TOGETHER WITH
Happy Thursday š - The Crew here!
Salespeople have known this for a long time: Your mind has an automatic copycat function.
And at some point, someoneās probably used it to get you to like them.
By the wayā¦
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Alright, enough teasing, time to get into the juicy stuff.
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Mimicry
Did you know there are special mirror neurons in your brain that make you recognize, internalize, and act upon other peopleās behaviors?
Imitating someone elseās facial expressions, for example, is so hardwired that one-month-old babies are already smiling or sticking out their tongues when they observe someone else doing the same.
Before they reach the age of one year, they are imitating complex emotional expressions like joy or anger.
In persuasion, the use of mimicry is two-fold:
1) When someone mimics our behavior, we like them more.Ā In a study, a waitress in a restaurant verbally mimicked half of her customers, but did not verbally mimic the other half.
She did this by literally repeating the customers' orders in a mimicry fashion, or not repeating orders in a mimicry fashion at all.
The results? The customers she mimicked tipped her three times more than the customers she didnāt.
2) Another study found that consumers tend to automatically mimic the consumer behavior observed in others.
So letās see how to use this persuasion technique in your daily life as a marketer.
Three Tactics Based On The Availability Heuristic
People tend to imitate those they live with or look up to for leadership, right?
So you should show your product being consumed by people similar to your ideal customer, or by influential people in your niche, every chance you get.
This can look like:
Unboxing videos by influencers.
Video ads showing your ideal customer using your product.
By the way, this is also why celebrity marketing works.
Mimicking your customers can make them bond with your brand and trust you more.
Go on social networks, niche forums, and attend in-person meetings. Learn their jargon. The words they use. Common expressions and figurative language.
And use it in your marketing.
The more you show that your brand personality traits are similar to those of your audience, the more theyāll like and trust you.
Does your job involve sales calls? Or do your company's customer care operators use video or calls?
Thatās good news for you, because mimicking your counterpart during a negotiation can increase the success of the outcome of a sale from 12.5% to 67%.
Thatās more than a 5 fold increase.
Worried that your customer will notice?
Donāt be!
The same study found that none of the participants noticed that their opponents were mimicking their behavior.
What exactly should you mimic? Facial expressions, tone of voice, body language. Repeat what they say.
This will increase your chances of success.
Try these tips in your marketing, and watch what happens. We think youāll be happily surprised.
Clickworthy
ā±ļø Want to create a high-converting landing page in minutesāwithout coding or hiring a graphic designer? The Marketerās Complete Dive Into AI report shows you how to use generative AI to build funnels from scratch. Check it out!*
š¤·āāļø Your go-to tactics not working anymore? Borrow proven growth tactics used by successful brands and thriving startups. Every Saturday Tactics delivers in your inbox ā for free ā profit-boosting growth tactics. Sign up for free.*
š¢ Customers hate shipping fees, you probably already knew. But did you know that offering flat-fee subscriptions with access to free shipping will get customers to order more, and spend more over time?
š Overexposure is real. Repetitive ads on streaming platforms are annoying according to this study. So, make sure you set a frequency cap where possibleā¦ And we will talk about when to increase frequency and how in a future newsletter about The Frequency Illusion.
š« Norway has banned personalized ads from Meta āunless it obtains usersā consent to the processing.ā Itās a three-month ban to begin with and the fine is up to $100,000 per day. Ouch, could get expensive.
*This is a sponsored post.
ICYMI, last week we talked about the Availability Heuristic.
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