Here’s a harsh fact if you work in online marketing: Most people will not respond to your offer.
Very few buyers move from one stage of their lifecycle to the next.
You work hard to create an article, an e-book, or an email series. You publish it on your site. Hundreds of people, maybe thousands go to the landing page.
Yet only a few percent give you their email address and sign up. Of those who register, only a few read your material or click through on the links you provide.
Of course, you are already familiar with the steps you can take to improve your conversion rates:
- Analyze your metrics and find the low numbers where you can improve.
- Study your audience with surveys and interviews.
- Test different options and see which have higher conversion rates.
But what about you?
How do you maintain a good mental attitude in the face of all that rejection? How do you stay afloat in an ocean of high bounce rates, short time-on-page metrics, and low conversions?
Anytime you communicate directly with customers — via email, blog posts or articles — you need to stay buoyant mentally in order for your communication to move others.
Daniel Pink explains that “if you understand buoyancy’s three components – which apply before, during, and after an effort to move others – you can use it effectively in your own life.”
Before: interrogative self-talk
Most sales gurus will tell you to “pump yourself up” prior to a sales meeting. They recommend that you saturate your mind with belief in what you are selling and your ability to sell it.
It turns out that all the twentieth century sales gurus were wrong. Social science research reveals a more subtle solution.
We talk to ourselves all the time. Sometimes we make positive statements: “I can do this. I’m good at this.” And other times we make more negative statements: “I’ll not good at this. I’ll never finish.”
Positive or negative, we tend to be declarative.
Instead, ask yourself questions. “Can I do this? Can I make a great pitch? Can I write an email that will get a response?”
When you ask questions, you solicit answers. You summon the resources and strategies to accomplish the task.
Further, interrogative self-talk may inspire you to remember the intrinsic motivations you have to accomplish the goal. Instead of only focusing on extrinsic rewards (which are weaker motivators), you focus on your motivations from intrinsic choices (the source of stronger motivations).
During: positivity ratios
Research is showing that people who hear positive speech from the person across the negotiating table are more likely to accept the terms of the deal.
The leading researcher on positivity says that negative emotions “narrow people’s vision and propel their behavior to survival in the moment.” Fight or flight.
Positive emotions on the other hand “broaden people’s ideas about possible actions.”
These positive emotions include amusement, appreciation, joy, interest, gratitude, and inspiration.
If you are communicating to people through email, articles, or your website, you are more likely to move them if you convey positive emotions. You will broaden their outlook and their willingness to consider new ideas and actions.
Not only will your positive emotions move others, they will also improve your own outlook. People whose positive emotions outnumbered negative emotions by 3 to 1 — three instances of feeling gratitude, interest, or contentment, for every one instance of anger, guilt or embarrassment – generally flourish.
They feel more conviction about what they are selling and are more likely to produce an emotional contagion as a result.
After – explanatory style
People who give up easily, who learn helplessness, explain bad events as permanent, pervasive, and personal.
Whereas optimistic people’s explanatory style says rejections are temporary, specific, and external. Optimism can catalyze into persistence. It can steady us during challenges, and stoke our confidence.
Levity moves you skyward, gravity pulls you earthward. Buoyancy is the proper combination of the two.