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Buyer Psychology in Email Marketing - Make MORE Email Sales
Episode 23926th June 2024 • The Email Marketing Show • Email Marketing Heroes
00:00:00 00:27:19

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How can you make your email marketing more effective? How do you sell more? By using buyer psychology in your email marketing.

We're Kennedy and Carrie, and we're sharing all the good stuff about that.

Ready? Then buckle up!


(0:30) Want to carry on with the conversation? Join our FREE Facebook group

(1:25) Share stories. 

(7:58) Address people as if they're already your customers. 

(11:05) Tell people what to do next. 

(13:55) Share social proof. 

(19:34) Use scarcity and urgency. 

(25:23) Join The Email Hero Blueprint. 

(25:58) Subject line of the week.

Useful Episode Resources

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EVERYTHING You Need To Know About Email Marketing And Storytelling To Write Emails That Sell Like Crazy.

Comedian’s Secrets to Storytelling – With Kevin Rogers.

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Join The Email Hero Blueprint 

Want more? Let's say you're a course creator, membership site owner, coach, author, or expert and want to learn about the ethical psychology-based email marketing that turns 60-80% more of your newsletter subscribers into customers (within 60 days). If that's you, then The Email Hero Blueprint is for you.

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Unknown 0:14

Hey and welcome back. Today we're talking about how to get your customers to buy using buyer psychology. So let's get into it.

Unknown 0:24

The real heroes, this is the new email marketing shows with Kennedy and Kerry. tune in each week and learn the email campaign strategy and what's working right now to make more sales from that email list of yours.

Unknown 0:39

Now, this one could easily sound like a heady topic of things that are sort of theoretical, but I want to make sure that the end of every single one of these we design these shows to be really practical. So making sure you can put this stuff into practice is really, really important to us and of course to you for when you spend a little bit of time with us today. So in that case, if you've got questions on how you apply this to you, we want to have those discussions with you come and check us out over in our free Facebook group have those discussions, just go to Facebook and search for the Email Marketing Show community to join us it's totally free. Just search on Facebook for the Email Marketing Show community.

Unknown 1:06

I'm Carrie from Carrie I'm an author and speaker for mega events. Now since I'm based out of Texas you might detect the tiniest of Southern accents. Hello,

Unknown 1:15

I'm going to be from email marketing heroes where we help you to make more sales from your email subscribers and I'm based right up here in Newcastle in the Northeast of England. Okay,

Unknown 1:23

so I love what we're talking about today because I think people love to buy things I think people love to buy but sometimes as business owners we get really hung up on not wanting to be salesy or that salesperson or I don't know how to sell Listen, people are looking for excuses and reasons to buy. Would you agree?

Unknown 1:41

Yeah, I mean, a new show opens on the West End of London. I don't need to be given the features and benefits of the show. I just need to know Web Pay. Love buying theatre tickets. I love buying new clothes I've told us before but that whole stealth wealth thing like I like design the clothes that don't have my clothes, don't have a Gucci all over them or anything like that. But I love really nice quality clothes, which are not obnoxious and boastful and regulations. I like nice clothes. So any opportunity I get to do those things I definitely wanna do I know you're like that with health stuff, aren't you like you're really into health thing,

Unknown 2:09

probably my age and my stage of life. I'm looking at health optimization. I wouldn't say I'm a biohacker but I am dealing with vocal cord issues right now. And since I'm a speaker that can be problematic. So like I looked at these $200 vocal straws, the other day Yes, a vocal stroke. It's a it's an exercise that I have to do. It looks like I'm blowing bubbles in water but there are some portable straws that I can wear you know like on a chain around my neck or on a ring so that when I travel or when I'm out and about I can just kind of mindlessly do these little exercises that help relax my vocal cords, etc, etc. And yes, I could go to Chick fil A and get a handful of free straws but I think inherently we want to buy things. Their entire industry is built around shopping fast fashion exists because of influencers and outfit of the day and the fact that people psychologically love to buy makeup. I mean ask any person that wears makeup. Do you have just one lipstick or do you have like how many mascaras Do you have? It's a thing we love to buy? So I think first and foremost I need to coach everybody before we even get into this episode, stop apologising for selling things people love to buy. But the way you tap into that psychology, the way you trigger it can have some finesse and can make it more fun than other things. So that's what we're talking about today. Yeah,

Unknown 3:14

and I think one of the quickest ways to do this to tap into my psychology is to immerse your audience in stories. For example, I would love to go back to when the first person who wanted to sell men's aftershave or body spray or perfume said we're going to try and sell this on TV. And you go right how do I describe the scent? of Calvin Klein, whatever it's called, or do you want to smell a bit like that bit of chemical with chemical vests and or do you want to smell a bit like the outdoors but also a bit like some wood shavings? Like how how did they How did how do you? How do you do that and the answer to how you sell those intangible stuff is you get David Beckham. That's the answer. Yeah.

Unknown 3:56

Do you want to smell like a hot underwear model? Do you want to smell like an Olympic soccer player? Do you want to smell like a cowboy from Yellowstone? Here's what's fascinating is you have a client Isabel, who sells not to get the best experience out of your wine. I can't quite wrap my brain totally around it. Because like she's not in the room with them tasting the same wine that they're doing. And so, so you have to use story, who do they want to be who they want to be like, how do they feel?

Unknown 4:21

How can you prove the things a great example is there's a phone network in the UK called E and they wanted to make the point that their network is really reliable. That was that big marketing idea? I wouldn't that works really reliable. So think about what's your big marketing idea. What's the big thing you want to say in this piece of marketing? And he decided reliable, okay, cool. So they hired Kevin Bacon of Oracle. They hired Kevin Bacon to come across and they decided to land a commercial aeroplane communicating on the Eee network. And that's the story. That's Kevin Bacon with this family in their living room, landing a commercial airliner on the runway on the network for IE. What's that got to do with phones? Well, it's really got to do with the story it's telling. So if you're saying your aftershave makes you sexy, if that's the thing Well, you're not gonna hire anybody else more from David Beckham. That's what you need to hire. That's what you need to do. He's gonna be that, right? If you want to show something's reliable, or when to something need to be reliable, probably when you're landing a commercial passenger plane. So stories literally on a neurological level, take up more space in our brains. We can move to stories not facts, right?

Unknown 5:23

They literally wire your brain differently. I'm kind of a brain nerd. My son has some special needs that deal with his neurology and then also my dad deals with vascular dementia and my mother in law with advanced Alzheimer's so we kind of study the brain over here, and we look at neuroplasticity and that's the ability to change the brain. And the best way to change the brain that touches the most different parts of your functioning brain, not just one part of your brain like logic or not just the other part of your brain, which is art, but all the different functioning parts your brain is story because you evoke your own smells, sight sounds, all the things while someone is telling you a story and it makes it more memorable. So that's why it works. And then we all love being part of a story. If you're in a group and they're telling a story that involves everybody with you what happens? You feel left out, right. So everybody wants to be in on the story in on the joke. And that's just

Unknown 6:09

part of but what's interesting when we tell a story, what happens is we put ourselves into the story. That's why when you go watch a movie, if the character that you identify with is sad, right? The worst if they are afraid you are also scared. That's because we put ourselves in that first person position in a story. That's why it works. Yeah,

Unknown 6:27

we also get mad at the ending or the unsatisfying ending or we have this Justified Anger. Yeah, story really matters. And that's never going to change because we apparently wired that way. But we should write the stories not as if they're on the outside looking in, but what you believe is we should write as if they're already customers. Correct. And we can do

Unknown 6:44

both of those things. Sometimes when I talk about on the outside looking in, but a really good way of using some bio psychology is to talk to people as if they're already customers to say, hey, you know, go and grab this thing from inside your members area. Oh, hold access to that. I'm gonna go and become a member of that thing. So talk to people as if they've already got executive assumptive attitude towards people as if they've already got the thing. Talk about what they're going to do to use the thing. So for example, at the end of a webinar, a great thing if you're on webinars or at the end of a sales video, don't just end it when you're like, hey, click the button right now and fill in the order form and enrol. Keep going. And so you know, as soon as you have enrolled, the first thing I want you to do is watch this video. We're now moving people past the friction point. So we're now talking to them as if they're already customers. I want you to watch this thing and fill this out and go great. And now obsessing over what they're going to do. But in order to do that, they've got to go through the gate and go through the gate is the price of clicking the link or enrolling in the programme, paying, applying whatever it happens to be as your call to action

