It’s very easy for a Marketer or Business Owner to get caught up focusing solely on Technology and the latest tools for their Website. Many people miss one of the core concepts of getting someone to purchase, subscribe or embrace a service. This core concept being Persuasion and the aspects of Trust which hold the foundation.
Tim Ash, CEO of SiteTuners explains his Four Pillars of Persuasion to be used in Marketing for your site:
The Four Pillars of Persuasion
Which could include Media Reviews, Testimonials from reputable sources or client logos.
2. Transactional Assurances
When someone is ready to make a commitment to purchasing a product or service for you the need some assurances that the transaction will be simple and safe. You could include policies, return information, guarantees, well known payment methods, or a secure checkout.
Trustmarks are also very important and might include: Better Business Bureau logo certificate, SSL Certificates, TRUSTe, McAfee Secure, MasterCard, Visa, American Express, UPS, FedEx etc.
3. Social Proof
Here is where Social Media Marketing fills a large role to facilitate evidence of people’s peers endorsing you. This could be people on Facebook, Twitter, LinkedIn or any other Social Network saying that they like your business, brand or service. A Facebook Like button or Facebook Fan Box is a great way to show your engaged customer base. It also can’t hurt to go the Old Media route of quantifying the number of customers you have or your “established in” date.
Your site must look professional to stay competitive. An ugly or “cheesy” website does not help to stabilize and of these four pillars. According to Tim Ash People form a first impression of a website in 1/20th of a second. If you are looking for someone to help you design or redesign your site make sure that they understand your vision and the four pillars very clearly.
Watch the interview to learn more: