How to Trigger a Successful Sale through the Power of Psychological Triggers
By Joseph Sugarman

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I call one of the most powerful triggers a "satisfaction conviction," which is a guarantee of satisfaction.

But don't confuse this with the typical trial period you find in mail order, i.e., "If your not happy within 30 days, you can return your purchase for a full refund."

A satisfaction conviction is different. Basically, it takes the trial period and adds something that makes it go well beyond the trial period.

For example, if I were offering a subscription, instead of saying, "If at anytime you're not happy with your subscription, we'll refund your unused portion," and instead said, "If at any time you're not happy with your subscription, let us know and we'll refund your entire subscription price -- even if you decide to cancel just before the last issue."

Basically you're saying to your prospect that you are so sure that they'll like the subscription, that you are willing to go beyond what is traditionally offered with other subscriptions.

This in fact gives the reader the sense that the company really knows it has a winning product and solidly stands behind the product and your satisfaction.

Is this technique effective? You bet. In many tests, I've doubled response - sometimes by adding just one sentence that conveys a good satisfaction conviction.

I received an e-mail from a company, a subsidiary of eBay, requesting my advice. They had an e-mail solicitation that wasn't drawing the response that they had expected. What was wrong?

Looking over what they had created, I saw several mistakes, many of which would have been avoided if they knew the psychological triggers that cause people to buy. Let me give you just one example.

In the subject line of most e-mails that have solicited me, I have been able to tell, at a glance, that the solicitation was for a specific service or an offer of something that I was clearly able to determine.

Examples such as "Reduce your CD and DVD costs 50%," Or "Lose weight quickly," pretty much told me what they were selling. Was this good or bad?

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