Unknown 7:40

is something that is very, very popular. And you and I have both done it. But I feel like is a mistake now and I feel like we're learning and evolving and doing differently is when we say see you on the inside. See on the other side. Instead, I think we should say when you're on the other side. Here's what you're going to see. Here's what will happen next. We have generations now of heightened anxiety, or at least we're more aware of people's anxiety and uncertainty and we don't want that friction to keep them from being on the inside. If I can just see is that a members area? Is that a video only area is that how will I know where to go? How do I know if I have the right thing? How will I know if it really exists? If we could say here's what you're going to see. I registered for not expensive but a nice investment of a day working on one component of my business recently. And in the confirmation email. I got a here's what will happen next. So the UFC was amazing. It was incredible. And it was actually somebody walking with a cell phone filming every step as if you're walking up to the building, you did the doors open in route going up the doors, here's gonna be a security guard. This is the badge you're gonna show them it's going to be in your email, you'll just print that out. It was every step when you get to this part of the hall. The left is going to be washroom in case you want to freshen up before we go over to the conference. It took out every bit of uncertainty so that instinct didn't say I've made a mistake, I'm nervous, what will happen next, etc, etc. It was really a beautiful part of a system. And I think we could do that even in our sales emails. What's going to happen then, is I'm going to send you a video that walks you through every step because I don't want you having any questions or lingering moments or being uncertain, etc. So I think we speak to them as if they're already part of the crowd. And I think that's leadership. So let's talk about leadership. Leadership means removing any question about what do I do next? I believe humans want to know what's next what to do next, you're going to click here and that's going to take you to this page. You're going to comment here and that's going to bump this up an algorithm. You're going to watch this and then you're going to know what to write. I think training them to click establishes leadership, authority and expertise. It does.

Unknown 9:28

I mean, well, the thing is we're always doing is we're always training a behaviour whether we're conscious of it or not. For example, if we emailed our list and we never made an offer to them, all we're doing is providing value, we create the expectation that the emails that you get from Kennedy are just really cool articles that make you do anything. Whereas if I then suddenly start showing up with a tool by mistake, you're gonna be pissed off because that's not the relationship they believe we've built. It's a bit like if I have a certain relationship with people and I don't swear, and then suddenly I show up and I'm like effing and blinding and cursing and there's maybe like, whoa, what's going on? This is W Are you okay? What's happened here, it becomes a real job and not in a good way. So what we want to do with our subscribers is from the very beginning of that relationship, we want to train the behaviours that we want them to have in order to buy and they are open my emails because they're going to be good. I'm not gonna only email you with stuff to buy, you can open because I value you'll enjoy them, right? Secondly, there's gonna be links and you should click them when you do feel good, you're gonna see something that's gonna be valuable to you interesting to you, something like that. So creating these behaviours is at the very core of bias psychology. If we knew that when we went into the store, that we had to do certain things to do other things, we would do those things and that's what the store is training us to do. Like when you go we saw you always go in a certain pattern. I used the same partner who said, I'll go up past where the carrots and the potatoes are first, then I come down where the cabbages and where the broccoli is. And then I go up past where the paracetamol is, every single time, every single time. The supermarket's they study how we walk around supermarkets because they're understanding what our behaviours are, and they're training those behaviours. So we want to train our subscribers to click from the beginning and your very first welcome email. Have them click something in your delivery email to download the free lead magnet or the thing they bought from you have them click to do it. Don't just put it in there because we want to be saying when you click it safe, when you click, you get stuff when you click it is good. Whereas if you haven't ever sent anything to click before, they don't know whether clicking is good or bad. And when in doubt, what do we do? Nothing. We do nothing. So we have to teach them from email one on day zero. Clicking is good.


Action is good. Let's train them from the beginning taking action but also giving you leadership you're telling them what's next what to do. Let's talk about social proof. Because when we were talking about this ahead of time, we actually came at this from two different perspectives, meaning there are two prongs to social proof in our opinion. So why don't you talk to us about social proof from your perspective and hope? Yeah,


one of the things I really believe that we are doing whatever we're selling anything is we're selling people, not on the outcome itself, but on the hope that this is the solution that will get me to the outcome I want whether it's being better at something or escaping the pain or something or to you know, the carrot or the stick that towards the away from things. So what you're really doing is you're selling people the hope that this is the one this is the one that's gonna solve my problem get me closer to my goal. An example of this when I really leaned into this was during COVID I still had a business where I was teaching other performers, other entertainers, how to grow their businesses get booked for more gigs and earn more and what they deserve to get frankly as entertainers on so many of the undervalue themselves, unfortunately. And so during that time, that whole market felt hopeless, because we had our government saying, if you're in the performing space, you need to retrain and do something else. That's what our governor was saying on national television carry, he was awful. And so they're now all at home going. I don't know how to do anything else. This is my passion. This is my love. This is my art that I've turned into a job to live my dream. And now the world has closed down. So I took my responsibility to market the fact that I had a great deal of influence in that market at the time. I had probably the biggest email list and following in that market, and I thought, how can I serve the hope of that market? And what I did is I put together a two day completely free online event that we can attend from anywhere in the world. It's what we in the marketing space no was a summit, but in that space. It's never been done before. I don't think anyone's done it since either, but what I was doing is giving people hope, because I know how important in order for any of our audience to move forward with us or with themselves. They have to have the hope that they can do it. So until hope exists, nothing exists. And so in social proof, we want to show people things that give them the hope. Oh, that person did it. Maybe I've got some hope. Because that person who's back behind me, who has a disadvantage compared to me did something good. That gives me the hope. So that's the element of social proof that I was really thinking about when it comes to social proof is selling hope. But you had another idea when it comes to being in a popular place with social proof.


