

Well, when people join his waiting list, they get advice and case studies from people who made their page top of the rankings, etc.

Then when the course is offered again in 2016, waiting list subscribers will be desperate to register for the online course.

The majority of them will eagerly enroll. After all, they have already received a lot for free.

To sell more, stop selling.

In other words, stop pushing your products on the target audience.Instead, share valuable content. Answer questions and show the results of your services or products.

One company that sells its products very successfully without sounding sales-oriented is BlendTec. In 2007, with its “Will It Blend?” Series, a new approach.

The founder, Tom Dickson, knows that blender buyers are interested in the sharpness of the knife and the power of the motor.

In every video the “Will It Blend?” Series, Tom tests his blender by pureeing everything from cell phones to wood.

Ryan Stewart stopped selling SEO services because it is no longer possible to promise first-page ranking - especially now that Google’s ranking factors are better than ever to eradicate pages that offer no added value.

But Ryan didn't stop doing SEO for clients. I've been watching him closely. He shows results. It shows what works in SEO and how you can build your brand.

He doesn't sell SEO services, he sells results, and customers love it.

Don't try to force sales. Instead, teach people something. Become a teacher. Develop a passion for helping other people.

Brian Clark, founder of Copyblogger, realized early on in content marketing that “lessons sell.

By trading the sales for teaching, he turned his blog into a multi-million dollar business. He has also started creating another company -

When you teach, you are giving away added value that people cannot find anywhere else. If you continuously target your audience furtherform and inform, you will sell more products or services.


Visual marketing is another way to sell more. 90% of the information your customers ingest is visual (e.g. images, videos).Communicating in this format will help them take in and respond to your message.

When someone tells you something about a product and uses a lot of pictures to explain how it works, you automatically understand more.

You realize that this person knows what they're talking about. The fact that he or she knows about the product builds trust. You start to respond positively to the person's opinion.

Selling isn't as difficult as most people think. But you can make it a habit if you use these proven neuroscientific approaches that produce drastic results.

Which of these neuroscientific approaches have you used to drive your online product sales?