Word-count or character limitations.
Busy, distracted readers.
On social media, you’re really up against a lot of challenges.
So, among all of the rules, the noise and the rivalry, how do you make an impact in the environment of social media?
More importantly, how do you monetize that environment?
Two words: cyber bites.
Similar to sound bites, cyber bites are defined as web copy in bite-size pieces that make a maximum impact using a minimum amount of words or characters.
But cyber bites need to accomplish one important thing that sound bites are not necessarily required to do.
They have to sell.
How is selling with cyber bites on social media even remotely possible? And how do you approach it?
How do you work within the constrained environment of social media? It’s not like a web landing page where you have ample real estate in which to present your sales argument.
There’s a proven way to increase the likelihood of getting through to your customers.
It’s called the Trifecta Neuro-Affective Principle.
Simply put, this device incorporates three mind-changing “triggers” that are designed to take readers from skeptical prospects to eager buyers. When used correctly, these triggers make it extremely hard for readers to object to your sales proposition, thereby accelerating their decision-making process. The three principle triggers and their objectives are:
- Resonance – to appeal to the audience’s feelings; you want your prospect to acknowledge similarities between themselves and you. In other words, you want to strive for audience identification.
- Redefinition – to support and prove out your USP with facts or research; with the redefinition trigger, you want to encourage viewers to see things your way.
- Resistance – to destroy possible arguments.
It’s time to set aside your own “best guesses” about what your prospects want to hear and, instead, enter the conversation that’s already going on in their own minds.
Anatomy of an Effective Cyber Bite
The following is an example of an effective cyber bite, which incorporates the Trifecta Neuro-Affective Principle:
Product Pro Launch (PPL) is the only online training that simplifies the product launch process – from idea genesis to distribution – and gets you profiting in under 30 days.
- 85% of users switched from Udemy.com product launch training because of PPL’s launch templates that basically do the planning, web layout and marketing for you.
- Includes easy Shopify setup, instruction and support – you’ll never have to hire a developer or programmer!
- Users call PPL “the smartest way to get your e-commerce store up and running – and profiting – FAST.”
The headline articulates the unique selling proposition (USP), while the three supporting bullets employ the resonance, redefinition and resistance triggers, as follows:
- The reader – an aspiring e-commerce business owner – identifies with the users who call PPL “the smartest way to get your e-commerce store up and running.” This quote resonates with them because they too want to establish a profitable online store as quickly and as painlessly as possible. The statistic (“85% of users switched…) will also resonate for those who’ve tried other product launch training products, but found them difficult to understand or too laborious.
- The ad “redefines” the product launch process by mentioning the ease of setup (“you’ll never have to hire a developer”).
- The reader’s “resistance” is undermined by the prospect of launching their product and starting to see profits in less than 30 days. The major problem in getting a prospect to change her mind in favor of your product or service resides in firm beliefs and perspectives. By identifying the most common or strongest possible objection of your audience and helping them overcome it, you can start to alter the mind set of your prospects — in your favor.
The Magic of Three
In your ads and social media posts, remember the 3 R’s: resonate with your audience; redefine the prospect’s understanding of the solution (your solution); and overcome the audience’s resistance.
Yes, you need to use all three! If you exclude one trigger, you risk leaving your readers with a sense of “incompletion” — like you haven’t told them enough in order for them to take the next step. Presenting your concept in these three ways gives your audience a feeling of total completion and that they’re about to make a satisfying purchasing decision.
Not only that, but presenting information in “threes” signifies a “digestible” bite. You’ve seen the use of threes in movie and book titles (The Three Musketeers), as well as marketing slogans (Snap, Crackle and Pop — Rice Krispies). It’s a shortcut strategy for presenting the most vital points of your unique selling proposition in the most compelling, albeit brief, manner.
Use these three principles of mind change whenever you’re faced with writing an attention-grabbing ad or social media post. It a maximizes interest, creates desire for your product and increases the likelihood that your prospect will take action.