Yeah, people want to fit in and they want to be assured that they're making a safe decision and sometimes a trendy decision. So parent of four kids, three of those are girls and I tell you what, we've got the Stanley water bottles, which are all the rage in the US right now. We've got that we've got the Hoka shoes now we don't jump on every trend but what I will tell you is that before they purchase or get too attached to something they do look around to make sure it's okay and it's safe. I do have a couple of them that love to thrift and vintage and make everything their own. But that also is kind of safe and kind of a trend right now too. And so what I know is that if we pass to restaurants side by side restaurants and one has a line out the door in a full parking lot and the other ones empty. Were immediately sceptical of the empty one. We rather go stand in the line or do Uber Eats for the one that's busy, because it's safe because other people have tried it and tested it and vouched for it. So this is why you will see people post on social media. Hey, I'm looking at buying a new vacuum what have you loved what are you not loved? What's everybody using? Etc, etc. They are looking for approval from their peers, some not all they don't want to be made a fool of they think it's the right choice for them, but they need to be affirmed. They want to be right. And so they're looking for some confirmation bias one way or the other. So I think that's why it's also important to have public reviews and to be talking about things out loud. Back when I was very social media resistant way back in the day. Another colleague said to me take every private conversation you're having that doesn't have to be private ticket public. That's interesting. He said if you have somebody in your audience asking you a question, why would you answer that you email ticket to Twitter and say I got this email tagged him in it and answer it for everybody. Like take your private conversations public as long as they're not violating any identity? The right way? Of course, yeah, the right conversations the right things. He said, because people need to know you're having these conversations. It establishes you as an authority of us, right. So I took it to Twitter, I took all the conversations Twitter, I do this in my group programmes like oh, that's a great question, Kennedy, for the sake of everyone. I'm gonna go answer that in a public forum. It's social proof that number one people are asking me questions number two people consider me authority number three people are reaching out number four, I know what I'm talking about. Right. And I think that kind of social proof matters to the belonging that it's the right thing that other people have done it. I'm not going to look like a fool. I'm not going to be scammed, all of those kinds of things. So that's where I was coming from social proof both matter. Both are super valid. But let's talk a little bit about Benjamin Hardy, I think is the one that calls procrastination, arrogance and entitlement. Because we assume we're going to have more time so a lot of our buyers are thinking, Oh, I really want to do that. I'm gonna do that later. I'm gonna do that when it's a better time. I'm gonna do that when it's a different need and I've often said that when you won't ask for the sale when you don't ask for the decision. It's much like dating for a long period of time and never leaning in for the kiss like you either lean in, like get the kiss with a slap or move on. We just can't be lingering in limbo. And so how do we encourage humans who are worried about making a wrong decision? How do we move ourselves up? On their priority list?


