I’m constantly studying what makes people successful.
It’s an obsession.
From looking at their failures, to gleaning the lessons they got along the way and figuring out how they learned from them. It’s so fascinating.
And I think it also has a big impact in your ability to persuade.
I’ve come to believe that success is like a flywheel.
The more you blow on it, the less force you need to put into it.
One of my favorite thinkers, Dilbert’s comic artist Sand author Scott Adams puts it really nicely in his book “How to Fail at Almost Everything and Still Win Big” (btw I’m on a 3rd time read, it’s soo good):
I’ve come to believe that success at anything has a spillover effect on other things. You can take advantage of that effect by becoming good at things that require nothing but practice. Once you become good at a few unimportant things, such as hobbies or sports, the habit of success stays with you on more important quests. When you’ve tasted success, you want more. And the wanting gives you the sort of energy that is critical to success.
So once you start seeing success, not only you require less effort to keep it up, but that success also touches other areas of your life, in ways you couldn’t have predicted.
What does this have to do with persuading you might ask?
Your prospects crave success but they can experience it way before buying your product or service.
This happens when you curate your entire user experience. A few examples:
- Compelling copy: Clear, concise, and engaging copy that speaks directly to the target audience, addressing their pain points, desires, and emotions.
- Intuitive navigation: A well-structured layout with logical navigation that allows users to effortlessly find the information they’re seeking.
- Consistent branding: Cohesive visual elements, including fonts, colors, and imagery, that create a memorable brand identity and evoke positive emotions.
- Fast load times: Optimized webpages that load quickly, ensuring visitors don’t lose interest or patience waiting for content to appear.
- Mobile responsiveness: A seamless browsing experience across various devices, ensuring consistent layout, navigation, and usability on smartphones and tablets.
- Personalization: Tailored content and recommendations based on user behavior, preferences, or demographics, making the experience feel more relevant and engaging.
- Clear calls-to-action: Strategically placed and designed CTAs that guide users towards desired actions, such as subscribing, purchasing, or contacting.
- Visually engaging design: Aesthetically pleasing visuals that complement the copy and enhance the overall user experience, without overwhelming or distracting from the main message.
- And more…
If you write copy, you can’t do that in a vacuum. All of these and more should be on your radar, because if you want your prospects to convert easier and faster, you need to give them success at each and every step.
The more success they can experience more frequently, even if in small doses, the better your chances.
Ask yourself, how can I make this step easier? What would success look like for them here?
It’s a case of sweating the small stuff.
That and more is what I do at Conversion Alchemy, and which I’m trying to preach.
If you’re curious, I wrote about some of this, especially going in depth into usability testing, for my friends at Userfeel.
Quote and reflection of the day:
“Remember: we don’t need to be great at something to get started, but we do need to get started to become great.”
- Matt Watkinson, Mastering Uncertainty
Don’t let ambition stop you from taking the first step. Sometimes you need to think small in order to act big.