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Know Your Consumer

In affiliate marketing, the name of the game is "get the sale" (or the lead, call, or other conversion that the brand desires). Once you understand how affiliate marketing works and how you're paid for your efforts, you can tailor your approach toward persuading your visitor to buy. These tips from the psychology of shopping can be the magic key to unlock the door of higher earnings for your website.

What's needed to get the sale? Emotional single-mindedness

You already have an advantage: You know your visitors' interests, passions, dislikes, lifestyle, and demographics. You've built a following of readers who trust what you have to say in your area of expertise or focus. A natural extension of that following is for your readers to want to know what products you recommend and why. They want your help in making an important purchase decision about their passion. According to research by Kit Yarrow and others, in order to facilitate a purchase, your site visitor must be so single-mindedly emotionally focused on buying that product that nothing (no time delay, technology issue, other discount or coupon, or influence) will stop her.

How do you do that? Curiosity is the catalyst; knowledge is power

Your secret advantage is that you want to understand your consumers. You desire to know how the shopper's mind and emotions work together to motivate purchases.

What does the emotional consumer want?

  • Bargains, feeling smart about purchase price
  • Avoiding FOMO (Fear of Missing Out)
  • Rationalization of purchases
  • Managing the option overload
  • Value assurances from brands and referrers
  • Competitive sport shopping, shopping as entertainment
  • Investing in the purchase, value down the road for reselling
  • Retail therapy, shopping as a way to deal with negative feelings
  • Easing transitions in life
  • Visualization of how it will look or work
  • Relaxation or escape

What are some strategies you can use?

  • Technology and innovation
  • Smartphone use
  • Use your own website data, but with TRUST
  • Credibility of referrals
  • The real deal, you are an expert, not just a marketing person trying to sell something
  • Your community, your readers help each other and value your recommendations
  • Champions
  • Customization
  • Crowdsourcing
  • Contests
  • Videos

These are just some ideas to start the creative flow inside you. Your intuition and experience will guide you toward what is right for your website.


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