Hey you! Are you ready to crank your conversion marketing up a notch? I’m here to dish out a secret ingredient you’ve probably overlooked – the Self-Serving Bias. This bad boy can be your ticket to outstanding conversion outcomes if you play your cards right.
So, what’s the Self-Serving Bias? It’s the tendency for us humans to credit our successes to our own abilities and efforts, but blame our failures on external factors. In short, we’re wired to protect our self-esteem. And guess what? This bias isn’t just fun psychology trivia; it’s a powerful tool you can leverage in your marketing strategy.
Here’s the scoop: people love brands that get them, brands that say, “Hey, your failures aren’t your fault.” And that, my friend, is where the Self-Serving Bias shines. It’s your golden opportunity to show empathy, to connect with your audience on a deeper level, and, most importantly, to boost those conversion rates!
Now, let’s talk about how you can put this into action.
Firstly, show understanding. Frame your messaging in a way that absolves your audience of blame for their problems. For instance, a cigarette brand might say, “It’s not your fault your throat hurts, you’re smoking the wrong brand.” Or a wealth management firm could proclaim, “It’s not your fault you’re poor, the government is stealing from you.” It’s not about deception; it’s about empathizing with your audience’s struggles and offering them a solution.
Secondly, offer the solution. Once you’ve validated their feelings, present your product or service as the answer. For example, a diet plan company could say, “It’s not your fault you’re overweight, you’re following the wrong diet. Try our scientifically-proven plan.”
Remember, as Blair Warren brilliantly put it: “People will do anything for those who encourage their dreams, justify their failures, allay their fears, confirm their suspicions, and help them throw rocks at their enemies.” Your job is to be that ‘someone’ for your audience.
But hey, don’t take my word for it; the proof is in the pudding. Companies who have harnessed the power of the Self-Serving Bias in their marketing have seen significant increases in their conversion rates.
So, what are you waiting for? Start incorporating the Self-Serving Bias into your marketing strategy today. Show your audience that you understand them, that you empathize with their struggles, and that you have the solution to their problems. Not only will this help you connect with your audience on a deeper level, but it’ll also give your conversion rates a serious boost. Let’s get to work!