You just reminded me I hired a sales trainer once quite a number of years ago because I was always horrible at sales. I was horrible. My confidence in sales. I thought, I never really want to do sales, but I just want to know what I don't know and where my gaps also I can if we ever hired salespeople, I would know what was good, what was bad. I could coach them better and just I was interested. And I remember him always saying what you really want to do is we're going to make a decision. And he really focused on getting them to say no as quickly as possible. Because what we want to do is get people to go from place of indecision to decision when that decision is yes, our decision is no, that doesn't matter, but I just want a decision. The only way we can do that is if making a decision is high on the priority list. But all we do as human beings prioritise things. Were prioritised having this conversation because we put time on our calendars when we said we're gonna meet online and have this conversation. The reason that you're listening to this episode right now is because you prioritise listening to this over that other episode of that other podcast or watching that YouTube video, you prioritise link for a reason, when there's only really two ways of making people prioritise what it is you do, because remember, no one's ever doing the third priority thing. It has a list of priorities, they're not doing the third thing the number one thing so at some point, you have to move your things and number one on the list now if so, there are some things to always gonna supersede your thing. Like your school calls in your kidneys picked up from school because they're sick. That's gonna immediately jump over oh, I need to buy that ebook. On the internet, obviously, but that's the game of priorities. And you can't control those things. But you can control your thing being above. I'm going to just quickly answer that email to my accountant or I'm going to just rewrite that blog post. I'm gonna text that person back. You can move it above so there's nothing more urgent. You want to be the most urgently on the list. And the way you do that is through two different very, very different skills that people do interchangeable, my personal bugbears to change the two things and they are very different. The first one is urgency. That's one of the things that cause people to move things up the priority list. That means you make the time it's available short. The time is going to run out. That is I'm doing a flash sale it's only four days. prioritise the time that's like saying your kids are at the school gate waiting to be picked up that urgent there is a time scarcity is when there are scarce number there is a scarce value of those things. Okay? So for example, that getting tickets to the Taylor Swift concert, they're going to sell out through scarcity way before the urgency as a problem like urgency is not going to be a problem. Taylor Swift you have to think, Oh, I better booked my ticket because the concerts tomorrow night. Last night imagine Oh, I'm gonna book a ticket for telestroke tomorrow night, not happening. It's a scarce quantity of something. And these are the two things that move things up a priority list. I wanted to see Elton John perform before he retired. I'm not like a massive super Elton John fan. But I wanted to see homeless living legends. I wanted to see why he's on his final world tour of his goodbye yellow brick road. It wasn't last year, maybe last year. So I said you know what, I'm gonna sit and wait for the tickets to my local stadium to go and see I don't like the music and stadiums. I'm not like a number one Elton John fan, but I sat and watched that timer tick down so I could get my tickets because I knew they were going to be scattered it was going to sell out. That meant for those 10 minutes. I wasn't on a call. I wasn't raising content. I wasn't writing a new framework or teaching or creating. Because of the scarcity of those tickets. I prioritised watching a clock countdown until I could buy the tickets. So we want to move things up people's priority lists. And that's a huge piece of bio psychology is understanding prioritising Yeah, and


it's something I say a lot if it's important, it deserves an appointment. If Yeah, if you say that you want to do something but you don't put it in your calendar, then you don't really want to do it. You just want to talk about doing the thing for


me like I'll go yeah, we'll be up next week. If I don't say what day and what time that I don't care that much. Yeah,


exactly. So if it's important, it deserves an appointment. And so that matters on your business building on your offers, etc. to I like to differentiate between scarcity and urgency. That urgency is more like hey, would you like to go out on a date with me on Friday? Yeah, there's a date. There's a time there's a decision expectation within a window of time. Scarcity would be the bachelor in a roomful of 12 girls and he's only got 10 Roses, right? You don't have to use both of those. Either one of them. Just make sure they're authentic and make sure you keep your promise because people are always looking for evidence. Like you say, people are always looking for evidence is she who she says she is? Is he who he says he is do they keep their word people know if they miss my deadlines, I miss my deadlines. Like I'm pretty hard and fast about that. And that's for my own integrity, but people like to delay decision so you have to give them a time that decision has to be made. I mean, it just is what it is. So there you go. All right. So if people want to learn more about this if they want to get exact campaigns or even what I love, which is lifetime access to countdown, hero, and countdown clocks and those kind of things, talk to us a little bit about how people can just jump into that.


Yeah, to all the campaigns that use urgency, scarcity, and how these buyer psychology stuff all built into them. That's more than 45 different email campaigns for everything you want to sell in lots of different ways to sell it and promote it to your audience. Go check out all the details of our flagship programme, email hero blueprint over at email hero And now this week's


subject line of the week.


So this one was just less than four or five ages then a semicolon and then invitation. Initially when I wrote this, I just wrote invitation I thought that has nothing to me. It's very flat, it has no emotion to it, it doesn't jump out. Whereas I thought, what can I put in then I was like, oh, secret, and it's not really a secret invitation because I'm sending to a bunch of people. And I thought just getting to lean in and go oh, well, you know, what's that about? So just adding something into something boring. Just gives you the extra lift and the inbox and if I've got like loads of H's like it's not just Shush, it's got lots more to it. It sounds much more casual. Really got to bounce off the inbox and it got really good open in response rate. It was very good. Love


that and hey, you guys, thanks as always, we don't take it for granted that you're hanging out with us till the end of the episode. Glad you were here. Be sure to hit subscribe on your podcast player. Leave us a great review and tell a few friends. We will see you next week.


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