Using Cognitive Bias to Increase Product Sales, with James Swanwick

This episode of Freedom Fast Lane features prior guest, James Swanwick. James has created a great brand - Swanwick Sleep - and has learned how to use cognitive biases to make his prospects WANT to become customers. On this episode, James explains how to effectively highlight the prospect’s pain, how to describe the benefits of your product instead of its features, how and why to use testimonials, how to use the element of scarcity honestly and effectively, how to demonstrate that your product is affordable and a great deal, how to make it super easy to buy your product, and the Lollapalooza effect. Yes, it’s a strange term, but you can find out what it is on this episode.

It’s important to talk about benefits customers receive from using your products.

Do you know the difference between the features of your products and the benefits? If you don’t, you’re going to waste a lot of time creating product pages that don’t convert prospects to buyers. Benefits describe a buyer is going to get from purchasing your product, the perks of using it. Features describe things like the size, the material it’s made of, the manufacturing process, and more details that most people don’t care about. James Swanwick tells how to describe your products in compelling ways that make people want to buy them, on this episode.

On your product pages, you need to talk to one person, not a group.

When you phrase your product copy as if you are speaking to an individual rather than a group, you will see your conversions go up. James Swanwick has an interesting approach to this technique. Once he writes a page, he’ll go through to see how many times he’s used the word “you” in the copy - then he doubles it. He’s found that the more the reader feels that you are speaking directly to them, they are more apt to buy your products. His increased sales prove that there’s something to his theory, so be sure you listen to find out more of the ways Swanwick Sleep has increased sales using cognitive biases.

Get dramatic increases in product sales by adding video demonstrations.

Swanwick Sleep was doing alright with sales, but they wanted to do everything they could with their individual product pages to increase their opportunities to convert prospects to sales. One of the things they decided to try was the addition of product demonstration videos. Sales conversions went up dramatically. What they discovered was that the longer people stay on your product pages - which videos make happen - the more they become comfortable with your brand and the more likely they are to buy your product. You can learn how James and the team at Swanwick Sleep use this video hack and other cognitive bias techniques to increase sales, on this episode of Freedom Fast Lane.

Split testing is a crucial technique you can use to test your product pages to increase sales.

If you are going to increase product sales you’ve got make sure that the elements you are using on your sales pages are the RIGHT elements. That means you have to test everything. It’s the only way you’re going to know what your potential customers respond to well and what they don’t like at all. To get started with testing, begin with price. You never really know if the price you are asking for your product is the right price until you test it. You’ll soon discover that even a slightly lower price might increase sales, which multiplies the bottom line.

Outline Of This Great Episode

• [0:16] Introduction to James Swanwick.
• [1:54] How the SS team uses a list of cognitive biases to sell more products.
• [3:41] Why you should talk about benefits, not features.
• [6:20] Talk about the pain your potential customers are experiencing?
• [8:05] Use the word “you” to talk to one person rather than a group.
• [9:00] What are the best ways to use the concept of scarcity?
• [10:16] Using testimonials and how they impact the human brain.
• [12:14] Do you know how to use authority bias to sell your products?
• [16:30] Considering the personality types who may be buying to your product.
• [17:57] What James discovered when he included product videos (Youtube videos).
• [22:56] The vital importance of testing to find the most effective options.
• [24:33] Why price is the first place you should test for better conversions.
• [27:00] How to use colors for your purchase buttons more actionable.
• [29:24] What IS the Lollapalooza effect?

Action Steps From This Episode

FOR GETTING STARTED: If you are going to increase product sales you’ve got make sure that the elements you are using on your sales pages are the RIGHT elements. That means you have to test everything. But start with price. You never really know if the price you are asking for your product is the right price until you test it.

FOR GREATER SUCCESS: Do everything you can to combine the techniques of cognitive bias that James covers on this episode. What you’ll experience is the Lollapalooza effect, when people simply can’t wait to buy your products.

Connect With Today’s guest: James Swanwick

www.JamesSwanwick.com or James(at)JamesSwanwick.com

Swanwick Sleep

The 30-day No Alcohol Program

The James Swanwick Show Podcast

Resources Mentioned On This Episode

• The YO App
• Tom’s Shoes
• VWO software for testing
• David Ogilvy (copywriter)

Connect With Freedom Fast Lane

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