Content X Consumer Psychology hacks

People buy from people they like, and moreover, people buy from people they like, even if they don't want the product. If your best friend came up to you and he said his son was raising money for breast cancer awareness, he already put in the first hundred, can you put in the second hundred, so his son could be the first in the class. Your heart would melt and you would give the hundred. Now, if you were walking into Target and somebody ran him right in the front and asked for the same question, you wouldn't care. And that's the point here. So I want to give you three subtle tricks that you can use in your next video to give people to like you enough to buy from you. The last one here, I'm doing right now in real time. Number one, add a human flaw. The majority of people that are making videos, whether it's shop or UGC or normal organic videos, are either trying to be too perfect, which people read as inauthentic or conversely, they're being too vulnerable, which people question why you're telling us everything. But if you find a subtle way, slip in a flaw in security, something that you don't like about yourself, maybe even a mistake, that reads as trustworthy, that reads as if you were a real human. Let's say in this video, I was trying to sell a dog product, and I do so by telling a story. And within the story, I've mentioned that I made the mistake of giving my dog a supplement that messed up stomach up. She had diarrhea, she was throwing up for a couple weeks. In me highlighting a flaw or a mistake that I made on our way to the product that we end up showing in the video, it seems authentic. If you don't most trust that what I'm saying next is the truth. And if you do it right, it's not me just being vulnerable for the video, it's me being vulnerable to you. And that is what gets you those trust points, because now they're emotionally attached. It's more intimate, which beautifully takes me into number two. You want to speak to them. I'm going to break this up into three small parts. The first one is, you want to call them out directly. Right at the beginning of the video, they should know that you're talking directly to them. So again, for the dog video, you can come out and say, "If your dog has bad breath." Now, if you're a dog owner and your dog has bad breath, you know I'm talking directly to you. The second piece of this is, you want to speak their language. Perfect example, I play basketball. If somebody came out and said, "Oh, that was a really cool looking layout." I'd immediately write them off as a casual and someone not to pay attention to. But if I heard somebody say, "Look at the English," you put on that. If someone who played basketball at a high level, I'd know that. He put it up on the backboard at a specific spot that without English, it wouldn't have gone in. But since he used English, it went in. Now I trust that this person at some level knows basketball. And that's all you're looking to do with all these examples. You're just stacking up those trust points. And then the third, probably the most important, you want to hit their exact pain points, emphasis on exact. If this video was about a product that helped with knee pain, I was targeting an older audience. Yes, you could come out and say, "If you have bone on bone pain." But if you were able to highlight an exact pain like not being able to go outside and play with your grandkids, that's a feeling and an emotion, only a specific person can have. You're speaking on a pain that only people in this group would know about. And that helps build trust. Now, the last one, I've been doing it to you this entire video. Opening and closing curiosity loops all throughout the video. If you don't know what a curiosity loop is to keep it simple, at some point I opened up a question and the viewer's mind and then at some point in the video, I'm going to close that and give them the answer. And when you do this, you're essentially fulfilling on a promise. So they trust you. Now, every video should have an overarching curiosity loop. But in between, you need to be getting those little points of trust. So what you do is open and close small curiosity loops throughout the video. I've been doing it this entire video when I said, "I had a human flaw." That opened up a question in your mind because you didn't know what I was talking about. And then I fit on that promise and moved on into the same thing on the next point. And throughout the video, you're going to be stacking all of these small points of trust. And that's all the game is. So take immediate action on all three of these and let me know if you guys want me to give you the longer list.