In part four of this series we deconstruct an info-graphic I found that shows the psychology of online commerce (or any sales), with each segment of the infographic I will add my own insights, tips and strategies to help you master the steps from here to there:

#1. Social Proof

Social Proof is something we as providers of products and/or services build up over time via our online content, relationship building and added value and is one of the first steps we take online as a commercial business. I have written about the importance of social proof in earlier posts, to read more about how to earn social proof for your online business click here and here.

Social Proof is how others evaluate and recommend via word of mouth, our business, products and services to their friends, followers and audience after their own experience with our business via conversations and hopefully with our services and products. We all love to have the value of someone else advice when we purchase, we love to know someone else has had a good experience using a product or service, it helps to validate our choices and the expense within our minds.

Building social proof as a business is digital and social media’s biggest priority.

#2. Authority

Authority is an interesting blend of trust, respect and advocacy, built through a series of interactions with your content and recommendations from Influencers in and out of your field and your audience. Proving your expertise and value to your audience over time gives you a high quotient of social proof. You must prove your value to your audience by providing them with high quality content, information, tips and tactics they can use. Often this is given away free and these offerings can be in gifted in many forms and on all social and digital media building an authoritative base all over the web leading back to your site, services and products and of course your business.

#3. Scarcity

Now although many use this psychological spur, I recommend caution with overuse it can become hackneyed and scammy (yes this is a highly technical word ), so please use it only when it is genuine and don’t use it every time. Scarcity is compelling because with it comes the psychology of loss.. “if I don’t grab it now for this price I might miss out!” We have all felt this way and it is an old and still effective marketing technique, just watch any real estate agent add it to their mix any time they sense real interest in a sale, “Now in the spirit of keeping you well informed, I want you to know there are at least 2 other interested parties in this property and at least one of them is making an offer today.”

Go Fractal! Taking Your Marketing to Infinity and Beyond
by Annie Infinite

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